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Personality, Lifestyles, and the Self-Concept

CHAPTER 6

PART 2

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Learning Outcomes

Define personality and know how various approaches to studying personality can be applied to consumer behaviour.

Discuss major traits that have been examined in consumer research.

Understand why lifestyles and psychographics are important to the study of consumer behaviour.

Comprehend the role of the self-concept in consumer behaviour.

Understand the concept of self-congruency and how it applies to consumer behaviour issues.

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Define personality and know how various approaches to studying personality can be applied to

consumer behaviour.

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Personality

The totality of thoughts, emotions, intentions, and behaviours that a person exhibits consistently as he or she adapts to his or her environment.

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Personality Qualities

•  Unique to an individual •  Can be conceptualized as a combination of

specific traits or characteristics •  Traits are relatively stable and interact with

situations to influence behavior •  Specific behaviors can vary across time

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Psychoanalytic Approach

Id pleasure principle

Superego consumer conscience

Ego reality principle

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Psychoanalytic approach can be used to: - Understand personality as shaped by interactions among id, ego, and superego - Analyze motivations through motivational research

Motivational Research Era

Researchers utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs.

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Motivational research seeks to uncover deep-seated motivations that are below the level of conscious awareness. Such research suggests, for example, that consumers buy sport-utility vehicles (instead of minivans or hatchbacks) to satisfy a perhaps unrealized need for dominance.

Motivation Research

Does this ad appeal to some deeply held motivation?

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The idea that “sex sells!” is often linked to the concept of id, or the power of the pleasure principle that drives human behavior. Does sex in advertising work? If we don’t think it influences us, might that be because we are unaware of its influence? Would successful brands continue to use sex in their advertising if it didn’t work? Is it more appropriate for some ads and products than for others?

Trait Approach

•  Trait—a distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner.

•  Approaches: – Nomothetic perspective – Idiographic perspective – Single-trait approach – Multiple-trait approach

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Discuss major traits that have been examined in consumer

research.

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Important Traits Studied

Materialism

Need for cognition

Value consciousness

Innovativeness

Competitiveness Trait superstition

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How do these traits influence consumer decisions. For example, how would the motivation of a strongly materialistic consumer differ when buying a car from those of a highly value-conscious buyer? How can marketers use this information to better deliver value to each personality type?

Exhibit 6.2: Five-Factor Model

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Could you develop an advertising concept to sell a smartphone to an extrovert. How would it differ from a message that targets a conscientious personality?

Hierarchical Approaches

•  Begin with the assumption that personality traits exist at varying levels of abstraction. – Specific traits—tendencies to behave in

very well-defined situations (e.g., bargaining proneness).

– Broad traits—behaviours that are performed across many different situations (e.g., extroversion).

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Personology Approach

•  Combines information on traits, goals, and consumer lifestories to gain a better understanding of personality.

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Exhibit 6.4: Brand Personality Dimensions

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Can you name several popular brands with strongly developed personalities. Can you explain how those personalities came to be associated with the brand.

Personality and Brand Relationships

Self-connection

Interdependence

Brand partner quality

Love and passion

Commitment

Intimacy

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Understand why lifestyles and psychographics are important to the study of consumer behaviour.

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Demographics don’t tell the whole story! Anna and Diane are both 22 years old, recent university graduates, working at a major packaged-goods company. Anna lives in a tiny apartment in a hip downtown area, and spends her spare time immersed in the art and music scenes, prowling vintage clothing stores for bargains and hitting the clubs on the weekend. Diane commutes from the suburban house she shares with her husband, and spends her weekends gardening and hiking. •  Can you identify the types of products each woman might buy? •  What kinds of marketing messages would they respond to?

Lifestyles

Refer to the ways consumers live and spend their time and money.

Useful in identifying viable market segments!

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•  Refers to the way consumer lifestyles are measured.

•  AIO statements: – Activities – Interests – Opinions

Psychographics

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Exhibit 6.5: Sample Psychographic Items for Segmenting the Curling Market

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How might the answers to these questions differ between two individuals, one who is an active curler, and another who curls only occasionally but enjoys watching the game? How might these differences affect the strategy of a major company that is contemplating a curling sponsorship?

VALS

•  Values and Lifestyles •  Classifies consumers into eight

segments based on:

resources available - financial - educational - intellectual primary motivations

- ideals - achievement - self-expression

&

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Review the VALS segment descriptions on pages 121 and 122 of the text and select two segments. How would products selected by these segments differ? What kinds of marketing messages would each segment respond to most favorably?

PRIZM Geodemographics

•  Segmentation system developed by Environics Analytics

•  Based on premise that people with similar backgrounds and means tend to live close to one another and emulate each other’s behaviours and lifestyles.

•  66 segments

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Comprehend the role of the self- concept in consumer behaviour.

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Self-Concept

Refers to the totality of thoughts and feelings that an individual has about him- or herself.

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We Have Many Self-Concepts

Ideal self

Ideal social self

Extended self

Actual self

Social self

Possible self

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Which of these “selves” do your friends portray on social networking sites. Do we present a different self on Facebook than we do on Pinterest?

The Cyber Self

•  Nearly ¾ of online teens and young adults are on social networking sites

•  Inappropriate information is often

posted to these sites. Remember: what you post stays online for a long time and may be seen by potential employers or clients

•  Use common sense when posting!

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Self-Esteem

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Understand the concept of self- congruency and how it applies to

consumer behaviour issues.

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Self-Congruency Theory

Proposes that much of consumer behaviour can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product.

Marketers use self-congruency theory to segment markets into groups of consumers who link high self-concept congruence with their product image.

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