personality self-image and lifestyles
TRANSCRIPT
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Personality, Self-Image and Lifestyles
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OBJECTIVES
A consumers personality influences the way he orshe responds to marketing stimuli.
Consumers lifestyles are key to many marketingstrategies.
Psychographics go beyond simple demographicsto help marketers reach different segments.
Identifying patterns of consumption is superior toknowledge of individual purchases when amarketer crafts a lifestyle marketing strategy.
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WHAT IS PERSONALITY?
A persons unique psychological makeup and how itconsistently influences the way a person respondsto his/her environment
NATURE
Reflects individualdifferences
Consistent and enduring
Can change
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THEORIES OF PERSONALITY
1. Freudian theory Unconscious needs or drives are at the heart
of human motivation
Three interacting systems
Id: primitive and impulsive drives
Superego: Individuals internal expressionof societys moral and ethical codes ofconduct
Ego: Individuals conscious control
Reality principle: ego gratifies the id in such a
way that the outside world will find acceptable
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2. Neo-Freudian personality theory
Social relationships are fundamental to theformation and development of personality
Viewed individuals as striving to overcome
feelings of inferiority & searching for new
ways to obtain love, security and brotherhood.
These feelings motivate the individuals to
perfect themselves and develop methods to
cope with anxieties. e.g., CAD theory
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Horneys CAD Theory
A CAD instrument was developed to measureconsumers interpersonal orientations
Reflected that different products and brands wereused by individuals having different personalitytypes.
Using the context of child-parent relationships,
individuals can be classified into: Compliant individuals
Aggressive individuals
Detached individuals
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CAD
Compliant Personality
One who desires to be loved, wanted, and
appreciated by others.
Aggressive Personality
One who moves against others (e.g.,
competes with others, desires to excel and
win admiration).
Detached Personality One who moves away from others (e.g., who
desires independence, self-sufficiency, and
freedom from obligations).
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3. Cognitive Theories of Personality
Personality as differences in cognitive processes(how consumers process and react to
information)
Need for Cognition (NC)
A persons craving for enjoyment of thinking
High NC consumers are likely to:
Relate better to written messages Want product-related information
Spend more time processing print ads
Enjoy using the internet to get information
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Visualizers Vs Verbalizers
A persons preference for information presented
visually or verbally
Visualizers require strong visual elements in ads Verbalizers prefer written information, print ads,
question-answer format
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4. Trait theory
Any distinguishing, relatively enduring way in whichone individual differs from another.
The concept of trait is based on three assumptions- Every individual possess relatively stable behavioral
tendencies
These tendencies differs in degrees in individuals
When identified and measured, they help incharacterizing personalities.
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Traits relevant to consumer behavior
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Consumer Innovativeness
The degree to which consumers are receptive tonew products, new services or new practices.
Consumer innovators are likely to: Score lower on dogmatism
Score higher on need for uniqueness
Have higher optimum stimulation levels
Have higher need for sensation seeking and
variety seeking behaviours
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Consumer Materialism
The extent to which a person is considered
materialistic (the degree of consumersattachment to worldly possessions)
Possessions seen as forones identity
Materialistic People Value acquiring and showing-off possessions
Are particularly self-centered and selfish
Seek lifestyles full of possessions
Have many possessions that do not lead to
greater happiness
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Fixated consumption behaviour
Consumers fixated on certain products or
categories of products Consumers have
a deep interest in a particular object orproduct category
a willingness to go to considerable lengths tosecure items in the category of interest
the dedication of a considerable amount ofdiscretionary time and money to searching outthe product
Examples: collectors, hobbyists
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Consumer Ethnocentrism
The consumers likelihood to accept or reject the
foreign products
Ethnocentric consumers feel it is wrong to
purchase foreign-made products
They can be targeted by stressing nationalistic
themes
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Compulsive consumption behaviour
Addicted or out-of-control consumers
Eg:
1. When I have money, I cannot help but spend
part or the whole of it.2. As soon as I enter a shopping center, I have
an irresistible urge to go into a shop to buy
something.
3. I have often bought a product that I did not
need, while knowing I had very little money left.
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Brand Personality
Personality-like traits associated with brands
Volvo - safety
Perdue - freshness
Nike - the athlete
BMW - performance
Levis 501 - dependable and rugged
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Personality and Marketing Strategy
Identify relevant personality traits
Target consumers with the relevant personality
traits Develop promotional messages that appeal to
consumers with specific personality traits
Develop a personality for the brand
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SELF AND SELF-IMAGE
The possible relationships between how individuals
perceive themselves and what behavior they
exhibit as consumers. Self-image: A persons perceptions of his/her self
People have multiple selves
Different selves in different situations
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DIFFERENT SELF-IMAGES
Actual Self-
ImageIdeal Self-Image
Ideal Social
Self-ImageSocial Self-Image
Expected
Self-Image
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PERCEIVED
SELF IMAGE
PECEIVED
BRAND
IMAGE
COMPARISON
PREFFERED
BRANDS
UNACCEPTA
BLE
BRANDS
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ALTERING SELF IMAGES
If actual and ideal self-images are different,
consumers may use products to alter their selves
Personality vanity: self interest or admiration forones own appearance/achievements
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Internet Insight: Virtual Self
Online individuals have an opportunity to try on
different personalities
Virtual personalities may result in different purchasebehaviour
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Self Concept and Marketing Strategy
Use self-concept for segmentation and positioning
Market to consumers actual or ideal self-images
Depends on the nature of the product
Promote products as ways of altering or extending
self-image
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Life Style and Psychographics
Psychographic Segmentation
Segmenting consumers on the basis of their
activities, interests and opinions
Psychographic-demographic profiles
Geodemographic segmentation
Life Styles and Marketing Strategy
Use life styles for segmentation and positioning
Develop media campaigns based on consumer life
styles