Schiff Cb Ce 04

8/13/2019 Schiff Cb Ce 04

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Copyright 2006Pearson Education Canada Inc

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Chapter 4

Personality, Self-Image, andLife Style

Consumer Behaviour

Canadian EditionSchiffman/Kanuk/Das


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Copyright 2006 Pearson Education Canada Inc.

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Opening Vignette

Do you see yourself as beautiful?

Only1% of all women see themselves as

beautiful

Most ads portray an ideal image that is

unattainable

Doves Campaign for Real Beauty

http://www.dove.ca


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4-3

What Is Personality?

The inner psychological characteristics

that both determine and reflect how a

person responds to his or her

environment.


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4-4

The Nature of Personality

Personality reflects individualdifferences

Personality is consistent andenduring

Personality can change


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4-5

Theories of Personality Freudian theory

Unconscious needs or drives are at the heart of

human motivation

Three interacting systems Id: primitive and impulsive drives

Superego: Individuals internal expression of

societys moral and ethical codes of conduct

Ego: Individuals conscious control continued


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4-6

Theories of Personality

Neo-Freudian personality theory

Social relationships are fundamental to

the formation and development of

personality

e.g., CAD theory


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4-7

Horneys CAD Theory

Using the context of child-parentrelationships, individuals can be

classified into:Compliant individuals

Aggressive individuals

Detached individuals


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4-8

CAD theory

Compliant PersonalityOne 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 andwin admiration).

Detached Personality One who moves away from others (e.g., who desires

independence, self-sufficiency, and freedom fromobligations).


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4-9


Contd

Cognitive Theories of Personality

Personality as differences in cognitive

processes (how consumers process andreact to information)


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4-10

Need for Cognition (NC)

A persons craving for enjoyment ofthinking

High NC consumers are likely to:Relate better to written messages

Want product-related information

Spend more time processing print adsEnjoy using the internet to get

information


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4-11

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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4-12


ContdTrait theory

Quantitative approach to personality as a

set of psychological traits

Single-trait or multiple-trait theories


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4-13


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4-14

Trait TheoriesContd

Consumer materialism

The extent to which a person is considered

materialistic Fixed consumption behaviour

Consumers fixated on certain products orcategories of products

Compulsive consumption behaviour

Addicted or out-of-control consumers


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4-15

Consumer Innovativeness

The degree to which consumers arereceptive to new 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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4-16

Consumer Materialism

Possessions seen as for ones identity

Materialistic PeopleValue acquiring and showing-off possessions

Are particularly self-centered and selfish

Seek lifestyles full of possessions

Have many possessions that do not lead togreater happiness


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Consumer Ethnocentrism

Ethnocentric consumers feel it iswrong to purchase foreign-made

productsThey can be targeted by stressing

nationalistic themes


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Research Insight: From Consumer

Materialism to Compulsive

Consumption Consumer materialism

The extent to which a person is considered

materialistic Fixed consumption behaviour

Consumers fixated on certain products orcategories of products

Compulsive consumption behaviour

Addicted or out-of-control consumers


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4-19

Fixated Consumption Behaviour

Consumers havea deep interest in a particular object or

product category

a willingness to go to considerable lengthsto secure items in the category of interest

the dedication of a considerable amount

of discretionary time and money tosearching out the product

Examples: collectors, hobbyists


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4-20

Sample Items to Measure Compulsive

Buying

1. When I have money, I cannot help but spend partor the whole of it.

2. I am often impulsive in my buying behaviour.

3. As soon as I enter a shopping center, I have an

irresistible urge to go into a shop to buy

something.

4. I am one of those people who often responds to

direct mail offers.5. I have often bought a product that I did not need,

while knowing I had very little money left.


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4-21

Brand Personality

Personality-like traits associated withbrands

Volvo - safety

Perdue - freshness

Nike - the athlete

BMW - performanceLevis 501 - dependable and rugged


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4-22


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4-23

(continued)


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4-24

Figure 4-11 (continued)


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4-25

Personality and Marketing

Strategy Identify relevant personality traits

Target consumers with the relevant

personality traits

Develop promotional messages thatappeal to consumers with specific

personality traits

Develop a personality for the brand


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Copyright 2006 Pearson Education Canada Inc.4-26

Self and Self-Image

Self-image: A persons perceptions of

his/her self

People have multiple selves

Different selves in different situations


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Actual Self-

ImageIdeal Self-Image

Ideal Social

Self-ImageSocial Self-Image

Expected

Self-Image

Different Self-Images


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Different Self-Images

Actual Self-ImageHow you see your self

Ideal Self-Image

How you would like to see yourself Social Self-Image

How you think others see you

Ideal Social Self-Image

How you would like others to see you continued


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Different Self-Images- Contd

Expected Self-Image

How you expect to be in the future

Ought-to Self

The qualities that you think youshould

possess


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Possessions Act as Self-Extensions

By allowing the person to do things

that otherwise would be very difficult

By making a person feel better

By conferring status or rank

By bestowing feelings of immortalityBy endowing with magical powers


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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 for ones 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 purchase behaviour


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Self Concept and Marketing

StrategyUse self-concept for segmentation andpositioning

Market to consumers actual or idealself-images

Depends on the nature of the product

Promote products as ways of alteringor 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


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Life Styles and Marketing

StrategyUse life styles for segmentation and

positioning

Develop media campaigns based on

consumer life styles

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