Consumer Behaviour

Session 2b
Personality of The Consumer & The Self

Angela Dalrymple
Module Information
1. The Self & Self-Image
 Self and Self-Image

Consumers have a variety of

enduring images of themselves
These images are associated with
personality in that individuals
consumption relates to self-image
 Self-Concept

Self-concept: the beliefs a

person holds about his/her
own attributes, and how
he/she evaluates these
qualities
Attribute dimensions
include self-esteem,
approach to life, perception
of physical appearance
 Self-Esteem
Self-esteem: the
positivity of a person’s
self-concept
Ads can leverage self-
esteem, sometimes
through social
comparison
Hotornot.com
 Perspectives on the Self = Identity
We buy products to highlight/hide aspects of our
self/identity
Private self and public self
Eastern cultures often focus on:
The collective self (person’s identity comes from group)
The interdependent self (person’s identity defined from
relationships with others)
Western cultures often focus on:
Individuality
Individual appearance
 Real and Ideal Selves

Ideal self: our conception of how we would like

to be
Actual self: our more realistic appraisal of the
qualities we have
Product consumption = definition of the self
Products can:
Help us reach ideal self
Be consistent with actual self
 Symbolic Interactionism
Symbolic interactionism:
relationships with others play a large
part in forming the self
“Who am I in this situation?”
“Who do other people think I am?”
We pattern our buying behavior on
the perceived expectation of others
 Symbolic Self-Completion Theory

“You are what you own” - self and social identity

are often based on one’s possessions
Symbolic self-completion theory: people who
have an incomplete self-definition complete the
identity by acquiring and displaying symbolic
consumption
 Multiple identities and Virtual Identity
Each of us has
many selves and
roles
People are
assuming virtual
identities in
cyberspace
How do online
“selves” affect secondlife.com
consumer behavior?
 Self and gender

The concept of masculinity and

femininity is changing
Three traditional models of masculinity:
Breadwinner
Rebel
Man-of-action hero
This product
appeals to a
man’s self-
image
 New Male Sex Roles

Metrosexual: straight, urban male who exhibits

strong interests and knowledge regarding
fashion, home design, gourmet cooking, and
personal care that run counter to traditional male
sex role
 The Marketing Concept
Issues Related to
Self and Self-Image
One or multiple A single consumer will act
selves differently in different
Makeup of the self- situations or with different
image people
We have a variety of social
Extended self roles
Altering the self- Marketers can target
image products to a particular
“self”
 The Marketing Concept
Issues Related to
Self and Self-Image
One or multiple Contains traits, skills, habits,
selves possessions, relationships and
Makeup of the self - way of behavior
image Developed through
background, experience, and
Extended self interaction with others
Altering the self- Consumers select products
image congruent with this image
 Different Self-Images

Actual Self-Image Ideal Self-Image

Ideal Social
Social Self-Image
Self-Image

Expected
Self-Image
 The Marketing Concept
Issues Related to
Self and Self-Image
One or multiple Possessions can extend self
selves in a number of ways:
Makeup of the self- Actually
image Symbolically
Conferring status or rank
Extended self Bestowing feelings of
Altering the self- immortality
image Endowing with magical
powers
 The Marketing Concept
Issues Related to
Self and Self-Image
One or multiple Consumers use self-
selves altering products to express
Makeup of the self- individualism by
image Creating new self
Maintaining the existing
Extended self self
Altering the self - Extending the self
image Conforming
The use of the concept of Self in marketing

Marketers leverage the concept of self-esteem and

self-actualisation as main drives for choice and
consumption
Marketers use ‘models’ of self which are culturally
and temporally determined (hence they evolve)
Marketers solicit benchmarking with ‘successful’
models of self
 Self Image Congruence
Self image congruence is the assumption that products
will be selected when their attributes match some
aspect of the “self” of the consumer
A process of cognitive/deliberate matching is therefore
assumed to occur between the usage attributes of the
product and the consumer's self image, e.g.
The “ideal self” might be more relevant for expressive social products
such as perfume or body building products
The “actual self” is more relevant for everyday products such as car
screen wash
Self image congruence also takes place between
consumers and their preferred brands, e.g. beer,
shampoo etc.
 Discussion Question 1
Some consumer observers protest at the use of extremely
thin models in advertising, claming that such women
encourage others to starve themselves to attain a “waif”
look and self-image
However, other observers claim that the media's power to
shape consumer behaviour and self-image is
overestimated, and that consumers can always separate
fantasy from reality
Using references to theories of the self in consumer
marketing, which of these arguments do you agree with
most, and why?
2. Personality
 What Is Personality

The inner psychological

characteristics that both determine
and reflect how a person responds
to his or her environment
 The Nature of Personality

Personality reflects individual

differences
Personality is consistent and
enduring
Personality can change
 Theories of Personality

Freudian theory
Unconscious needs or drives are at the
heart of human motivation
Neo-Freudian personality theory
Social relationships are fundamental to
the formation and development of
personality
Trait theory
Quantitative approach to personality as
a set of psychological traits
 Freudian Systems
Personality arises from conflict between personal
gratification and social responsibility
Id: pleasure principle, selfish and illogical (the party
animal)
Superego: our conscience that internalizes society
rules
Ego: mediates between id and superego
Reality principle: ego gratifies the id in such a way that
the outside world will find acceptable
Lots of these conflicts are unconscious
 Freudian Theory and
“Product Personality”

Consumer researchers using Freud’s

personality theory see consumer
purchases as a reflection and extension
of the consumer’s own personality
 Consequences of Freudian ideas in
marketing

Unconscious motives underlying purchases

consumers can not completely rationalize
motivation consumerism
Symbolism in products to compromise id and
superego product sexual symbolism
Sports car as sexual gratification for men
Neo-Freudian Personality Theory
We seek goals to overcome feelings of inferiority
We continually attempt to establish relationships
with others to reduce tensions
Karen Horney was interested in child-parent
relationships and desires to conquer feelings of
anxiety. Proposed three personality groups
Compliant move toward others, they desire to
be loved, wanted, and appreciated
Aggressive move against others
Detached move away from others
 Trait Theory
Personality theory with a focus on psychological
characteristics
Trait - any distinguishing, relatively enduring way
in which one individual differs from another
Personality is linked to how consumers make
their choices or to consumption of a broad
product category - not a specific brand
 Trait Theory

Personality traits: identifiable characteristics

that define a person
Traits relevant to consumer behavior:
Innovativeness
Materialism
Self-consciousness
Need for cognition
Frugality
Idiocentric/allocentric
 Trait Theory
Idiocentrics Allocentrics
(individualist orientation) (group orientation)

Contentment More satisfied with current life Less satisfied with current life

Health Less likely to avoid unhealthy More likely to avoid unhealthy

Consciousness foods foods

Food Preparation Spend less time preparing food Love kitchen; spend more
time preparing food

Workaholics More likely to work hard and Less likely to work hard
stay late at work

Travel and More interested in traveling to Visit library and read more
Entertainment other cultures
 Use of personality traits in marketing

Brand/product choice is related to personality traits

Segments can be described as having personality
traits psychographic
These traits can be leveraged for positioning and
communication, and used to predict choice
Understanding individual personality can be used in a
one-to-one situation (direct sales)
Prediction of product choices using traits of
consumers is mixed
 Trait Theory
Consumer Innovators
And Noninnovators
Innovativeness The degree to which
Dogmatism consumers are
Social character receptive to new
Need for uniqueness products, new
Optimum stimulation level services, or new
Variety-novelty seeking practices
 Trait Theory
Consumer Innovators
And Noninnovators
Innovativeness A personality trait that
Dogmatism reflects the degree of
Social character rigidity a person displays
toward the unfamiliar and
Need for uniqueness toward information that is
Optimum stimulation level contrary to his or her own
Variety-novelty seeking established beliefs
 Trait Theory
Consumer Innovators
And Noninnovators
Innovativeness Ranges on a continuum for inner-
Dogmatism directedness to other-
directedness
Social character Inner-directedness
Need for uniqueness rely on own values when
Optimum stimulation level evaluating products
Innovators
Variety-novelty seeking
Other-directedness
look to others
less likely to be innovators
 Trait Theory
Consumer Innovators
And Noninnovators
Innovativeness Consumers who
Dogmatism avoid appearing to
Social character conform to
Need for uniqueness expectations or
Optimum stimulation level standards of others
Variety-novelty seeking
 Trait Theory
Consumer Innovators
And Noninnovators
Innovativeness A personality trait that measures
the level or amount of novelty or
Dogmatism complexity that individuals seek
Social character in their personal experiences
Need for uniqueness High OSL consumers tend to
accept risky and novel products
Optimum stimulation level more readily than low OSL
Variety-novelty seeking consumers.
 Trait Theory
Consumer Innovators
And Noninnovators
Innovativeness Measures a consumer’s
Dogmatism degree of variety
Social character seeking
Need for uniqueness Examples include:
Optimum stimulation level Exploratory Purchase
Variety-novelty seeking Behavior
Use Innovativeness
Vicarious Exploration
 Cognitive Personality Factors

Need for cognition (NC)

A person’s craving for enjoyment of thinking
Individual with high NC more likely to respond
to ads rich in product information
Visualizers versus verbalizers
A person’s preference for information
presented visually or verbally
Verbalizers prefer written information over
graphics and images.
 From Consumer Materialism to
Compulsive Consumption
Consumer materialism
The extent to which a person is
considered “materialistic”
Fixated consumption behavior
Consumers fixated on certain products
or categories of products
Compulsive consumption behavior
“Addicted” or “out-of-control”
consumers
 Consumer Ethnocentrism

Ethnocentric consumers feel it is

wrong to purchase foreign-made
products
They can be targeted by stressing
nationalistic themes
 This ad is
designed to
appeal to
consumer
ethno-
centrism
 Brand Personality
Personality-like traits associated with
brands
Examples
Highland Spring water and freshness
Nike and athlete
BMW is performance driven
Levi’s 501 jeans are dependable and rugged
Brand personality which is strong and
favorable will strengthen a brand but not
necessarily demand a price premium
 Brand Personality

Brand personality: set of traits people attribute to a

brand as if it were a person Ferrari, Apple, Nike
Brand equity: extent to which a consumer holds strong,
favorable, and unique associations with a brand in
memory — and the extent to which s/he is willing to pay
more for the branded version of a product than for a non
branded (generic) version
Extensive consumer research goes into brand
campaigns to forge brand personality
 Product Personality Issues
Gender
Often used for brand & product personalities
Some products perceived as masculine (coffee and
toothpaste) while others as feminine (bath soap and
shampoo)
Geography
Actual locations like Philadelphia cream cheese and
Arizona iced tea
Fictitious names also used such as Hidden Valley and
Bear Creek
Color
Color combinations in packaging and products denotes
personality
 Marketers
often use a
fictitious
location to
help with
personality
 Personality Associations of
Colours
America’s favored color
IBM holds the title to blue
Associated with club soda
Commands respect, Men seek products packaged in blue
BLUE
authority Houses painted blue are avoided
Low-calorie, skim milk
Coffee in a blue can perceived as “mild”

Caution, novelty, Eyes register it faster

temporary, warmth Coffee in yellow can perceived as “weak”
YELLOW
Stops traffic
Sells a house
Secure, natural, Good work environment
relaxed or easy- Associated with vegetables and chewing gum
GREEN going, living things Canada Dry ginger ale sales increased when
it changed sugar-free package from red to
green and white
 Human, exciting, hot, Makes food “smell” better
passionate, strong Coffee in a red can perceived as “rich”
Women have a preference for bluish red
RED Men have a preference for yellowish red
Coca-Cola “owns” red

Powerful, affordable, Draws attention quickly

ORANGE informal

Informal and relaxed, Coffee in a dark-brown can was “too

BROWN masculine, nature strong”
Men seek products packaged in brown
Goodness, purity, Suggests reduced calories
chastity, cleanliness, Pure and wholesome food
WHITE delicacy, refinement, Clean, bath products, feminine
formality

Sophistication, power, Powerful clothing

BLACK authority, mystery High-tech electronics

SILVER, Regal, wealthy, stately Suggests premium price

GOLD
 Financial Services Firms Often
Feature Blue and Green on Their
Sites
 Lifestyles
Lifestyle marketing perspective: people sort themselves into
groups on the basis of:
What they like to do
Their values and personalities
How they spend leisure time
How they spend disposable income
The definition of a lifestyle is flexible and can include different
variables (Special K, Fitness, I-pod, Diesel, Kinder, Ferrero)
Lifestyle identifies patterns of consumption reflecting a person’s
choices of how one spends time and money lifestyle is a
predictor of choice
Both brand typologies and products
Lifestyle creates opportunities for consumer segmentation
 Lifestyles

(Solomon, 2009)
 Psychographics

Psychographics
methodology to identify
lifestyles use of
psychological, sociological,
and anthropological factors
to:
Describe market segments
Determine their reasons for
choosing products
Fine-tune offerings to meet
needs of different segments
 Best Buy Psychographic Segments
(consumer electronics)
“Jill:” busy suburban mom who buys electronics for
family
“Buzz:” focused, active younger male interested in
buying latest gadgets
“Ray:” family man who likes his technology practical
“BB4B (Best Buy for Business):” small employer
“Barry:” affluent professional male who’ll drop tens of
thousands of dollars on a home theater system
 Adidas Psychographic segments

Gearheads hard core runner for high

performance shoes
Popgirls fashion teeny-boppers
Fastidious electus cutting-edge type
for distinctive hip products
AIOs (Activities, Interests & Opinions)

Grouping consumers according to:

Activities
Interests
Opinions
80/20 Rule: lifestyle segments that produce
the bulk of customers
Heavy users and the benefits they derive from
product
 AIO Lifestyle Dimensions
Activities Interests Opinions Demographics

Work Family Themselves Age

Hobbies Home Social issues Education

Social events Job Politics Income

Vacation Community Business Occupation

Entertainment Recreation Economics Family size

Club membership Fashion Education Dwelling

Community Food Products Geography

Shopping Media Future City size

Sports Achievements Culture Stage in life cycle