2009 South-Western, a division of Cengage Learning. Chapter 6 Personality, Lifestyles, and the Self-Concept BABIN / HARRIS 2009 South-Western, a division of Cengage Learning.6-2 Learning Outcomes Define personality and know how various approaches to studying personality can be applied to consumer behavior. Discuss major traits that have been examined in consumer research. Understand why lifestyles and psychographics are important to the study of consumer behavior. Comprehend the role of the self-concept in consumer behavior. Understand the concept of self-congruency and how it applies to consumer behavior issues. LO 1 LO 2 LO 3 LO 4 LO 5 2009 South-Western, a division of Cengage Learning. LO 1 Define personality and know how various approaches to studying personality can be applied to consumer behavior. 2009 South-Western, a division of Cengage Learning.6-4 Personality The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment. LO 1 2009 South-Western, a division of Cengage Learning.6-5 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 LO 1 2009 South-Western, a division of Cengage Learning.6-6 Psychoanalytic Approach LO 1 Id Superego Ego 2009 South-Western, a division of Cengage Learning.6-7 Motivational Research Era Researchers utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs. LO 1 2009 South-Western, a division of Cengage Learning.6-8 Motivation Research Does this ad appeal to some deeply held motivation? 2009 South-Western, a division of Cengage Learning.6-9 Trait Approach Trait a distinguishable characteristic that describes ones tendency to act in a relatively consistent manner. Approaches: Nomothetic perspective Idiographic perspective LO 1 2009 South-Western, a division of Cengage Learning. LO 2 Discuss major traits that have been examined in consumer research. 2009 South-Western, a division of Cengage Learning.6-11 Important Traits Studied LO 2 Materialism Complaint proneness Value consciousness Innovativeness Competitiveness 2009 South-Western, a division of Cengage Learning.6-12 Exhibit 6.1: Examples of Other Traits in Consumer Research LO 2 2009 South-Western, a division of Cengage Learning.6-13 Exhibit 6.2 Five-Factor Model LO 2 2009 South-Western, a division of Cengage Learning.6-14 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., complaint-propensity). Broad traits behaviors that are performed across many different situations (e.g., extroversion). LO 2 2009 South-Western, a division of Cengage Learning.6-15 Personology Approach Combines information on traits, goals, and consumer lifestories to gain a better understanding of personality. LO 2 2009 South-Western, a division of Cengage Learning.6-16 Exhibit 6.4 Brand Personality Dimensions LO 2 2009 South-Western, a division of Cengage Learning.6-17 Jimmy Johns Its Exciting! LO 2 2009 South-Western, a division of Cengage Learning.6-18 Matching Consumers and Products LO 2 Whattorent.com Pandora.com Stumbleupon.com 2009 South-Western, a division of Cengage Learning. LO 3 Understand why lifestyles and psychographics are important to the study of consumer behavior. 2009 South-Western, a division of Cengage Learning.6-20 Lifestyles Refer to the ways consumers live and spend their time and money. LO 3 Useful in identifying viable market segments! 2009 South-Western, a division of Cengage Learning.6-21 Refers to the way consumer lifestyles are measured. AIO statements: Activities Interests Opinions Psychographics LO 3 2009 South-Western, a division of Cengage Learning.6-22 Exhibit 6.5: Sample Psychographic Items for Segmenting the Bowling Market LO 3 2009 South-Western, a division of Cengage Learning.6-23 VALS Values and Lifestyles Classifies consumers into eight segments based on: resources available primary motivations LO 3 Take the survey 2009 South-Western, a division of Cengage Learning.6-24 PRIZM Geodemographics Potential Ratings Index by Zip Market Based on premise that people with similar backgrounds and means tend to live close to one another and emulate each others behaviors and lifestyles. 66 segments LO 3 Find yours 2009 South-Western, a division of Cengage Learning. LO 4 Comprehend the role of the self- concept in consumer behavior. 2009 South-Western, a division of Cengage Learning.6-26 Self-Concept Refers to the totality of thoughts and feelings that an individual has about him or her self. LO 4 2009 South-Western, a division of Cengage Learning.6-27 We Have Many Self-Concepts LO 4 Ideal self Ideal social self Extended self Actual self Social self Possible self 2009 South-Western, a division of Cengage Learning.6-28 Self-Esteem LO 4 Refers to the positivity of an individuals self-concept. 2009 South-Western, a division of Cengage Learning. LO 5 Understand the concept of self- congruency and how it applies to consumer behavior issues. 2009 South-Western, a division of Cengage Learning.6-30 Self-Congruency Does this store match your self- concept? 2009 South-Western, a division of Cengage Learning.6-31 Self-Congruency Theory Proposes that much of consumer behavior can be explained by the congruence (match) between a consumers self-concept and the image of typical users of a focal product. LO 5