Personality,Personality,Lifestyle, and Lifestyle, and Self-ConceptSelf-Concept

Chapter 8

Personality, Lifestyle,

and Self-Concept

Introduction: personality

Marketers attempt to appeal to consumers in terms of their personality characteristics

They believe that what consumers purchase, and when and how they consume, are influenced by personality factors

As a result, they frequently depict (or incorporate) specific personality traits or characteristics in their advertising messages

What is personality?

Many different definitions “Those inner psychological characteristics

that both determine and reflect how a person responds to his or her environment”

Emphasis on inner characteristics—qualities, attributes traits, and mannerisms--that distinguish one individual from others

Nature of personality

The study of personality reveals three distinct aspects:

1. Personality reflects individual differences

2. Personality is consistent and enduring

3. Personality can change

1. Personality reflects individual differences The inner characteristics that constitute one’s

personality are a unique combination of factors, so that no two individuals are exactly alike

Some people may be similar in terms of a single personality characteristic

This is helpful to marketers, who can thus categorize (segment) consumers into groups based on similarities in one or more traits

2. Personality is consistent and enduring However, consumption behavior may vary

because of other factors that affect behavior (e.g., psychological, sociocultural, environmental, etc.)

Personality is only one of a number of factors that influence consumer behavior

3. Personality can change

Personality may change due to abrupt events Also part of a gradual maturation process

Theories of personality

There are many such theories; the three most prominent include

1. Freudian theory

2. Neo-Freudian theory

3. Trait theory

Trait Theory of Personality

Classifies people according to their dominant characteristics or identifiable traits

Theory assumes that: Traits are identifiable and limited in number Traits are relatively stable Traits can be measured via behavioral indicators People with similar traits behave similarly

What is a trait?

“Relatively permanent and consistent response patterns that characterize individuals”

“Any distinguishing, relatively enduring way in which one individual differs from another”

Since traits are considered attributes of the person and not the situation/environment, similar external stimuli generally elicit a consistent response from an individual

Thus trait theory has been extensively used in consumer behavior studies

Specific personality traits

1. Innovativeness

2. Dogmatism

3. Social character

4. Materialism

5. Compulsiveness

1. Innovativeness

Willingness to try new products, services or practices

Innovators are the first to try a new product and often indicate its success or failure

2. Dogmatism Measures the degree of rigidity vs. openness

individuals display toward the unfamiliar and toward information that is contrary to their own established beliefs

An indicator of how consumers respond to unfamiliar products or features

Highly dogmatic (closed-minded) consumers are more likely to choose established, rather than innovative, product alternatives

Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure

3. Social character Personality trait that ranges on a continuum

from inner-directedness to other-directedness Inner-directed consumers rely on their own

“inner” values in evaluating new products and are likely to be innovators

Outer-directed consumers tend to look to others for direction on what is right and wrong and thus less likely to be innovators

They are attracted to different types of promotional messages

Inner-directed consumers prefer ads that stress product features and personal benefits (allowing them to use their own values and standards in evaluating products)

Outer-directed consumers prefer ads that feature an approving social environment or social acceptance

4. Materialism It distinguishes between individuals who

regard possessions as essential to their identities and their lives, and those for whom possessions are secondary

Sample Items from a Materialism Scale

SUCCESSThe things I own say a lot about how well I’m doing in life.I don’t place much emphasis on the amount of material objects people own as a sign of success.a

I like to own things that impress people.

CENTRALITYI enjoy spending money on things that aren’t practical.I try to keep my life simple, as far as possessions are concerned.a

Buying things gives me a lot of pleasure.

HAPPINESSI’d be happier if I could afford to buy more things.I have all the things I need to enjoy life.a

It sometimes bothers me quite a bit that I can’t afford to buy all the things I’d like.

Research indicates that characteristics of materialistic persons include: They value acquiring and showing off

possessions Self-centered and selfish They seek lifestyles full of possessions Their possessions do not give them greater

personal satisfaction

5. Compulsiveness

Compulsive activities include alcoholism, gambling, and various food disorders

Compulsive buying can be included in the list Often requires some type of therapy or

clinical treatment Evidence suggests that some consumers use

self-gifting and compulsive buying as a way to influence or manage their moods

Self-concept/self-image

“One’s perception of self” or “the overall image that a person holds of him or herself”

Consumers tend to buy products and brands and patronize retailers whose images or “personalities” closely correspond to their own

Multiple selves

Individuals were originally thought to have only one self-image

Today it is believed that consumers have multiple selves—i.e., individuals act differently with different people and in different situations

Marketers should target their products to consumers within the context of a particular self

Extended self

Involves the interrelationship between consumers’ self-images and their possessions

Possessions can be seen to extend the self-image

Possessions have badge value because they communicate something about their owners and how they feel about themselves

Self-concept and consumption The products and services we consume help

us define our self-concept and social identity They also affect other peoples’ perceptions of

us, as it is common for people to judge others based on their clothing, make of automobile, home, leisure activities, etc.

“Self-congruence” describes the tendency of consumers to select products that match some aspect of themselves

Symbolic self-completion

Although self-image is stable, it does change A new life experience can prompt change Often individuals adapt to the change by

purchasing and displaying goods that serve as symbols of their new identity

Marketing applications

Consumers tend to buy products and services that complement and enhance their self-image

This is useful to marketers in several areas, including market segmentation

Markets can be segmented into groups who have similar self-images