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Copyright Atomic Dog Publishing, 2002
Chapter 5
Symbolic Consumption, Self-Image and Personality
Copyright Atomic Dog Publishing, 2002
How Consumers Perceive Brands Brand Image: the overall vision or
position of a brand in the mind of the consumer. It is a combination of both tangible
and intangible attributes Attributes are classified by the type of
consumer benefits they deliver: utilitarian or functional, experiential or aesthetic, and value-expressive.
Copyright Atomic Dog Publishing, 2002
Types of Consumer Needs Utilitarian or Functional
Products that help consumers remove or avoid problems – e.g., a driver’s side air bag
Experiential or aesthetic (psychological) Products that satisfy sensory
expectations --- e.g., the unique atmosphere of a fine restaurant, the way you feel in a new business suit
Copyright Atomic Dog Publishing, 2002
Needs (continued) Value-Expressive or Symbolic Needs
Products that help consumers express their self-image – e.g., buying a sports car versus buying a compact car, because the former is “you”
Brand image/”personality” is tied to the brand-user image based on value-expressive attributes that characterize the brand.
Brand image versus self image – congruence concerns
Copyright Atomic Dog Publishing, 2002
Forms of Self-Image
Self-image is the configuration of beliefs related to the self Actual self-image (or private self): it
involves those images that one has of oneself about which one feels protective –how consumers see themselves
The self-consistency motive: doing things that are consistent with one’s own self-image
Copyright Atomic Dog Publishing, 2002
Forms of Self-Image (continued) Ideal self-image: how consumer
would like to be By acquiring products consistent with
their ideal self-image, consumers may boost their self-esteem. Self-esteem motive is at work here.
Social self-image: how we believe other people see us The social consistency motive is
present
Copyright Atomic Dog Publishing, 2002
Forms of Self-Image (continued)
Ideal social self-image: how consumers would like others to see them The social approval motive is working
here: doing things that would cause others to think highly of them.
Copyright Atomic Dog Publishing, 2002
Self-Congruity Self-image congruity: when a
consumer’s self-image matches brand-user image Actual self-congruity: brand user image
matches consumer’s actual self-image Ideal self-congruity: brand user image
matches consumer’s ideal self-image Social self-congruity: brand user image
matches consumer’s social self-mage Ideal social self-congruity: brand user image
matches consumer’s ideal social self-image
Copyright Atomic Dog Publishing, 2002
Gender Roles and Self-Image In the marketplace some products are
viewed as “men’s” or “women’s” Gender-typed product image targeted to
match consumers’ gender-role orientation: Masculinity – independence, toughness,
aggressiveness, competitiveness, achievement, rebelliousness
Femininity – tenderness, sensitivity, dependence, compliance, cooperation
Androgyny – both masculine and feminine characteristics
Copyright Atomic Dog Publishing, 2002
Personality is defined as those inner psychological characteristics that both determine and reflect how a person responds to his/ her environment.
Personality
Copyright Atomic Dog Publishing, 2002
Personality An individual’s response tendencies across
situations and over time People also have consumption-specific
personalities State approach to personality
Personality formed based on external influences Trait approach to personality
Personality formed based on person’s position on the general traits possessed by all people
Copyright Atomic Dog Publishing, 2002
Nature of Personality
Personality reflects individual differences.
Personality is consistent and enduring.
Personality can change.
Copyright Atomic Dog Publishing, 2002
Personality and understanding Consumer diversity Consumer Innovativeness & related
Personality traits Consumer Innovativeness: likeliness of trying new
products Dogmatism: measures degree of rigity towards
unfamiliar information. Social Character: identification & classification of
individuals into distinct socio-cultural types. Need for Uniqueness: seek to be unique Optimum Stimulation Level: Variations in
consumer needs for stimulation Sensation seeking: a trait characterised by need for
varied, novel & complex sensations and experience. Variety-Novelty seeking
Copyright Atomic Dog Publishing, 2002
Cognitive Personality factors Need for Cognition Visualizers vs. verbalizers
From Consumer Materialism to consumer Consumption
Consumer Materialism Fixated Consumption behaviour Consumer compulsive behaviour
Copyright Atomic Dog Publishing, 2002
How General Personality Traits Influence Consumer Behavior (See Exhibit 5-6 for Summary)
Compliance – moving consistently toward the stressor (the person or object generating the stress) and becoming dependent on that person or object.
Products designed to enhance social relationships are in favor
Aggressiveness – moving consistently against the stressor
Products associated with high status and success images are in favor
Detachment – moving consistently away from the stressor
Products that appeal to independence are in favor
Copyright Atomic Dog Publishing, 2002
Traits (continued) Generalized self-confidence – being
comfortable making decisions choosing brands from lesser-known
companies being the first to adopt new products
Self-consciousness – the tendency of being keenly aware of oneself in many situations Being sensitive to the image people
communicate to others; reflected in product/service choices
Copyright Atomic Dog Publishing, 2002
Traits (continued) Self-monitoring – the ease with which
people adapt to different situations and so manage the impressions they make on others High self monitors are more influenced by
image advertising than informational advertising.
Acquisition self-presentation: self-monitoring in situation where there is a chance for social gain, or if social risk is high; affects product choices
Protective self-presentation: self-monitoring out of fear of socially adverse effects; affects product choices
Copyright Atomic Dog Publishing, 2002
Traits (continued) Self-esteem – how one feels about
him/herself, the level of regard for oneself High self-esteem feeling good about
oneself and expecting more Dogmatism – the tendency of being
closed-minded, seeing life in terms of black and white Less receptive to new or unfamiliar stimuli
Copyright Atomic Dog Publishing, 2002
Traits (continued) Rigidity – being less flexible than
others in tastes and preferences Rigidity correlates negatively with
risk-taking behavior Tolerance of ambiguity
Willingness to deal with ambiguous (unclear best choice) purchase decisions
Tolerant people gather information by shopping around (exploratory behavior)
Copyright Atomic Dog Publishing, 2002
Traits (continued) Attention to social comparison
information (ASCI) Those who score high on ASCI are likely to
change their beliefs, attitudes and behavior toward products and brands to conform to group norms
Optimum stimulation level (OSL) –refers to the greater desire that some people have to explore the environment and to seek stimulation from others.
State versus action orientation Separateness-connectedness
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Impulsiveness It is measured using 12 adjectives*:
impulsive, careless, self-controlled (RC**), extravagant, farsighted (RC), responsible (RC), restrained (RC), easily tempted, rational (RC), methodical (RC), enjoy spending, and planner (RC).
** RC = Reverse coded
* Measured on a scale varying from “usually would describe me” to “seldom would describe me”
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Extroversion – refers to the extent to which people seek stimulation from the environment extroversion-introversion
Neuroticism –the tendency to experience negative affect
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Need for cognition – the tendency to think through purchase decisions more thoroughly than others Individuals high in need for cognition
tend to process advertising arguments more extensively
Need for power – the motivation to impact, control, or influence others
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Need for affiliation – the motivation to act , establish, restore, or maintain a close, warm, friendly relationship with others
Need for achievement – the motivation to perform on tasks to achieve excellence or to outperform others
Copyright Atomic Dog Publishing, 2002
Traits (continued)
Affect intensity – experiencing emotions with greater strength when exposed to emotionally charged situations (both positive and negative)
Copyright Atomic Dog Publishing, 2002
Specific Personality Traits and Consumer Behavior The “market maven” consumer – a consumer
who has information about many kinds of products, places to shop, and other aspects of the marketplace.
Has early awareness of new products Exhibits high levels of specific information provision
to others Demonstrates a high level of general market
information Demonstrates a high level of market interest Tends to read much of direct mail advertising
Implications for the marketing of new products Should be targeted early in the introduction of new
products and services
Copyright Atomic Dog Publishing, 2002
Consumer Innovativeness (See Exhibit 5-7 for Summary)
The tendency of some consumers to be among the first to purchase new products within specific categories Diffusion of innovations Implications for the marketing of new
products
Copyright Atomic Dog Publishing, 2002
Opinion Leadership An opinion leader is
a person who is well versed in a product or service category
Motivated to “spread the word” (positive or negative)
Market maven versus opinion leader
Implications for the marketing technological innovations
Copyright Atomic Dog Publishing, 2002
Product-specific Self-Confidence
This is the extent to which certain consumers feel confident about making decisions about products in a specific category (e.g., computers, automobiles) Implications for specialty products
and specialty stores
Copyright Atomic Dog Publishing, 2002
Product-Specific Self-Efficacy
This is the level of the consumer’s belief in his or her own performance capability or competence in relation to a product category (e.g. ease in working with PDA’s) Implications for the resistance to and
adoption of technological innovations
Copyright Atomic Dog Publishing, 2002
Product-specific Subjective Knowledge It refers to what consumers perceive
they know about the product in question.
It is measured by various statements designed to capture what the consumers perceive they know.
Subjective knowledge may correlate significantly and positively with measures of objective knowledge.
Copyright Atomic Dog Publishing, 2002
Other Consumption-specific Personality Traits Coupon proneness – the tendency to
redeem coupons by purchasing the advertised product or service
Value consciousness – the amount of concern the consumer has for need-satisfying properties of the product or service in relation to the price of that product or service
Deal proneness – the tendency to look for “deals”
Copyright Atomic Dog Publishing, 2002
Other traits (continued)
Product-specific involvement – being emotionally involved in a particular product class or category