Chapter 6 Personality, Lifestyles, and the Self-Concept

1. Chapter 6Personality, Lifestyles, and the Self-Concept BABIN / HARRIS © 2009 South-Western, a division of Cengage Learning.

2. Learning Outcomes LO1 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. LO2 LO3 LO4 LO5 © 2009 South-Western, a division of Cengage Learning.

3. LO1 Define personality and know how various approaches to studying personality can be applied to consumer behavior. © 2009 South-Western, a division of Cengage Learning.

4. Personality LO1 The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment. © 2009 South-Western, a division of Cengage Learning.

5. 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 Personality Qualities LO1 © 2009 South-Western, a division of Cengage Learning.

6. Id Superego Ego Psychoanalytic Approach LO1 © 2009 South-Western, a division of Cengage Learning.

7. Motivational Research Era LO1 Researchers utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs. © 2009 South-Western, a division of Cengage Learning.

8. Motivation Research Does this ad appeal to some deeply held motivation? © 2009 South-Western, a division of Cengage Learning.

9. Trait Approach LO1 • Trait – a distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner. • Approaches: • Nomothetic perspective • Idiographic perspective © 2009 South-Western, a division of Cengage Learning.

10. LO2 Discuss major traits that have been examined in consumer research. © 2009 South-Western, a division of Cengage Learning.

11. Value consciousness Materialism Innovativeness Complaint proneness Competitiveness Important Traits Studied LO2 © 2009 South-Western, a division of Cengage Learning.

12. Exhibit 6.1: Examples of Other Traits in Consumer Research LO2 © 2009 South-Western, a division of Cengage Learning.

13. Exhibit 6.2Five-Factor Model LO2 © 2009 South-Western, a division of Cengage Learning.

14. Hierarchical Approaches LO2 • 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). © 2009 South-Western, a division of Cengage Learning.

15. Personology Approach LO2 • Combines information on traits, goals, and consumer lifestories to gain a better understanding of personality. © 2009 South-Western, a division of Cengage Learning.

16. Exhibit 6.4Brand Personality Dimensions LO2 © 2009 South-Western, a division of Cengage Learning.

17. Jimmy John’s – It’s Exciting! LO2 © 2009 South-Western, a division of Cengage Learning.

18. Whattorent.com Pandora.com Stumbleupon.com Matching Consumers and Products LO2 © 2009 South-Western, a division of Cengage Learning.

19. LO3 Understand why lifestyles and psychographics are important to the study of consumer behavior. © 2009 South-Western, a division of Cengage Learning.

20. Lifestyles LO3 Refer to the ways consumers live and spend their time and money. Useful in identifying viable market segments! © 2009 South-Western, a division of Cengage Learning.

21. Psychographics LO3 • Refers to the way consumer lifestyles are measured. • AIO statements: • Activities • Interests • Opinions © 2009 South-Western, a division of Cengage Learning.

22. Exhibit 6.5: Sample Psychographic Items for Segmenting the Bowling Market LO3 © 2009 South-Western, a division of Cengage Learning.

23. Take the survey VALS LO3 • Values and Lifestyles • Classifies consumers into eight segments based on: • resources available • primary motivations © 2009 South-Western, a division of Cengage Learning.

24. Find yours PRIZM Geodemographics LO3 • 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 other’s behaviors and lifestyles. • 66 segments © 2009 South-Western, a division of Cengage Learning.

25. LO4 Comprehend the role of the self-concept in consumer behavior. © 2009 South-Western, a division of Cengage Learning.

26. Self-Concept LO4 Refers to the totality of thoughts and feelings that an individual has about him or her self. © 2009 South-Western, a division of Cengage Learning.

27. We Have Many Self-Concepts LO4 Actual self Ideal self Social self Ideal social self Possible self Extended self © 2009 South-Western, a division of Cengage Learning.

28. Self-Esteem LO4 Refers to the positivity of an individual’s self-concept. © 2009 South-Western, a division of Cengage Learning.

29. LO5 Understand the concept of self-congruency and how it applies to consumer behavior issues. © 2009 South-Western, a division of Cengage Learning.

30. Self-Congruency Does this store match your self-concept? © 2009 South-Western, a division of Cengage Learning.

31. Self-Congruency Theory LO5 Proposes that much of consumer behavior can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product. © 2009 South-Western, a division of Cengage Learning.