CHAPTER 5

Personality and Consumer Behavior LEARNING OBJECTI E! After studying this chapter students should be able to: 1. Define personality. 2. Describe the nature and development of personality. 3. Outline Freudian personality theory and the corresponding stages of development. 4. Discuss neo Freudian personality theory and trait theory. !. Discuss the relationship of personality and consumer diversity. ". #numerate cognitive personality factors$ consumption$ and possession traits. %. &race the shift from consumer materialism to compulsive consumption. '. #(plain consumer ethnocentrism. ). Describe the elements of brand personality. 1*. Discuss the concepts of self and self image. 11. +dentify the four forms of self image plus t,o other versions of self image. 12. Describe virtual personality or self. !"##AR$ Personality can be described as the psychological characteristics that both determine and reflect ho, a person responds to his or her environment. Although personality tends to be consistent and enduring$ it may change abruptly in response to ma-or life events$ as ,ell as gradually over time. &hree theories of personality are prominent in the study of consumer behavior: psychoanalytic theory$ neo Freudian theory$ and trait theory. Freud.s psychoanalytic theory provides the foundation for the study of motivational research$ ,hich operates on the premise that human drives are largely unconscious in nature and serve to motivate many consumer actions. /eo Freudian theory tends to emphasi0e the fundamental role of social relationships in the formation and development of personality. Alfred Adler vie,ed human beings as see1ing to overcome feelings of inferiority. 2arry 3tac1 3ullivan believed that people attempt to establish significant and re,arding relationships ,ith others. 4aren 2orney sa, individuals as trying to overcome feelings of an(iety and categori0ed them as compliant$ aggressive$ or detached. &rait theory is a ma-or departure from the 5ualitative or sub-ective approach to personality measurement. +t postulates that individuals possess innate psychological traits 6e.g.$ innovativeness$ novelty see1ing$ need for cognition$ materialism7 to a greater or lesser degree$ and that these traits can be measured by specially designed scales or inventories. 8ecause they are simple to use and to score and can be self administered$ personality inventories are the preferred method for many researchers in the assessment of consumer personality. 9roduct and brand personalities represent real opportunities for mar1eters to ta1e advantage of consumers. connections to various brands they offer. 8rands often have personalities:some include '"

;human li1e< traits and even gender. &hese brand personalities help shape consumer responses$ preferences$ and loyalties. #ach individual has a perceived self image 6or multiple self images7 as a certain 1ind of person ,ith certain traits$ habits$ possessions$ relationships$ and ,ays of behaving. =onsumers fre5uently attempt to preserve$ enhance$ alter$ or e(tend their self images by purchasing products or services and shopping at stores believed to be consistent ,ith the relevant self image and by avoiding products and stores that are not. >ith the gro,th of the +nternet$ there appear to be emerging virtual selves or virtual personalities. =onsumer e(periences ,ith chat rooms sometimes provide an opportunity to e(plore ne, or alternative identities. CHAPTER O"TLINE INTRO%"CTION
1. ?ar1eters have long tried to appeal to consumers in terms of their personality characteristics.

?ar1eters have intuitively felt that ,hat consumers purchase$ and ,hen and ho, they consume$ are li1ely to be influenced by personality factors. 2. Advertising and mar1eting people have fre5uently depicted or targeted specific consumer personalities in their advertising messages. &HAT I! PER!ONALIT$'
1. Personality is defined as those inner psychological characteristics that both determine and

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reflect ho, a person responds to his or her environment.

2. &he emphasis in this definition is on inner characteristics:those specific 5ualities$

attributes$ traits$ factors$ and mannerisms that distinguish one individual from other individuals. 3. &he identification of specific personality characteristics associated ,ith consumer behavior has proven to be highly useful in the development of a firm.s mar1et segmentation strategies. (((((Use Key Term )ersonality Here; Use Learning Objective #1 Here; Use Discussion Question #1 Here((((( The Nature o* Personality
1. +n the study of personality$ three distinct properties are of central importance:

a7 9ersonality reflects individual differences. b7 9ersonality is consistent and enduring. c7 9ersonality can change. (((((Use Learning Objective #1 Here(((((

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9ersonality @eflects +ndividual Differences

1. An individual.s personality is a uni5ue combination of factorsA no t,o individuals are e(actly

ali1e.
2. 9ersonality is a useful concept because it enables us to categori0e consumers into different

groups on the basis of a single trait or a fe, traits. (((((Use Learning Objective #2 Here; Use Discussion Question #1 Here((((( 9ersonality is =onsistent and #nduring
1. ?ar1eters learn ,hich personality characteristics influence specific consumer responses and

attempt to appeal to relevant traits inherent in their target group of consumers. 2. #ven though an individual.s personality may be consistent$ consumption behavior often varies considerably because of psychological$ sociocultural$ and environmental factors that affect behavior. (((((Use Learning Objective #2 Here; Use Discussion Question #1 Here((((( 9ersonality can =hange
1. An individual.s personality may be altered by ma-or life events$ such as the birth of a child$

the death of a loved one$ a divorce$ or a ma-or career change. 2. An individual.s personality also changes as part of a gradual maturing process. a7 9ersonality stereotypes may also change over time. b7 &here is a prediction$ for e(ample$ that a personality convergence is occurring bet,een men and ,omen. (((((Use Learning Objective #2 Here; Use Discussion Question #1 Here; Use !ercise #1 Here(((((

THEORIE! O+ PER!ONALIT$
1. &here are three ma-or theories of personality discussed in the chapter. &hey are:

a" #reu$ian t%eory& b" 'eo(#reu$ian )ersonality t%eory& c" Trait t%eory& (((((Use Key Terms +reudian theory, neo-+reudian )ersonality theory, and trait theory Here; Use Discussion Question #2 Here(((((

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+reudian Theory
1. 3igmund Freud.s )syc%oanalytic t%eory o* )ersonality is the cornerstone of modern

psychology.
2. &his theory ,as built on the premise that unconscious needs or drives$ especially biological

and se(ual drives$ are at the heart of human motivation and personality. (((((Use Key Term )sy.hoanalyti. theory o* )ersonality Here; Use Learning Objective #+ Here((((( +d$ 3uperego$ and #go
1. &he Id is the ;,arehouse< of primitive and impulsive drives$ such as: thirst$ hunger$ and se($

2.

3. 4. !. ".

for ,hich the individual see1s immediate satisfaction ,ithout concern for the specific means of that satisfaction. Superego is the individual.s internal e(pression of society.s moral and ethical codes of conduct. a7 &he superego.s role is to see that the individual satisfies needs in a socially acceptable fashion. b7 &he superego is a 1ind of ;bra1e< that restrains or inhibits the impulsive forces of the id. Ego is the individual.s conscious control ,hich functions as an internal monitor that attempts to balance the impulsive demands of the id and the sociocultural constraints of the superego. Freud emphasi0ed that an individual.s personality is formed as he or she passes through a number of distinct stages of infant and childhood development. &hese distinct stages of infant and childhood development are: oral$ anal$ phallic$ latent$ and genital stages. An adult.s personality is determined by ho, ,ell he or she deals ,ith the crises that are e(perienced ,hile passing through each of these stages.

(((((Use Learning Objective #+ Here; Use #igure ,(1 an$ ,(2 Here((((( Freudian &heory and 9roduct 9ersonality
1. &hose stressing Freud.s theories see that human drives are largely unconscious$ and that

consumers are primarily una,are of their true reasons for buying ,hat they buy. 2. &hese researchers focus on consumer purchases andBor consumption situations$ treating them as an e(tension of the consumer.s personality. (((((Use Learning Objective #+ Here; Use Discussion Question #2 Here; Use Table ,(1 Here; Use !ercise #2 Here(((((

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Neo-+reudian Personality Theory

1. 3everal of Freud.s colleagues disagreed ,ith his contention that personality is primarily

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3. 4.

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instinctual and se(ual in nature. a7 &hey argued that social relations are fundamental to personality development. Alfred Adler vie,ed human beings as see1ing to attain various rational goals$ ,hich he called style of life$ placing emphasis on the individual.s efforts to overcome feelings of inferiority. 2arry 3tac1 3ullivan stressed that people continuously attempt to establish significant and re,arding relationships ,ith others$ placing emphasis on efforts to reduce tensions. 4aren 2orney focused on the impact of child parent relationships$ especially the individual.s desire to con5uer feelings of anxiety. 3he proposed three personality groups: compliant$ aggressive$ and detached. a7 Compliant individuals are those ,ho move to,ard others:they desire to be loved$ ,anted$ and appreciated. b7 Aggressive individuals move against others:they desire to e(cel and ,in admiration. c7 Detached individuals move a,ay from others:they desire independence$ self sufficiency$ and freedom from obligations. A personality test based on the above 6the =AD7 has been developed and tested. a7 +t reveals a number of tentative relationships bet,een scores and product and brand usage patterns. +t is li1ely that many mar1eters have used some of these neo Freudian theories intuitively.

(((((Use Learning Objective #- Here; Use Discussion Question #2 Here; Use #igure ,(+ Here((((( Trait Theory
1. &rait theory is a significant departure from the earlier qualitative measures that are typical of

Freudian and neo Freudian theory.

2. +t is primarily 5uantitative or empirical$ focusing on the measurement of personality in terms

of specific psychological characteristics called traits. a7 A trait is defined as any distinguishing$ relatively enduring ,ay in ,hich one individual differs from another. 3. 3elected single-trait personality tests increasingly are being developed specifically for use in consumer behavior studies. &ypes of traits measured include: a7 .onsumer innovativeness:ho, receptive a person is to ne, e(periences. b7 .onsumer materialism:the degree of the consumer.s attachment to ;,orldly possessions.< c7 .onsumer et%nocentrism:the consumer.s li1elihood to accept or re-ect foreign made products. 4. @esearchers have learned to e(pect personality to be lin1ed to ho, consumers make their choices$ and to the purchase or consumption of a road product category rather than a specific brand.

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(((((Use Key Terms .onsumer innovativeness, .onsumer materialism, and .onsumer ethno.entrism Here; Use Learning Objective #- Here; Use Discussion Question #2 an$ #+ Here(((((

PER!ONALIT$ AN% "N%ER!TAN%ING CON!"#ER %I ER!IT$

1. ?ar1eters are interested in understanding ho, personality influences consumption behavior

because such 1no,ledge enables them to better understand consumers and to segment and target those consumers ,ho are li1ely to respond positively to their product or service communications. (((((Use Learning Objective #, Here((((( Consumer Innovativeness and Related Personality Traits
1. ?ar1eting practitioners must learn all they can about consumer innovators:those ,ho are

li1ely to try ne, products. &hose innovators are often crucial to the success of ne, products. 2. 9ersonality traits have proved useful in differentiating bet,een consumer innovators and noninnovators. 3. 9ersonality traits to be discussed include: a7 =onsumer innovativeness. b7 Dogmatism. c7 3ocial character. d7 /eed for uni5ueness. e7 Optimum stimulation level. f7 Cariety novelty see1ing. (((((Use Key Term .onsumer innovators Here; Use Discussion Question #+ Here((((( =onsumer +nnovativeness
1. 2o, receptive are consumers to ne, products$ ne, services$ or ne, practicesD 2. @ecent consumer research indicates a positive relationship bet,een innovative use of the

+nternet and buying online. (((((Use Table ,(2 Here; Use !ercise #+ Here((((( Dogmatism
1. Dogmatism is a personality trait that measures the degree of rigidity an individual displays

to,ard the unfamiliar and to,ard information that is contrary to their established beliefs. a7 =onsumers lo, in dogmatism are more li1ely to prefer innovative products to established ones. )1

b7 =onsumers high in dogmatism are more accepting of authority based ads for ne, products. (((((Use Key Term do/matism Here; Use #igure ,(- Here((((( 3ocial =haracter
1. 3ocial character is a personality trait that ranges on a continuum from inner directed to other

directed. a7 /nner($irecte$ consumers tend to rely on their o,n ;inner< values or standards in evaluating ne, products and are innovators. &hey also prefer ads stressing product features and personal benefits. b7 Ot%er($irecte$ consumers tend to loo1 to others for direction and are not innovators. &hey prefer ads that feature social environment and social acceptance. (((((Use Key Terms inner-dire.tedness and other-dire.tedness Here; Use Discussion Question #- Here((((( /eed for Eni5ueness
1. >e all 1no, people ,ho see1 to be uni5ue. 2. &hese people avoid conformity.

(((((Use Table ,(+ Here((((( Optimum 3timulation Fevel

1. 3ome people prefer a simple$ uncluttered$ and calm e(istence$ although others seem to prefer

an environment crammed ,ith novel$ comple($ and unusual e(periences. 2. 9ersons ,ith o)timum stimulation levels 0O1Ls" are ,illing to ta1e ris1s$ to try ne, products$ to be innovative$ to see1 purchase related information$ and to accept ne, retail facilities. 3. &he correspondence bet,een an individual.s O3F and their actual circumstances has a direct relationship to the amount of stimulation individual.s desire. a7 +f the t,o are e5uivalent$ they tend to be satisfied. b7 +f bored$ they are understimulated$ and vice versa. (((((Use Key Term o)timum stimulation levels Here((((( Cariety /ovelty 3ee1ing
1. &his is similar to O3F.

a7 9rimary types are variety or novelty see2ing. 2. &here appear to be many different types of variety see1ing: exploratory purchase ehavior 6e.g.$ s,itching brands to e(perience ne, and possibly better alternatives7$ vicarious )2

exploration 6e.g.$ ,here the consumer secures information about a ne, or different alternative and then contemplates or even daydreams about the option7$ and use innovativeness 6e.g.$ ,here the consumer uses an already adopted product in a ne, or novel ,ay7. a7 &he third form of variety or novelty see1ing:use innovativeness:is particularly relevant to technological. 3. =onsumers ,ith high variety see1ing scores might also be attracted to brands that claim to have novel or multiple uses or applications. 4. ?ar1eters$ up to a point$ benefit from thin1ing in terms of offering additional options to consumers see1ing more product variety. a7 Eltimately$ mar1eters must ,al1 the fine line bet,een offering consumers too little and too much choice. !. &he stream of research e(amined here indicates that the consumer innovator differs from the non innovator in terms of personality orientation. (((((Use Key Terms variety see0in/ and novelty see0in/ Here; Use Learning Objective #, Here; Use Discussion Question #+ Here; Use !ercise #1 0i* not )reviously use$" Here((((( Co/nitive Personality +a.tors
1. ?ar1et researchers ,ant to understand ho, cognitive )ersonality influences consumer

behavior.
2. &,o cognitive personality traits have been useful in understanding selected aspects of

consumer behavior. &hey are: a" 'ee$ *or cognition& b" 3isuali4ers versus verbali4ers& (((((Use Key Terms .o/nitive )ersonality, need *or .o/nition, and visuali1ers versus ver2ali1ers Here; Use Discussion Question #, Here((((( /eed for =ognition
1. &his is the measurement of a person.s craving for or en-oyment of thinking. 2. =onsumers ,ho are high in /= 6need for cognition7 are more li1ely to be responsive to the

part of an advertisement that is rich in product related information of description. a7 &hey are also more responsive to cool colors. 3. =onsumers ,ho are relatively lo! in /= are more li1ely to be attracted to the bac1ground or peripheral aspects of an ad. a7 &hey spend more time on print content and have much stronger brand recall. 4. /eed for cognition seems to play a role in an individual.s use of the +nternet. (((((Use Discussion Question #, Here(((((

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Cisuali0ers versus Cerbali0ers

1. "isuali#ers are consumers ,ho prefer visual information and products that stress the visual. 2. "er ali#ers are consumers ,ho prefer ,ritten or verbal information and products that stress

the verbal. 3. &his distinction helps mar1eters 1no, ,hether to stress visual or ,ritten elements in their ads. (((((Use Learning Objective #, an$ #5 Here; Use Discussion Question #, Here; Use !ercise #1 0i* not )reviously use$" Here; Use #igure ,(, an$ ,(5 Here((((( +rom Consumer #aterialism to Com)ulsive Consum)tion =onsumer ?aterialism
1. $aterialism is a trait of people ,ho feel their possessions are essential to their identity. 2. &hey value ac5uiring and sho,ing off possessions$ they are self centered and selfish$ they

see1 lifestyles full of possessions$ and their possessions do not give them greater happiness. (((((Use Learning Objective #6 Here; Use !ercise #+ Here; Use Table ,(- Here((((( Fi(ated =onsumption 8ehavior
1. 3ome,here bet,een being materialistic and being compulsive is being fixated ,ith regard to

consuming or possessing. 2. Fi1e materialism$ fixated consumption ehavior is in the realm of normal and socially acceptable behavior. 3. Fi(ated consumers. characteristics: a7 A deep 6possibly: ;passionate<7 interest in a particular ob-ect or product category. b7 A ,illingness to go to considerable lengths to secure additional e(amples of the ob-ect or product category of interest. c7 &he dedication of a considerable amount of discretionary time and money to searching out the ob-ect or product. 4. &his profile of the fi(ated consumer describes many collectors or hobbyists 6e.g.$ coin$ stamp$ anti5ue collectors$ vintage ,rist,atch$ or fountain pen collectors7. (((((Use Learning Objective #6 Here((((( =ompulsive =onsumption 8ehavior
1. .om)ulsive consum)tion is in the realm of abnormal behavior. 2. =onsumers ,ho are compulsive have an addictionA in some respects$ they are out of control$

and their actions may have damaging conse5uences to them and those around them.

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(((((Use Key Term .om)ulsive .onsum)tion Here; Use Learning Objective #,7 #57 an$ #6 Here; Use Table ,(, Here((((( Consumer Ethno.entrism3 Res)onses to +orei/n-#ade Produ.ts
1. &o identify consumer segments receptive to foreign made products$ researchers have

developed and tested the consumer ethnocentrism scale:=#&3=AF#. a7 =#&3=AF# results identify consumers ,ith a predisposition to re-ect or accept foreign made products. 2. =onsumers ,ho are highly ethnocentric feel that it is ,rong to purchase foreign made products because it ,ould hurt the domestic economy. a7 /on ethnocentric consumers tend to evaluate foreign made products more ob-ectively. 3. ?ar1eters can appeal to ethnocentric consumers by stressing nationalistic themes in their promotional efforts. (((((Use Learning Objectives #, an$ #8 Here; Use Discussion Question #5 Here; Use Table ,(5 an$ ,(6 Here(((((

BRAN% PER!ONALIT$
1. +t appears that consumers tend to ascribe various descriptive ;personality li1e< traits or

characteristics:the ingredients of rand personalities:to different brands in a ,ide variety of product categories. 2. A brand.s personality can either be functional 6;provides safety<7 or symbolic 6;the athlete in all of us<7. (((((Use Learning Objective #9 Here((((( Brand Personi*i.ation
1. A bran$ )ersoni*ication recasts consumers. perception of the attributes of a product or

service into the form of a ;human li1e character.< 2. +t seems that consumers can e(press their inner feelings about products or brands in terms of association ,ith a 1no,n personality. 3. +dentifying consumers. current brand personality lin1 or creating one for ne, products are important mar1eting tas1s. 4. &here are five defining dimensions of a brand.s personality 6;sincerity$< ;e(citement$< ;competence$< ;sophistication$< and ;ruggedness<7$ and fifteen facets of personality that flo, out of the five dimensions 6e.g.$ ;do,n to earth$< ;daring$< ;reliable$< ;upper class$< and ;outdoors<7. (((((Use Key Term 2rand )ersoni*i.ation Here; Use Learning Objective #9 Here; Use !ercise #2 0i* not )reviously use$" Here; Use Table ,(6 Here((((( )!

Produ.t Personality and Gender

1. A product personality or persona$ fre5uently means that the product or brand has a ;gender.< 2. &his assigning of a gender as part of personality description is fully consistent ,ith the

mar1etplace reality that products and services$ in general$ are vie,ed by consumers as having a ;gender being.< 3. Armed ,ith such 1no,ledge of the perceived gender of a product or a specific brand$ mar1eters are in a better position to select visual and copy te(t for various mar1eting messages. (((((Use Learning Objective #9 Here((((( Produ.t Personality and Geo/ra)hy
1. ?ar1eters learned along time ago that certain products$ in the minds of consumers$ possess a

strong geographical association.

2. Esing the geographical association can create a geographic e5uity. 3. &he real 5uestion is$ ;Does location 6geography7 add to the brand image and to the product.s

brand e5uityD< (((((Use Learning Objective #9 Here; Use Table ,(8 Here((((( Personality and Color
1. =onsumers also tend to associate personality factors ,ith specific colors.

+n some cases$ various products$ even brands$ associate a specific color ,ith personality li1e connotations. b7 +t appears that blue appeals particularly to female consumers. c7 Gello, is associated ,ith ;novelty$< and blac1 fre5uently connotes ;sophistication.< d7 For this reason$ brands ,ishing to create a sophisticated persona 6e.g.$ ?inute ?aid -uices or 9asta Fa8ella7 or an upscale or premium image 6e.g.$ ?iller 8eers. ?iller @eserve7 use labeling or pac1aging that is primarily blac1. 2. ?any fast food restaurants use combinations of bright colors$ li1e red$ yello,$ and blue$ for their roadside signs and interior designs. a7 &hese colors have come to be associated ,ith fast service and food being ine(pensive. 3. +n contrast$ fine dining restaurants tend to use sophisticated colors li1e gray$ ,hite$ shades of tan$ or other soft$ pale$ or muted colors to reflect fine leisurely service. 4. =onsumers. li1e or disli1e for various colors can differ bet,een countries. (((((Use Learning Objective #9 Here; Use Table ,(9 an$ ,(1: Here(((((

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!EL+ AN% !EL+-I#AGE

1. 3elf images$ or ;perceptions of self$< are very closely associated ,ith personality in that

individuals tend to buy products and services and patroni0e retailers ,ith images or ;personalities< that closely correspond to their o,n self images. 2. 3uch concepts as one or multiple selves$ self image$ and the notion of the e!ten$e$ sel* is e(plored by consumer behavior researchers. (((((Use Key Term e4tended sel* Here; Use Learning Objective #1: Here((((( One or #ulti)le !elves
1. 2istorically$ individuals ,ere thought to have a single self image and focused on products

accordingly. a7 @esearch indicates a consumer is 5uite li1ely to be or act differently ,ith different people and in different situations. 2. &he idea that an individual embodies a number of different multi)le selves suggest that mar1eters should target their products and services to consumers ,ithin the conte(t of a particular self. 3. &he healthy or normal person is li1ely to display a some,hat different personality in various situations or social roles. (((((Use Key Terms multi)le selves and roles Here; Use Learning Objective #1: Here((((( The #a0eu) o* the !el*-Ima/e
1. A person has a self image of himBherself as a certain 1ind of person.

2. 3. 4.

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&he individual.s self image is uni5ue$ the outgro,th of that person.s bac1ground and e(perience. 9roducts and brands have symbolic value for individuals$ ,ho evaluate them on the basis of their consistency ,ith their personal pictures or images of themselves. 9roducts seem to match one or more of individual.s self imagesA other products seem totally alien. Four aspects of self image are: a7 ;ctual sel*(image:ho, consumers see themselves. b7 /$eal sel*(image:ho, consumers ,ould li1e to see themselves. c7 1ocial sel*(image:ho, consumers feel others see them. d7 /$eal social sel*(image:ho, consumers ,ould li1e others to see them. 3ome mar1eters have identified a fifth and si(th self image. a7 !)ecte$ sel*(image:ho, consumers e(pect to see themselves at some specified future time. b7 <Oug%t(to= sel*:traits or characteristics that an individual believes it is his or her duty or obligation to possess. c7 +n different conte(ts consumers might select different self images to guide behavior. &he concept of self image has strategic implications for mar1eters. )%

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%. ?ar1eters can segment their mar1ets on the basis of relevant consumer self images and then

position their products or stores as symbols for such self images. (((((Use Key Terms a.tual sel*-ima/e, ideal sel*-ima/e, ideal so.ial sel*-ima/e, e4)e.ted sel*-ima/e, and 5ou/ht-to6 sel* Here; Use Learning Objective #1: an$ #11 Here; Use Discussion Question #6 Here; Use #igure ,(8 an$ ,(9 Here((((( The E4tended !el*
1. =onsumers. possessions can be seen to ;confirm< or ;e(tend< their self images. 2. &he above suggests that much of human emotion can be connected to valued possessions. 3. 9ossessions can e(tend the self in a number of ,ays:

a7

Actually$ by allo,ing the person to do things that other,ise ,ould be very difficult or impossible to accomplish 6e.g.$ problem solving by using a computer7. b7 Sym olically$ by ma1ing the person feel better or ;bigger< 6e.g.$ receiving an employee a,ard for e(cellence7. c7 %y conferring status or rank 6e.g.$ status among collectors of rare ,or1s of art because of the o,nership of a particular masterpiece7. d7 %y esto!ing feelings of immortality$ by leaving valued possessions to young family members 6this also has the potential of e(tending the recipients. ;selves<7. e7 %y endo!ing !ith magical po!ers 6e.g.$ a cameo pin inherited from one.s aunt might be perceived as a magic amulet besto,ing good luc1 ,hen it is ,orn7. (((((Use Learning Objective #1: Here; Use Table ,(11 Here((((( Alterin/ the !el*
1. =onsumers often ,ish to change themselves:to become a different or improved self. 2. +t seems consumers are trying to e(press their individualism or uni5ueness by creating and

maintaining a ne, self. 3. =lothing$ cosmetics$ -e,elry$ grooming aids$ and all 1inds of accessories offer consumers the opportunity to modify their appearance and thereby to alter their selves. 4. 9ersonal vanity and self image are closely related. (((((Use Learning Objective #1: Here; Use Table ,(12 Here; Use #igure ,(1: Here(((((

IRT"AL PER!ONALIT$ OR !EL+

1. &here has been a tremendous gro,th in the use of online chat rooms. 2. 9eople ,ho are visiting chat rooms are able to carry on real time conversations about

themselves and topics of mutual interest ,ith people from all over the globe. a7 &he participants commonly never get to see each other. b7 &his creates an opportunity for chat room participants to try out ne, identifies or to change their identities ,hile online. )'

3. +n terms of personality$ one can change from mild mannered to aggressive$ or from introvert

to e(travert.
4. &he notion of a virtual )ersonality or virtual sel* provides an individual ,ith the opportunity

to try on different personalities or different identities$ much li1e going to the mall and trying on different outfits in a department or specialty store. !. +f the identity fits$ or the personality can be enhanced$ maybe ,e 1eep the ne, personality in favor of our old personality. ". &he +nternet is redefining human identify$ creating an ;online self.< (((((Use Key Terms virtual )ersonality and virtual sel* Here; Use Learning Objective #12 Here(((((

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