CB - Chapter 4

Chapter 4
Personality, Self-Image, and

Life Style
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
1
Opening Vignette
 Do you see yourself as beautiful?
 Only1% of all women see themselves
as beautiful
 Most ads portray an ideal image that
is unattainable
 Dove’s ‘Campaign for Real Beauty’
http://www.dove.ca
Copyright © 2006 Pearson Education Canada Inc.

4-2
What Is Personality?
The inner psychological

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

4-3
The Nature of Personality
 Personality reflects individual

differences
 Personality is consistent and
enduring
 Personality can change

4-4
Theories of Personality
 Freudian theory
– Unconscious needs or drives are at the
heart of human motivation
– Three interacting systems
• Id: primitive and impulsive drives
• Superego: Individual’s internal expression
of society’s moral and ethical codes of
conduct
• Ego: Individual’s conscious control
» continued
4-5
Theories of Personality
 Neo-Freudian personality theory

– Social relationships are fundamental
to the formation and development of
personality
– e.g., CAD theory

4-6
Horney’s CAD Theory
 Using the context of child-parent

relationships, individuals can be
classified into:
– Compliant individuals
– Aggressive individuals
– Detached individuals

4-7
CAD theory
 Compliant Personality
– One who desires to be loved, wanted, and
appreciated by others.
 Aggressive Personality
– One who moves against others (e.g.,
competes with others, desires to excel and
win admiration).
 Detached Personality
– One who moves away from others (e.g., who
desires independence, self-sufficiency, and
freedom from obligations).
4-8
Theories of Personality –
Cont’d
 Cognitive Theories of Personality
– Personality as differences in cognitive
processes (how consumers process
and react to information)

4-9
Need for Cognition (NC)
 A person’s craving for enjoyment of

thinking
 High NC consumers are likely to:
–Relate better to written messages
–Want product-related information
–Spend more time processing print
ads
–Enjoy using the internet to get
information
4-10
Visualizers Vs Verbalizers
 A person’s preference for

information presented visually or
verbally
 Visualizers require strong visual
elements in ads
 Verbalizers prefer written
information, print ads, question-
answer format
4-11
Theories of Personality –
Cont’d
 Trait theory
– Quantitative approach to personality
as a set of psychological traits
– Single-trait or multiple-trait theories

4-12
4-13
Trait Theories – Cont’d
 Consumer materialism
– The extent to which a person is considered
“materialistic”
 Fixed consumption behaviour
– Consumers fixated on certain products or
categories of products
 Compulsive consumption behaviour
– “Addicted” or “out-of-control” consumers

4-14
Consumer Innovativeness
 The degree to which consumers are

receptive to new products, new services
or new practices.
 Consumer innovators are likely to:
– Score lower on dogmatism
– Score higher on need for uniqueness
– Have higher optimum stimulation levels
– Have higher need for sensation seeking and
variety seeking behaviours
4-15
Consumer Materialism
 Possessions seen as for one’s

identity
 Materialistic People
– Value acquiring and showing-off
possessions
– Are particularly self-centered and selfish
– Seek lifestyles full of possessions
– Have many possessions that do not lead to
greater happiness
4-16
Consumer Ethnocentrism
 Ethnocentric consumers feel it is

wrong to purchase foreign-made
products
 They can be targeted by stressing
nationalistic themes

4-17
Research Insight: From
Consumer Materialism to
Compulsive Consumption
 Consumer materialism
– The extent to which a person is considered
“materialistic”
 Fixed consumption behaviour
– Consumers fixated on certain products or
categories of products
 Compulsive consumption behaviour
– “Addicted” or “out-of-control” consumers

4-18
Fixated Consumption Behaviour
 Consumers have
– a deep interest in a particular object or
product category
– a willingness to go to considerable
lengths to secure items in the
category of interest
– the dedication of a considerable
amount of discretionary time and
money to searching out the product
 Examples: collectors,
hobbyists
4-19
Sample Items to Measure Compulsive
Buying
1. When I have money, I cannot help but spend
part or the whole of it.
2. I am often impulsive in my buying behaviour.
3. As soon as I enter a shopping center, I have
an irresistible urge to go into a shop to buy
something.
4. I am one of those people who often responds
to direct mail offers.
5. I have often bought a product that I did not
need, while knowing I had very little money
left.
4-20
Brand Personality
 Personality-like traits associated
with brands
 Volvo - safety
 Perdue - freshness
 Nike - the athlete
 BMW - performance
 Levi’s 501 - dependable and rugged

4-21
4-22
(continued)

4-23
Figure 4-11 (continued)

4-24
Personality and Marketing
Strategy
 Identifyrelevant personality traits
 Target consumers with the relevant
personality traits
 Develop promotional messages
that appeal to consumers with
specific personality traits
 Develop a personality for the brand
4-25
Self and Self-Image
 Self-image: A person’s perceptions

of his/her self
 People have multiple selves
– Different selves in different situations

4-26
Different Self-Images
Actual Self- Ideal Self-

Image Image
Ideal Social Social Self-

Self-Image Image
Expected
Self-Image

4-27
Different Self-Images
 Actual Self-Image
– How you see your self
 Ideal Self-Image
– How you would like to see yourself
 Social Self-Image
– How you think others see you
 Ideal Social Self-Image
– How you would like others to see you
» continued

4-28
Different Self-Images- Cont’d
 Expected Self-Image
– How you expect to be in the future
 “Ought-to” Self
– The qualities that you think you
should possess

4-29
Possessions Act as Self-
Extensions
 By allowing the person to do things
that otherwise would be very
difficult
 By making a person feel better
 By conferring status or rank
 By bestowing feelings of
immortality
 By endowing with magical powers
4-30
4-31
Altering Self Images
 Ifactual and ideal self-images are

different, consumers may use
products to alter their selves
 Personality vanity: self interest or
admiration for one’s own
appearance/achievements

4-32
Internet Insight: Virtual Self
 Online individuals have an

opportunity to try on different
personalities
 Virtual personalities may result in
different purchase behaviour

4-33
Self Concept and Marketing
Strategy
 Use self-concept for segmentation
and positioning
 Market to consumers’ actual or
ideal self-images
– Depends on the nature of the product
 Promote products as ways of
altering or extending self-image
4-34
Life Style and Psychographics
 Psychographic Segmentation
– Segmenting consumers on the basis
of their activities, interests and
opinions
 Psychographic-demographic
profiles
 Geodemographic segmentation
4-35
Life Styles and Marketing
Strategy
 Use life styles for segmentation
and positioning
 Develop media campaigns based
on consumer life styles

4-36

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Chapter 4

Personality, Self-Image, and

Copyright © 2006 Pearson Education Canada Inc.

The inner psychological

Copyright © 2006 Pearson Education Canada Inc.

 Personality reﬂects individual

Copyright © 2006 Pearson Education Canada Inc.

 Neo-Freudian personality theory

Copyright © 2006 Pearson Education Canada Inc.

 Using the context of child-parent

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

 A person’s craving for enjoyment of

 A person’s preference for

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

 The degree to which consumers are

 Possessions seen as for one’s

 Ethnocentric consumers feel it is

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

 Self-image: A person’s perceptions

Copyright © 2006 Pearson Education Canada Inc.

Actual Self- Ideal Self-

Ideal Social Social Self-

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

 Ifactual and ideal self-images are

Copyright © 2006 Pearson Education Canada Inc.

 Online individuals have an

Copyright © 2006 Pearson Education Canada Inc.

Copyright © 2006 Pearson Education Canada Inc.

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