Personality, Lifestyle,

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Chapter 7
Personality, Lifestyle, and Self-Concept

• Personality, Lifestyle,
• and Self-Concept

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Snapshot from the Marketplace

• Body image is an inseparable component of our
  self concept.
• An ideal of beauty varies cross-culturally and
  over time.
• Since we compare ourselves to idealized images
  depicted in ads, marketers use such a tactic to
  create sufficient temporary dissatisfaction to
  motivate us to act.

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Q. 1. Define Personality.
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What Is Personality?

• The sum total of an individuals inner
  psychological attributes
• Distinctive and enduring patterns of thoughts,
  emotions, and behaviors that characterize each
  individual's adaptation to the situation of his
  or her life
• static.

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What Is Personality?

• Properties that characterize personality
• Personality is unique.
• Personality is consistentacross diverse
  circumstances.
• Personality is not static.

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Diversity of Personality Theories

• Psychological literature provides a large number
  of personality theories.
• Our focus here is on 3 theories
• Freudian theory of personality
• Neo-Freudian theory of personality
• Trait theory of personality

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Q. 2. State three theories of Personality.
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Freudian Psychoanalytic Personality Theory

• Strong emphasis on biological sexual motivation
• Personality is a result of interaction conflict
  between
• The Id pleasure principle
• The Superego social, moral, ethical
  inhibitions
• The Ego mediator between the ids impulses
  superegos restrictions
• Personality develops as we progress through a
  sequence of psychosexual stages during infancy.

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Freudian Psychoanalytic Personality Theory
(contd)

• Anxiety plays a major role in personality
  development.
• Freud discerned 3 types of anxiety
• Reality anxiety fear of tangible danger
• Neurotic anxiety fear of punishment for
  instinctual gratification
• Moral anxiety fear of our own conscience

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Freudian Psychoanalytic Personality Theory
(contd)

• Defense mechanisms to overcome anxiety, examples
  include
• Repression
• Rationalization
• Regression
• Projection
• Aggression
• Withdrawal

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Marketing Applications of Freudian Theory

• Ads frequently address the id by emphasizing the
  pleasure and self-indulgent aspects of product or
  service offerings.
• Promotions address the ego via free offers as
  well as by employing leisure, freedom, escape,
  and fantasy appeals.
• Promotional appeals address the superego by
  emphasizing social amenities, ethics, and
  tradition.

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Personality Videos

• NFL Custom Shop Personality
• Doritos Personality

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Neo-Freudian Personality Theory

• Social variables rather than biological instincts
  underlie personality formation
• Four theories of Freuds disciples their
  emphases
• Adler overcoming real perceived
  inferiorities pursuit of superiority
  perfection
• Horney dealing with anxiety
• Fromm escape from loneliness seeking meaningful
  relationships
• Sullivan interpersonal relationships

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Marketing Applications of Neo-Freudian Theory

• Ads employing Neo-Freudian theory emphasize
  social relationships and human interaction.
• Promotional appeals frequently depict warm
  interaction between individuals in a social or a
  family setting.
• Appeals may also emphasize the role of products
  as enhancers of positive interpersonal
  relationships with others or protectors against
  offending others.
• Cohens C-A-D scale a paradigm that classifies
  people based on their degree of compliance,
  aggression, and detachment

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Trait Theory of Personality

• Classifies people according to their dominant
  characteristics or identifiable traits
• Theory assumptions
• Traits are identifiable and limited in number.
• Traits are relatively stable.
• Traits can be measured via behavioral indicators.
• People with similar traits behave similarly.
• Measuring personality traits
• Standard clinical personality tests vs.
  tailor-made modified tests

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Trait Theory of Personality (contd)

• Myers-Briggs Type Indicator this instrument
  measures traits by employing 4 scales
• Extroversion/introversion
• Sensate/Intuitive
• Thinking/feeling
• Judging/perceiving
• Measurement results in 16 personality types,
  representing a persons behavioral tendencies on
  the above 4 traits.

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Marketing Applications of Trait Theory

• Marketers search for correlations between sets of
  specific personality traits and consumer behavior
  patterns.
• Correlations can occur in the form of one or more
  personality traits and such specific tendencies
  as product purchase, brand choice, retail store
  selection, or media habits.

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Psychographics

• The objective is to assess consumers lifestyles
  so that meaningful consumer typologies can be
  identified.
• Profiles can be obtained through AIO Inventories
  (activities, interests, and opinions surveys)

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Marketing Applications of Psychographics

• VALS segmentation approach defines 8 market
  segments each has a unique combination of
  psychological and demographic attributes.
• VALS segments the market based on both consumers
  primary motivations and resources/innovation.
• Primary motivations are ideals, achievements, and
  self-expression.
• Resources range from minimal to abundant and
  cover individuals psychological, physical,
  demographic, and material means.

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VALS Configuration of Consumer Categories
Self-Orientation
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Marketing Applications of VALS

• VALS helps marketers
• Identify and select target markets
• Develop effective media plans to reach specific
  target markets
• Create ads and appeals that match the attributes
  of desirable target segments

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Q. 3. How can the study of personality traits be
applied to Consumer Behavior Research?
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Applications to Consumer Behavior Research

• Need for cognition a tendency to engage in and
  enjoy thinking
• Locus of control significant personality
  variable in psychology
• External locus of control ascribe the
  influences on their lives to luck, fate, chance,
  other people, or strong forces they cannot
  overcome
• Internal locus of control tend to attribute the
  influences on their lives to forces such as their
  own skills that are within their control
• Differ in attentiveness to information present in
  the environment and seeking of additional
  relevant information

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Q. 4. Define Self-Concept.
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Self-Concept

• The sum total of our beliefs and feelings about
  our self
• An organized configuration of perceptions of the
  self, which are available to awareness

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Q. 5. What are the interactive sources of
self-concept?
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Interactive Sources of Selfhood

• Significant others
• individuals with whom we interact in various
  kinds of role relations, are crucial in the
  formation of our self.
• Materials and objects
• the physical environment that we rely on for
  survival and the technologies that support and
  mediate our social relations affect the
  development of our self.
• Ideas, beliefs and values
• ideology and religious beliefs influence the way
  we perceive and respond to our social and
  physical environment

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Exhibit 10.1The Relational Self
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Q. 6. Define Self-Esteem and Self-Efficacy.
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Self-Esteem and Self-Efficacy

• Self-Esteem the pattern of beliefs an
  individual has about self-worth
• Ones subjective self-evaluation developed from
  personal experiences of success or failure,
  interactions with others, maturation, heredity,
  and social learning.
• High self-esteem is related to spending low
  self-esteem is related to compulsive and
  addictive behaviors
• Self-Efficacy -- peoples beliefs about their
  capabilities to exercise control over events that
  affect their lives
• Self-efficacy should vary cross-culturally.

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Q. 7. What are the various characteristics of
Self-Concept?
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Self-Concept

• multifaceted
• includes a collection of images, activities,
  goals, feelings, roles, traits and values
• Multiplicity of identity indicates that selfhood
  is a collection of diverse but related
  self-perceptions the self includes a
  multiplicity of things that people are to
  themselves and to one another

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Self-Concept is Multi-Faceted

• I-self
• the active observer, the knower, or the
  information processor
• Me-self
• the known, observed, and constructed self-image
• Looking-glass self
• Image congruence hypothesis
• self-concept is reinforced as positive responses
  from others support consumption activities
• Extended self
• external objects to which we are emotionally
  attached and that we consider a part of ourselves

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Self-Concept Depends on Situations and Motives

• Working or activated self-concept
• aspects that are most relevant in a particular
  social setting or situation
• People selectively retrieve different aspects of
  their self-concepts depending on goals and
  motives.
• Sometimes consumers may contrive to use products
  to trigger aspects of the self.

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Self-Concept is Changeable

• Self-concept is flexible and changeable
• Consumers self-concepts are especially dynamic
  during certain role transitions
• Role transitions and self-esteem
• the degree to which people have a positive
  attitude towards themselves
• Role transitions are marked by changes in
  consumption patterns

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Q. 8. What are the components of the dynamic
self-concept model?
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Self Concept

• intrapersonal inner, processes
• including information processing and motivation
• interpersonal processes -- including perception,
  interpersonal influence and reaction to others
  feedback

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The Dynamic Self-ConceptIntrapersonal Processes

• Self-narrative
• stories that are coherent, context sensitive
  accounts of experiences that provide a sense of
  personal continuity in time and space
• Self-relevant information
• internalized self-schemas that represent a
  reference value or standard of comparison for new
  information
• Self-gifts
• frequently carry messages about identify and
  self-distinctiveness, which contributes to
  self-esteem

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Intrapersonal Processes

• Body image
• Commonly defined as a mental construction,
  embedded in self-schema that can deviate
  substantially from a persons objective physical
  characteristics
• Desired selves
• what a person thinks he or she really can and
  would like to be

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Interpersonal Processes

• Self is a reference point for evaluating others,
  selecting friends and directing interactions with
  others
• Consumption communicates socially shared meanings
  about identity
• High self-monitors
• concerned with being consistent with their
  conception of how people behave in a particular
  situation
• Low self-monitors
• concerned with being themselves in various
  situations
• Consumers may use goods to close the gap between
  actual and possible selves

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The Self-Concept

• 5 original concepts of self real-self, ideal
  self, self-image, apparent-self,
  reference-group self
• Other concepts of self
• Extended-self
• Possible-self

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Self-Concept

• Defined as an organized configuration of
  perceptions of the self, which are available to
  awareness
• Perceptions people have about themselves
• An active configuration that influences
  intrapersonal and interpersonal processes
• It is not distinct from society and culture
• Role transition is a major change in the rights,
  duties, and responsibilities expected of an
  individual by a social group

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Self Concept and Social Roles

• At different times, we assume diverse social
  roles such as that of spouse, parent, employer,
  or student.
• While in a specific role, we are often concerned
  about the impression we make on others.

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Self-Concept and Consumption

• Consumers attempt to purchase products that match
  their personality and self concept.
• Products we own or use serve as social symbols
  designed to communicate to others who we are.
• Self-product congruence refers to our tendency to
  select and use products that match aspects of
  self.

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Stability of the Self-Concept

• Even though the self concept is relatively
  stable, it is not static.
• New experiences can change our self concept.
• Symbolic self-completion is our tendency to
  complement self by displaying symbols associated
  with our identity.

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Measuring the Self-Concept

• The Q-Sort technique involves giving respondents
  a number of cards (60-120), each containing a
  self-describing statement or situation for the
  respondent to evaluate.
• Respondents sort these cards into a number of
  piles reflecting their assessment of how well
  each statement matches or differs from their own
  self perception.

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