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CHAPTER FIVE
Personality and Consumer Behavior

Learning Objectives
1. To Understand How Personality Reflects Consumers’ Inner Differences. 2. To Understand How Freudian, Neo-Freudian, and Trait Theories Each Explain the Influence of Personality on Consumers’ Attitudes and Behavior. 3. To Understand How Personality Reflects Consumers’ Responses to Product and Marketing Messages.
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 2

Learning Objectives (continued)
4. To Understand How Marketers Seek to Create Brand Personalities-Like Traits. 5. To Understand How the Products and Services That Consumers Use Enhance Their Self-Images. 6. To Understand How Consumers Can Create Online Identities Reflecting a Particular Set of Personality Traits.
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 3

What Is the Personality Trait Characterizing the Consumers to Whom This Ad Appeals?

Copyright 2010 Pearson Education, Inc.

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Enthusiastic or Extremely Involved Collectors

Copyright 2010 Pearson Education, Inc.

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Personality and The Nature of Personality
• Personality is defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment.

Copyright 2010 Pearson Education, Inc.

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• The emphasis in this definition is on inner characteristics—those specific qualities, attributes, traits, factors, and mannerisms that distinguish one individual from other individuals. • The identification of specific personality characteristics associated with consumer behavior has proven to be highly useful in the development of a firm’s market segmentation strategies.

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The Nature of Personality
• In the study of personality, three distinct properties are of central importance:
– Personality reflects individual differences. – Personality is consistent and enduring. – Personality can change.

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There are some interesting findings regarding the nature of personality.

Personality Reflects Individual Differences • An individual’s personality is a unique combination of factors; no two individuals are exactly alike. • Personality is a useful concept because it enables us to categorize consumers into different groups on the basis of a single trait or a few traits.
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Personality is Consistent and Enduring
• This helps marketers predict consumer behavior over time in terms of personality. • Even though an individual’s personality may be consistent, consumption behavior often varies considerably because of psychological, sociocultural, situational and environmental factors that affect behavior.

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Personality Can Change • An individual’s personality may be altered by major life events, such as the birth of a child, the death of a loved one, a divorce, or a major career change.

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Theories of Personality
• Freudian theory
– Unconscious needs or drives are at the heart of human motivation

• Neo-Freudian personality theory
– Social relationships are fundamental to the formation and development of personality

• Trait theory
– Quantitative approach to personality as a set of psychological traits
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 12

• These are the three major theories of personalities. There are many more but these three have been chosen because they are important to the relationship between personality and consumer behavior. Each will be discussed in detail on the next couple of slides.

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Freudian Theory
• Sigmund Freud’s psychoanalytic theory of personality is one of the cornerstones of modern psychology. • This theory was built on the premise that unconscious needs or drives, especially biological and sexual drives, are at the heart of human motivation and personality.

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Freudian Theory
• Id
– Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction

• Superego
– Individual’s internal expression of society’s moral and ethical codes of conduct

• Ego
– Individual’s conscious control that balances the demands of the id and superego
Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 15

• According to Freud, human personality consists of these three systems, the id, super ego and the ego. • The Id is the “warehouse” of primitive drives, basic physiological needs such as hunger, thirst, and sex. The superego drives the individual to fulfill their needs in a socially acceptable function. Finally, the ego is the internal monitor that balances the needs of the id and the superego.

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Freudian Theory and Product Personality
• Those stressing Freud’s theories see that human drives are largely unconscious, and that consumers are primarily unaware of their true reasons for buying what they buy. • These researchers focus on consumer purchases and/or consumption situations, treating them as an extension of the consumer’s personality.
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Snack Foods and Personality Traits Table 5.1 (excerpt)
Snack Foods Personality Traits

Potato chips Tortilla chips Pretzels
Snack crackers

Ambitious, successful, high achiever, impatient with less than the best. Perfectionist, high expectations, punctual, conservative, responsible. Lively, easily bored with same old routine, flirtatious, intuitive, may over commit to projects. Rational, logical, contemplative, shy, prefers time alone. Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order.
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 18

Cheese curls

• Can certain foods be a reflection of your personality? This table shows the results of a study of 19,000 consumers which examined the link between snack food perceptions and personality types. The table shows, for example, that nuts are associated with a personality that is take charge, pitches in often, modest, self-confident but not a showoff.
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How Does This Marketing Message Apply the Notion of the Id?

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 20

It Captures Some of the Mystery and The Excitement Associated With the “Forces” of Primitive Drives.

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 21

Neo-Freudian Personality Theory
• Social relationships are fundamental to personality • Alfred Adler:
– Style of life – Feelings of inferiority

• Harry Stack Sullivan
– We establish relationships with others to reduce tensions

• Karen Horney’s three personality groups
– Compliant: move toward others – Aggressive: move against others – Detached: move away from others

Copyright 2010 Pearson Education, Inc.

Chapter Five Slide 22

• Several of Freud’s colleagues disagreed with his contention that personality is primarily instinctual and sexual in nature. • They argued that social relations are fundamental to personality development. • Alfred Adler viewed human beings as seeking to attain various rational goals, which he called style of life, placing emphasis on the individual’s efforts to overcome feelings of inferiority.
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• Harry Stack Sullivan stressed that people continuously attempt to establish significant and rewarding relationships with others, placing emphasis on efforts to reduce tensions. • Karen Horney focused on the impact of child-parent relationships, especially the individual’s desire to conquer feelings of anxiety. She proposed three personality groups: compliant, aggressive, and detached.

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– Compliant individuals are those who move toward others—they desire to be loved, wanted, and appreciated. – Aggressive individuals move against others—they desire to excel and win admiration. – Detached individuals move away from others— they desire independence, self-sufficiency, and freedom from obligations.

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Why Is Appealing to an Aggressive Consumer a Logical Position for This Product?

Copyright 2010 Pearson Education, Inc.

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Because its Consumer Seeks to Excel and Achieve Recognition

Copyright 2010 Pearson Education, Inc

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Trait Theory
• Trait theory is a significant departure from the earlier qualitative measures that are typical of Freudian and neo-Freudian theory. • It is primarily quantitative or empirical, focusing on the measurement of personality in terms of specific psychological characteristics called traits. • A trait is defined as any distinguishing, relatively enduring way in which one individual differs from another.

Chapter Five Slide 28

• Selected single-trait personality tests increasingly are being developed specifically for use in consumer behavior studies. Types of traits measured include: – Consumer innovativeness—how receptive a person is to new experiences – Consumer materialism—the degree of the consumer’s attachment to “worldly possessions” – Consumer ethnocentrism—the consumer’s likelihood to accept or reject foreign-made products
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Soup and Soup Lover’s Traits Table 5.2 (excerpt)
• Chicken Noodle Soup Lovers
– – – – – –
– – – –

Watch a lot of TV Are family oriented Have a great sense of humor Are outgoing and loyal Like daytime talk shows Most likely to go to church
Passionate about reading Love pets Like meeting people for coffee Aren’t usually the life of the party

• Vegetable/Minestrone Soup Lovers
– Enjoy the outdoors – Usually game for trying new things – Spend more money than any other group dining in fancy restaurants – Likely to be physically fit – Gardening is often a favorite hobby

• Tomato Soup Lovers

Copyright 2010 Pearson Education, Inc.

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• Researchers have found that traits are more tied to general product categories then specific brands. For instance, in this chart we see the type of soup a consumer prefers but not necessarily the brands they would purchase.

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Personality and Understanding Consumer Behavior
Consumer innovativeness Dogmatism Social character

Need for uniqueness

Optimum stimulation level Varietynovelty seeking

Sensation seeking

Copyright 2010 Pearson Education, Inc.

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• Marketers are interested in understanding how personality influences consumption behavior because such knowledge enables them to better understand consumers and to segment and target those consumers who are likely to respond positively to their product or service communications. • These are seven topics which are examined on the following slides
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How Does This Ad Target the InnerDirected Outdoors Person?

Copyright 2010 Pearson Education, Inc.

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A Sole Person is Experiencing the Joys and Adventure of the Wilderness

Copyright 2010 Pearson Education, Inc.

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Consumer Innovativeness and Related Personality Traits
• Marketing practitioners must learn all they can about consumer innovators—those who are open to new ideas and likely to try new products, services, or practices. Those innovators are often crucial to the success of new products. • Personality traits have proved useful in differentiating between consumer innovators and noninnovators.
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Consumer Innovativeness
• Willingness to innovate • Further broken down for hi-tech products
– Global innovativeness – Domain-specific innovativeness – Innovative behavior

Copyright 2010 Pearson Education, Inc.

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• Consumer innovators are the group of consumers that are very open to new ideas and are usually the first to purchase products. • Innovativeness is the underlying trait that describes a consumer’s willingness to try new products. Companies have found this very important when introducing brand extensions because it is a key factor in the consumer’s likelihood to try the new product.

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• For hi-tech products, we see that innovativeness can be explained at three levels. The first, global innovativeness, is the overall innovative level of the consumer. Drilling down further, domain-specific innovativeness has to do with the particular product category, and finally, the innovative behavior is the actual purchase of the new product
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Consumer Motivation Scales Table 5.3 (excerpt)
A “GENERAL” CONSUMER INNOVATIVENESS SCALE 1. I would rather stick to a brand I usually buy than try something I am not very sure of. 2. When I go to a restaurant, I feel it is safer to order dishes I am familiar with. A DOMAIN-SPECIFIC CONSUMER INNOVATIVENESS SCALE 1. Compared to my friends, I own few rock albums. 2. In general, I am the last in my circle of friends to know the titles of the latest rock albums.

Copyright 2010 Pearson Education, Inc.

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• This is an example of a consumer innovation measurement scale that would be used by a researcher. There are many scales that are used to try to understand the consumer’s general or global level of innovativeness. On this scale, the respondent was asked to answer the questions on a scale as to how much they AGREE or DISAGREE with the statement.
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Dogmatism
• A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs

Copyright 2010 Pearson Education, Inc.

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• Dogmatic is a personality trait that describes how rigid or open a person is to new and unfamiliar ideas and products. • A person who is highly dogmatic approaches the unfamiliar defensively and with discomfort. They will rarely consider the unfamiliar and tend to be very close minded.. • A person who is low dogmatic will readily consider the unfamiliar or opposing beliefs.
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• Consumers low in dogmatism (open-minded) are more likely to prefer innovative products to established ones and tend to be more receptive to messages that stress factual differences, product benefits, and other forms of product-usage information. • Consumers high in dogmatism (closed-minded) are more likely to choose established product innovations and tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure.
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Social Character
• Ranges on a continuum for inner-directedness to other-directedness • Inner-directedness
– rely on own values when evaluating products – Innovators

• Other-directedness
– look to others – less likely to be innovators
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 45

• Inner-directed consumers tend to rely on their own “inner” values or standards in evaluating new products and are likely to be consumer innovators. people prefer ads that stress product features. • Other-directed consumers tend to look to others for direction and are not innovators. They prefer ads that feature social environment and social acceptance.

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Need for Uniqueness
• Consumers who avoid conforming to expectations or standards of others • You may be able to identify friends with greater need for uniqueness. You can see it in their clothes and hairstyles.

Copyright 2010 Pearson Education, Inc.

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Optimum Stimulation Level
• A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences • High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.

Copyright 2010 Pearson Education, Inc.

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• Optimum stimulation levels are related to how a consumer tends to like or dislike novel, complex, and unusual experiences and products. High optimum stimulation levels lead consumers to take risks and try new products. Similar to a person with high innovativeness, these consumers are important to marketers of new products.
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Sensation Seeking
• The need for varied, novel, and complex sensations and experience. And the willingness to take social and physical risks for the sensations.
• Sensation-seeking traits tie to the need to take risks to fulfill the sensations of experiences which are different and extreme.
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 50

Variety-Novelty Seeking
• Measures a consumer’s degree of variety seeking • Examples include:
– Exploratory Purchase Behavior – Use Innovativeness – Vicarious Exploration

Copyright 2010 Pearson Education, Inc

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• Consumers seek variety in many ways. Some exhibit exploratory purchase behavior where they switch brands often to experience new products. Other consumers display variety by use innovativeness, using an existing product in a new way. Finally, vicarious exploration, which often does not involve actual purchase about the product, refers to daydreaming or thinking often about a new product.
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Cognitive Personality Factors
• Need for cognition (NFC)
– A person’s craving for enjoyment of thinking – Individual with high NFC more likely to respond to ads rich in product information

.

Copyright 2010 Pearson Education, Inc.

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• Researchers are aware that cognitive personality factors influence consumer behavior. In fact, it has been realized that the level of a consumer’s need for cognition affects how they are likely to respond to certain types of advertisements. Those that are high in need for cognition tend to respond to ads that supply product information as opposed to those who are low in need for cognition who tend to be attracted to the background of the ad, attractive models, and cartoon characters.
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Cognitive Personality Factors
• Visualizers • Verbalizers • Another cognitive personality factor that researchers have isolated is whether a consumer is a visualizer who prefers visual information or a verbalizer who prefers written or verbal information. This difference in cognitive personality factors would affect how they respond to a print ad.
Copyright 2010 Pearson Education, Inc Chapter Five Slide 55

Why Is This Ad Particularly Appealing to Visualizers?

Copyright 2010 Pearson Education, Inc

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The Ad Stresses Strong Visual Dimensions

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Why Is This Ad Particularly Appealing to Verbalizers?

Copyright 2010 Pearson Education, Inc.

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It Features a Detailed Description

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Discussion Question
• What advertising media (print, television, Internet, salesperson, POP display, newspaper, radio) is good for a person with a high NFD? • A Verbalizer

Copyright 2010 Pearson Education, Inc.

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From Consumer Materialism to Compulsive Consumption
Acquire and show off possessions Self centered and selfish

Materialistic People Seek lifestyle full of possessions
Copyright 2010 Pearson Education, Inc.

Do not get greater personal satisfaction from possessions
Chapter Five Slide 61

• Consumer researchers are interested in possession traits and their relationship to consumption. • The first, consumer materialism, is a personality-like trait that describes how essential a person finds possessions in relation to their identities and their lives.

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From Consumer Materialism to Compulsive Consumption
• Fixated consumption behavior
– Consumers fixated on certain products or categories of products – Characteristics
• Passionate interest in a product category • Willingness to go to great lengths to secure objects • Dedication of time and money to collecting

• Compulsive consumption behavior
– “Addicted” or “out-of-control” consumers
Copyright 2010 Pearson Education, Inc Chapter Five Slide 63

• Consumer researchers are interested in possession traits and their relationship to consumption. Fixated consumption behavior is displayed by a consumer who seems “fixated” in consuming in a certain product category. For instance, people who collect Star Trek memorabilia from the original television series or comic books would display fixated consumption behavior.

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• Compulsive consumption behavior begins to enter the area of abnormal behavior. These individuals are somewhat out of control with their purchasing and suffer from a shopping addiction called oniomania.

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Consumer Ethnocentrism and Cosmopolitanism
• Ethnocentric consumers feel it is wrong to purchase foreign-made products because of the impact on the economy • They can be targeted by stressing nationalistic themes • A cosmopolitan orientation would consider the word to be their marketplace and would be attracted to products from other cultures and countries.
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 66

• Consumer ethnocentrism has been found to differ from country to country and to change over time. • In many ways, cosmopolitanism is the opposite of ethnocentrism. • Consumers with a cosmopolitan orientation consider the world to his or her marketplace and are attracted to products, experiences, and places from other cultures.

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Brand Personality
• Personality-like traits associated with brands • Examples
– Purdue and freshness – Nike and athlete – BMW is performance driven

• Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium

Copyright 2010 Pearson Education, Inc

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• A brand personality provides an emotional identity for a brand, and encourages consumers to respond with feelings and emotions toward the brand. • There is common sense and research evidence to conclude that any brand personality, as long as it is strong and favorable, will strengthen a brand.
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Product Anthropomorphism and Brand Personification
• Product Anthropomorphism
– Attributing human characteristics to objects – Tony the Tiger and Mr. Peanut

• Brand Personification
– Consumer’s perception of brand’s attributes for a human-like character – Mr. Coffee is seen as dependable, friendly, efficient, intelligent and smart.
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 70

• Many marketers humanize their products. Research has shown that this can be effective but the product must have human attributes.

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A Brand Personality Framework Figure 5.12

Copyright 2010 Pearson Education, Inc.

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• This is a brand personality framework that shows the five dimensions of a brands personality. Consider one of your favorite brands – how does it map out on this framework?

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Product Personality Issues
• Gender
– Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo)

• Geography
– Actual locations, like Philadelphia cream cheese and Arizona iced tea – Fictitious names also used, such as Hidden Valley and Bear Creek

• Color
– Color combinations in packaging and products denotes personality
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 74

• Knowing the gender that consumers assign to your brand help form advertising and marketing decisions. Who should be the spokesperson in your ad? How should they interact with the brand?

• In terms of geography, certain products have a strong geographical association in consumers‘ minds.

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Self and Self-Image
• Consumers have a variety of enduring images of themselves • These images are associated with personality in that individuals’ consumption relates to self-image
Copyright 2010 Pearson Education, Inc. Chapter Five Slide 76

• Consumers’ images of themselves is very closely tied to personality and consumption behavior. People tend to purchase products that enhance their self-concept and relate to their own self-images.

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One or Multiple Selves
• A single consumer will act differently in different situations or with different people • We have a variety of social roles • Marketers can target products to a particular “self”

Copyright 2010 Pearson Education, Inc.

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• To understand multiple selves, think of the way you present yourself and think about yourself at a formal university function (career fair perhaps) vs. a party with good friends. Next, think of the clothing you would purchase for these events. It would likely be very different as you are presenting a different “self” at each event.
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Makeup of the Self-Image
• Contains traits, skills, habits, possessions, relationships, and way of behavior • Developed through background, experience, and interaction with others • Consumers select products congruent with this image

Copyright 2010 Pearson Education, Inc.

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• We have an image of ourselves that has developed over time. Consumers will tend to purchase products that match their self images or personalities – they choose brands that help them define themselves.

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Which Consumer Self-Image Does This Ad Target, and Why?

Copyright 2010 Pearson Education, Inc.

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Actual self-image because it tells middle-age women who like their hair long to continue doing so.

Copyright 2010 Pearson Education, Inc.

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Different Self-Images
Actual Self-Image

• How consumers see themselves

Ideal Self-Image Social Self-Image
Ideal Social Self-Image Expected Self-Image

• How consumer would like to see themselves
• How consumers feel others see them

• How consumers would like others to see them • How consumers expect to see themselves in the future • Traits an individual believes are in her duty to possess
Chapter Five Slide 84

Out-to self

Copyright 2010 Pearson Education, Inc.

• There are different self-images that have been recognized in consumer behavior. They all deal with the actual image of an individual and the ideal or expected image of that same person. Many consumers will purchase products to meet the gap between their actual and ideal selves.

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Extended Self
• Possessions can extend self in a number of ways:
– Actually – Symbolically – Conferring status or rank – Bestowing feelings of immortality – Endowing with magical powers

Copyright 2010 Pearson Education, Inc.

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• There is a strong relationship for many consumers between some of their possessions and their self. In this instance, the objects are really part of the consumer’s extended self. The object might have specific meaning to them that goes beyond what most possessions can offer. It is many a student who must wear a lucky shirt or bring a charm to an exam to perform at their peak in this situation.

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Altering the Self-Image
• Consumers use self-altering products to express individualism by:
– Creating new self – Maintaining the existing self – Extending the self – Conforming

Copyright 2010 Pearson Education, Inc.

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• Often, a consumer wishes to change themselves. Perhaps they want a new look or to appear in a different way. • Clothing, cosmetics, jewelry, grooming aids, and all kinds of accessories offer consumers the opportunity to modify their appearance and thereby to alter their selves

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Virtual Personality
• You can be anyone…
– Gender swapping – Age differences – Mild-mannered to aggressive

Copyright 2010 Pearson Education, Inc.

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• There are many opportunities to create online “selves.” Whether it is a chat room, a character in an online role-playing game, or a virtual world – people often pick identities that are very different then their true selves.

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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

Copyright © 2010 Pearson Education, Inc.

Copyright 2010 Pearson Education, Inc.

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