advertisement

Consumer behavior ch4 personality, self image, and life style moghimi

50 %
50 %
advertisement
Information about Consumer behavior ch4 personality, self image, and life style moghimi
Education

Published on March 4, 2014

Author: bmoghimi

Source: slideshare.net

Description

Consumer behavior, chapter 4, personality, self image, and lifestyle
advertisement

© Pearson Education Inc 1

Chapter 4 Personality, Self-Image, and Life Style Bahman Moghimi Master of Industrial Marketing & E-Commerce Doctor of Business Administration B.Moghimi@yahoo.co.uk © Pearson Education Inc 2

© Pearson Education Inc 3

Opening Vignette  Do you see yourself as beautiful?  Only1% of all women see themselves as beautiful... Because: Most ads portray an ideal image that is unattainable 4-4 B.Moghimi@yahoo.co.uk

What Is Personality? pəːsəˈnalɪti/ noun. plural : personalities  the combination of characteristics or qualities that form an individual's distinctive character. Personality arises from within and makes us who we are The inner psychological characteristics that both determine and reflect how a person responds to his or her environment. © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-5

The Nature of Personality    Personality reflects individual differences Personality is consistent and enduring Personality can change 4-6 B.Moghimi@yahoo.co.uk

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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-7

Psychodynamics of the Personality B.Moghimi@yahoo.co.uk 4-8

Theories of Personality  Neo-Freudian personality theory – Social relationships are fundamental to the formation and development of personality – e.g., Karen Horney’s CAD Theory  Using the context of child-parent relationships, individuals can be classified into: – Compliant individuals – Aggressive individuals – Detached individuals © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-9

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). © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-10

Theories of Personality – Cont’d  Cognitive Theories of Personality – Personality as differences in cognitive processes (how consumers process and react to information) © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-11

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 B.Moghimi@yahoo.co.uk 4-12

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, questionanswer format © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-13

Theories of Personality – Cont’d  Trait theory – Quantitative approach to personality as a set of psychological traits – Single-trait or multiple-trait theories 4-14 B.Moghimi@yahoo.co.uk

B.Moghimi@yahoo.co.uk 4-15

B.Moghimi@yahoo.co.uk 4-16

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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-17

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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-18

Individual Innovativeness Theory B.Moghimi@yahoo.co.uk 4-19

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 not lead to greater happiness © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-20

B.Moghimi@yahoo.co.uk 4-21

Consumer Ethnocentrism   Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-22

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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-23

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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-24

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. © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-25

Brand Personality  Personality-like traits associated with brands Volvo - safety Perdue - freshness Nike - the athlete BMW - performance Levi’s 501 - dependable and rugged © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-26

© Pearson Education Inc B.Moghimi@yahoo.co.uk 4-27

B.Moghimi@yahoo.co.uk 4-28

© Pearson Education Inc B.Moghimi@yahoo.co.uk 4-29

Personality and Marketing Strategy     Identify relevant 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 http://blogs.constantc ontact.com/freshinsights/marketingstrategy-personality/ B.Moghimi@yahoo.co.uk 4-30

Self and Self-Image   Self-image: A person’s perceptions of his/her self People have multiple selves – Different selves in different situations © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-31

Different Self-Images Actual SelfImage Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-32

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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-33

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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-34

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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-35

Useful Further Study)) (( B.Moghimi@yahoo.co.uk 4-36

© Pearson Education Inc B.Moghimi@yahoo.co.uk 4-37

Altering Self Images  If actual 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 © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-38

Internet Insight: Virtual Self Online individuals have an opportunity to try on different personalities  Virtual personalities may result in different purchase behaviour  4-39 B.Moghimi@yahoo.co.uk

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 selfimage © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-40

Life Style and Psychographics  Psychographic Segmentation – Segmenting consumers on the basis of their activities, interests and opinions  Psychographic-demographic profiles  Geo-demographic © Pearson Education Inc B.Moghimi@yahoo.co.uk segmentation 4-41

B.Moghimi@yahoo.co.uk 4-42

Life Styles and Marketing Strategy  Use life styles for segmentation and positioning  Develop media campaigns based on consumer life styles © Pearson Education Inc B.Moghimi@yahoo.co.uk 4-43

44 Address to download this file:

© Pearson Education Inc 45

Add a comment

Related presentations

Related pages

Consumer behavior ch4 personality, self image, and life ...

×Close Share Consumer behavior ch4 personality, self image, and life style moghimi
Read more

Consumer Behavior chapter 03 Learning and Memory theories ...

Consumer Behavior solomon chapter 03 Learning and Memory theories Moghimi. ... go through life ... Consumer behavior ch4 personality, self image, ...
Read more

Ch4 Personality and Values - Documents

Ch4 Personality and Values; System is ... predict behavior at work. Identify other personality traits ... in hiring decisions Self Report Surveys Most ...
Read more

Life Style | LinkedIn

View 16114 Life Style posts, presentations, ... Deputy Manager at Life Style Sports, Deputy Manager at Life Style Sports, Trainee Manager at Life ...
Read more