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consumer behaviour topic 4 personality, self and motivation (learning…
consumer behaviour topic 4 personality, self and motivation
learning objectives for topic 4
understand the multiplicity of self
lifestyle segmentation
explain the main perspectives on personality and self
define the key concepts pf motivation
why is personality important
consumption decisions are influenced by consumers perceptions of themselves and how they would like to be seen
marketing aim to ensure that brand image is consistent with consumers self image
personality
Personality consists of distinctive patterns of behaviors,
tendencies, qualities or personal dispositions that
make one individual different from another, leading to
a consistent response to environmental stimuli (Hoyer
and MacInnis, 2004)
The combination of the characteristic patterns of
thoughts, feelings, and behaviors that make up an
individual’s distinctive character (Kassarjian, 1971)
• Derives from the Latin term ‘Persona’, which means an
actor’s face mask
overview of research approaches to persoality
Trait-based perspective
– Measurement of personality, based on psychological characteristics
called traits
trait based view of personality
single trait approach- focus is on one trait that particularly relevant to a situation
Multiple-trait approach is concerned with a
number of personality traits together and how
they combine to effect consumption
big 5
conscientiousness
extraversion
openness to experience
agreeablness
neuroticism
Social perspective
– Focuses on social as opposed to biological explanations of personality
Psychoanalytic perspective
– Personality arises from a set of dynamic, unconscious internal
struggles within the mind (Freud, 1959)
Behavioral perspective
– Proposes that differences in personality are a function of how
individuals have been rewarded or punished in the past
A social perspective on identity and
self
understanding of personality and identity encompasses the influence of social forms and social arrangements, and their impact on how people view themselves (Heine, 1971)
One major theoretical perspective on this is
symbolic interactionism
Symbolic interactionism
• The self as emerging out of the mind, which
develops out of social interaction, and
patterned social interaction as forming the
basis of social structure (Mead, 1913)
Ultimately we tend to behave in ways that
match how we imagine other people will react
towards us
symbolic consumption
Tendency of consumers to rely and focus on the
meanings attached to goods, beyond their
physical properties
place holder for graphic
personality and self concept
the sum total of our thoughts, feelings and imaginations as to who we are
influences intrapersonal and interpersonal processes
self concept is and idea related to personality
multiplicity of self
Consumers have different self-concepts (Sirgy, 1982)
actual vs ideal self
how consumers actually perceives themselves
how consumers would like to perceive themselves
social vs .ideal social self
how consumers think others perceive them
how consumers would like other perceive them
possible selves
what consumers would like to become (ideal self), could become (expected self), or is afraid of becoming (negative self)
expected self
image of self in between the actual/ideal self
negative self
the person I am not, or do not want to be
situational self
consumers self image in a specific situation
extended self
consumers self concept that incudes the impact of personal possessions on self image
belks extended self
They are engaged in constructing an identity
and using consumption as a means to do so
(Ahuvia, 2005)
A narrative approach to identity which fits
with CCT perspective of the consumer
where people consume goods and brands as part of their overall identity project
Multiple selves and marketing
Important in terms of understanding
consumer aspirations and ideals of who they
want to be, as much as their ideals of who
they do not want to be!
values
Underlying values often drive consumer
motivations
– Products take on meaning because they are seen as
being instrumental in helping the person to achieve
some goal that is linked to a value
Individual and societal level
value are basic, general principles used to judge the desirability of the end states
Schwartz value survey
pie chart diaagrarm place holder
materialism
Consumer vary in this
May be considered a more general value
underlying other consumer values, thus
reassuring us that an obvious way of realizing
one’s values is through consumption
Materialism refers to the importance people
attach to worldly possessions
green values
There are indications of a value shift within a
sizable proportion of the different population
groups
importance consumer place on environmental protection
psychographics
Psychographic techniques classify consumers in terms
of psychological, subjective variables in addition to
observable characteristics
– Building a picture based on demographics, alongside
activities, interests and opinion variables
Idea of describing or writing about (graph) the
psychological (psycho) make up of consumers
• Go beyond simple demographics in helping marketers
understand and reach different consumer segments
Lifestyle segmentation
(Psychographics)
Psychographics segmentation can be used in a variety of ways:
– To define the target market
– To create a new view of the market
– To position the product
– To better communicate product attributes
– To develop overall strategy
– To market social and political issues
Marketers have developed a variety of systems such as VALS and CCA
socio-styles to identify consumer ‘types’ and to differentiate them
CCA socio styles
VALS Framework: a lifestyle
segmentation tool
VALS framework arranges people in to groups, by
primary motivation (ideals, achievement & selfexpression)
and resources (Incomes, education, self
confidence, intelligence, leadership skills, and energy)
• One of the most widely known psychographic tools is
the Values and Lifestyle Survey (VALS), USA, 1970.
Identifying patterns of consumption can be superior to knowledge of
individual purchases when crafting a lifestyle marketing strategy