Personality, Lifestyle, and Self-Concept Chapter 8 Personality, Lifestyle, and Self-Concept Personality, Lifestyle, and Self-Concept

Introduction: personality Marketers attempt to appeal to consumers in terms of their personality characteristics They believe that what consumers purchase, and when and how they consume, are influenced by personality factors As a result, they frequently depict (or incorporate) specific personality traits or characteristics in their advertising messages Examples? Good example is the Philips CD recorder ads where the person invites a woman to dinner and plays this really weird music, then they both start “grooving” to the beat.

What is personality? Many different definitions “Those inner psychological characteristics that both determine and reflect how a person responds to his or her environment” Emphasis on inner characteristics—qualities, attributes traits, and mannerisms--that distinguish one individual from others

Nature of personality The study of personality reveals three distinct aspects: Personality reflects individual differences Personality is consistent and enduring Personality can change

1. Personality reflects individual differences The inner characteristics that constitute one’s personality are a unique combination of factors, so that no two individuals are exactly alike Some people may be similar in terms of a single personality characteristic This is helpful to marketers, who can thus categorize (segment) consumers into groups based on similarities in one or more traits What does this mean for marketers? Examples? “venturesomeness”—the willingness to take risks—e.g., with new products Those who are venturesome can be pitched adventure vacations; those who are not can be pitched cruises

2. Personality is consistent and enduring However, consumption behavior may vary because of other factors that affect behavior (e.g., psychological, sociocultural, environmental, etc.) Personality is only one of a number of factors that influence consumer behavior Intro: Ever hear a mother say, “he’s been stubborn since he was a baby”?

3. Personality can change Personality may change due to abrupt events Also part of a gradual maturation process Examples? Marriage, birth of a child, death of a loved one, divorce People tend to be more conservative as they age Some people become more mellow In some cases, certain personality traits become more intense (e.g., a person who is compulsive may become more so)

Theories of personality There are many such theories; the three most prominent include Freudian theory Neo-Freudian theory Trait theory Will cover only Trait Theory

Trait Theory of Personality Classifies people according to their dominant characteristics or identifiable traits Theory assumes that: Traits are identifiable and limited in number Traits are relatively stable Traits can be measured via behavioral indicators People with similar traits behave similarly What does “trait theory” do?

What is a trait? “Relatively permanent and consistent response patterns that characterize individuals” “Any distinguishing, relatively enduring way in which one individual differs from another” Book definition is a good one: Another definition is…

Since traits are considered attributes of the person and not the situation/environment, similar external stimuli generally elicit a consistent response from an individual Thus trait theory has been extensively used in consumer behavior studies What is the value of trait theory from a marketing perspective? OK, let’s look at some of the specific traits that have been identified by consumer researchers:

Specific personality traits Innovativeness Dogmatism Social character Materialism Compulsiveness There are many traits that have been identified; we’ll focus on four:

1. Innovativeness Willingness to try new products, services or practices Innovators are the first to try a new product and often indicate its success or failure What is it mean in the consumer behavior context? Is this an important trait from a marketing perspective? Why? Remember Apple’s “Newton”? Never made it to the general market because innovators rejected it! Identifying the innovators is very important!

2. Dogmatism Measures the degree of rigidity vs. openness individuals display toward the unfamiliar and toward information that is contrary to their own established beliefs An indicator of how consumers respond to unfamiliar products or features What is it? How does it relate to consumer behavior?

Highly dogmatic (closed-minded) consumers are more likely to choose established, rather than innovative, product alternatives Highly dogmatic consumers tend to be more receptive to ads for new products or services that contain an appeal from an authoritative figure Such as? A corporate CEO? Conversely, open-minded consumers are….? …more likely to prefer innovative products

3. Social character Personality trait that ranges on a continuum from inner-directedness to other-directedness Inner-directed consumers rely on their own “inner” values in evaluating new products and are likely to be innovators Outer-directed consumers tend to look to others for direction on what is right and wrong and thus less likely to be innovators What does the term mean in this context? (Not the same as “social responsibility”) How do they differ?

They are attracted to different types of promotional messages Inner-directed consumers prefer ads that stress product features and personal benefits (allowing them to use their own values and standards in evaluating products) Outer-directed consumers prefer ads that feature an approving social environment or social acceptance Examples? Which are alcohol/beer ads more likely to be directed to? How about computers, PDAs, etc.?

4. Materialism It distinguishes between individuals who regard possessions as essential to their identities and their lives, and those for whom possessions are secondary A personality trait not listed in your book, but obviously very important when talking about consumer behavior What is it?

Sample Items from a Materialism Scale SUCCESS The things I own say a lot about how well I’m doing in life. I don’t place much emphasis on the amount of material objects people own as a sign of success.a I like to own things that impress people. CENTRALITY I enjoy spending money on things that aren’t practical. I try to keep my life simple, as far as possessions are concerned.a Buying things gives me a lot of pleasure. Here is an example of a scale used to determine a person’s level of materialism (Items marked with an “a” are negatively worded and scored inversely) HAPPINESS I’d be happier if I could afford to buy more things. I have all the things I need to enjoy life.a It sometimes bothers me quite a bit that I can’t afford to buy all the things I’d like.

Research indicates that characteristics of materialistic persons include: They value acquiring and showing off possessions Self-centered and selfish They seek lifestyles full of possessions Their possessions do not give them greater personal satisfaction This last point is a key one: people with more “things” aren’t necessarily happier!

5. Compulsiveness Compulsive activities include alcoholism, gambling, and various food disorders Compulsive buying can be included in the list Often requires some type of therapy or clinical treatment Evidence suggests that some consumers use self-gifting and compulsive buying as a way to influence or manage their moods Not really a personality trait at extreme levels because considered abnormal behavior; an addiction What are some compulsive activities? E.g., I’m feeling depressed; I think I’ll go shopping

Self-concept/self-image “One’s perception of self” or “the overall image that a person holds of him or herself” Consumers tend to buy products and brands and patronize retailers whose images or “personalities” closely correspond to their own The final topic I want to cover is… What do we mean by this? Why is this important to marketers? Examples? You can buy many of the same products at both EMS and Army-Navy; which do you buy at? Has anybody shopped at Michael Kehoe in downtown Burlington? e.g., people with positive self-images more likely to spend money on clothing

Multiple selves Individuals were originally thought to have only one self-image Today it is believed that consumers have multiple selves—i.e., individuals act differently with different people and in different situations Marketers should target their products to consumers within the context of a particular self OK, how many “selves” do we have? (“Me, myself and Irene”) For example? e.g., with parents, with friends (I hope there’s a difference!) with spouse, at work, at play What’s the implication for marketing? Examples? Market flowers or diamonds for the consumer as husband Market a cell phone or laptop for the consumer as professional Market big-screen television for the consumer as someone with leisure time and friends In other words, different products, different marketing messages, depending on the “self” involved

Extended self Involves the interrelationship between consumers’ self-images and their possessions Possessions can be seen to extend the self-image Possessions have badge value because they communicate something about their owners and how they feel about themselves Another concept is that of the… What does this mean? Examples? Owning a vintage car might expand or enrich one’s image of himself Owning a Rolex watch or a racing yacht might do the same It used to be that owning a used Volvo wagon with lots of miles was a statement of who you were Today we have “soccer moms” and minivans

Self-concept and consumption The products and services we consume help us define our self-concept and social identity They also affect other peoples’ perceptions of us, as it is common for people to judge others based on their clothing, make of automobile, home, leisure activities, etc. “Self-congruence” describes the tendency of consumers to select products that match some aspect of themselves The two are inextricably entwined… For example: Do you use Chemlawn or an “environmentally sound” lawn care; or any lawn care for that matter Does your house have aluminum siding? 2. Does your neighbor drive a gas guzzler? Are they bikers or golfers? Do they live in a ranch house or a “colonial” 3. The type of car one owns often match owners’ perceptions of themselves—flashy, conservative, etc. (we saw this earlier with the SUV story on 60 minutes—cars more than any other goods are means of reflecting expressing we want to say about ourselves) Why else would anyone own a Porsche? You can’t drive it as fast as it will go; you can’t fit anything into it; it’s overpriced. But it makes a statement about who you are! Earlier in the semester we saw “you are where you live.” One could also say “you are what you drive”

Symbolic self-completion Although self-image is stable, it does change A new life experience can prompt change Often individuals adapt to the change by purchasing and displaying goods that serve as symbols of their new identity Last concept I want to deal with is… Examples? A new job, a promotion, a move overseas, marriage On promotion and transfer to a city, expensive furniture, theatre tickets, restaurants, etc. When you get married, you register for china, even though the plates you have may be perfectly adequate

Marketing applications Consumers tend to buy products and services that complement and enhance their self-image This is useful to marketers in several areas, including market segmentation Markets can be segmented into groups who have similar self-images What are the marketing implications of self-image? Examples? Environmentally conscious Healthy lifestyles Adventurous