Chapter 8 Personality, Lifestyle, and Self-Concept

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Chapter 8
Personality, Lifestyle, and Self-Concept

• Personality, Lifestyle,
• and Self-Concept

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What Is Personality?

• The sum total
• of an individuals
• inner psychological attributes

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What Is Personality?

• What characterizes personality?
• Personality is
• unique.
• Consistent
• across diverse circumstances.
• not static.

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3 Personality Theories

• Freudian theory
• Neo-Freudian theory
• Trait theory

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Freudian Psychoanalytic Personality Theory

• Strong emphasis on
• biological sexual motivation
• Personality develops
• as we progress through
• a sequence of psychosexual stages
• during infancy.

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Freudian Psychoanalytic Personality Theory

• Personality interaction conflict between
• The Id
• pleasure principle
• The Superego
• social, moral, ethical inhibitions
• The Ego
• mediator between ids impulses superegos
  restrictions

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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 Theory Anxiety - Personality

• 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 Theory Defense Mechanisms

• to overcome anxiety,
• Repression
• Rationalization
• Regression
• Projection
• Aggression
• Withdrawal

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3 Marketing Applications of Freudian Theory

• Ads frequently address the id
• by emphasizing the pleasure and self-indulgent
  aspects
• of product or service offerings.

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3 Marketing Applications of Freudian Theory

• Promotions address the ego
• via free offers
• as well as by employing
• leisure, freedom, escape, and fantasy appeals.

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3 Marketing Applications of Freudian Theory

• Promotional appeals address the superego
• by emphasizing
• social amenities,
• ethics,
• tradition.

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Neo-Freudian Personality theory
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Neo-Freudian Personality Theory

• Social variables
• rather than biological instincts
• underlie personality formation

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Neo-Freudian Personality Theory

• 4 theories of Freuds disciples
• Adler
• overcoming real perceived inferiorities
• pursuit of superiority perfection
• Horney
• dealing with anxiety

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Neo-Freudian Personality Theory

• 4 theories of Freuds disciples
• Fromm
• escape from loneliness
• seeking meaningful relationships
• Sullivan
• interpersonal relationships

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Marketing Applications of Neo-Freudian Theory

• Ads emphasize
• social relationships human interaction.
• Promotional appeals
• depict warm interaction
• between individuals
• in a social or a family setting.

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Marketing Applications of Neo-Freudian Theory

• Appeals may also emphasize the
• role of products
• as enhancers of
• positive interpersonal relationships
• with others or
• protectors
• against offending others.

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Marketing Applications of Neo-Freudian Theory

• Cohens C-A-D scale
• a paradigm to classify people
• based on their degree of
• compliance,
• aggression,
• detachment

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Trait theory
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Trait Theory of Personality

• Classifies people by
• dominant characteristics or
• identifiable traits
• Measuring personality traits
• Standard clinical personality tests
• tailor-made test
• modified tests

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Trait Theory Assumptions

• Traits are
• identifiable limited in number.
• relatively stable.
• measured via behavioral indicators.
• People with similar traits behave similarly.

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Trait Theory of Personality (contd)

• Myers-Briggs Type Indicator
• measures traits by employing 4 scales
• Extroversion/introversion
• Sensate/Intuitive
• Thinking/feeling
• Judging/perceiving

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Trait Theory of Personality (contd)

• Myers-Briggs Type Indicator
• results in 16 personality types,
• representing a persons
• behavioral tendencies
• on the 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.

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Marketing Applications of Trait Theory

• Correlations occur in the form of
• one or more personality traits
• and such specific tendencies as
• product purchase,
• brand choice,
• retail store selection,
• media habits.

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Psycho-graphics
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Psychographics

• The objective is to assess
• consumers lifestyles
• so that meaningful
• consumer typologies
• can be identified.

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Psychographics

• Profiles can be obtained through
• AIO Inventories
• activities,
• interests,
• opinions

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Marketing Applications of Psychographics

• VALS defines 8 market segments
• each has a unique combination of
• psychological attributes
• demographic attributes.
• www.sric-bi.com

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Marketing Applications of Psychographics

• VALS segments the market re
• primary motivations
• resources/innovation.

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Marketing Applications of Psychographics

• Primary motivations
• ideals,
• achievements,
• self-expression.

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Marketing Applications of Psychographics

• Resources range from
• minimal to abundant

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Marketing Applications of Psychographics

• Resources
• covers individuals
• psychological,
• physical,
• demographic,
• material means.

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VALS 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

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Marketing Applications of VALS

• VALS helps marketers
• Create ads and appeals
• that match the attributes
• of desirable target segments

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SELF CONCEPT
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The Self-Concept

• The sum total
• of our beliefs and feelings
• about our self

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The Self-Concept

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

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The Self-Concept

• Other concepts of self
• Extended-self
• Possible-self

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Measuring the Self-Concept

• The Q-Sort technique
• gives respondents a number of cards
• (60-120),
• self-describing statement
• or situation
• For respondent to evaluate.

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Measuring the Self-Concept Q-Sort

• Card are sorted
• 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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Self Concept and Social Roles

• At different times,
• we assume diverse social roles
• spouse,
• parent,
• employer,
• or student.

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Self Concept and Social Roles

• While in a specific role,
• we are often concerned about
• the impression we make
• on others.

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Self-Concept Consumption

• We purchase products
• that match our
• personality and
• self concept.

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Self-Concept Consumption

• Products we own or use
• serve as social symbols
• designed to communicate
• to others
• who we are.

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Self-Concept Consumption

• Self-product congruence
• We tend to select and use products
• that match
• aspects of self.

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Stability of the Self-Concept

• Even though self concept
• is relatively stable,
• it is not static.
• Does not stay same always
• New experiences
• can change our self concept.

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Stability of the Self-Concept

• Symbolic self-completion
• We tend to complement self
• by displaying symbols
• associated with our identity.

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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.

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Snapshot from the Marketplace

• 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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THE END