The focuses on the total person and the uniqueness of his or her psychological makeup

15. Which consumer research utilized tools such as depth interviews and focus groups to improveunderstanding of inner motives and needs?a. psychological researchb. reality researchc. hedonic researchd. motivational researche. trait researchANS: D

16. Which approach to personality focuses on specific consumer traits as motivators of variousconsumer behaviors?

17. A consumer researcher concentrates on understanding distinguishable characteristics thatdescribe a consumer’s tendency to act in an relatively consistent manner. For example, she studiesconsumer characteristics such as materialism, innovativeness, and need for cognition and theirimpact on consumers’ purchase behavior. Which approach to studying personality is this researcherusing?

e. visceral approachANS: B18. A distinguishable characteristic that describes one’s tendency to act in relatively consistentmanner is called a(n) _____.

19. Which of the following is a “variable-centered” approach that focuses on particular variables, ortraits, that exist across a number of consumers?a. unidimensional perspectiveb. multidimensional perspectivec. nomothetic perspectived. idiographic perspectivee. VALS perspectiveANS: C

20. Some consumer researchers have focused on one specific trait, such as innovativeness, topredict the adoption rate of new products. This one trait has been used to describe how quickly newproducts will be adopted by consumers. Focusing on this one trait, innovativeness, is an applicationof which approach to studying consumer traits?

21. Which approach focuses on the total person and the uniqueness of his or her psychologicalmakeup rather than focusing on one trait across many individuals?

22. Juan is a consumer researcher interested in understanding the complexity of each individualconsumer. He focuses on the total person and the uniqueness of his or her psychological makeupinstead of on individual traits or how they can be studied across multiple consumers. Whichperspective is Juan embracing?

Presentation on theme: "Chapter 6 Personality, Lifestyles, and the Self-Concept"— Presentation transcript:

1 Chapter 6 Personality, Lifestyles, and the Self-Concept
Babin/Harris © 2009 South-Western, a division of Cengage Learning.

2 © 2009 South-Western, a division of Cengage Learning.
Learning Outcomes Define personality and know how various approaches to studying personality can be applied to consumer behavior. Discuss major traits that have been examined in consumer research. Understand why lifestyles and psychographics are important to the study of consumer behavior. Comprehend the role of the self-concept in consumer behavior. Understand the concept of self-congruency and how it applies to consumer behavior issues. © 2009 South-Western, a division of Cengage Learning.

3 © 2009 South-Western, a division of Cengage Learning.
Personality The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment. Distinct qualities: Unique to an individual. Can be conceptualized as a combination of specific traits or characteristics. Traits are relatively stable and interact with situations to influence behavior. Specific behaviors can vary across time. LO1 © 2009 South-Western, a division of Cengage Learning.

4 Psychoanalytic Approach to Personality
Sigmund Freud – human behavior is influenced by an inner struggle between various systems within the personality system. Components: Id – focuses on pleasure-seeking and immediate gratification. Superego – works against the id by motivating behavior that matches societal norms and expectations. Ego – focuses on resolving conflicts between the id and the superego. LO1 © 2009 South-Western, a division of Cengage Learning.

5 Motivational Research Era
Applied psychoanalytic tools to try and identify explanations for behavior. Tools used: Depth interviews Focus groups Proved disappointing in developing compelling, practical CB theories or guidelines for marketing actions. LO1 © 2009 South-Western, a division of Cengage Learning.

6 Trait Approach to Personality
Trait – a distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner. Approaches to studying: Nomothetic perspective – a “variable-centered” approach focusing on particular variables, or traits, that exist across consumers. Single-trait and multiple-trait approaches Idiographic perspective – focuses on the total person and the uniqueness of his or her psychological makeup. LO1 © 2009 South-Western, a division of Cengage Learning.

7 Traits Examined in Consumer Research
Value consciousness – represents the tendency for consumers to focus on maximizing what is received from a transaction as compared to what is given. Materialism – the extent to which material goods are important in a consumer’s life. possessiveness nongenerosity envy LO2 © 2009 South-Western, a division of Cengage Learning.

8 Traits Examined in Consumer Research
Innovativeness – the degree to which a consumer tends to be open to new ideas and buys new products, services, or experiences early in their introduction. Complaint proneness – the extent to which consumers tend to voice complaints about unsatisfactory product purchases. Competitiveness – an enduring tendency to strive to be better than others. Figure 6.1 gives examples of other traits. LO2 © 2009 South-Western, a division of Cengage Learning.

9 The Five Factor Model (FFM) Approach
Proposes that five dominant traits are found in human personality: Extroversion Agreeableness Openness to Experience (“creativity”) Stability (“neuroticism”) Conscientiousness LO2 © 2009 South-Western, a division of Cengage Learning.

10 Hierarchical Approaches
Begin with the assumption that personality traits exist at varying levels of abstraction. Specific traits – tendencies to behave in very well-defined situations (e.g., complaint-propensity). Broad traits – behaviors that are performed across many different situations (e.g., extroversion). LO2 © 2009 South-Western, a division of Cengage Learning.

11 © 2009 South-Western, a division of Cengage Learning.
Personology Approach Combines information on traits, goals, and consumer lifestories to gain a better understanding of personality. LO2 © 2009 South-Western, a division of Cengage Learning.

12 © 2009 South-Western, a division of Cengage Learning.
Brand Personality Refers to human characteristics that can be associated with a brand. Dimensions: Sincerity Excitement Competence Sophistication Ruggedness LO2 © 2009 South-Western, a division of Cengage Learning.

13 © 2009 South-Western, a division of Cengage Learning.
Consumer Lifestyles Refer to the ways consumers live and spend their time and money. Very useful in identifying viable market segments. LO3 © 2009 South-Western, a division of Cengage Learning.

14 © 2009 South-Western, a division of Cengage Learning.
Psychographics Refers to the way consumer lifestyles are measured. Surveys use AIO statements: Activities Interests Opinions Lifestyle segmentation: VALS – classifies consumers into eight segments based on resources available and primary motivations. PRIZM – geodemographic technique. LO3 © 2009 South-Western, a division of Cengage Learning.

15 Lifestyle Segmentation
VALS – Values and Lifestyles Classifies consumers into eight segments based on resources available and primary motivations. PRIZM – Potential Ratings Index by Zip Market Geodemographic technique based on the premise that people with similar backgrounds and means tend to live close to one another and emulate each other’s behaviors and lifestyles. 66 different segments LO3 © 2009 South-Western, a division of Cengage Learning.

16 © 2009 South-Western, a division of Cengage Learning.
Self-Concept Refers to the totality of thoughts and feelings that an individual has about him or her self. A type of self-schemata. Symbolic interactionism perspective – consumers agree on shared meaning of products and symbols. Semiotics – the study of symbols and their meaning. LO4 © 2009 South-Western, a division of Cengage Learning.

17 © 2009 South-Western, a division of Cengage Learning.
Self-Concept A consumer has a number of self “concepts.” Actual self Ideal self Social self Ideal social self Possible self Extended self Self-esteem – refers to he positive is an individual’s self-concept. LO4 © 2009 South-Western, a division of Cengage Learning.

18 Self-Congruency Theory
Proposes that much of consumer behavior can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product. LO5 © 2009 South-Western, a division of Cengage Learning.

What refers to a person's unique psychological makeup?

Which perspective focuses on particular variables or traits that exist across a number of consumers?

Which psychologist advocated the psychoanalytic approach to personality?

Which consumer research utilized tools such as depth interviews and focus groups to improve understanding of inner motives and needs?