Chapter 6
Personality, Lifestyles, and
the Self-Concept
BABIN / HARRIS
© 2009 South-Western, a division of Cengage Learning.
Learning Outcomes
LO1
Define personality and know how various approaches to
studying personality can be applied to consumer behavior.
LO2
Discuss major traits that have been examined in consumer
research.
LO3
Understand why lifestyles and psychographics are
important to the study of consumer behavior.
LO4
Comprehend the role of the self-concept in consumer
behavior.
© 2009 South-Western, a division of Cengage Learning.
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LO1
Personality
The totality of thoughts, emotions,
intentions, and behaviors that a
person exhibits consistently as he or
she adapts to his or her environment.
While motivations are the energizing and directing
force that makes consumer behavior goal directed,
the personality of the consumer guides and directs
the behavior chosen to accomplish goals in different
situations.
© 2009 South-Western, a division of Cengage Learning.
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LO1
Theories of Personality
1. Psychoanalytic Approach – unconscious needs
are at the heart of human motivation; motivational
research tries to reveal these unconscious
motivations
Examples: Freudian Theory, Neo-Freudian Theory
2. Trait Theory Approach – each of us have internal
characteristics or traits that are consistent; we can
measure differences between individuals on these
characteristics
Examples: Big Five Factor Model, Myers-Briggs
Personality Assessment (both multi-trait models)
© 2009 South-Western, a division of Cengage Learning.
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LO1
Personality 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
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LO1
Trait Theory
1. Multitrait Approach
•
The Five-Factor Model is the most commonly
used by marketers and identifies five basic traits
that are formed by genetics and early learning:
2. Single Trait Approach
•
Researchers focus on one particular trait of
interest; goal is to better understand how that trait
affects behavior
© 2009 South-Western, a division of Cengage Learning.
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LO2 Exhibit 6.2
Five-Factor Model – A Multi-Trait Model
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LO2
Discuss major traits that have
been examined in consumer
research.
This is the single-trait approach – the goal
for marketing researchers is to better
understand how specific personality traits
impact consumer behavior.
© 2009 South-Western, a division of Cengage Learning.
LO2
Important Traits Studied
Value
consciousness
Materialism
Innovativeness
Complaint
proneness
Competitiveness
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LO2
Exhibit 6.1: Examples of Other
Traits in Consumer Research
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LO2
Exhibit 6.4
Brand Personality Dimensions
Brand personality is a set of human characteristics that
become associated with a brand and are a particular type of
image that some brands acquire. A “Big Five Factor Model” of
brand personality:
© 2009 South-Western, a division of Cengage Learning.
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LO3
Understand why lifestyles and
psychographics are important to
the study of consumer behavior.
© 2009 South-Western, a division of Cengage Learning.
LO3
Lifestyles
Refer to the ways
consumers live and spend
their time and money.
Couple of key points:
1. Your lifestyle changes as you move thru different life stages
2. Lifestyle is useful in identifying viable market segments!
© 2009 South-Western, a division of Cengage Learning.
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LO3
Psychographics
• Refers to the way consumer
lifestyles are measured.
• AIO statements:
– Activities
– Interests
– Opinions
• Contrasts with demographics, like
age, gender, and income
© 2009 South-Western, a division of Cengage Learning.
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LO3 VALS (Values and Lifestyles)
VALS provides a
systematic
classification of
U.S. adults into
eight distinct
consumer
segments.
VALS is based on
enduring
psychological
characteristics that
correlate with
purchase patterns.
© 2009 South-Western, a division of Cengage Learning.
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LO3 VALS (Values and Lifestyles)
People are classified into
these categories based on
their:
1. self-orientations: the
goals and behaviors to
which people aspire
and their
2. resources: the
physical, psychological,
material, and demographic
resources that consumers
have to pursue their selforientations
© 2009 South-Western, a division of Cengage Learning.
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LO3 The VALSTM System
Three Primary Consumer Motivations:
1. Ideals Motivation
•
Consumers who are guided in their choices by their beliefs
and principles rather than by feelings or desire for social
approval. They purchase functionality and reliability.
2. Achievement Motivation
•
Consumers who strive for a clear social position and are
strongly influenced by the actions, approval, and opinions of
others. They purchase status symbols.
3. Self-Expression Motivation
•
Action-oriented consumers who strive to express their
individuality through their choices. They purchase
experiences.
© 2009 South-Western, a division of Cengage Learning.
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LO3 The VALSTM System
Underlying Differences Across VALSTM Motivational Types
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LO4
Comprehend the role of the selfconcept in consumer behavior.
© 2009 South-Western, a division of Cengage Learning.
LO4
Self-Concept
Refers to the totality of
thoughts and feelings that
an individual has about him
or her self.
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LO4
We Have Many Self-Concepts
Actual self
Ideal self
Social self
Ideal social self
Possible self
Extended self
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LO4 Extended Self Concept Examples
the Extended Self refers to your
possessions at different “levels”
–Individual Level
–Family Level
–Community Level
–Group Level
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LO4
Self-Esteem
Refers to the
positivity of
an
individual’s
self-concept.
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LO4
Self-Esteem and Body Image
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LO4
Self-Esteem and Body Image
© 2009 South-Western, a division of Cengage Learning.
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