Chapter 8
Personality,
Personality, Lifestyle,
and Self-Concept
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
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

1.
2.
3.
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
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
3. Personality can change


Personality may change due to abrupt events
Also part of a gradual maturation process
Theories of personality

1.
2.
3.
There are many such theories; the three
most prominent include
Freudian theory
Neo-Freudian theory
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 is a trait?


“Relatively permanent and consistent
response patterns that characterize
individuals”
“Any distinguishing, relatively enduring way in
which one individual differs from another”


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
Specific personality traits
1.
2.
3.
4.
5.
Innovativeness
Dogmatism
Social character
Materialism
Compulsiveness
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
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


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
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



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
4. Materialism

It distinguishes between individuals who
regard possessions as essential to their
identities and their lives, and those for whom
possessions are secondary
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.
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
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
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
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
Extended self



Involves the interrelationship between
consumers’ self-images and their
possessions
Possessions can be seen to extend the selfimage
Possessions have badge value because they
communicate something about their owners
and how they feel about themselves
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
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
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