Lecture 2 Flashcards
Personality & Self-Concept
Define self-concept
= the totality of a persons thoughts and feelings about themselves eg. sister/kind/teacher/animal-lover
- in different contexts (situations/products), consumers might select a different self-image to guide their attitudes/behaviours
- consumers might be guided by their actual self-image for products that are consumed privately (eg, household) but socially enhancing/conspicuous products may be guided by social self-image
- developed through interactions with others, products and brands. All have symbolic value and are evaluated based on their consistency with our self-image
- consumers want to preserve/enhance self-image by selecting products with images/personalities they believe are congruent with self-image and avoid products that are not
Define the different kinds of self-image
Core self = actual self-image - how consumers see themselves = ideal self-image - how consumers would like to see themselves = social self-image - how consumers feel others see them = ideal social self-image - how consumers would like others to see them
Define multiple self and explain how marketers can use this information to target consumers
Multiple self = concept that recognises that consumers will vary their behaviour depending on the people they are with and situation they are experiencing
- can segment the consumers on the basis of their self images and position their offerings as symbols of those self-images
- assess discrepancies between ideal and actual self-images and use this information to position their offerings as a way to reduce them
Explain the extended self and the downside of this
= the self concept supported through the consumption of particular products
- extended self is not just objects but people, places ideas and experiences that one feels attached to
- we know who we are based on what we have/own/use
We use possessions to:
- remind us of our self-concept (store memories and feelings)
- define and shape self-concept (enlarge sense of self and know who we are by observing what we have)
- communicate self-concept to others
Downside:
- can lead to ‘commodity fetishism’ where products are ‘worshipped’ for their supposed ability to bring us happiness (eg. in our pantry keep more inexpensive things no one sees but leave expensive things out for people to see)
Explain the four ways objects can become integrated with our self
- Controlling
- the more control we have over an object, the more likely it is that object will become a part of self
- can arise from owning/overcoming an object - Creating
- invest a part of ourselves in things we create eg. Ikea products
- invest energy in an object that we have directed effort, time and attention (have emerged from self) - Knowing
- intimately know an object increases our sense of identification with it eg. the hidden restaurant only you know about - Contamination
- attempt to incorporate traits of others through symbolic contamination
eg. handcrafted objects store more of the original makers sense of self than mass-produced ones
How can possessions extend self and what happens when possessions are lost
- Actually
- allows the person to do things that would otherwise be difficult or impossible to accomplish (internet search) - Symbolically
- making the person feel better (employee award) - Confer status
- if you own a masterpiece, status among rare art collectors - Confer feelings of immortality
- leaving valued possessions to young family members (has the potential of extending recipients self)
Loss of possession
- receive new members into an institution (eg. prison), aims to systematically deprive people of all personal possessions to eliminate uniqueness and lessen the sense of self (standardise identity)
Describe personality
= the inner characteristics that differentiate one person from another, influence behaviour and response to social and physical environment
- whilst consumers often have some awareness of their self-concept , not always aware of their personality
Explain trait theory
a personality trait = distinguishing, relatively enduring way in which one person differs to another (personality is made up of many traits)
- reflect individual differences, may have a single trait in common but personality is a combination of internal factors
- can group on the basis of single/limited set of traits
IS CONSISTENT & ENDURING
- marketers cannot change consumers’ personalities to conform to their products but can influence specific consumer responses based on personality characteristics and appeal to relevant traits inherent in their target group of consumers
- personalities may be consistent but their consumption behaviour often varies considerably due to psychological, sociocultural or situational factors
CAN CHANGE
- under extreme circumstances (life changing event)
Explain the single-trait visualiser vs verbaliser
Visualisers prefer information presented in visual formats
Verbalisers prefer information presented in verbal formats
Can combine the two in marketing but don’t want to lose customers from both segments
Explain how marketers can use trait theory to target consumers
- Examining multiple personality dimensions simultaneously allows development of more nuanced consumer segmentation profiles
- Personality traits are relatively stable, and endure across lifespan so marketers cannot change a person’s personality to fit their brands
- BUT can appeal to relevant personality traits in persuasive communications (eg. facebook ad targeting people high in neuroticism “13 of the weirdest ways to get Hepatitis)
• In academic research, personality is identified through questionnaires - In industry, can’t usually get customers to complete personality tests but can
1: Identify behaviours that, if present, may suggest a person possesses a certain personality trait
2: use market research firms to profile different consumer segments
Define social character.
Explain the difference between inner and outer directedness and the kinds of advertising that should be created for each.
= personality trait that ranges on a continuum from inner to outer directedness
Inner-directedness = consumers tend to rely on their own inner values or standards in evaluating new products and are likely to be consumer innovators
- prefer ads that stress product features and personal benefits (enabling them to use their own values and standards in evaluating products)
Outer-directedness = tend to look to others for direction on what is ‘right’ or ‘wrong’
- prefer keeping with their tendency to look to others for directions and may be more easily influenced because of their natural inclination to go beyond the content of an ad and think in terms of likely social approval of a potential purchase
Explain brand personality and how it could be used to improve brand image
- Provides an identity for the brand, and encourages consumers to respond with feelings and emotions towards the brand
- > Eg. see Woolworths to represent ‘freshness’
- Marketers in the car industry have often chosen to market their product by positioning favourable personality traits within an image developed in advertisements
- > Car makers often portray their brands not as cars but as an extension of the personality of the targeted consumer group
- A strong, positive brand personality leads to more favourable attitudes towards the brand, brand preference, higher purchasing intentions and brand loyalty, and is a way for consumers to differentiate among competing brands
