Personality and Lifestyle Flashcards
define the term personality
= those inner psychological characteristics that both determine and reflect how a person responds to their environment
how does personality help us in marketing? (3)
- segment customers, efficient targeting
- parts of one’s personality that they believe need improving can be influenced by marketing
- products with similar personalities to consumers are more pleasing to them
state 4 characteristics of personality
- unique (to an individual) - reflects differences
- consistent and enduring in the short term (relatively)
- can change in the long term
- relationship between personality and behaviour is weak and inconsistent (bc they both inconsistently change)
state 3 approaches to studying personality.
- psychoanalitic approach (freud: id, ego, superego)
- trait approach
- theories of self-concept
define the term trait
= any distinguishing, relatively enduring way in which one individual differs from another
state 5 traits that are relevant for consumer behaviour
- innovativeness
- materialism
- self-consciousness
- ethnocentrism
- need for cognition
is personality linked to specific brands or broader?
broader, to product categories
state 4 characteristics of materialistic consumers.
- value acquiring and showing off possessions
- self-centered, selfish
- possession-centered lifestyle
- no particular personal satisfaction
state the Big 5 personality traits
- openness to experience (curious vs cautious)
- conscientiousness (organised vs easy-going)
- extraversion (outgoing vs solitary)
- agreeableness (compassionate vs cold)
- neuroticism (sensitive vs confident)
define the term self-concept
= the totality of the individual’s thoughts and feelings having reference to themselves as an object
what does self-concept entail? (6 examples)
traits, skills, habits, possessions, relationships, way of behaviour
state 4 elements of self-concept
- content
- attitude (positive or negative self-image)
- stability over time
- accuracy (correspondence between reality and self-concept)
how does self-concept develop? (5)
through the environment, parents, peers, and significant others.
also through marketing (teaches us to strive for the unachievable perfection)
state the 4 categories of self-concept and define them
- actual self (how i actually see myself)
- ideal self (how i would like to see myself)
- actual social self (how others actually see me)
- ideal social self (how i want others to see me)
which 3 categories of consumption are identified with the help of self-concept and its four categories?
- fast moving consumer goods (FMCG) - used with actual self
- fantasy products - used with ideal and ideal social self
- conspicuous consumption - used with actual and ideal social self (trying to show off your status)
define the term multiple selves.
= the different roles we play in our lives (symbolic interactionism)
define the term extended self.
= we treat objects or people around us as part of ourselves
state 5 ways in which extended self happens.
- actually
- symbolically
- conferring status or rank (medals or sth)
- bestowing feelings of immortality (family heirlooms)
- endowing with magical powers
state 2 characteristics of the virtual self.
- anyone can be anyone
2. virtual self might result in a different purchasing behaviour
how are the virtual and digital self different?
virtual self is creating another personality online. digital self is yourself, but online
state 4 characteristics of the digital self.
- increasingly important for our self-image
- engineering with ‘post-production’ tools (filters etc.)
- additional identities possible in forms of avatars
- enhanced with wearable computing (smart watches, glasses, clothing)
define the term brand personality.
= set of human characteristics that become associated with a brand (product anthropomorphism)
state 5 dimensions of brand personality
- sincerity (down-to-earth, honest)
- excitement (daring, spirited, imaginative)
- competence (reliable, successful, secure)
- sophistication (upper class, charming)
- ruggedness (outdoorsy, tough)
what are the 3 elements of brand personality
- gender
- location (real or fictional)
- colour
what is the symbolic meaning of consumption?
I am = what i have and consume
define the term lifestyle
= a pattern of consumption reflecting a person’s choices of how one spends time and money
what is the difference between personality and lifestyle
personality = internal characteristics of individuals lifestyle = outward expression of one's self-image
define the term psychography (AIO)
= variables we use to determines one’s lifestyle
= activities, interests, and opinions
how can lifestyle be used in marketing? (6)
- defining a target market
- creating a new view of the market
- positioning a product
- better communication of product’s attributes
- developing product strategy
- marketing social and political issues
define the term VALS
= values and lifestyles
classification of adults in the US into super-segments (8 groups based on primary motivations)
emphasis on AIO and income
