Theories of Personality & Self concept and how

they affect one’s consumption patterns

Personality
Some theorists prefer to view
personality as a unified whole.
Others focus on specific traits.
Definition
“Those inner psychological
characteristics that both determine and
reflects how a person responds to his or
her environment”.
Nature Of Personality
Personality reflects individual differences
Unique combination of inner characteristics –
No two individuals are exactly alike
Venturesome (scuba diving, rock climbing) to
some others who are not venturesome.
Personality allows marketers to divide people
into different groups based on their traits.
Nature Of Personality
Personality is Consistent & Enduring
Mother – “child has been impulsive from the
day he was born” – enduring & consistent.
Marketers cannot change consumers
personalities to meet their products.
But understanding which specific
characteristics bring in required responses,
can help marketers to appeal to these traits in
their target audience.
Nature Of Personality
Personality Can Change
May be altered by major life events – birth of
a child, death of a loved one, personal
tragedies – accident, health problem, divorce,
significant career promotion.
Personality changes can also be part of
maturing process.
Women’s personality in general has been
changing faster. (Indica V2 Ad)
Theories of Personality
Freudian Theory

Neo – Freudian Theory

Trait Theory
Freudian Theory
Personality consists of three interacting systems.
Id – related to physiological or impulsive needs to which
one seeks immediate satisfaction.
Super Ego – individuals internal expression of moral /
ethical codes of conduct; socio–cultural forces.
Ego – The individuals conscious control. Functions as an
internal monitor that attempts to balance the impulsive
needs and socio cultural constraints.
Freudian Theory
Built on the premise that unconscious needs
or drives, especially sexual and other
biological drives are at the heart of human
motivation – ulterior motives.
Id Ego
Gratificatio System 1 System 3
n

Super Ego
System 2
Although Ego is capable of resolving
many of the conflicts that arise between
the personality components, ------- there
are certain occassions when no solutions
could be achieved, leading to tensions
within
Defense mechanisms are unconsciously
determined techniques for avoiding or
escaping from such high levels of tension.
Defense Mechanisms
Repression: resolving conflict by minimizing
aspects of the conflicting situation.
(conflict about watching sporting event which brings in
violent and entertaining aspects. As ego cannot reach the
compromise, the individual will work to reduce the violent
aspects of the sport in his mind).

Projection: feelings generated by individual’s id or

super ego is ascribed to another person or group;
(a persons disdain for others who constantly purchase
products and display them can be from their own desire to
engage in same behavior).
Identification: the individual unconsciously
imitates the behavior of another person who
has successfully handled a similar conflict.
Vijay Mallya appearing in ads which says, “I
enjoy my drink, but I never drive after I
drink”.

Reaction Formation: unconscious feelings

held toward others are consciously expressed
as opposites. … a partner who is un-loyal
might actually purchase many gifts for the
other person.
 Neo Freudian Personality Theory
Social relationships are fundamental to formation of
personality (Freud - impulsive and sexual in nature)
Three personality Groups
1. Compliant Individuals – those who move towards others
(desire to be loved, wanted and appreciated).
2. Aggressive Individuals – those who move against others
(desire to excel / win admiration).
3. Detached Individuals- those who move away from others
(desire independence, self reliance, self sufficiency -
freedom from obligation)
Trait Theory
Departure from qualitative measures
that typify the earlier theories.
Quantitative or empirical in approach.

Measurement of personality in terms

of specific psychological
characteristics called ‘traits’.

Checks personality traits related to

how consumer makes his choices ----
The trait theory is based on three
assumptions.
1. Individuals possess relatively stable
behavioral tendencies.
2. Different people differ in the degree to
which they possess these tendencies.
3. When identified and measured, these
relative differences between individuals
are useful in characterizing their
personalities.
 Personality Traits
1. Consumer Innovativeness:
Nature and boundaries of a consumers
willingness to innovate
2. Dogmatism:
Trait that measures the degree of rigidity (vs.
openness) that they show toward an information
that is contrary to their own established beliefs.
3. Social Character:
Ranges from inner-directedness to other
directedness. Inner directed consumers tend to
rely on their own inner values while evaluating
new products. While outer-directed tend to look
for other’s opinion.
Personality Traits (contd.)
4. Need for uniqueness: for such people, conformity to
others expectations or standards either in appearance or
in their possessions is something to be avoided.
5. Optimum Stimulation Level: Some people prefer a
simple, uncluttered and calm existence (whereas others
prefer complex and unusual experiences). High OSL is
linked to greater willingness to risks, try new products ….
6. Sensation Seeking: characterized by the need for
varied, novel and complex experiences and willingness to
take physical and social risks.
Brand Personality
Consumers attribute various descriptive
personality like traits to different brands in a
wide variety of product categories.
Volvo – representing safety / family orientation
Levi’s 501 jeans – dependable, rugged &
American
BMW - performance driven
Nivea – Mild and caring
Nike - the athlete in all of us.
 Brand Personality

Sincerity Excitement Competence Sophistication Ruggedness

Down-to-earth Daring Reliable Upper class Tough

Honest Spirited Intelligent Charming Outdoorsy
Wholesome Imaginative successful
Cheerful Up-to-date
Is defined as the totality of individuals
thoughts and feelings having reference to
him/ her as an object.
Life style, in many ways, is an outward
expression of ones self-concept.
Self Concept - Theory
Holds that an individuals have a concept of self
based on who they think they are (the actual self)
………… and a concept of who they think they
would like to be (the ideal self).
Related to two key concepts of psycho-analytic
theory, the ego and the super ego.
Ego is similar to one’s objective reality, so its
similar to actual self.
Superego is defined by the way things should be
and hence can be seen as a reflection of ideal self.
 Actual Self
There is no one actual self.
Consumers have various role identities –
mother, wife, working woman, volunteer
etc.
One of these roles is dominant in specific
situations. This particular role affects the
behavior (dressing style, talking, way
they conduct etc)
The amalgam of individuals roles makes
up the individual self.
Studies have confirmed that consumers buy
products related to their self concept.
Dolich – studied buying of beer, cigarettes,
soaps and tooth paste and found that
respondents tend to prefer brands they rate
similar to themselves.
The same is in the case of automobiles too.
Marketing takeaways: the concept of ‘actual
self’, says that image consumers have of
themselves influences their purchases.
They attain ‘self consistency’, by buying
products they perceive as similar to their self-
concept
 Product
(Brand
Image) Behavior Satisfaction
Relationship Seek products and Purchases
Between Brands that Contribute to
self concept & improve/ maintain Desired self
brand image self concept. concept

Consumer
(self concept)

Reinforces Self-
Concept
Ideal Self
Concept of ideal self relates to ones self
esteem.
The greater the difference between the
actual self and the ideal self, the lower an
individuals self esteem.
Dissatisfaction with actual self, will end up
in purchases of such products that they
think will enhance their ‘self-esteem’.
A woman who would like to be more
modern, efficient and imaginative will use
different perfumes, deodorant or shop at
different stores than a woman who want to
be warm/attractive.
(Marsh L Richins) – advertising themes and
images often increase the discrepancy
between the real and ideal selves.
Ads that features beautiful models and
luxurious life styles leaves a sense of
inadequacy based on a comparison of their
real self with idealized self.
Average fashion model is 5’9’’ tall and
weighs 55 kgs. But the average Indian
Woman is 5’2’’ tall and weighs 65 kgs.
The desire for both self consistency and self esteem
can be conflicting.
Generally consumers buy products that conform to
their actual self image. But if they are lower in their
self esteem they are more likely to be swayed by
appeals to fantasy that portray an idealized self …..
…. the alluring woman, the lone biker on Bajaj
Discover or well groomed male in Vimal suiting.
Buying to achieve an unrealizable self image can
lead to compulsive purchasing behavior (frequent
buying to overcome the discrepancy between the real
and the ideal self).
 Actual Self Ideal Self
Concept Concept

Private Actual Self Ideal self

Self How I actually How I would like
see myself to see myself

Social Social Self Ideal Social Self

Self How others How I would like
actually see others to see
me me.
In different contexts, consumer’s behavior might
be guided by different self concepts.
Daily use items including consumer durables
purchase will be more guided by actual self
concept.
Socially conspicuous products or status products
will be guided by social self image.
Fantasy products cosmetics, fashion items or
accessories will be guided by ideal self image or
ideal social self image.
Extended Self
Not only does our self image influence the products
we choose, but the products (of symbolic value) we
possess frequently influence our self image.
Extended self incorporates some of our more
important possessions into our self concept.
We are what we wear, and what we use.
“People seek, express, confirm and ascertain a sense
of being through what they have”.
The symbolic role that products play in
shaping the consumer’s self concept.
Marketers have understood the role of
product constellations in projecting an
image.
Advertising for jewelry might show
fashionably dressed models or expensive
automobiles ….. And ads for clothing might
show jewelry.
This brings in opportunity for co-branding
Life style, in many ways, is an outward
expression of ones self-concept.
Life style it can be viewed as a unique pattern
of living which influences and reflected by one’s
buying habits.

Psychographics may be viewed as the method

of defining lifestyle in measurable terms.
The Nature Of Lifestyles
Lifestyle variables are defined by how people
spend their time (activities), what they consider
important in their environment (interests), and
what they think of themselves and the world
around them (opinions).

Activities:- Work, Hobbies, Social Events, Vacation,

Entertainment, Club Membership
Interests:- Family, Home, Job, Community,
recreation, Fashion
Opinions:- Personal Relations, Social issues,
politics, Business, Economics, Education