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
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
Gratification System 1 System 3

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
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
 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
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
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
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
 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
 Produ ct
(Brand
Image) Beh avior Sati sfacti on
Rela ti on ship Seek products and Purchases
Bet wee n Brands that Contribute to
self con ce pt & improve/ maintain Desired self
bra nd image self concept. concept

Con su mer
(self concept)

Re in force s Sel f-Con cept

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
(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
 Actu al Sel f Ideal Self
Con ce pt Con ce pt

Pri vate Actual Self Ideal self

Se lf How I actually How I would like
see myself to see myself

Soc ial Social Self Ideal Social Self

Se lf How others How I would like
actually see me others to see 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
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.
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-
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