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Chapter 8
Self-concept, personality &
lifestyle
Goals
Understand the self-concepts, personalities and lifestyles
of different customers groups
Introduce some relevant theories
Apply theories about personalities in marketing campaign
Content
1. Self-concept
2. Personalities
3. Lifestyle
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1. Self-concept
1.1 Definition
The self-concept summarizes the beliefs a person holds about his or
her own attributes and how he or she evaluates the self on these
qualities
We describe attributes of self-concept along dimensions:
content (look vs mind),
positivity (self-esteem),
intensity and stability over time
accuracy
1. Self-concept
A person’s self-concept is a work in progress: some are stable
and some are adjusted
Each element that contributes to our self-concept is an
identity
An identity is “any category label with which a consumer
self-associates that is amenable to a clear picture of what a
person in that category looks like, thinks, feels and does.”
Ex: A woman is a mother at home and a boss at her company.
Some identities are stable while others are temporary and
likely to change
1. Self-concept
1.2. Self-esteem
Self-esteem refers to the positivity of a person’s self-
concept
People with higher self-esteem will spend more on
themselves than others
social comparison: a person tries to evaluate their
appearance by comparing it to the people depicted in the
advertising images -> feel threatened if they have low self-
esteem
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1. Self-concept
1.3. Actual self- vs ideal self
actual self: refers to our more
realistic appraisal of the
qualities we do and don’t
have
ideal self: is a person’s
conception of how they
would like to be
1. Self-concept
1.3. Actual self- vs ideal self
We choose some products because we think they are consistent
with our actual self, whereas we buy others to help us reach an
ideal standard
impression management: a process in which we work hard to
“manage” what others think of us
1. Self-concept
Dimensions of Actual self- Ideal self-concept
self-concept concept
Private self How I actually see How I would like
my self to see my self
Social self How others How I would like
actually see me others to see me
Source: Hawkins & Mothersbaugh (2010)
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1. Self-concept
1.4. Extended self
Individual level - personal possessions
Family level - residence and the furnishings in it
Community level - neighborhood
Group level - social groups (ex: sport teams)
1. Self-concept
1.5. Gender identity
Sex roles: People often conform to their culture’s
expectations about how those of their gender should act,
dress, or speak
Sex Role Socialization: males are expected to pursue agentic
goals while females are expected to pursue communal goals
Sex typed products
1. Self-concept
1.5. Gender identity
Males are more self-oriented, whereas females are more
other-oriented
Females are more cautious responders
Females are more responsive to negative data
Males process data more selectively and females more
comprehensively; and
Females are more sensitive to differentiating conditions and
factors.
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2. Personalty
2.1. Definition
Personality refers to a person’s unique psychological
makeup and how it consistently influences the way a
person responds to his/her environment.
2. Personailty
2.2. Nature of personality
different for each individual
stable and long lasting
may change overtime
2.3. Theories about personality
2.3.1. Sigmunds Freud’s psychoanalysis theory
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2.3. Theories about personality
2.3.1. Sigmunds Freud’s psychoanalysis theory
The id is about immediate gratification; it operates
according to the pleasure principle
2.3. Theories about personality
2.3.1. Sigmunds Freud’s psychoanalysis theory
The superego is the counterweight to the id. This system is
essentially the person’s conscience
2.3. Theories about personality
2.3.1. Sigmunds Freud’s psychoanalysis theory
The ego tries to balance these opposing forces according
to the reality principle, which means it finds ways to
gratify the id that the outside world will find acceptable
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2.3. Theories about personality
2.3.2. Neo-Freudian Theories
Karen Horney’s theory
compliant -> name brand product
detached -> tea drinkers
aggressive -> brands with a strong masculine orientation
2.3. Theories about personality
2.3.2. Neo-Freudian Theories
Carl Jung’s theory
Jung believed that the cumulative experiences of past
generations shape who we are today. These shared
memories create archetypes, or universally recognized
ideas and behavior patterns.
Archetypes Characteristics Industry Example
Innocent
Wise
Explorer
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Archetypes Characteristics Industry Example
Rebel
Wizard
Hero
Archetypes Characteristics Industry Example
Caregiver
Ruler
Creator
Archetypes Characteristics Industry Example
Lover
Jester
Friend
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2.3. Theories about personality
2.3.3. Trait Theory
This approach to personality focuses on the quantitative
measurement of personality traits, which we define as the
identifiable characteristics that define a person.
Another trait relevant to consumer behavior is frugality
2.3. Theories about personality
2.3.3. Trait Theory
The Big Five Personality Traits (also known as the Neo-
Personality Inventory)
2.4. Brand personality
A brand personality is the set of traits people attribute to
a product as if it were a person.
Brand storytelling emphasizes the importance of giving a
product a rich background to involve customers in its
history or experience.
5 common brand personality dimensions:
• Old-fashioned, wholesome, traditional - Sincereity
• Surprising, lively, “with it” - Excitement
• Serious, intelligent, efficient - Competence
• Glamorous, romantic, sexy - Sophistication
• Rugged, outdoorsy, tough, athletic - Ruggedness
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3. Lifestyles
3.1. Definition
Lifestyle defines a pattern of
consumption that reflects a
person’s choices of how to spend
his/her time and money. These
choices play a key role in
defining consumer identity.
People from the same subculture,
social class, profession or
economic background can have
different lifestyles
3. Lifestyles
3.2. Application
an important part of lifestyle marketing is to identify the
set of products and services that consumers associate with
a specific lifestyle
market segmentation based on lifestyles
The best-known lifestyle segmentation system is the
Values and Lifestyles System (VALS2)
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3. Lifestyles
The top
Innovators: successful consumers with many resources,
concerned with social issues and is open to change.
Sufficient resource but different outlooks
Thinkers: satisfied, reflective, and comfortable.
Achievers: career-oriented and prefer predictability to risk
or self-discovery.
Experiencers: impulsive, young, and enjoy offbeat or
risky experiences.
3. Lifestyles
Fewer resources
Believers: strong principles and favor proven brands.
Strivers: similar to Achievers but have fewer resources,
concerned about the approval of others.
Makers: action oriented and tend to focus their energies
on selfsufficiency, prefer DIY
Strugglers: at the bottom of the economic ladder, most
concerned basic needs and have limited ability to acquire
anything beyond the basic goods they need for survival.
4. Values
4.1. Definition
A value is a belief that some condition is preferable to its
opposite.
Two people can believe in and exhibit the same behaviors
but their underlying belief system may be quite different
The extent to which people share a belief system is a
function of individual, social, and cultural forces.
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4. Values
4.2. Core values
freedom, youthfulness, achievement, materialism...
It is usually possible to identify a general set of core
values that uniquely define a culture
4. Values
4.2. Core values
Materialism refers to the importance people attach to
worldly possessions.
One important dimension for materialists is provenance:
Shoppers are willing to pay more for an item when they
know exactly where it comes from
Minimalism is opposite of materialism
People want to have a simple life with less objects in their
houses
4. Values
4.3. How Do Values Link to Behavior
The Rokeach Value Survey
terminal values, or desired end states, that apply to many
different cultures
instrumental values: actions we need to take to achieve
these terminal values
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4. Values
4.3. How Do Values Link to Behavior
The means–end chain model
The means–end chain model assumes that people link
specific product attributes (indirectly) to terminal values.
We choose among alternative means to attain some end
state that we value
5. Marketing application based on self-
concept, personalities and values
5.1 Building brand personality
5. Marketing application based on self-
concept, personalities and values
5.2. Psychographic segmentation
Minimalist
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5. Marketing application based on self-
concept, personalities and values
5.2. Psychographic segmentation
Minimalist
5. Marketing application based on self-
concept, personalities and values
5.2. Psychographic segmentation
Green living
5. Marketing application based on self-
concept, personalities and values
5.2 Psychographic segmentation
VD: Yamaha motorbikes come with different styles
Yamaha Nozza Yamaha Exciter
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5. Marketing application based on self-
concept, personalities and values
5.2. Psychographic segmentation
Samsung Note aims for busy office workers who needs to
take notes on their work schedules
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