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Goals
Understand the self-concepts, personalities and lifestyles
of different customers groups
Chapter 8 Introduce some relevant theories
Self-concept, personality & Apply theories about personalities in marketing campaign
lifestyle
Content 1. Self-concept
1. Self-concept 1.1 Definition
2. Personalities 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
3. Lifestyle
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 1. Self-concept
A person’s self-concept is a work in progress: some are stable 1.2. Self-esteem
and some are adjusted Self-esteem refers to the positivity of a person’s self-
Each element that contributes to our self-concept is an concept
identity People with higher self-esteem will spend more on
An identity is “any category label with which a consumer themselves than others
self-associates that is amenable to a clear picture of what a social comparison: a person tries to evaluate their
person in that category looks like, thinks, feels and does.” appearance by comparing it to the people depicted in the
advertising images -> feel threatened if they have low
Ex: A woman is a mother at home and a boss at her company.
self-esteem
Some identities are stable while others are temporary and
likely to change
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1. Self-concept 1. Self-concept
1.3. Actual self- vs ideal self 1.3. Actual self- vs ideal self
actual self: refers to our more We choose some products because we think they are consistent
realistic appraisal of the with our actual self, whereas we buy others to help us reach an
qualities we do and don’t ideal standard
have impression management: a process in which we work hard to
ideal self: is a person’s “manage” what others think of us
conception of how they
would like to be
1. Self-concept
Use the dimensions of self-concept to analyze how
Dimensions of Actual self- Ideal self-concept people consume food and drinks. Give examples
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)
1. Self-concept 1. Self-concept
1.4. Extended self 1.5. Gender identity
Individual level - personal possessions Sex roles: People often conform to their culture’s
Family level - residence and the furnishings in it expectations about how those of their gender should act,
dress, or speak
Community level - neighborhood
Sex Role Socialization: males are expected to pursue agentic
Group level - social groups (ex: sport teams) goals while females are expected to pursue communal goals
Sex typed products
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1. Self-concept 2. Personailty
2.1. Definition
1.5. Gender identity
Personality refers to a person’s unique psychological
Males are more self-oriented, whereas females are more
makeup and how it consistently influences the way a
other-oriented
person responds to his/her environment.
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.
2. Personailty 2.3. Theories about personality
2.2. Nature of personality 2.3.1. Sigmunds Freud’s psychoanalysis theory
different for each individual
stable and long lasting
may also change overtime
2.3. Theories about personality 2.3. Theories about personality
2.3.1. Sigmunds Freud’s psychoanalysis theory 2.3.1. Sigmunds Freud’s psychoanalysis theory
The id is about immediate gratification; it operates The superego is the counterweight to the id. This system is
according to the pleasure principle essentially the person’s conscience
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2.3. Theories about personality 2.3. Theories about personality
2.3.1. Sigmunds Freud’s psychoanalysis theory 2.3.2. Neo-Freudian Theories
The ego tries to balance these opposing forces according Karen Horney’s theory
to the reality principle, which means it finds ways to compliant -> name brand product
gratify the id that the outside world will find acceptable
detached -> tea drinkers
aggressive -> brands with a strong masculine orientation
2.3. Theories about personality
Ø In old-styled fairy tales, who are the villians? Who are
protagonist? Describe them.
2.3.2. Neo-Freudian Theories
Ø In those stories, who often helps the protagonist to
Carl Jung’s theory
overcome obstacles?
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.
BRANDASSET VALUATOR® ARCHETYPES
by Young & Rubicam Company
[Link]
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Archetypes Characteristics Industry Example Archetypes Characteristics Industry Example
Innocent Sense of security, cosmetics, health & Dove Rebel disdain rule and restriction, automotive, Harley
inner beauty and cleaning driven by anger, change alternate Davision
purity what’s not working, informal fashion, work
Wise seek the truth, share media, news, Google and detrmined style tools
knowledge, study & university & Home Wizard transformation & power, entertainment, Disney
cusiosity cnsulting fields make dreams come true and beauty,
Explorer courageous, extreme sports, North Face bring magical moments to wellness, &
adventurous, love to technical equipment, life, fulfilling others’ wishes health
challenge one’s self automotive & Hero face obstacles with courage, sports Nike
and boudaries adventure travel determination & discipline, industry
triump over adversity and
leave a mark on the world
[Link]
[Link]
Archetypes Characteristics Industry Example Archetypes Characteristics Industry Example
Caregiver compassionate, selfless, senior citizenship, Unicef Lover seek authentic relationship, travel, food & wine, Tiffany
sincerity and intimacy, luxury, cosmetics
be a guide and support non-profits,
encompass all kinds of love:
its loved ones education & health parental, familial, spiritual
Ruler seek order and control, automotive, hotel, Rolex &friendly
demanding organization luxury, watch, Jester love good things in life and beverages, baby M&M
haute couture always see the funny side products,
brands things confectionery,
professional service
Creator desires freedom, feel art, design, IT & Lego
Friend ordinary, loves collaboration everyday products, IKEA
creative and bring the marketing and feeling a part of a group, such as household
best out of one’s self, prefer authenticity and cleaning
feel accomplished when sincerity
havign a result in hand
[Link]
[Link]
2.3. Theories about personality 2.3. Theories about personality
2.3.3. Trait Theory
2.3.3. Trait Theory
The Big Five Personality Traits (also known as the Neo-
This approach to personality focuses on the quantitative Personality Inventory)
measurement of personality traits, which we define as the
identifiable characteristics that define a person.
Another trait relevant to consumer behavior is frugality
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2.4. Brand personality 2.4. Brand personality
A brand personality is the set of traits people attribute to
Why do people buy these products? 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
3. Lifestyles
What do you do in your freetime?
3. Lifestyles 3. Lifestyles
3.1. Definition
3.2. Application
Lifestyle defines a pattern of
consumption that reflects a an important part of lifestyle marketing is to identify the
person’s choices of how to spend set of products and services that consumers associate with
his/her time and money. These a specific lifestyle
choices play a key role in market segmentation based on lifestyles
defining consumer identity. The best-known lifestyle segmentation system is the
People from the same subculture, Values and Lifestyles System (VALS2)
social class, profession or
economic background can have
different lifestyles
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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 4. Values
Fewer resources 4.1. Definition
Believers: strong principles and favor proven brands. A value is a belief that some condition is preferable to its
opposite.
Strivers: similar to Achievers but have fewer resources,
concerned about the approval of others. Two people can believe in and exhibit the same behaviors
Makers: action oriented and tend to focus their energies but their underlying belief system may be quite different
on selfsufficiency, prefer DIY The extent to which people share a belief system is a
Strugglers: at the bottom of the economic ladder, most function of individual, social, and cultural forces.
concerned basic needs and have limited ability to acquire
anything beyond the basic goods they need for survival.
4. Values 4. Values
4.2. Core values 4.2. Core values
freedom, youthfulness, achievement, materialism... Materialism refers to the importance people attach to
It is usually possible to identify a general set of core worldly possessions.
values that uniquely define a culture 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
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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 (happiness, peace, health, etc.)
instrumental values: actions we need to take to achieve
these terminal values (getting good grades, having a good
job, acquiring skills, etc)
Insurance ad:
happy family -> terminal value Bank ad:
quick legal procedures, low
interest rate -> instrumental value
4. Values 4. Values
4.3. How Do Values Link to Behavior 4.3. How Do Values Link to Behavior
The List of Values (LOV) scale The means–end chain model
nine consumer segments based on the values members The means–end chain model assumes that people link
endorse and relates each value to differences in specific product attribute (indirectly) to terminal values:
consumption behaviors. We choose among alternative means to attain some end
(1) security, (2) sense of belonging, (3) being well state that we value
respected, (4) fun and enjoyment of life, (5) warm
relationship with others, (6) self-respect, (7) sense of
accomplishment, (8) self-fulfilment, and (9) excitement.
5. Marketing application based on self- 5. Marketing application based on self-
concept, personalities and values concept, personalities and values
5.1 Building brand personality 5.2. Psychographic segmentation
Minimalist
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5. Marketing application based on self- 5. Marketing application based on self-
concept, personalities and values concept, personalities and values
5.2. Psychographic segmentation 5.2. Psychographic segmentation
Minimalist Green living
5. Marketing application based on self- 5. Marketing application based on self-
concept, personalities and values concept, personalities and values
5.2 Psychographic segmentation 5.2. Psychographic segmentation
VD: Yamaha motorbikes come with different styles Samsung Note aims for busy office workers who needs to
take notes on their work schedules
Yamaha Nozza Yamaha Exciter
(for women) (for men)