TUGAS PERILAKU KONSUMEN

Nadya Rachmatul Putri (1906330394)

1. What is the Big Five?

Answer : The Big Five is an approach to measuring personality traits, also known as the Neo-Personality
Inventory. It covers these five “core” personality traits

 Extraversion — the level of sociability and enthusiasm

 Agreeableness — the level of friendliness and kindness
 Conscientiousness — the level of organization and work ethic
 Emotional Stability (also called Neuroticism) — the level of calmness and tranquility
 Intellect/imagination (also called Openness) — the level of creativity and curiosity

2. Compare and contrast the real versus the ideal self. List three products for which a person is likely to use
each type of self as a reference point when he or she considers a purchase.
Answer:
 Real self: who we actually are. How we think, how we feel, look, and act. The real self can be seen by
others, but because we have no way of truly knowing how others view us.
 Ideal self:  how we want to be. It is an idealized image that we have developed over time, based on
what we have learned and experienced. The ideal self could include components of what our parents
have taught us, what we admire in others, what our society promotes, and what we think is in our
best interest

Example :

No Products Purchase consideration Note/Example Type of self

1 House Price, location, size, - Family with 3 children might need at Real self
number of bedroom, least 4 bedroom on their house
style - A man working in Cikarang, better
to buy house near Bekasi, not
tangerang
2 English course Goals/target, school - A student is not really fluent in Ideal self
requirement English but she’d like to pursue
higher degree abroad.
- She need to take an English course
so she can improve her IELTS score
 3 Bag Price, style, use - Manager buy LV bag and Real self
recommend to her staff to buy too.
Her staff really want it but it’s not
affordable to her
- A lecturer needs to bring books and
laptop to class. She can’t use only
small handbag to bring it all. She
need bigger bag

3. How might the “digital self” differ from a consumer’s self-concept in the real world, and why is this
difference potentially important to marketers?
Answer :
 Self concept is customer’s faith about his/her own characteristics and the ways of self-evolution based on
such characteristic. Self concept of a person differs from situation to situation.
 Digital self of a person is his/her online identity. This is the combination of his online social activity and
digital records
 So, self-concept of a person is his/her own perceptions towards their selves but digital – self is the other’s
perception about that person
 Digital – self, where people now define themselves in real life by how they present themselves online can
helps marketers to define and target customers, high chance to connect with people, reading signals,
mapping behavioral patterns, and learn to understand customer.