CB 6 6th Edition Babin Solutions Manual 1

CB 6 6th Edition Babin
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CHAPTER 6
PERSONALITY, LIFESTYLES, AND THE SELF-CONCEPT

WHAT DO YOU THINK POLLING QUESTION
My personality can easily be seen in the products that I buy.
Strongly disagree 1 2 3 4 5 6 7 Strongly agree
Have students access www.cengagebrain.com to answer the polling questions for each chapter of
CB. Ask them to take the online poll to see how their answers compare with other students taking
a consumer behavior course across the country. Then turn to the last page of the chapter to find
the “What Others Have Thought” box feature. This graph is a snapshot of how other consumer
behavior students have answered this polling question so far.
LEARNING OUTCOMES
After studying this chapter, the student should be able to:
6-1 Define personality and know how various approaches to studying personality can be
applied to consumer behavior.
6-2 Discuss major traits that have been examined in consumer research.
6-3 Understand why lifestyles, psychographics, and demographics are important to the study
of consumer behavior.
6-4 Comprehend the role of the self-concept in consumer behavior.
6-5 Understand the concept of self-congruency and how it applies to consumer behavior
issues.
SUGGESTED LECTURE OPENER

In a crowded market, it is difficult to sell without any real product differentiation. So, when
Nestlé launched a new luxury chocolate in an already saturated market, it was but expected that
the food giant’s latest offering would be a class apart. So it was. Nestlé launched Maison Cailler
which allowed customers to discover their "chocolate personality"; it emphasized building
"stronger relationships". Although tasting chocolate is an innovative idea, taste is a tricky thing
to personify. However, since consumers have relationships with brands, personality traits are
considered important in the context of these relationships.
©2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 1
Source: “Maison Cailler, Nestle's New Luxury Chocolate Brand, Markets 'Stronger
Relationships Through Chocolate',” Huff Post, January 25, 2012,
http://www.huffingtonpost.com/2012/01/25/maison-cailler_n_1231093.html
LECTURE OUTLINE WITH POWERPOINT® SLIDES
LO: 6-1. Define personality and know how various approaches to studying personality can
be applied to consumer behavior.
Personality and Consumer Behavior
[Instructor PPT slides 5, 6]

Personality is defined as the totality of thoughts, emotions, intentions, and behaviors that is
consistently displayed by individuals as they adapt to their environment. The distinct qualities of
personality are as follows:
 Personality is unique to an individual  Consumers differ in their personalities, although
some characteristics may be shared across individuals.
 Personality can be conceptualized as a combination of specific traits or characteristics  An
individual’s overall personality is a combination of many stable characteristics, or traits.
 Personality traits are relatively stable and interact with situations to influence behavior 
Personality traits are expected to remain consistent across situations. The combined influence
of situations and traits plays a large role in influencing specific behaviors.
 Specific behaviors can vary across time  If a consumer is known to have a particular trait, it
does not necessarily predict the consumer’s behavior. Hence, personality researchers often
advocate an aggregation approach in which the measurement of specific behaviors occurs
over time rather.
Q: Does an individual’s choice of music genre reflect his/her personality? Discuss how
this effects the music industry.
A: Yes. Every individual will have a unique personality and their choice of music genre
will reflect his/her personality. Students’ answers to the second part of the question
will vary. They could mention the various genres of music that have different target
audiences, and how the music industry reaches the different audiences for different
types of music.
Marketing managers are particularly interested in how consumers differ according to their
personalities. There are two popular approaches to personality: the psychoanalytic approach and
the trait approach.
[Instructor PPT slide 7]
Psychoanalytic Approach to Personality
The psychoanalytic approach is applicable to both motivation and personality inquiry. Also
known as Freud’s approach, this approach states that human behavior is influenced by an inner
struggle between various systems within the personality. The psychoanalytic approach consists
of three main components:
 Id  Focuses on pleasure-seeking and immediate gratification. It operates on a pleasure
principle that motivates a person to focus on increasing pleasure and decreasing pain. It
focuses on hedonic value.
 Superego  Works against the id. It encourages behavior that agrees with the societal norms
and expectations. It can be conceptualized as being similar to a consumer’s conscience.
 Ego  Attempts to balance the desires of the id with the constraints of and expectations found
in the superego. It operates on the reality principle.
[Instructor PPT slides 8, 9]
Psychoanalytic Approach and Motivation Research

In the early days of the motivational research era, researchers applied psychoanalytic tools to try
and identify explanations for behavior. The tools used were depth interviews and focus groups.
This era proved disappointing in developing compelling, practical consumer behavior theories or
guidelines for marketing actions.
Trait Approach to Personality

A trait is defined as a distinguishable feature that describes an individual’s tendency to act in a
relatively consistent manner.
There are multiple approaches available for consumer researchers. The differences between
nomothetic and idiographic approaches as well as single-trait and multiple-trait approaches are as
follows:
Nomothetic versus Idiographic Approaches

 Nomothetic approach  A “variable-centered” approach that focuses on particular variables,
or traits, that exist across a number of consumers. It focuses on finding common personality
traits across people.
 Idiographic approach  Focuses on the total person and the uniqueness of that person’s
psychological makeup. Attention is on understanding the complexity of each individual
consumer.
The trait approach takes a nomothetic approach to personality.
Single-Trait and Multiple-Trait Approaches

 Single-trait approach  Focus of the researcher is placed on one particular trait. Thus,
researchers can learn more about the trait and how it affects behavior.
 Multiple-trait approach  Combinations of traits are examined and the overall effect of the
collection of traits is considered.
LO: 6-2. Discuss major traits that have been examined in consumer research.
[Instructor PPT slides 14-16]
Many Traits Examined in CB
Some of the important consumer behavior traits are:

 Value Consciousness  It represents the consumer’s tendency to focus on maximizing what is
received from a transaction as compared to what is given. It includes behaviors such as
redeeming coupons.
 Materialism  Refers to the extent to which material goods are important in a consumer’s life.
The three dimensions of materialism are possessiveness, nongenerosity, and envy. A current
trend is emerging in which people are beginning to downshift or reduce their material
possessions.
 Innovativeness  Refers to the degree to which a consumer tends to be open to new ideas and
buys new products, services, or experiences early in their introduction.
 Need for Cognition – Refers to the degree to which consumers enjoy engaging in effortful
cognitive information processing. Consumers with a high need for cognition pay a lot of
attention to products, problems, or marketing messages.
 Competitiveness  It refers to an enduring tendency to strive to be better than others. The trait
often emerges in the following ways:
o When a consumer is directly competing with others
o When a consumer enjoys winning through the efforts of others
o When a consumer attempts to display some superiority over others by openly flaunting
exclusive products
 Self-Monitoring – It represents consumers’ tendency to observe and control behavior so that
it is in line with social cues and influence.
o High self-monitors are sensitive to other’s opinions.
o Low self-monitors give importance to the functionality of products.

Other Traits Found in Consumer Research
Exhibit 6.1 explains the other personality traits in CB which include frugality, trait superstition,
trait anxiety, bargaining proneness, and trait vanity.
Q: What is the relevance of consumer innovativeness to marketers? Students could be

asked to rate their own levels of consumer innovativeness.
A: Consumer innovativeness is very important to marketers when introducing new

products. A marketer will benefit if the consumer is open to new ideas and trying
new products. Students’ answers to the second part of the question will vary.
Q: Eric reads at least three online reviews before making an online purchase decision
about a particular product. In this scenario, Eric’s behavior is an example of a
person who has a: (a) high need for cognition; (b) low need for cognition. Students
can be asked to choose the right answer and explain their answer choice.
A: In this scenario, Eric’s behavior demonstrates a high need for cognition. Consumers
with a high need for cognition pay a lot of attention to products, problems, or
marketing messages.
The Five-Factor Model Approach

A multiple-trait perspective that proposes that the human personality consists of five traits
(extroversion, agreeableness, openness to experience, stability, and conscientiousness) is called
the five-factor model (FFM) approach. The FFM is illustrated in Exhibit 6.2.
Hierarchical Approaches to Personality Traits

Organizing all CB traits is one of the goals of researchers. Hierarchical approaches begin with
the assumption that personality traits exist at different levels of abstraction.
 Specific traits – Tendencies to behave in very well-defined situations, such as complaint
propensity.
 Broad traits – Behaviors that are performed across different situations, such as extroversion.
The advantage of the trait approach over the psychoanalytic approach is that the trait approach
objectively assigns personality trait scores to consumers. Exhibit 6.3 identifies the criticisms of
the trait approach.
 Personology  An approach that combines information on traits, goals, and consumer life
stories to gain a better understanding of personality.
Brand Personality
Brand personality refers to human characteristics that can be associated with a brand. Brand
personalities can be described across five dimensions, including:
 Competence
 Excitement
 Ruggedness
 Sincerity
 Sophistication
These dimensions are described in Exhibit 6.4.
Formation of Brand Personality

The factors that contribute to the development of a brand’s personality include the product’s
category, packaging, sponsorships, symbols, and celebrity endorsements.
Brand Personality Appeal
It refers to a brand’s ability to appeal to consumers based on the human characteristics associated
with it.
Personality and Brand Relationships

It is important to consider that consumers have relationships with brands and that personality
traits are important in the formation and maintenance of these relationships. An example is
“Always Coca-Cola,” which is one of Coke’s best-known advertising campaigns! This reminds
consumers that the brand will always be a part of their lives.
Susan Fournier, a consumer researcher, proposes that the overall quality of the relationship
between consumer and brand can be described in terms of the following:
 Love and Passion  A consumer may have very strong feelings about a brand that they
actually describe it by using the term “love.”
 Self-Connection  A few components of the consumer’s identity can be expressed through
brands.
 Commitment – It indicates the level of loyalty consumers have for the brand.
 Interdependence  It signifies the interdependence between the consumer and the product.
 Intimacy  It demonstrates the ties between the strong needs and desires of consumers with
the brand.
 Brand Partner Quality  Brands that are perceived to be of high quality contribute to the
formation of consumer–brand relationships.
LO: 6-3. Understand why lifestyles, psychographics, and demographics are important to
the study of consumer behavior.
Lifestyles
Lifestyles refer to the ways in which consumers live and spend their time and money.
 They may be context-specific personality traits.
 They emerge from the influence of culture, groups, and individual processes, including -
personality.
 They vary considerably across cultures.
 They influence purchase behaviors.
 They are an important manifestation of social stratification.
Psychographics
Psychographics refers to the way in which consumer lifestyles are measured. Quantitative
methods are used which develop lifestyle profiles. Psychographic analysis involves surveys of
customers using AIO statements, which are used to understand consumers’ activities, interests,
and opinions.
Specificity of Lifestyle Segments
The lifestyle approaches can be categorized in terms of their specificity—either narrowly defined
or more broadly defined.
VALS
Developed and marketed by Strategic Business Insights, VALS is a very successful segmentation
approach that has been adopted by several companies. The acronym stands for Values and
Lifestyles. The current VALS-2 approach classifies consumers into eight segments based on the
available resources and primary motivations. Exhibit 6.5 illustrates the VALS-2 segments.

PRIZM
Geodemographic techniques combine data on consumer expenditures and socioeconomic
variables with geographic information to identify commonalities in consumption patterns of
households in various regions. PRIZM, which stands for Potential Ratings Index by ZIP Market,
is a popular lifestyle analysis technique.
 It is based on the premise that people with similar backgrounds and means tend to live close
to one another and emulate each other’s behaviors and lifestyles.
 This technique uses 66 different segments as descriptors of individual households, which are
ranked according to socioeconomic variables.
Demographics
They refer to observable, statistical aspects of populations. Demographic variables include age,
ethnicity, income, and so on.
LO: 6-4. Comprehend the role of the self-concept in consumer behavior.
The Role of Self-Concept in Consumer Behavior

Self-concept refers to the totality of thoughts and feelings that an individual has about him or
herself. It is the way a person gives meaning to his or her own identity, as in a type of self-
schema.
 The symbolic interactionism perspective is one in which consumers agree on the shared
meaning of products and symbols.
 Semiotics refers to the study of symbols and their meaning. An example of semiotics is the
use of Facebook, MySpace, and Twitter.
Consumers have a number of self-concepts that occur over time.
 Actual self  Refers to how a consumer currently perceives his/her self (that is, who I am).
 Ideal self  Refers to how a consumer would like to perceive himself (that is, who I would
like to be in the future).
 Social self  Refers to the beliefs that a consumer has about how others see them.
 Ideal social self  Represents the image that a consumer would like others to have about him
or her.
 Possible self  Similar to the ideal self and presents an image of what the consumer could
become.
 Extended self  Represents the various possessions that a consumer owns that help him or
her to form self-perceptions.
Self-Concept and Body Presentation

 Self-esteem refers to the positivity of an individual’s self-concept.
 Body esteem is the positivity with which an individual holds his/her body image.
Q: Does your family play a role in shaping your self-esteem? Do you feel fashion plays
an important role in shaping your body esteem?
A: Since the role of family on self-esteem vary from person to person, students’ answers
to the first part of the question will vary. Typically, fashion does play an important
role in shaping an individual’s body esteem.
Cosmetic Surgery and Body Modification

Techniques such as plastic surgery, liposuction, and breast augmentation have become very
popular. According to the American Academy for Aesthetic Plastic Surgery, over 9 million
procedures were performed in the U.S. in 2011.
Body Piercings and Tattoos

Other methods to promote one’s self-concept are through body piercings, tattoos and other forms
of body decorations. It has been estimated recently that nearly 51% of teens and young adults
have some form of body piercing.
Q: What is your opinion on plastic surgery? Do you personally think it can increase an
individual’s self-esteem?
A: A lot of consumers feel that plastic surgery can improve their perception of their
bodies and thus increase their self-esteem. Students’ answers to the second part of
the question will vary.
LO: 6-5. Understand the concept of self-congruency and how it applies to consumer
behavior issues.
Self-Congruency Theory and Consumer Behavior
The self-congruency theory states that much of consumer behavior can be explained by the
match between a consumer’s self-concept and the images presented of typical users of a focal
product.
Segmentation and Self-Congruency

Marketers can use congruency theory by segmenting markets into groups of consumers who
perceive high self-concept congruence with their product-user image. One example is the recent
ad campaign for Ford trucks. It illustrates the role of self-congruency theory in marketing by
sending the message through the “Built Ford Tough” theme, that if you are a hardworking man
you need a hardworking truck and should choose Ford.
Consumer Identity and Product Ownership

Consumers use and display brands in a number of ways, thus brands can be used to express
consumer identity. The task of self-expression through product ownership is very important for
the individuals who want to express their consumer identities.
Organizational Identification
Organizational identification occurs when consumers feel very close to organizations.

Video material for this chapter can be found on page 17 of the IM
END OF CHAPTER MATERIAL
REVIEW QUESTIONS
(*) Indicates material on prep cards.
1. What is meant by the term “personality”? What are the major qualities of personality? What
does it mean that personality is unique to the individual?
Answer: The term “personality” is used in several ways in everyday life. However, there are
common themes across these ways. As the book explains, personality refers to the totality of
thoughts, emotions, intentions, tendencies and behaviors that consumers exhibit consistently
as they adapt to the environment. The qualities of personality are: personality is unique to the
individual, personality can be conceptualized as a combination of specific traits, personality
traits are relatively stable and interact with situations to influence behavior, although specific
behaviors can vary across time. By definition, personality relates to the person. As such, it is a
description of the individual. From the trait perspective, especially the nomothetic approach,
consumers can share various traits. Still, personality is a very complex concept that is unique
to each individual.
BUSPROG: Analytic
DISC: Customer
LO: 6-1
Topic: A-head: Personality and Consumer Behavior
Bloom’s: Comprehension
Difficulty: Moderate
2. Discuss the ways in which motivational research can be used to understand consumer
behavior. How does the motivational research method apply to the psychologist Sigmund
Freud? In what ways can the approach be applied to the construction of marketing
communications?
Answer: Motivational research is often thought of as using techniques such as depth-

interviews and probing questions to uncover the deep-seated motives behind actions. The
book discusses how this research tradition is rooted in the works of Freud. The book also uses
the example of uncovering the motives behind listening to classical music. Marketing
communications can be constructed around the motives that are uncovered. As a simple
example, wireless communications marketers regularly market their services around the
concept of “freedom”. Using a laptop is one way to obtain “freedom” in the physical sense.
Automobile marketers often market their products around “safety”. This is especially true for
consumers who have families and regularly transport family members to daily activities.
BUSPROG: Analytic | Reflective Thinking
DISC: Customer | Strategy
LO: 6-1
Topic: Personality and Consumer Behavior
Bloom’s: Application
Difficulty: Challenging
3. *Describe the trait approach to studying consumer personality. What is meant by nomothetic
and idiographic approaches?
Answer: The trait approach focuses exclusively on specific traits, or distinguishable

characteristics that describe tendencies to act in relatively consistent manners. This approach
has gained considerable attention in consumer research over the most recent decades. It is not,
however, without criticisms. The nomothetic approach focuses on specific traits that exist
across numerous consumers while the idiographic approach focuses on the complexities of
each individual personality with little regard for commonalities across individuals.
BUSPROG: Analytic
LO: 6-1
Bloom’s: Knowledge
Difficulty: Easy
4. In what situations do you think the competitiveness trait emerges most visibly? What types of
products are bought by competitive people? Think of examples of specific brands or products
from various product categories that might be purchased by competitive people.
Answer: Obviously, competitiveness will emerge most noticeably when some type of
competition exists, such as when playing a game. However, students should notice that
competitiveness emerges daily in consumer life. Highly selective products, or what are
referred to as “exclusive” products, are most always promoted with a competitive theme.
Students may notice that publicly-visible products are often purchased by competitive people.
Many exclusive brands such as Mercedes-Benz, Coach, and Rolex are marketed with
exclusive and competitive themes.
BUSPROG: Analytic
LO: 6-2
Topic: Major Traits Examined in Consumer Research
5. Based on what you’ve read in this chapter, do you think that you possess a strong degree of
self-monitoring? What types of advertisements would be most effective for people who do
have a high degree of this trait? What would you suggest to advertisers who are trying to
reach these consumers?
Answer: If students tend to care very much about what other people think about them and
how they present themselves in social settings, then chances are good that they are high self-
monitors. Numerous advertisements are based on the idea of image and self-maintenance.
Clothing commercials that suggest that “clothes make the man” are a good example. These
messages are carefully noted by high self-monitors. Personal hygiene products, such as
deodorants and breath fresheners, also appeal to high self-monitors. Marketers who attempt to
reach these consumers should ensure that the product is tied closely to image projection and
self-expression.
BUSPROG: Reflective Thinking
LO: 6-2
6. Do you believe that impulsiveness can be considered to be a trait? Do you consider yourself to
be impulsive when it comes to buying products? Do you know of anyone who you think is
impulsive?
Answer: Impulsiveness can be considered a trait as long as it is discussed in terms of

tendencies and consistent behaviors. Nearly all consumers buy on impulse at some point. A
truly impulsive consumer, however, does so consistently. This is the main difference between
impulsiveness as a trait and the simple behavior of acting impulsively. Most students will
know of impulsive consumers.
LO: 6-2
7. *What are the distinctions between lifestyles, psychographics, and demographics? How can
consumer researchers use information based on these concepts?
Answer: Lifestyles represent how one lives, spends their time and money. Psychographics
represent the ways in which lifestyles are measured. These techniques are quantitative and are
used in developing lifestyle profiles. Psychographic measures are used to segment consumer
groups into various market segments. Demographics refer to observable, measurable
characteristics of populations. This includes things like age, gender, and occupation or
income. This chapter includes numerous examples of how these techniques have been used
for segmentation purposes. Because segmentation is such an important part of every
marketing program, psychographic and demographic analyses are valuable tools for consumer
researchers and marketers alike.
BUSPROG: Analytic
DISC: Customer | Research
LO: 6-3
Topic: Consumer Lifestyles, Psychographics, and Demographics
8. How can marketers use information found in tools such as VALS-2 and PRIZM?
Answer: These tools can be very effective for identifying target markets and direct marketing
campaigns. Psychographic profiles, when combined with geodemographic information, can be
quite effective for business strategy. Direct mail campaigns, as well as internet advertising,
can be based on physical location.
BUSPROG: Analytic
DISC: Strategy
LO: 6-3
Bloom’s: Knowledge
Difficulty: Easy
9. Of the various segments found in VALS-2, which segment do you believe represents you most
appropriately? Why?
Answer: The answer to this question will vary by student. It is a good exercise to have
students complete the inventory and compare the results to their own perceptions.
BUSPROG: Analytic
DISC: Strategy
LO: 6-3
10. Discuss the various types of “selves” that consumer researchers have identified? Of these,
which one or two are you most aware of daily? How do they affect your behavior?
Answer: Six different types of “selves” are discussed in the text. These include the actual,
ideal, social, ideal social, possible, and extended selves. The actual self describes how a
consumer perceives himself currently. The ideal self refers to how a consumer would like to
be ideally. The social self refers to how a consumer believes he is seen socially, while the
ideal social self refers to how one would like to be perceived socially. The possible self
describes what the consumer could become, while the extended self describes the various
possessions that are important part of self-expression. Answers will vary, but students will
likely focus on their actual, social, ideal social, and possible selves daily. Again, this will
vary. Each of the selves influence behavior. For example, students work daily to complete
their studies, and (for most), to earn a degree. Being a college graduate is likely to be part of
the “possible” self for many students.
DISC: Strategy | Customer
LO: 6-4
Topic: The Role of Self-Concept in Consumer Behavior
11. *What is meant by the terms “symbolic interactionism” and “semiotics”? How do these
concepts apply in the daily life of a consumer?
Answer: According to symbolic interactionism, people agree on the meaning of symbols in

daily life. The extent to which they agree will largely be determined by the various groups to
which they belong. Semiotics is the study of symbols and their meanings. The astute student
could argue strongly that semiotics and symbolic interactionism are both very important to the
study of consumer behavior. We live in a symbolic world, and there is no better example than
brands, brand marks, and logos. Students could give countless examples of the many symbols
that exist in daily life.
DISC: Strategy | Customer
LO: 6-4
12. What is meant by the term “cyber self”? Do you pay close attention to your cyber self or do
you not care about it? Why should you care about it?
Answer: As presented in the textbook, the cyber self refers to how we present ourselves on
social media sites and on the internet. Students will probably be split on the question
regarding if they care about their social selves or not. Hopefully, students will realize that
employers often check into our cyber identities. Of course, not all students will care (or admit
that they do!).
BUSPROG: Reflective Thinking | Technology
DISC: Strategy | Online/ Computer
LO: 6-4
13. What is the basic premise of Self-Congruency Theory as it applies to consumer behavior? Do
you believe that this is an important theory for consumer behavior research? Why or why not?
Answer: Self-Congruency Theory proposes that consumers are influenced by the match
between themselves and typical users of products. This is a very powerful theory in consumer
behavior. Students should realize that part of “fitting in” with a crowd comes from self-
congruency theory. That is, if they want to portray a certain image, they will buy the products
of the people they are trying to emulate.
BUSPROG: Analytic
DISC: Customer
LO: 6-5
Topic: Self-Congruency Theory and Consumer Behavior
14. Describe the concept of “consumer identity.” Do products help you to express your
identities? If so, which products do so?
Answer: Consumer identity, as it pertains to consumer behavior, refers to the idea that
products help consumers portray their identities daily. A good example for the traditional
college-aged student can be found in fashion items, such as tee-shirts. The book uses the
classic example of “I’m a Pepper.” Students are likely to come up with many other examples.
DISC: Customer
LO: 6-5
15. Describe the concept of “organizational identification” and why it is important to consumer
behavior researchers. Are there any organizations that you highly identify with? Which ones?
Why is this?
Answer: Organizational identification occurs when consumers feel a great sense of

attachment to specific organizations. Many students can relate to the idea of identifying with a
sports team, perhaps the local college team. Other students will feel very strongly about other
organizations such as PETA, MADD, or perhaps political parties such as Campus Democrats
or Campus Republicans. The proliferation of social media has opened the doors to many
organizations that students might otherwise have never heard of. Student answers on this
question will vary.
BUSPROG: Analytic
DISC: Customer
LO: 6-5
INTERACTIVE/APPLICATION EXERCISES
1. Go to Facebook and look at the walls and profiles of some close friends. Do you think that
their walls and profiles describe them accurately? Do you think that they post things that they
shouldn’t? What do you learn about posting information from viewing their pages?
Answer: Most college students will visit Facebook daily, so this should be an easy exercise.
One would hope that the persona that is presented on friends’ walls and profiles are accurate.
Realistically, many of them will not be. This is a good exercise to get students to think about
what they are posting about themselves and to intervene – if they choose to do so – with
friends who may be posting what may be considered to be inappropriate material online.
BUSPROG: Reflective Thinking | Technology
DISC: Customer | Online/Computer
LO: 6-4
Bloom’s: Analysis
2. Visit the PRIZM webpage. Enter zip codes that you are familiar with, such as your
hometown’s zip code. Do you agree with the description of the segments that you find? Why
or why not?
Answer: This is a great exercise for getting students involved with geodemographic analyses.
It is the authors’ experience that the segments given on the site are very accurate. It is an
interesting class assignment that is likely to get students thinking and talking!
BUSPROG: Analytic
LO: 6-3
3. When visiting your local shopping mall, take notes of the various ways in which sexual
appeals are used to sell products. In what ways do these methods borrow concepts from the
psychoanalytic approach? Do you believe that using sexual appeals is an effective way of
selling products? Do you think it is appropriate? Why or why not?
Answer: This is another exercise that pertains to everyday life. Most students will visit a
shopping mall regularly. Although most people take advertisements, including sex appeals,
for granted, this exercise gets students to open their eyes and realize just how frequently we
are all exposed to these appeals. Students’ opinions on the effectiveness, and appropriateness,
of the tactics will vary. This is another good exercise that will get students talking in class.
DISC: Customer | Promotion
LO: 6-1
Bloom’s: Evaluation
4. While watching television, take note of advertisements that appear to be using a “competitive”
theme. What kinds of products are promoted using these themes? Do you think the
advertisements are effective? Why or why not?
Answer: Once again, this is a relatively easy exercise. Like the shopping mall assignment, we
don’t usually take note of advertisements that we see. The competitive theme is included on
many television advertisements. This is especially true for automobile commercials and
financial services commercials. Chances are that students will think that the techniques are
effective. However, it can spark some interesting classroom discussion.
DISC: Customer | Promotion
LO: 6-2
Bloom’s: Evaluation
5. *Browse various websites of popular products such as Coca-Cola, Honda Motor Company,
Dell, or any other website that comes to mind. Take note of websites that include messages
that suggest that a consumer’s identity is expressed through using the products. Do you use
products to express your identity? Which ones? In what ways?
Answer: Many websites contain themes that attempt to convey the idea that the products
being promoted are a part of the consumer’s life, if not identity. In the book, we discuss “I’m
a Pepper”. Another popular example is “I’m a Mac”, or “I’m a P.C.” The Dell computer
website allows consumers to match their Dell computers exactly to their lifestyles and
attitudes by including numerous customization tools. The computer becomes a means of
expressing the self. This is another exercise that can spark some interesting discussion.
DISC: Customer
LO: 6-5
Bloom’s: Synthesis
GROUP ACTIVITY
1. *Have team members collect various lifestyle magazines that they subscribe to, or read
regularly. Examples would be cooking magazines, paintball magazines, athletic magazines
such as ESPN or Sports Illustrated. Bring the magazines back to the group but do not reveal
who brought in each magazine. Have team members try to guess who brought in each
magazine. Are they correct? How do magazines like these reflect our lifestyles?
Answer: This is a fun exercise that can reveal a lot about how much we do – and don’t –
know about each other. Students will find it entertaining to try and trick each other. Most of
the time, however, fellow students will be able to guess the “owners” correctly.
CHAPTER VIDEO CASE
To view the video case Wheelworks, go to the CB companion website login.cengage.com to

select this video.1
Wheelworks, a bike store, was rated as one of the top ten best bike shops in the country. They
focus on the selling of a high involvement product for a particular life style segment. The store
boasts of being very large and specialized compared to other bike stores. The business mainly
relies on word-of-mouth, and hence makes customer service a priority. Wheelworks provides
good wages and strong benefit programs to retain their sales force and motivate them. These
employees try to understand customers, their needs and expectations, and then suggest suitable
bikes for the customers. Clinics are conducted every month to give employees in-depth
knowledge about bikes. Employees make it a point to communicate with customers to
understand their personalities and lifestyles. Wheelworks demonstrates how a highly committed
and motivated sales force can create excellent customer service and high levels of customer
satisfaction.
Ask your students:
1.What is the key to Wheelworks’ success?
1 From HOYER, VIDEO GUIDE CONSUMER BEHAVIOR, 5E. © 2010 Cengage Learning.
Answer: Student responses will vary. The key to Wheelworks’ success is the enthusiasm and
passion for the sport of cycling among the employees. The employees want to educate the
consumers and help them find the right bike, rather than simply make a sale.
BUSPROG: Analytic
DISC: Customer
LO: 6-4
Topic: A-head: The Role of Self-Concept in Consumer Behavior
2.How does Wheelworks motivate the sales force to provide excellent customer service?
Answer: Student responses will vary. Wheelworks doesn’t need to do a lot of motivating of
their sales force. Most of the employees come to Wheelworks because of their passion for the
product and the sport. They tend to be self-motivated people that take pride in making
someone else happy and teaching them about cycling. Wheelworks also pays wages, rather
than commission. This eliminates the pressure on the sales force to make a sale no matter
what.
BUSPROG: Analytic
DISC: Customer
LO: 6-4
Topic: A-head: The Role of Self-Concept in Consumer Behavior
SHORT VIDEO MATERIAL
A group of girls display basic models of cell phones that offer little functionality beyond making
phone calls. Newer cell phone models have an array of functions and capabilities. Touchscreen
phones and smartphones allow users to perform a variety of tasks in addition to phone calls—
scheduling appointments, online shopping, and entertainment.
Ask your students:
1. Identify at least three consumer behavior traits that are demonstrated in the scenario shown
below.
Carl loves gadgets and owns all the latest electronic gadgets introduced in the market. He
recently bought a new smartphone which was introduced in the market. Even though he owns
many phones, he is very possessive about each one of them and does not like to share them.
Soon after he purchased the new smartphone, he showed it off to all his friends. He does this to
display his social class to the others.
Answer: Students’ answers may vary.

A few consumer behavior traits are given below:
a) High materialism
b) Consumer innovativeness
c) High need for cognition
d) Competitiveness
e) Conspicuous consumption
f) High self-monitoring
BUSPROG: Analytic
DISC: Customer
LO: 6-2
Topic: A-head: Major Traits Examined in Consumer Research
2. If you had to buy a phone, would you consider a simple one or a smartphone? How does your
lifestyle shape your purchase decision?
Answer: Students’ answers will vary. Lifestyles refer to the ways consumers live, spend their
time and money. Purchase patterns are often influenced by consumer lifestyles. Since they
emerge from the influence of culture, groups, and individual processes, including personality;
students will take into account all these factors in their purchase decision.
DISC: Customer
LO: 6-3
Topic: A-head: Consumer Lifestyles, Psychographics, and Demographics
3. Does owning a smartphone or a touchscreen phone have an effect on an individual’s self-

concept? Explain using the self-congruency theory.
Answer: The ideal social self represents the image that a consumer would like others to have
about him or her. By owning a smartphone, an individual will want others to think of him as
being tech-savvy. This is the kind of self-concept that individual will want to portray about
himself. Self-congruency theory proposes that much of consumer behavior can be explained
by the congruence (match) between a consumer’s self-concept and the image of typical users
of a focal product. Thus, if the consumer thinks that owning a smartphone is the latest trend,
he will be motivated to buy it. In this way, the smartphone brand will become a vehicle for
self-expression.
DISC: Customer
LO: 6-4 | 6-5
Topic: A-head: The Role of Self-Concept in Consumer Behavior | Self-Congruency Theory
and Consumer Behavior
Bloom’s: Analysis

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PERSONALITY, LIFESTYLES, AND THE SELF-CONCEPT

SUGGESTED LECTURE OPENER

LECTURE OUTLINE WITH POWERPOINT® SLIDES

Personality and Consumer Behavior

[Instructor PPT slides 5, 6]

[Instructor PPT slide 7]

[Instructor PPT slides 8, 9]

Psychoanalytic Approach and Motivation Research

[Instructor PPT slide 10]

Trait Approach to Personality

[Instructor PPT slide 11]

Nomothetic versus Idiographic Approaches

[Instructor PPT slide 12]

Single-Trait and Multiple-Trait Approaches

[Instructor PPT slides 14-16]

Many Traits Examined in CB

Some of the important consumer behavior traits are:

[Instructor PPT slide 17]

Q: What is the relevance of consumer innovativeness to marketers? Students could be

A: Consumer innovativeness is very important to marketers when introducing new

[Instructor PPT slide 18]

The Five-Factor Model Approach

[Instructor PPT slides 19-21]

Hierarchical Approaches to Personality Traits

These dimensions are described in Exhibit 6.4.

Formation of Brand Personality

Personality and Brand Relationships

[Instructor PPT slide 23]

[Instructor PPT slide 24]

Specificity of Lifestyle Segments

[Instructor PPT slides 25-27]

[Instructor PPT slide 28]

[Instructor PPT slide 29]

LO: 6-4. Comprehend the role of the self-concept in consumer behavior.

[Instructor PPT slides 31-33]

The Role of Self-Concept in Consumer Behavior

[Instructor PPT slides 34-36]

Self-Concept and Body Presentation

Cosmetic Surgery and Body Modification

Body Piercings and Tattoos

[Instructor PPT slide 38]

Self-Congruency Theory and Consumer Behavior

[Instructor PPT slide 39]

Segmentation and Self-Congruency

[Instructor PPT slide 40]

Consumer Identity and Product Ownership

[Instructor PPT slide 41]

[Instructor PPT slide 42]

END OF CHAPTER MATERIAL

(*) Indicates material on prep cards.

Answer: Motivational research is often thought of as using techniques such as depth-

Answer: The trait approach focuses exclusively on specific traits, or distinguishable

Answer: Impulsiveness can be considered a trait as long as it is discussed in terms of

Answer: According to symbolic interactionism, people agree on the meaning of symbols in

Answer: Organizational identification occurs when consumers feel a great sense of

CHAPTER VIDEO CASE

To view the video case Wheelworks, go to the CB companion website login.cengage.com to

Ask your students:

1.What is the key to Wheelworks’ success?

SHORT VIDEO MATERIAL

Ask your students:

Answer: Students’ answers may vary.