FHIA

FINANCIAL HRM INSIGHT ALLIANCE

Personality,
Life style and
The self
LEARNING OBJECTIVES

In this section, we will learn about personality, lifestyle, and the self and how marketers
design lifestyle marketing strategies using psychographic factors such as activities, interests,
and opinions.

1. Define “self concept” and the various associative concepts related to it.
2. Give examples of how marketers use self-concept in marketing strategies.
3. Explain what is meant by psychographic profiling and how a marketer goes about
constructing one
4. Discuss the origins of personality research and how marketers develop “brand personality”
in consumer marketing
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Personality and Personality Traits

• Personality is derived from our interactions with
and observations of others, from our interpretations of
those interactions and observations, and from our
choices of which social situations we prefer.

• Personality traits reflect basic dimensions on which

people differ(Matthews, Deary,&Whiteman,2003).

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There are three criteria that are
characterize personality traits: 01 consistency

02 Stability 03 Individual
Difference
1. Consistency
To have a personality trait, individuals must be somewhat
consistent across situations in their behaviours related to
the trait.

2. Stability
Individuals with a trait are also somewhat stable overtime
in behaviours related to the trait.

3. Individual Difference
People differ from one another on behaviours related to
the trait.
 The five factor model
Big 5 traits Definition
Openness The tendency to appreciate new art,
ideas, values, feelings, and
behaviours
Conscientiousness The tendency to be careful, on-time
for appointments, to follow rules,
and to be hardworking.
Extraversion The tendency to be talkative,
sociable, and to enjoy others; the
tendency to have a dominant style.
Agreeableness The tendency to agree and go
along with others rather than to
assert one’s own opinions and
choices.
Neuroticism The tendency to frequently
experience negative emotions such
as anger, worry, and sadness, as
well as being interpersonally
Key features
• Fantasy prone
• Open to feelings
• Open to new and different ideas
• Open to various values and beliefs
• Competent. • Orderly
• Dutiful. • Achievement oriented
• Self-disciplined. • deliberate
• Gregarious (sociable) • Warm
• Assertive. • Active
• Excitement seeking. • positive
emotionally
• Trusting • Straightforward
• Altruistic. • Compliant
• Modest. • Tender-minded
• Anxious. • Angry
• Depressed. • Self-consciousness
• Impulsive. • Vulnerable
 The debate that followed the
publication of Mischel’s book
Walter Mischel published a
was called the “Person-
book called Personality and
situation debate” because it
Assessment (1968). In this
pitted the power of
book, Mischel suggested that
personality against the power
if one looks closely at people’s
of situational factors as
behaviour across many
determinants of the behaviour
different situations, the
that people exhibit.
consistency is really not that
impressive.

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The Person-Situation Debate & Alternatives to the
Trait Perspective
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Theories on
Personality

Sigmund Frued
The Id, Ego & Superego
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According to Freudian theory, the id is the component of

personality that forms the basis of our most
primitiveimpulses.The id is entirely unconscious ,and it drives our
most important motivations, including the sexual drive (libido)
and the aggressive or destructive drive (Thanatos).

According to Freud, the id is driven by the pleasure principle —

the desire for immediate gratification of our sexual and aggressive
urges.
 LIVE Example of Advertisements Targeting the ID

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The superego represents our sense of morality and oughs. The

superego tell us all the things that we shouldn’t do, or the duties
and obligations of society. The superego strives for perfection,
and when we fail to live up to its demands we feel guilty.
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The ego is the largely conscious controller or

decision-maker of personality. The ego
serves as the intermediary between the
desires of the id and the constraints of
society contained in the superego.
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Defense Mechanisms

Defense mechanisms are unconscious protective

behaviours that work to reduce anxiety. Freud
believed that feelings of anxiety result from the ego’s
inability to mediate the conflict between the id and
superego.
 DEFENSE MECHANISM

DENIAL
• Transferring inappropriate urges or behaviours onto a more acceptable or less
threatening target.

PROJECTION
•Attributing unacceptable desire to others.

RATIONALIZATION
•Justifying behaviours by substituting acceptable reasons for less-acceptable real
reason.

REACTION FORMATION
•Reducing anxiety by adopting beliefs contrary to your own beliefs .
DEFENCE MECHANISM

REGRESSION
•Returning to coping strategies for less mature stages of development.

REPRESSION
•Suppressing painful memories and thoughts

SUBLIMATION
•Redirecting unacceptable desires through socially acceptable channels
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Neo-Freudian Theories

The Neo-Freudian theories are theories based on Freudian

principles that emphasize the role of the unconscious and early
experience in shaping personality but place less evidence on
sexuality as the primary motivating force in personality and are
more optimistic concerning the prospects for personality growth
and change in personality in adults.
 Erikson emphasized the social
relationships that are important at
each stage of personality
development, in contrast to Freud’s
emphasis on sex. Erikson identified
eight stages each of which represents
a conflict or developmental task.

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Erik Erikson
 Erikson’s Psychological Stages of Development
Stage Age Develop-mental Description
Task
1 0-1 Trust vs. mistrust Trust (or mistrust) that
basic needs, such as
nourishment and
affection, will be met.

2 1-3 Autonomy vs. Sense of independence

shame/doubt in many tasks develops

3 3-6 Initiative vs. guilt Take initiative on some

activities, may develop
guilt when success not
met or boundaries
overstepped.

4 7-11 Industry vs. Develop self-confidence

inferiority in abilities when
competent or sense of
inferiority when not,
 Erikson’s Psychological Stages of Development
Stage Age Developmental Description
Task

5 12 - 18 Identity vs. Experiment with and

Confusion develop identity and
roles.

6 19 - 29 Intimacy vs. isolation Establish intimacy

and relationships
with others.

7 30 - 60 Generativity vs. Contribute to society

stagnation and be part of a
family.

8 60+ Integrity vs. despair Assess and make

sense of life and
meaning of
contributions.
 Carl Jung (1875-1961) was another student of Freud and
developed his own theories about personality. Jung
agreed with Freud about the power of the
unconscious but felt that Freud overemphasized the
importance of sexuality. Jung argued that in addition
to the personal unconscious, there was also a
collective unconscious, or a collection of shared
ancestral memories. These ancestral memories,
which Jung called archetypes, are represented by
universal themes in various cultures, as expressed
through literature, art, and dreams (Jung).

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Carl Jung
Jung proposed two approaches: extroversion and introversion
Introvert
Energized by being alone
Avoid attention
Speaks slowly and softly
Thinks before speaking
Stays on one topic
Prefers written communication
Pays attention easily
Cautious
Extrovert
Energized by being with others
Seeks attention
Speaks quickly and loudly
Thinks out loud
Jumps from topic to topic
Prefers verbal communication
Distractible
Acts first, think later
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Another concept proposed by Jung was the

persona, which he referred to as a mask that
we adopt. According to Jung, we consciously
create this persona; however, it is derived
from both our conscious experiences and our
collective unconscious.
 Self-concept -
is how you see
yourselfIdeal
Self and Identity
Self - is how
would you like
to see yourself
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Self-Concept
the self-concept is a knowledge representation that
contains knowledge about us, including our beliefs
about our personality traits, physical characteristics,
abilities, values, goals, and roles, as well as the
knowledge that we exist as individuals
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Self-Complexity
This term explains the range in complexities some selves
are compared
to others. A more complex self suggests that we have
several different ways of thinking
about ourselves.
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Self-awareness

refers to the extent to which we are currently

focusing our attention on our self-concept.
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Self-esteem

refers to the positive (high self-esteem) or negative (low self-

esteem) feelings that we have about ourselves. We experience
the positive feelings of high self-esteem when we believe that
we are good and worthy and that others view us positively. We
experience the negative feelings of low self-esteem when we
believe that we are inadequate and less worthy than others.
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Looking-Glass Self

Our self-concept is also formed through our

interactions with others and their
reactions to us. The concept of the
looking-glass self explains that we see
ourselves reflected in other people’s
reactions tous and then form our self-
concept based on how we believe other
people see us (Cooley, 1902).
The Extended Self
- When their sense of self is further defined by these possessions, we call it the Extended
Self

Social comparison
- The theory states that we describe and evaluate ourselves in terms of how we compare
to other people.

Self-Affirmation Theory
- self-affirmation theory suggests that people will try to reduce the threat to their self-
concept posed by feelings of self-discrepancy by focusing on and affirming their worth in
another domain, unrelated to the issue at hand
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 Lifestyle has been generally
defined as the attitudes (or
attitudes), interests, and
opinions (AIOs)of the
potential customer.

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Lifestyle and Psychographics

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Lifestyle Marketing
In consumer marketing, lifestyle is considered a psychological
variable known to influence the buyer decision process for
consumers. Lifestyle can be broadly defined as the way a
person lives. In
sociology, a lifestyle typically reflects an individual’s attitudes,
values, or world view.
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Demographic segmentation
Demographic segmentation divides the market into
groups based on such variables as age, marital
status, gender, ethnic background, income,
occupation,
and education.
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Behavioural segmentation
Dividing consumers by such variables as attitude toward the product,
user status, or usage rate is called Behavioural segmentation.
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Psychographic segmentation
Psychographic segmentation classifies consumers on the basis
of individual lifestyles as they’re reflected in people’s
interests, activities, attitudes, and values.
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Psychographic segmentation involves profiling a market

segment based on a descriptive set of characteristics—such
as personality, traits, lifestyle, and values. We also use AIO’s
—to define a psychographic profile
 The word “brand” is derived from the
Old Norse ‘brand’ meaning “to
burn,” which refers to the
practice of producers burning their
mark (or brand) onto their products

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BRANDING
 A brand consists of any name, term, design,
style, words, symbols or any other feature
that
distinguishes the goods and services of one
seller from another. A brand also
distinguishes one product from another in
the eyes of the customer. All of its elements
(i.e., logo, colour, shape, letters, images)
work as a psychological trigger or stimulus
that causes an association to all other
thoughts we have about this brand

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BRANDING
 Intrinsic attributes refer to functional
characteristics of
the brand: its shape, performance,
and physical capacity

Extrinsic attributes are features of the

product.

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Branding Attributes
Brand Associations

Brand awareness is the first association. This refers to how well people know a brand.

Brand experience covers all your interactions with a brand. If a brand consistently provides
excellent customer service, high-quality products, and positive interactions, you’re likely to have a
positive brand experience.

Brand image is like the mental image you have of the brand. It’s how you picture the brand in your
mind.
Four Customer types under Brand Loyalty

•Hardcore loyal
•Split Loyal
•Shifting Loyal
•Switcher

Brand personality is where it gets interesting. It’s like the human-like

characteristics linked to the brand.
What makes up a brand?

Tangible components are the physical and visible elements of a brand. These are
things that you can see and touch.

Intangible components are aspects of the brand that you can’t physically touch
but are equally important. Intangible components include a brand’s reputation,
the values it stands for, the emotions it evokes, and the overall experience
consumers have with the brand.