Chapter 6 Personality, LifestyleS, and the Self-Concept
Segmentation and Self-Congruency
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Segmentation and Self-CongruencyThe self-congruency theory proposes that much of consumer behavior can be explained by the congruence (match) between a consumer’s self-concept and the images presented of typical users of a focal product. Marketers can use congruency theory by segmenting markets into groups of consumers who perceive high self-concept congruence with their productuser 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.
VIDEO CLIP PowerPoint Clip from Smart, USA Run time 0:56 minutes
The Smart Car was originally developed for the European car market, where small, fuel-efficient cars are more common. Before the company could introduce the Smart Car to American consumers, marketers needed to understand how they could help a U.S. audience see beyond the car’s unusual appearance and size in order to appreciate its benefits as many Europeans already do. The marketers also needed to know who their target consumers would be and what would inspire them to buy a car like this. Smart, USA quickly learned that this car would be sold not based on age or socio-economic status, but on consumers’ attitudes and lifestyles. Ask your students: 1. How would you describe the Smart Car’s brand personality? Answer: The Smart Car brand might be described as quirky and individualistic, while also high functioning and efficient. 2. Why does it make the most sense to define the Smart Car’s target market by attitude and lifestyle? Answer: Because of the car’s unusual look, features, and low pricetag, consumers are drawn to it by their lifestyle or attitude parameters, rather than their age or socio-economic parameters. First-time buyers, urban dwellers, baby boomers, and empty nesters are all drawn to the car for different reasons related to lifestyle and attitude rather than to age or income. END OF CHAPTER MATERIAL Online Case Answers Visit www.login.cengage.com to access the online case studies for CB. 1. How can the use of a celebrity endorsement have a positive impact for Latonia and a negative impact for Jon-Michael? Answer: For Jon-Michael, celebrity endorsements would not be very attractive. He does not like to be associated with statements and images of others, so these endorsements would not add to the value function. For Latonia, endorsements would help make a statement and would add to the image associated with the purchase. This would increase the value of the product and of consumption. 2. To maximize value in the shopping experience, what attributes about shopping and the product should be emphasized if one were marketing to Latonia? What attributes about shopping and the product should be emphasized to Jon-Michael in order to maximize value? Answer: For Latonia, attributes would include the fun and excitement associated with shopping, as well as the image of the brand and store names. For Jon-Michael, convenience and timeliness should be emphasized. 3. How could researchers take a nomothethic approach to understanding the psychological makeup of these consumers? Answer: Researchers could take a nomothethic approach to studying these two consumers by considering the traits that are found in their personalities. Differences in value consciousness could be examined, for example. Learning from other study’s findings about consumers like Jon-Michael or Latonia could help the researcher gain insight into the various traits that they each possess. 4. How could the self-congruency theory apply to this case? Answer: The self-congruency theory proposes that much of consumer behavior can be explained by the connection between a consumer’s self-concept and the image of typical users of a focal product. For Latonia, her image of herself would be reflected in the types of products she buys and the types of stores she frequents. The same would be true for Jon-Michael. However, Jon-Michael’s selection of store and product would be based on his fast-paced lifestyle with little focus on image. 5. What types of shopping value apply most readily to Jon-Michael and Latonia? Answer: Jon-Michael clearly seeks utilitarian shopping value. He shops to solve problems. He doesn’t enjoy shopping and sounds as if he would rather avoid the activity. Latonia derives hedonic value from shopping. She loves to shop and will find time for the activity. The process itself gives her value, and the image that is attached to the products that she buys makes her feel good about herself. REVIEW Questions(*) Indicates material on prep cards. 1. [LO1] What is meant by the term personality? What are the major approaches to studying the human personality? Answer: There are a number of ways to view the human personality. Personality can be defined as the totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment. Two ways of studying personality are the psychoanalytic approach and the trait approach. The psychoanalytic approach originates in the work of Sigmund Freud. The trait approach has become more popular in consumer research. This approach focuses on specific traits or distinguishable characteristics that describe a person’s tendency to act in a relatively consistent manner. Both approaches have been utilized in consumer research. 2. [LO1] Discuss the ways in which Freud’s psychoanalytic approach may be used in studying consumer behavior. In what ways can the approach be applied to the construction of marketing communications? Answer: Freud’s approach focuses on deeply held desires and motivations that are often not directly observable. Researchers can draw from Freud’s approach by focusing on these desires and using motivational research techniques. Freud’s approach is referred to as a “conflict approach” because it focuses on the struggles between the id, the ego, and the superego as the individual tries to function appropriately in the world. Marketing communications can be constructed that attempt to highlight desirable characteristics, such as using sexual imagery. Some marketers attempt to use Freudian approaches by embedding hidden images or messages in marketing communications. 3. *[LO1] Compare and contrast psychoanalytical personality theory approaches with the trait factor theory of personality. Which is more appropriate when studying consumer behavior? Answer: The major difference between the approaches is that the psychoanalytic approach focuses on inner desires and motivations, and the trait approach focuses on identifiable characteristics that explain differences in individual behavior. Both approaches are appropriate for consumer research. Whereas the psychoanalytic approach tended to garner more attention in past decades, the trait approach has gained popularity with researchers in recent years. 4. [LO2] In what situations do you think the materialism trait emerges most visibly? What types of products are bought by materialistic people? Think of examples of specific brands or products from various product categories that might be purchased by materialistic people. Answer: Materialism generally emerges when consumers consider buying a product that they will highly value and that will be seen by other consumers. This typically occurs with a publically visible item, such as an automobile. Materialism also emerges when the consumer thinks about products that have some sentimental value, such as trophies or family heirlooms. Highly priced or scarce items are often purchased by highly materialistic people. Examples of specific brands will vary by student. However, Rolex watches, Porsche automobiles, Prada handbags, and Armani suits are likely to be purchased by highly materialistic consumers. 5. [LO2] Based on what you’ve read in this chapter, do you think that you have a high need for cognition? 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: Student responses will vary for the first part of this question. Advertisements that have high quality arguments tend to work best for consumers with a high degree of need for cognition. Often, these can be found in print advertisements, but not always. Advertisers need to focus carefully on the quality of arguments and not rely heavily on peripheral cues. 6. *[LO2] Do you believe that superstition can be considered to be a trait? Do you consider yourself to be superstitious? Do you know of anyone who you think is very superstitious? Have any superstitions affected your behavior as a consumer? Answer: Once again, answers will vary. There are many examples of how superstitions may impact behavior. The key here is to recognize superstition as a trait rather than a situation or situational influencer. Superstitious people may choose to buy lottery tickets on lucky days, or in the extreme, decide not the leave home on unlucky days or days where some event has occurred such as breaking a mirror. Athletes may feel as those they need to only use on brand of equipment or clothing. Students may feel like they need to bring a good luck charm to perform well on a test. Obviously, there are many rituals that people will perform. The key is identifying superstition as a trait, as in a consistent way to act or think. 7. [LO3] Define psychographics. How are psychographics used in marketing strategy? Answer: 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. 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 analysis is a valuable tool for consumer researchers and marketers alike. 8. *[LO4] What are the various dimensions of the self-concept? Describe each of these dimensions as they pertain to you personally. Answer: The self-concept includes the following dimensions: actual self (how a consumer currently perceives him/herself to be), ideal self (how the consumer would like to be), social self (beliefs that a consumer has about how he or she is seen by others), ideal social self (how the consumer would like to be seen by others), possible self (an image of what the consumer thinks they could become), and extended self (the various possessions that a consumer owns that help him or her form perceptions about themselves). Student responses to the way that these dimensions apply will likely vary greatly. College students’ ideal selves tend to be predictable in one way, however: they are most often defined in terms of how they’d like to be after graduation! 9. [LO4] How does the self-concept relate to body presentation? In what ways do marketers try to appeal to the dimensions of the self-concept through advertisements? Answer: The presentation of the body is heavily influenced by the self-concept. Self-esteem (how one feels about themselves) is closely tied to body presentation. One way that marketers attempt to appeal to the self-concept is by presenting messages suggesting that the consumer is heavy, out of shape, or not attractive. These advertisers focus heavily on images of self-improvement, thereby suggesting that the consumer’s self-concept will be improved if they only looked better to others. 10. Describe the automobile that would likely be chosen by a recent college graduate who is in his early twenties, single, has his first good-paying job, enjoys partying with friends, and considers himself to be stylish. What choice would you make for a 62-year-old married man who is conservative, approaching retirement, and enjoys spending time with his grandchildren and family? How do these chooses apply to self-congruency theory? Answer: The college grad is likely to choose a car that is stylish and sporty, such as a new Ford Mustang. The older consumer would likely choose a car that is much more conservative, such as a Toyota Camry. The key here is imagining how the product selected matches the likely self-concepts of these consumers who would seemingly be very different. Interactive/Application Exercises 12. *Go to the following website address www.trappedinspace/brands. Complete a few comparisons of the brands listed. What do you think about this information? Do you agree with it? Answer: There are no right or wrong answers here. The intent is to prompt students to think about sites such as these and think about brand personality. 13. Go to the Strategic Business Insights homepage, and complete the VALSTM survey (http://www.strategicbusinessinsights.com/). Do you agree with the classification that it assigns to you? Answer: Again, there are no right or wrong answers. Students often enjoy doing this exercise. The activity is also easy to perform. 14. Visit a popular “matchmaking” website, such as www.eharmony.com. What are your thoughts about such a site? These sites use various algorithms and techniques to match consumers on personality profiles. Answer: Student responses will vary o n this activity. The sites often claim high success rates for matching consumers on these profiles. However, consumers may not understand how the sites work. Students might be cynical about how people are matched, or they may feel like the sites are good tools for matchmaking. 15. *Visit a couple of retail outlets that you tend to regularly shop at (for example, Hollister, PacSun, American Eagle, etc.). How does self-congruency principles apply to your decision to shop at these stores? Answer: The principle used here is self-congruency. Research indicates that consumers tend to become loyal to stores that have images that match their own self concepts. According to the theory, it’s the match between the consumer’s self concept and the perceived image of typical users of the products that really matter. It’s very common that young girls, for example, will want to “fit in” with the Aeropostale crowd, and as such, they’ll frequent this store regularly. It can be argued that this theory is very powerful and it can be applied to many different stores and consumers. GROUP ACTIVITYHave students come to class displaying some type of symbol that identifies them with a group. This could be Greek letters or a sports team. Have students find their reference peers among other students and form groups based on their reference symbols. Allow the groups a few minutes to discuss and define themselves as a group. Have each group elect a spokesperson. Use the following questions as a guide to get the discussion started (feel free to improvise): 1. What type of reference group do you represent? Formal or informal? Explain. 2. What type of social influence does the group have on its members? Normative or informational? Explain. 3. Why do group members conform to standards of the group? Cultural pressure, fear of deviance, commitment? Explain. 4. After the spokesperson has expressed his/her view, ask whether there is a difference of opinion within the group. This can lead to a discussion of social power within the group. 5. Ask whether the spokesperson is the opinion leader of the group. Answers will vary. Source: Anita Jackson, Central Connecticut State University CHAPTER VIDEO CASETo view the video case Wheelworks, go to the CB companion website login.cengage.com to select this video.1 This video focuses on the selling of a high involvement product for a particular life style segment. It demonstrates how a highly committed and motivated sales force can create excellent customer service and high levels of customer satisfaction. This is important because Wheelworks relies on word-of-mouth communication from satisfied customers. Ask your students: 1. What is the key to Wheelworks’ success? Answer: 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. 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. 3. How does word-of-mouth communication play a key role for Wheelworks? Answer: Student responses will vary. As the sales force helps consumers find the right bike, these customers are leaving satisfied and happy. These consumers are then telling friends and family about Wheelworks and how well they were treated and how knowledgeable the staff is. 1 From Hoyer & MacInnis. Segment 18 Wheelworks from Consumer Behavior, pg. 27. Copyright (c) 2010 South-Western, a part of Cengage Learning, Inc. Reproduced by permission. www.cengage.com/permissions ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Directory: richardfeinberg -> csr%20331%20consumer%20behavior%20%20spring%202011 csr%20331%20consumer%20behavior%20%20spring%202011 -> Consumer Behavior On Download 2.18 Mb. Share with your friends:
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