Chapter 6 Personality, LifestyleS, and the Self-Concept

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 thus far.
Learning Outcomes

After studying this chapter, the student should be able to:

_L01 Define personality and know how various approaches to studying personality can be applied to consumer behavior.

_L02 Discuss major traits that have been examined in consumer research.

_L03 Understand why lifestyles and psychographics are important to the study of consumer behavior.

_L04 Comprehend the role of the self-concept in consumer behavior.

_L05 Understand the concept of self-congruency and how it applies to consumer behavior issues.
Suggested Lecture Opener

Self-concept and consumerism seems to be an ever important, ever hot topic in the world of business and marketing. While many advertising campaigns rely on an appeal to one’s sense of beauty and glamour, both consumers and marketers alike are concerned about the ethics of promoting body modification services, such as cosmetic surgery. But where a service is offered, and a consumer desire exists, marketing will be there to fill the communication gap. Now, credit card companies are even offering charge cards specifically for cosmetic surgery. Is this type of long-term, interest-rated spending any different from buying a car or other big-ticket item? Or is there an ethical question about providing money for an elective procedure? [Source: Nora Zelevansky, “Plastic Makes Perfect: Cosmetic Surgery Charge Cards,” The Huffington Post, July 20, 2010, http://www.huffingtonpost.com.]

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