Comportement du consommateur (document en anglais)

Consumer behaviour

Session 3 (à partir de la page 10…..), jusqu’à la moitié de la session 5

Neo Freudian theory : focus on social relationship

Individuals can be classified into :

compliant

aggressive

detached

individual differences : personality

Trait theory

idea : a person’s personality is described in terms of a particular combination of traits

 a trait is any characteristic in which one person differs from another in a relatively permanent and consistent way.

 example : apple has a characteristic that one can feel similar to himself

 if the brand knows who it is addressing  who you are, than, the brand can use it to adapt its marketing method.

 a brand can for example target “visual people” to understand their message.

The personality like association of selected colours

People buy stuff that are similar to them, that reflect who they are

Individual Differences: Self-image

Forms of self-image

The Self-concept represents the totality of the individual's thoughts and feelings having reference to himself as an object.

Consumer self image :

private self image

actual self image

 self consistency motive

ideal self image

 self esteem motive

public self image

social self image  social consistency motive

ideal self image  social approval motive

altering the self :

people use possessions to change who there are :

possessions act as self extensions :

by allowing the person to do things that otherwise would be difficult

by making person feel better

by conferring status or rank

products most likely to be used as symbols have 3 characteristics :

must have visibility in use

the product must show variability

must have personaizability

f(or example a hair styler…)

Values represent consumer beliefs about life and acceptable behavior (e.g., Rokeach value scale).

People hold the same values but differ in the importance they place on them.

Values are an enduring and play a central role in personality structure. 
Marketers may focus on individual or group values:

Social values define “normal” behavior for a society or group.

Personal values define “normal” behavior for an individual.

Social and personal values interact!

Goals (end-states)

• A comfortable life
• An exiting life
• A sense of accomplishment • A world at peace
• A world of beauty
• Equality, etc.


Conduct (means)

Ambition

Broad-minded

Capable

Courageous

forgiving

Honest, etc.

In other words, goals give you a good impression of personality  who you are

Psychographics describes (graph) the psychological

(psycho) makeup of consumers.

Activities

Interest

Opinions

Lifestyle and personality are closely related.

Life-style refers to how people live, how they spend their money, and how they allocate their time

Life-style and personality are different yet are closely related

1 –  Personality refers to the internal characteristics of the person and life-style refers to the external manifestations of how a person lives.

2 –  Both describe different aspects of an individual.

Are there divergent managerial implications between the two 
concepts? (e.g., segmentation)

Sequentially segment a market by first identifying lifestyle segments and than analysing these segments for personality differences. Why does this make sense ?

What is a reference group?

A symbolic group is one in which 
an individual is not likely to receive 
membership despite acting like a member.

See slide

A reference group is a broad term that encompasses a number of more specific types of groups.

A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior.

People identify and affiliate with particular reference groups for three reasons:

to gain useful knowledge

to obtain rewards or avoid punishment

to acquire meanings

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