Personality
Personality is defined by Ryckman, R. (2004) as a person’s unique make-up, which consistently influences the way that person responds to his or her environment.
Personality reflects individual differences and unique combination of inner characteristics; no two individuals are exactly alike. Personality allows marketers to divide people into different groups based on their traits. Marketers cannot change consumers’ personalities to meet their products, however, understanding which specific characteristics attract required responses, can help marketers to appeal to these traits in their target audience.
Personality can change as it may be altered by major life events such as the birth of a child, death of a loved one, and personal tragedies, for example an accident, health problem, divorce or significant career promotion. Personality changes can also be part of the maturing process. It can be assumed that women’s personality in general changes faster as they grow older.
Self-concept is “the beliefs a person hold about his or her own attributes as well as how he or she evaluates those qualities” (Solomon, 1999). Self-concept can also be defined as the totality of individuals’ thoughts and feelings having reference to him/her as an object. It consist of self-assessments, features assessed include but are not limited to personality, skills and abilities to name a few. A person's self-concept may change with time as he/she reassesses oneself. Furthermore, the self-concept is not restricted to the present but it includes past selves as well as future selves.
Self-concept theory
Carl Rogers (1947), the most influential and eloquent voice in self-concept theory introduced an entire system of helping build around the importance of self. In Roger’s opinion, the self is the central ingredient in human personality and personal adjustment. The theory is based on the notion that individuals have a concept of themself based on who they think they are (the actual self) and who they think they would like to be (the ideal self). This is related to two key concepts of psycho- analytic theory, the ego and the super ego. The ego is similar to one’s objective reality; therefore it is similar to the actual self. Whilst the super-ego is defined by the way things should be and hence can be seen as a reflection of the mind (Gay 1989).
Actual Self
There is no one actual self. Consumers have various role identities for example a mother, who is a wife, working woman and volunteer. One of these roles becomes dominant in specific situations. This particular role affects the behaviour of the individual (dressing style, talking, way they conduct). The amalgam of individuals’ roles makes up the individual self.
Studies have confirmed that consumers buy products related to their self-concept
This has been depicted in a study carried out by Dolich. The researcher studied buying of beers, cigarettes, soaps and tooth-paste and found that respondents tend to prefer brands they rate similar to themselves. The same is thought to apply to automobiles too.
This has been depicted in a study carried out by Dolich. The researcher studied buying of beers, cigarettes, soaps and tooth-paste and found that respondents tend to prefer brands they rate similar to themselves. The same is thought to apply to automobiles too.
Marketing takes away the concept of the ‘actual self’, the image consumers have of themselves influences their purchases. They attain ‘self-consistency’, by buying products they perceive as similar to their self-concept.
Further reading:
Further reading:
Ideal Self
The concept of the ideal self relates to one’s self esteem. The greater the difference between the actual-self and the ideal self, the lower an individual’s self-esteem. An individual’s dissatisfaction with the actual self will result in purchases of such products that he/she think will enhance his/her self-esteem.
