IV. Personality, Lifestyle, 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.
Upon completing this section, students should:
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.
17. Key Terms and Concepts
18. Personality and Personality Traits
Personality is derived from our interactions with and observations of others, from our interpreta...
19. Theories on Personality
One of the most important psychological approaches to understanding personality is based on the t...
20. Self and Identity
The link between people’s personalities and their buying behaviour is somewhat unclear, but marke...
21. Lifestyle and Psychographics
One of the newer and increasingly important set of factors that is being used to understand consu...
22. Branding
A brand consists of any name, term, design, style, words, symbols or any other feature that disti...
23. Chapter Reflections
Continue Learning Find an example of a brand actively targeting the “PANKs” market segment. Wh...