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Assignment 5 - Personality

The document discusses how marketers can segment consumers based on personality traits and self-image. It describes the consumer ethnocentrism scale which can be used to identify consumers open or closed to foreign products. Marketers can target ethnocentric consumers by emphasizing domestic themes. The document also discusses different types of self-image including actual, ideal, social, and expected self-image. A marketer of health foods can use expected self-image to target consumers wanting a healthier lifestyle and ideal social self-image to appeal to those seeking peer approval through nutrition.

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Lavesh Sethia
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64 views

Assignment 5 - Personality

The document discusses how marketers can segment consumers based on personality traits and self-image. It describes the consumer ethnocentrism scale which can be used to identify consumers open or closed to foreign products. Marketers can target ethnocentric consumers by emphasizing domestic themes. The document also discusses different types of self-image including actual, ideal, social, and expected self-image. A marketer of health foods can use expected self-image to target consumers wanting a healthier lifestyle and ideal social self-image to appeal to those seeking peer approval through nutrition.

Uploaded by

Lavesh Sethia
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Hands – On Assignment

Personality and Consumer Behaviour


Lavesh Sethia

3.14 Is there likely to be a difference in personality traits between individuals who readily
purchase foreign-made products and those who prefer American-made products? How can
marketers use the consumer ethnocentrism scale to segment consumers?

The consumer ethnocentrism scale, called CETSCALE, is designed to identify consumers with a
predisposition to accept (or reject) foreign-made products. Consumers who are highly
ethnocentric feel that it is inappropriate or wrong to purchase foreign-made products, and a
domestic marketer can attract them by stressing ethnocentric themes in its advertising. No
ethnocentric consumers tend to evaluate foreign-made products more objectively for their
extrinsic characteristics than for where the products were manufactured.

3.15 A marketer of health foods is attempting to segment a certain market on the basis of self-
image. Describe how the marketer can use actual self-image and ideal self-image to do so.

Four different self image constructs have been identified: (1) actual self-image (e.g., how the
consumers in fact see themselves), (2) ideal self-image (e.g., how consumers would like to see
themselves), (3) social self-image (e.g., how consumers feel others see them), and (4) ideal social
self-image (e.g., how consumers would like others to see them). Other research has identified a
fifth type of self-image, expected self-image (e.g., how consumers expect to see themselves at
some specified future time) and a sixth self-image, the ought-to self (e.g., consists of traits or
characteristics that an individual believes it is his or her duty or obligation to possess). The
expected self-image is somewhere between the actual and ideal self-images. It is somewhat like
a future-oriented combination of “what is” (the actual self-image) and what consumers would
like “to be” (the ideal self-image). Moreover, because the expected self-image provides
consumers with a realistic “opportunity” to change the “self,” it is likely to be more valuable to
marketers than the actual or ideal self-image as a guide for designing and promoting products. In
targeting consumers of health foods, the marketer can use the expected self-image to attract
consumers who would like to enhance the quality of their lifestyles through better nutrition, and
ideal social self-image to appeal to consumers who are likely to adopt health foods due to peer
influence and pressure.

An excellent example of a health foods retailer would be Whole Foods. Whole Foods
providesfood that is natural and organic, and is unadulterated by artificial sweeteners
colors andpreservatives ("Mission & Values," 2013). They have appealed to a group of
consumers (asmentioned above) adopt health foods based on their quality, animal welfare
standards, socialresponsibility, whole trade, and organic farming ("Mission & Values,"
2013).

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