Briefly compare and contrast the internal influences of personality, self-concept, and lifestyle and discuss how each is relevant to marketers
What will be an ideal response?
Personality is the set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment. Self-concept involves both psychological and behavioral factors. It is a person's positive or negative attitude toward his own abilities, behaviors, and personal attributes. Lifestyle is more behavioral than psychological--it is a pattern of living expressed through a person's activities, interests, and opinions. Personality, self-concept, and lifestyle are all important concepts for marketers to understand in their target markets. Marketers create brand personalities that match specific personality types to encourage consumers to see specific products as extensions of their own personalities. Marketers can appeal to consumers based on self-concept when marketing beauty and fashion products, among others. Lifestyle characteristics are also important for marketers. Data on activities, interests, and opinions can help marketers understand why people in the same demographic group are interested in completely different products.
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