Marketing Chapter 6 Understand The Concept Selfcongruency And How Applies Consumer Behavior Issues Selfcongruency Theory

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Discussion Questions

(*) Indicates material on prep cards.

1. What is meant by the term “personality”? What are the major qualities of personality?

What does it mean that personality is unique to the individual?

2. Discuss the ways in which motivational research can be used to understand consumer

behavior. How does the motivational research method apply to the psychologist Sigmund

Freud? In what ways can the approach be applied to the construction of marketing

communications?

3. *Describe the trait approach to studying consumer personality. What is meant by

nomothetic and idiographic approaches?

4. In what situations do you think the competitiveness trait emerges most visibly? What types

of products are bought by competitive people? Think of examples of specific brands or

products from various product categories that might be purchased by competitive people.

5. Based on what you’ve read in this chapter, do you think that you possess a strong degree of

self-monitoring? What types of advertisements would be most effective for people who do

have a high degree of this trait? What would you suggest to advertisers who are trying to

reach these consumers?

6. Do you believe that impulsiveness can be considered a trait? Do you consider yourself to

be impulsive when it comes to buying products? Do you know of anyone who you think is

impulsive?

7. *What are the distinctions between lifestyles, psychographics, and demographics? How

can consumer researchers use information based on these concepts?

8. How can marketers use information found in tools such as Values and Lifestyles (VALS)

and Potential Ratings Index by ZIP Market (PRIZM)?

9. Of the various segments found in VALS, which segment do you believe represents you

most appropriately? Why?

10. Discuss the various types of “selves” that consumer researchers have identified? Of these,

which one or two are you most aware of daily? How do they affect your behavior?

11. *What is meant by the terms symbolic interactionism and semiotics? How do these

concepts apply in the daily life of a consumer?

Answer: According to symbolic interactionism, people agree on the meaning of symbols

in daily life. The extent to which they agree will largely be determined by the various

groups to which they belong. Semiotics is the study of symbols and their meanings. The

astute student could argue strongly that semiotics and symbolic interactionism are both

very important to the study of consumer behavior. This is a symbolic world, and there is no

better example than brands, brand marks, and logos. Students could give countless

examples of the many symbols that exist in daily life.

BUSPROG: Reflective Thinking

DISC: Strategy | Customer

LO: 6-4

Topic: The Role of Self-Concept in Consumer Behavior

Bloom’s: Application

Difficulty: Challenging

12. What is the basic premise of self-congruency theory as it applies to consumer behavior?

Do you believe that this is an important theory for consumer behavior research? Why, or

why not?

13. Describe the concept of “consumer identity.” Do products help you to express your

identities? If so, which products do so?

14. Describe the concept of “organizational identification” and why it is important to consumer

behavior researchers. Are there any organizations that you highly identify with? Which

ones? Why is this?

Group Activity

Have team members collect various lifestyle magazines that they subscribe to, or read regularly.

Examples would include cooking magazines, paintball magazines, and athletic magazines such

as ESPN or Sports Illustrated. Have students bring the magazines back to the group. They should

not reveal who brought which magazine. Have team members try to guess the magazine with its

owner. Are they correct? How do magazines like these reflect the student’s lifestyles?

Assignments

4. While watching television, take note of advertisements that appear to be using a

“competitive” theme. What kinds of products are promoted using these themes? Do you

think the advertisements are effective? Why, or why not?

5. *Browse various websites of popular products such as Coca-Cola, Honda Motor Company,

Apple, or any other website that comes to mind. Take note of websites that include

messages that suggest that a consumer’s identity is expressed through using the products.

Do you use products to express your identity? Which ones? In what way?

BUSPROG: Reflective Thinking

DISC: Customer

LO: 6-5

Topic: Self-Congruency Theory and Consumer Behavior

Bloom’s: Synthesis

Difficulty: Challenging

Chapter Video Summary

Wheelworks

Since 1977, Wheelworks has been a hub of the East Coast cycling community. The Boston-based

bicycle shop has earned both national and consumer’s choice awards for its selection and service.

Because cycling is a lifestyle pursuit that generates excitement among recreational enthusiasts

and professional competitors alike, sales personnel at Wheelworks bypass hard selling and focus

instead on educating consumers, promoting bicycle clubs, and sharing their passion for riding.

Ask Your Students

1. What is the key to Wheelworks’ success?

2. How does Wheelworks motivate the sales force to provide excellent customer service?

someone else happy and teaching others about cycling. Wheelworks also pays wages,

rather than commission. This eliminates the pressure on the sales force to make a sale no

matter what.

BUSPROG: Analytic

DISC: Customer

LO: 6-4

Topic: A-head: The Role of Self-Concept in Consumer Behavior

Bloom’s: Application

Difficulty: Challenging

CB Scenario Video

A group of girls display basic models of cell phones that offer little functionality beyond making

calls. Newer smartphones have an array of functions and capabilities, allowing users to schedule

appointments, shop online, and be entertained.

Ask Your Students

1. Identify at least three consumer behavior traits that are demonstrated in the scenario shown

below.

Carl loves gadgets and owns all the latest electronic gadgets introduced in the market. He

recently bought a new smartphone that was introduced in the market. Even though he owns

many phones, he is very possessive about each one of them and does not like to share

them. Soon after he purchased the new smartphone, he showed it off to all his friends. He

does this to display his social class to the others.

2. If you had to buy a phone, would you consider a simple one or a smartphone? How does

your lifestyle shape your purchase decision?

3. Does owning a smartphone or a touchscreen phone have an effect on an individual’s self-

concept? Explain using the self-congruency theory.