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.


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