Personality, Lifestyle, and The Self

Learning Objectives

In this section, we will learn about , lifestyle, and the self and how marketers design 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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