Who should be the spokesperson in your ad? How should they interact with the brand? Some products perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo)
In terms of geography, certain products have a strong geographical association in consumers‘minds. Where do you think of when you think of Himalaya products? Actual locations, like Philadelphia cream cheese and Arizona iced tea. Fictitious names also used, such as Hidden Valley and Bear CreekConsumers also connect personality traits with certain colors. For instance, black is related to sophisticated and red is excitement. Color combinations in packaging and products denotes personality.Self & Self imageWe have an image of ourselves that has developed over time. Consumers will tend to purchase productsthat match their self images or personalities – they choose brands that help them define themselves.Consumers have a variety of enduring images of themselves. These self-images, or perceptions of self, are very closely associated with personality in that individuals tend to buy products and services and patronise retailers whose images or personalities relate in some meaningful way to their own self-images.Consistent with the idea of multiple self-images, each individual has an image of himself or herself as a certain kind of person, with certain traits, skills, habits, possessions, relationships and ways of behaving. As with other types of images and personality, the individual’s self-image is unique, the outgrowth of that person’s background and experience. Individuals develop their self-images through interactions withother people – initially their parents, and then other individuals or groups with whom they relate over the years.A variety of different self-images have been recognised in the consumer behaviour literature for a long time. In particular, many researchers have depicted some or all of the following kinds of self-image:Actual self- image: How consumers see themselvesIdeal self-image: How consumer would like to see themselvesSocial self- image: How consumers feel others see themIdeal social self- image: How consumers would like others to see themExpected self-image: How consumers expect to see themselves in the futureOut to self-image: Traits an individual believes are in her duty to possessThere is a strong relationship for many consumers between some of their possessions and their self. In this instance, the objects are really part of the consumer’s extended self. The object might have specific meaning to them that goes beyond what most possessions can offer. It is many a student who must wear a lucky shirt or bring a charm to an exam to perform at their peak in this situation.Possessions are part of the consumers’ extended self, object’s value is far beyond what most possessionscan offer.
Often, a consumer wishes to change themselves. Perhaps they want a new look or to appear in a different way. Altering the self-image can tie to personal vanity as it is involved in one’s appearance.