Personality and self-concept in relation to mobile phones: what does your phone say about you?

Edited book (chapter)

Miller, Karen W.. 2010. "Personality and self-concept in relation to mobile phones: what does your phone say about you?" Schiffman, Leon G., Bednall, David, O'Cass, Aron and Paladino, Angela (ed.) Consumer behaviour, 5th ed.. Frenchs Forest, Australia. Pearson Education Australia. pp. 596-598
Chapter Title

Personality and self-concept in relation to mobile phones: what does your phone say about you?

Book Chapter CategoryEdited book (chapter)
Book TitleConsumer behaviour, 5th ed.
Authors
AuthorMiller, Karen W.
EditorsSchiffman, Leon G., Bednall, David, O'Cass, Aron and Paladino, Angela
Page Range596-598
Number of Pages662
Year2010
PublisherPearson Education Australia
Place of PublicationFrenchs Forest, Australia
ISBN9781442520103
Web Address (URL)http://www.lawbooks.com.au/book/consumer-behaviour-book-9781442520103.do
Abstract

Blackberry, Iphone, Nokia, Samsung, Motorola, LG, flip, slide, touch screen, MP3 player, QWERTTY keypad, video calling, Wi-Fi, camera, speakerphone, ringtones, wallpapers, phone skins, clip on accessories are just some of the phones and features a consumer is faced with when walking into a phone outlet or visiting a phone website. The individual consumer is faced with an array of choice; possibly, for some, too overwhelming to choose from. To narrow down the phone selection process, increasingly phone outlets are using psychographic segmentation processes, where the consumer's individual profile is mapped and matched against a smaller selection of phones and phone accessories. For example, CNET has six profiles, which includes the basic user, the busy executive, gear head, fashion, weekend warrior and multimedia. These profiles are based on personal charactoristics, the self-concept, and external influences such as cultural norms, friends and family.

Keywordsself-concept, personality, brand personality
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
Public Notes

Unrefereed case study. Permanent restricted access to paper due to publisher copyright restrictions.

Byline AffiliationsSchool of Management and Marketing
University of Melbourne
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