Chapter 6 Personality and Lifestyles

6-2 Personality Personality: a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment

6-3 Freudian Systems Personality = conflict between gratification and responsibility Id: pleasure principle Superego: our conscience Ego: mediates between id and superego Reality principle: ego gratifies the id in such a way that the outside world will find acceptable

6-4 Freudian Systems (cont.) Marketing Implications Unconscious motives underlying purchases Symbolism in products Sports car as sexual gratification for men Phallic symbols, such as cigars Latent motives for purchases Dichter’s motives (see table)

6-5 Dichter’s Consumption Motives MotiveAssociated Products Power-masculinity-virilityPower tools, hot rods, coffee, red meat, razors SecurityIce cream, home baking, hospital care EroticismSweets, gloves Moral purity-cleanlinessWhite bread, cotton fabrics, bathing, oatmeal Social acceptanceToys, sugar, honey, soap, beauty products IndividualityGourmet foods, foreign cars, vodka, perfume StatusScotch, carpets FemininityCakes, dolls, silk, tea, household curios RewardCigarettes, candy, alcohol, ice cream, cookies Mastery over environmentKitchen appliances, boats, sporting goods DisalienationHome decorating, skiing, morning radio broadcasts Magic-mysterySoups, paints, carbonated drinks, vodka

6-6 Motivational Research (cont.) Criticisms Usually invalid or hard to believe Too sexually-based Appeal Less expensive than large-scale surveys Powerful hook for promotional strategy Intuitively plausible findings (after the fact) Enhanced validity with other techniques

6-7 Neo-Freudian Theories Karen Horney Compliant versus detached versus aggressive Alfred Adler Motivation to overcome inferiority Harry Stack Sullivan Personality evolves to reduce anxiety Carl Jung Collective unconscious Archetypes in advertising (old wise man, earth mother, etc.) Young & Rubicam uses the concept of archetypes in its BrandAsset® Archetypes model

6-8 BrandAsset Valuator Archetypes

6-9 BrandAsset Valuator Archetypes (cont.)

6-10 Trait Theory Personality traits: identifiable characteristics that define a person Some personality traits relevant to consumer behavior: Individualism vs. Collectivism Self-consciousness Self-esteem Need for cognition Frugality Extraversion Willingness to take risk Need for Arousal Emotionality Openness to experience Tendency to Conform

6-11 Idiocentric vs. Allocentric Idiocentrics (individualist orientation) Allocentrics (group orientation) ContentmentMore satisfied with current life Less satisfied with current life Health Consciousness Less likely to avoid unhealthy foods More likely to avoid unhealthy foods Food PreparationSpend less time preparing food Love kitchen; spend more time preparing food WorkaholicsMore likely to work hard and stay late at work Less likely to work hard Travel and Entertainment More interested in traveling to other cultures Visit library and read more

6-12 Lifestyle/Personality Variables for Soup LifestylePersonality Active Lifestyle (Vegetable): I am: outdoorsy, physically fit, workaholic, socially active Mentally Alert (Clam Chowder): I am: intellectual, sophisticated, creative, detail-oriented, witty, nutrition conscious Family Spirited (Chicken Noodle): I am: family-oriented, churchgoer, traditional Social (Chili): I am: fun at parties, outgoing, spontaneous, trendsetter Homebody (Tomato): I am: a homebody, good cook, pet lover; I enjoy spending time alone Athletic (Cream Soups): I am: athletic, competitive, adventurous Intellectually Stimulated Pastimes (French Onion): I am: a technology whiz, world traveler, book lover Carefree (Minestrone): I am: down-to-earth, affectionate, fun loving, optimistic

6-13 Problems with Trait Theory Prediction of product choices using traits of consumers is mixed at best Scales not valid/reliable Tests borrow scales used for the mentally ill Inappropriate testing conditions Ad hoc instrument changes Low correlations with behavioral predictions

6-14 Brand Personality Brand personality: set of traits people attribute to a product as if it were a person Brand equity: extent to which a consumer holds strong, favorable, and unique associations with a brand in memory—and the extent to which s/he is willing to pay more for the branded version of a product than for a nonbranded (generic) version

6-15 Brand Behaviors and Personality Inferences Brand Action Trait Inference Brand is repositioned several times or changes slogan repeatedly Flighty, schizophrenic Brand uses continuing character in advertisingFamiliar, comfortable Brand charges high prices and uses exclusive distribution Snobbish, sophisticated Brand frequently available on dealCheap, uncultured Brand offers many line extensionsVersatile, adaptable

6-16 Lifestyles Lifestyle: patterns of consumption reflecting a person’s choices of how one spends time and money People sort themselves into groups on the basis of: What they like to do How they spend leisure time How they spend disposable income Example: Magazines targeting specific lifestyles: WWF Magazine, 4 Wheel & Off Road, Reader’s Digest Lifestyle and tastes/preferences evolve over time

Lifestyle Dimensions ActivitiesInterestsOpinionsDemographics WorkFamilyThemselvesAge HobbiesHomeSocial issuesEducation Social eventsJobPoliticsIncome VacationCommunityBusinessOccupation EntertainmentRecreationEconomicsFamily size Club membershipFashionEducationDwelling CommunityFoodProductsGeography ShoppingMediaFutureCity size SportsAchievementsCultureStage in life cycle

Dark Sides Consumer terrorism Shoplifting Consumer Dishonesty Addictive consumption Internet Addiction Disorder (IAD) Compulsive consumption Retail Therapy Consumed consumers Illegal activities Anti-consumption: product tampering