Personality & Lifestyles Chapter 6 with Duane Weaver Is this my reality or my perception thereof?

Outline Personality defined Freudian Theory Neo-Freudian Theory Trait Theory Brand Personality Lifestyles & Psychographics

Personality “A person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment.”

Personality and Freudian Theory Primitive Drive Reality Beliefs - Morals, Ethics Freudian Systems Superego: System that internalizes society’s rules Id: Immediate Gratification Pleasure Principle: To maximize pleasure and avoid pain Ego: Mediator

Freudian Theory ID SUPEREGO EGO Inner psychic energy focused entirely toward immediate gratification (operates according to the pleasure principle) Primitive Drive SUPEREGO Internalization of societal rules (moral and ethical thoughts) that tends to be the psychological counterweight to the Id. Beliefs EGO System that mediates between the Id and the Superego. (Seeks balance according to the reality principle) Reality

Freudian Theory Market Researchers use Freud’s theories to understand unconscious motives underlying purchases. Product symbolism and motivation where the ego relies on symbolism to compromise desires with ethics. Sexuality of products (cars as sheet metal crossed with desire) (tunnels as symbols of womanhood) Use of phallic symbols that appeal to women (cigars, trees, swords as symbols of manhood) Motivational Research (in-depth interviews into person’s purchase motivations)

Neo-Freudian Theory Karen Horney Carl Jung Described peoples as: Compliant (towards), detached (away), aggressive (against) whereby these three personality types desire different products Carl Jung Analytical Psychology – “Collective Unconscious” as storehouse of memories from ancestral past resulting in “archetypes” (universally shared ideas and behaviour patterns). Ads often invoke such archetypes to link products to underlying meanings.

Trait Theory Quantitative measurement of traits: Extroversion/introversion Innovativeness Materialism Self-consciousness Need for cognition Need for uniqueness (conformity) Idiocentric (individualist ) vs. Allocentric (group) Used to create “brand personalities” Marketers have been unsuccessful to predict consumer behaviour on traits alone.

BRAND PERSONALITY Brand Equity: the extent to which a consumer holds in memory strong, favourable, and unique associations with a brand. Animism: Giving animate qualities to inanimate objects to bring them to life. Communication of a brand personality is one of the primary ways marketers can make a product stand out from competitors and inspire brand loyalty.

Lifestyles & Psychographics A pattern of consumption reflecting a person’s choices of how he or she spends time and money. Lifestyle marketing perspective People sort themselves into groups on the basis of the things they like to do, how they like to spend leisure time, and how they spend disposable income. Group identities gel around forms of expressive symbolism. Lifestyle Marketing positions products into existing patterns of consumption (consumption styles).

Lifestyles & Psychographics Uses psychological, sociological, and anthropological factors to segment a market into groups based on their reasons to make a particular decision. AIOS: activities, interests, and opinions. 80/20 rule: 80% of volume comes from only 20% of the market.

Lifestyles & Psychographics Psychographic Uses: Position product Communicate product attributes Develop overall strategy Market social and political issues VALS Values and Lifestyles segmentations system Divides people into 8 groups based on psychological traits and resources

VALS Try it out for yourself: http://www.sric-bi.com/VALS/presurvey.shtml

Lifestyles & Psychographics VALS segments Innovators (successful with many resources) Thinkers - satisfied, reflective, comfortable Achievers - career-oriented prefering predictability over risk or self-discovery Experiencers – impulsive, young and enjoy offbeat or risky experiences. Believers – strong principles and favour proven brands. Strivers – achievers with fewer resources. Makers – action-oriented focused on self-sufficiency Strugglers – primary concern is meeting the needs of the moment.

Lifestyles & Psychographics Geodemography: Uses consumer expenditures and other socio-economic factors with geographic information to identify common consumption patterns in areas where people live.

THANKS! Expect a quiz next class…