6-1 Chapter 6 Personality and Lifestyles

6-2 Personality PersonalityPersonality refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to his or her environment. Most now agree that both personality and situational factors play a role in determining people’s behavior. Personality is usually involved, along with: –A person’s choices of leisure activities, political outlook, aesthetic tastes, and Lifestyles. –Other individual factors to segment customers in terms of Lifestyles.

6-3 Consumer Behavior on the Couch: Freudian Theory Ego Referee in the Fight Between Temptation and Virtue Ego Referee in the Fight Between Temptation and Virtue Superego Person’s Conscience Id Oriented Towards Immediate Gratification

6-4 Motivational Research Motivational ResearchApplying Freudian ideas led to a perspective known as Motivational Research, which has a heavy emphasis on unconscious motives. – A basic assumption is that socially unacceptable needs are channeled into acceptable outlets. Depth InterviewsThis form of research relies on Depth Interviews, which uses relatively few consumers but probes deeply into each person’s purchase motivations. Motivational Research has been attacked for two reasons: –Some feel it does not work, –Some feel that it works too well.

6-5 Neo-Freudian Theories Karen Horney Alfred Adler Described People as: Moving Toward Others (Compliant), Away From Others (Detached), or Against Others (Aggressive). Harry Stack Sullivan Focused on How Personality Evolves to Reduce Anxiety in Social Relationships. Carl Jung Analytical Psychology - Believed That People are Shaped by the Cumulative Experiences of Past Generations which create Archetypes. Proposed That Many Actions Are Motivated by People’s Desire to Overcome Feelings of Inferiority Relative to Others.

6-6 Trait Theory Traits One Approach to Personality is to Focus on the Quantitative Measurement of Traits, or Identifiable Characteristics that Define a Person Such As: Extroversion Innovativeness Materialism Self-Consciousness Need for Cognition

6-7 Problems With Trait Theory in Consumer Research Many of the scales are not sufficiently valid. Personality tests are often developed only for specific populations. Tests may not be administered under the best conditions. Researchers make changes in the research instrument. Many trait scales are intended to only measure gross tendencies. Many of the scales are not well planned or thought out.

6-8 Brand Personality Brand Equity Extent That a Consumer Holds Strong, Favorable, and Unique Associations about a Brand in Memory. Brand Equity Extent That a Consumer Holds Strong, Favorable, and Unique Associations about a Brand in Memory. Brand Personality Assigning Personality Qualities to Inanimate Products That Makes the Product Stand Out From the Competition. Brand Personality Assigning Personality Qualities to Inanimate Products That Makes the Product Stand Out From the Competition. Animism Inanimate Objects are Given Qualities That Make Them Somehow Alive. Animism Inanimate Objects are Given Qualities That Make Them Somehow Alive. Level 2: Objects are Anthropormphized Anthropormphized - Given Human Characteristics. i.e. Charlie the Tuna Level 2: Objects are Anthropormphized Anthropormphized - Given Human Characteristics. i.e. Charlie the Tuna Level 1: Object is Believed to Possessed by the Soul of a Being. i.e. Spokesperson in Advertising Level 1: Object is Believed to Possessed by the Soul of a Being. i.e. Spokesperson in Advertising

6-9 Lifestyle: Who We Are, What We Do LifestyleLifestyle refers to a pattern of consumption reflecting a person’s choices of how he or she spends time and money. It represents how a person allocates income: –To different products and services, and –To specific alternatives within these categories. Lifestyle Marketing PerspectiveA Lifestyle Marketing Perspective recognizes that people sort themselves into groups on the basis of: –Things they like to do, –How they like to spend their leisure time, and –How they choose to spend their disposable income.

6-10 Lifestyles Lifestyles as Group IdentitiesLifestyles as Group Identities –Lifestyles are statements about who one is in society and who one is not. –Each person adds their own individuality to a chosen lifestyle. Products Are the Building Blocks of LifestylesProducts Are the Building Blocks of Lifestyles –Consumers often choose products, services, and activities over others because they are associated with a certain lifestyle. –Lifestyle Marketing Strategies –Lifestyle Marketing Strategies focus on product usage in desirable social settings.

6-11 Linking Products to Lifestyles Product Product SettingSetting People, Products, and Settings are Combined to Express a Certain Consumption Style. Lifestyle Person

6-12 Lifestyle Marketing PerspectiveLifestyle Marketing Perspective Patterns of Behavior –Marketers must look at Patterns of Behavior to understand consumers. –Marketers must identify the set of products and services that seems to be linked in consumers’ minds to a specific lifestyle. Product ComplementarityProduct Complementarity occurs when the symbolic meanings of different products are related to each other. Consumption Constellations –These sets of products, called Consumption Constellations, are used by consumers to define, communicate, and perform social roles. i.e. The “Yuppie” was defined by a Rolex watch, BMW cars and Gucci briefcases. Linking Products to Lifestyles

6-13 Conducting A Psychographic Analysis Forms of a Psychographic Study: Lifestyle Profile Product-Specific Profile Study That Uses Personality Traits as Descriptors Study That Uses Personality Traits as Descriptors General Lifestyle Segmentation General Lifestyle Segmentation Product-Specific Segmentation Product-Specific Segmentation Definition of Psychographics: Involves the “.. use of psychological, sociological, and anthropological factors... to determine how the market is segmented by the propensity of groups within the market - and their reasons - to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

6-14 AIOs and Psychographics 20/80 Rule A ctivities I nterests Demographics - Describes Who Buys Psychographic Profiles - Tells Why Consumers Buy Demographics - Describes Who Buys Psychographic Profiles - Tells Why Consumers Buy O pinions

6-15 Uses of Psychographic Segmentation Define the Target Market Define the Target Market Position the Product Position the Product Create a New View of the Market Create a New View of the Market Develop Overall Strategy Develop Overall Strategy Market Social and Political Issues Market Social and Political Issues Communicate Product Attributes Communicate Product Attributes

6-16 VALS 2 Principle Oriented Status Oriented Action Oriented Achievers Actualizers Strugglers Strivers Fulfilleds Believers Experiencers Makers Abundant Resources Minimal Resources

6-17 Global Marketing and Culture Areas Affected by Nationality Areas Affected by Nationality Taste and Stylistic Preferences Modesty Cultural Sensitivities Advertising

6-18 Major Consumer Trends Environmentalism and Green Marketing Environmentalism and Green Marketing A Return to Value Time Poverty Disillusionment of Working Women Disillusionment of Working Women Decreased Emphasis on Nutrition and Exercise Decreased Emphasis on Nutrition and Exercise

6-19 Major Consumer Trends “Cocooning” Nonconsumption Individualism and Mass Customization Individualism and Mass Customization A Laid-Back Lifestyle Life in the Fast Lane