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

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

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

4. 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

5. 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

6. 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)

7. 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.

8. 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.

9. 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.

10. 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).

11. 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.

12. 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

13. VALS Try it out for yourself:

14. 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.

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

16. THANKS!
Expect a quiz next class…