1. Class 12 Personality and lifestyles
CA 2018 Consumer Insight
A.Kwanta Sirivajjanangkul
A.Panitta Kanchanavasita
Albert Laurence School of
Communication Arts
Department of Advertising
2013

2. Consumers as Individuals
Process on how we absorb and interpret information about products.
Perception
The way we mentally store this information and how it adds to our exist knowledge during the learning process.
Learning and Memory
The reason or motivation to absorb this information and how our cultural values influence what we do.
Motivation and Values
Explores on how our views about ourselves affect what we do, want, and buy.
The Self
How people’s individual personalities influence these decision and how the choice we make help to define our lifestyles.
Personality and Lifestyles
Khwan ka… This slide will show on what we will learn before mid term. It is all about consumers as individual here kaa..
And we will start this class with Perception.

3. Personality

4. Personality
Refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to her environment.

5. Argument
Some said the concept of personality may not be valid
People do not seem to exhibit stable personalities
Some said they do appear to act consistently
However!
We each know that we are not all that consistent; we may be wild and crazy at times, and serious and responsible at others.

6. Freudian Theory Sigmund freud
One’s adult of personality stems from a fundamental conflict between…
A person’s desire to gratify his physical needs
&
The necessity to function
as a responsible member of society

7. Freudian systems ID Ego Superego Immediate gratification
Operates according to pleasure principle
Ego
The system that mediates between id and the superego
Basically a referee in the fight between temptation and virtue
Balancing these opposing forces – reality principle
Superego
Counterweight to the id
Essential the person’s conscience
Internalize society’s rules
Tries to prevent the id from seeking selfish gratification
Id สันดาน ทำตามความพอใจ อยากจะทำ มีอะไร basic instict , eat by hand, don’t care
Superego – social concern, social norms, social,

8. Neo-Freudian Theory
Famous new theory – Carl Jung – The analytical psychology
Believed that cumulative experiences for the past generations shape who we are today.
We each share a collective unconscious. Inherit from our ancestor.
These share memories create archetypes
What we do, it follows ancestor,
Ex people is afraid of darkness, becoz we believe that from our ancestors
เราสะสมสิ่งนี้มาโดยไม่รุ้ตัว

9. Archetypes Or universally recognized ideas and behaviors
Involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams.
A bit far-fetched, but ad messages in fact do often include archetypes.
ต้นแบบ
เปนการสร้างต้นแบบให้เรียนรุ้
steryotype

10. Old Wise Man
We learn that old wise man will look like this, we imagine
He is smart, he knows everything, guru
Harry potter – dumble door
Lord of the ring- Gowdolf

11. Uses the archetype approach in its Brand Asset Archetype model.
The archetypes are grounded in the human psyche across all cultures and points in time it is easy to understand a brand’s personality.
Responsible for brand communication; how they think of the brand.
Yr develop from archetype with brand asset
Use it with all ages, nationalities

12. Brand Asset Valuator Archetypes

13. Using archetype to build the stronger brand

14. Trait theory
This approach to personality focuses on the quantitative measurement of personality traits; the identifiable characteristics that define a person.
We distinguish people by the degree to which they are socially outgoing
We define ppl from how they live their life when they are hanging out

15. Trait theory
Some research evidence suggests that ad messages that match how a person thinks about himself are persuasive.
Ex of traits relevant to consumer behavior.
Some are introvert (quiet and reserved)
Innovativeness (the degree to which a person like to try new thing)
Materialism (emphasis on people acquiring and owning products)

16. Brand personality
Set of traits people attribute to a product as if it were a person.
Packaging and other physical cues create a “personality” for a product.
Like people brand personalities do change over time.

17. Describe brand personality

18. Describe brand personality

19. Describe brand personality

20. Lifestyles
Each person chooses products, services, and activities that help define a unique lifestyle.
Lifestyle – who we are, what we do
Defines a pattern of consumption that reflects a person’s choices of how to spend her time and money.

21. Products are the building blocks of Lifestyles

22. Psychographics
The use of psychological, sociological, and anthropological factors… to determine how the market is segmented by the propensity of groups within the market.

23. How do we use psychographic data?
To define the target market
To create a new view of the market
To position the product
To better communicate product attributes
To develop product strategy
To market social and political issues.

24. VALS2
One well-known segmentation systems is the Values and Lifestyles System that SBI International developed.
It is a useful way to understand people.
And marketer will use this information to target and communicate to the directed target group.

25. Innovators ; successful consumers with many resources, Concerned with social issues and is open to change.
Thinkers; satisfied, reflective, and comfortable.
Achievers; career oriented and prefer predictability to risk or self-discovery
Believers; have strong principles and favor proven brands
Strivers; similar to achiever but have fewer resources. Concerned about approval from others.
Experiences; action oriented by maximizing their experiences
Makers; action oriented and tend to focus their energies on self-sufficiency.
Strugglers; bottom of the economics ladder. Most concerned with meeting the needs of the moment and have limited ability to acquire.

26. Any questions?