Transcript Consumers Rule

Personality
and Lifestyles
Chapter 6
Opening Vignette: Jackie & Hank
• How do Jackie, Hank, and Debbie want to
spend their bonus money?
• Why does Hank think of Debbie as a couch
potato?
• Both Jackie and Hank are planning outdoor
adventures, but how are they different?
• Do you think the differences between Jackie,
Hank, and Debbie are attributable to
personality, lifestyle, or both?
6-2
Freudian Systems
• Personality = conflict
between gratification &
responsibility
– Id: pleasure principle
– Superego: our conscience
– Ego: mediates between id
and superego
• Reality principle
6-3
Conflict Between the Id and Superego
• This ad focuses on
the conflict between
the desire for
hedonic gratification
(represented by the
id) versus the need
to engage in rational,
task-oriented
activities
(represented by the
superego).
6-5
Motivational Research
• Motivational Research:
– Attempts to use Freudian ideas to understand the
deeper meanings of products and advertisements
– Depth Interviews: Technique that probes deeply into a
few consumers’ purchase motivations
– Latent motives: Underlying motives
• Appeal of Motivational Research
– Less expensive than quantitative survey research
– Uncovers deep seated needs which can be targeted
with advertising
– Findings seem intuitively plausible after the fact
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Motives for Consumption
6-7
Neo-Freudian Theories
• Karen Horney
– compliant (seeking love, affection, approval)
– detached (seeking power, ability to manipulate)
– aggressive (seeking independence, self-reliance)
• Alfred Adler
– Motivation to overcome inferiority
• Harry Stack Sullivan
– Personality evolves to reduce anxiety
6-8
Trait Theory
• Trait Theory:
– An approach to personality that focuses on the
quantitative measurement of personality traits
• Personality Traits:
– Identifiable characteristics that define a person.
– Extroversion: Trait of being socially outgoing
• Extrovert: A person that possesses the trait of
extroversion
– Introversion: Trait of being quiet and reserved
• Introvert: A person that possesses the trait of
introversion
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Traits Specific to Consumer Behavior
• Innovativeness:
– The degree to which a person likes to try new things
• Materialism:
– Amount of emphasis placed on acquiring and owning products
• Self-consciousness:
– The degree to which a person deliberately monitors and controls
the image of the self that is projected to others
• Need for cognition:
– The degree to which a person likes to think about things (i.e.,
expend the necessary effort to process brand information)
• Frugality:
– Deny short-term purchasing whims and resourcefully use what
one already owns
6-10
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
Use of global measures to predict specific brand
purchases
– “Shotgun approach” (no thought of scale application)
• Remember: traits are only part of the “story”…
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Brand Personality
• Brand personality:
– The set of traits people attribute to a product
as if it were a person
• Brand equity:
– The extent to which a consumer holds strong,
favorable, and unique associations with a
brand in memory
• Advertisers are keenly interested in how
people think about brands.
6-12
Table 6.2 (Abridged)
Brand Action
Trait Inference
Brand is repositioned several times or
changes slogan repeatedly
Flighty, schizophrenic
Brand uses continuing character in
advertising
Familiar, comfortable
Brand charges high prices and uses
exclusive distribution
Snobbish, sophisticated
Brand frequently available on deal
Cheap, uncultured
Brand offers many line extensions
Versatile, adaptable
6-13
Animism
• Animism:
– The practice found in many cultures whereby
inanimate objects are given qualities that
make them somehow alive
• Two types of animism:
– Level 1: People believe the object is
possessed by the soul of the being (e.g.
celebrity spokespersons)
– Level 2: Objects are anthropomorphized, or
given human characteristics. (e.g. Charlie the
Tuna, Keebler Elves, or the Michelin Man)
6-14
Lifestyle: Who We Are, What We Do
• Lifestyle:
– A pattern of consumption reflecting a person’s
choices of how he or she spends time and
money
• 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
• Lifestyles as Group Identities:
– Self-definitions of group members
6-15
Linking Products to Lifestyles
6-16
Figure 6.2
Integrating Products into
Consumer Lifestyles
• This ad illustrates the
way that products
like cars are tightly
integrated into
consumers’ lifestyles,
along with leisure
activities, travel,
music, and so on.
6-17
Building Blocks of Lifestyles
• We often choose products
that fit a lifestyle
• Lifestyle marketing
– Product usage in desirable
social settings
– Consumption style
– Patterns of behavior
• Co-branding strategies
• Product complementarity &
consumption constellations (e.g.,
“yuppie”)
6-18
Building Blocks of Lifestyles
(Cont’d)
• Interior designers
rely on consumption
constellations when
furnishing a room
• Decorating style
integrates different
products into a
unified whole ‘look’
6-19
Psychographics
• Use of psychological, sociological, &
anthropological factors to:
– Determine market segments
– Determine their reasons for choosing
products
– Fine-tune offerings to meet needs of different
segments
• Consumers can share the same
demographics and still be very different!
6-20
AIOs
• AIOs:
– Psychographic research groups consumers
according to activities, interests, and opinions
(AIOs)
• 80/20 Rule:
– Only 20 percent of a product’s users account for
80 percent of the volume of product sold
– Researchers attempt to identify the heavy users
of a product
– Heavy users can then be subdivided in terms of
the benefits they derive from the product or
6-21
service.
Table 6.3 (Abridged)
Activities
Interests
Opinions
Demographics
Work
Family
Themselves
Age
Hobbies
Home
Social Issues
Education
Social Events
Job
Politics
Income
Vacation
Community
Business
Occupation
Entertainment
Recreation
Economics
Family Size
6-22
Psychographic Segmentation Uses
•
•
•
•
•
•
To define target market
To create new view of market
To position product
To better communicate product attributes
To develop overall strategy
To market social/political issues
6-23
Psychographic Segmentation
Typologies
• Battery of questions
– Cluster consumers into
distinct lifestyle groups
• Includes AIOs +
perceptions of brands,
celebrities, and media
preferences
6-24
Psychographic Typologies
• Wide variety, usually proprietary
– www.environics.net
– www.sric-bi.com/VALS/presurvey.shtml
6-25
Discussion Question
• The pictures at
the right depict
two very different
“ideal” vacations.
• How can
psychographic
segmentation
help identify
target markets for
each type of
vacation?
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VALS2TM
Figure 6.3
VALS SURVEY
6-27
10 RISC SEGMENTS
Figure 6.5
6-28
Food Culture
• Pattern of food/beverage consumption that
reflects the values of a social group
6-29
Geodemography
• Consumer expenditures/socioeconomic factors
+ geographic information
– “Birds of a feature flock together”
– Can be reached more economically (e.g., 90277 zip
code in Redondo Beach, CA)
• Discussion: Geodemographic techniques
assume that people who live in the same
neighborhood have other things in common as
well.
– Why do they make this assumption, and how
accurate is it?
6-30
PRIZM
• 66 clusters of U.S. zip codes
– E.g., “Young Influential,” “Money & Brains,”
“Kids & Cul-de-Sacs”
– Ranked by income, home value, & occupation
• Maximize effectiveness, cost-efficiency,
and impact of marketing communications
6-31