Transcript Consumers Rule

Chapter 6
Personality and Lifestyles
Personality
• Personality: a person’s unique psychological
makeup and how it consistently influences the way
a person responds to his/her environment
6-2
Freudian Systems
Personality = conflict between gratification and
responsibility
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Id: pleasure principle
Superego: our conscience
Ego: mediates between id and superego
Reality principle: ego gratifies the id in such a way
that the outside world will find acceptable
6-3
Freudian Systems (cont.)
Marketing Implications
• Unconscious motives underlying purchases
• Symbolism in products
• Sports car as sexual gratification for men
• Phallic symbols, such as cigars
• Latent motives for purchases
• Dichter’s motives (see table)
6-4
Dichter’s Consumption Motives
Motive
Associated Products
Power-masculinity-virility
Power tools, hot rods, coffee, red meat, razors
Security
Ice cream, home baking, hospital care
Eroticism
Sweets, gloves
Moral purity-cleanliness
White bread, cotton fabrics, bathing, oatmeal
Social acceptance
Toys, sugar, honey, soap, beauty products
Individuality
Gourmet foods, foreign cars, vodka, perfume
Status
Scotch, carpets
Femininity
Cakes, dolls, silk, tea, household curios
Reward
Cigarettes, candy, alcohol, ice cream, cookies
Mastery over environment
Kitchen appliances, boats, sporting goods
Disalienation
Home decorating, skiing, morning radio broadcasts
Magic-mystery
Soups, paints, carbonated drinks, vodka
6-5
Motivational Research (cont.)
• Criticisms
• Usually invalid or hard to believe
• Too sexually-based
• Appeal
• Less expensive than large-scale surveys
• Powerful hook for promotional strategy
• Intuitively plausible findings (after the fact)
• Enhanced validity with other techniques
6-6
Neo-Freudian Theories
• Karen Horney
• Compliant versus detached versus aggressive
• Alfred Adler
• Motivation to overcome inferiority
• Harry Stack Sullivan
• Personality evolves to reduce anxiety
• Carl Jung
• Collective unconscious
• Archetypes in advertising (old wise man, earth
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mother, etc.)
Young & Rubicam uses the concept of archetypes
in its BrandAsset® Archetypes model
6-7
BrandAsset Valuator Archetypes
6-8
BrandAsset Valuator Archetypes (cont.)
6-9
Trait Theory
• Personality traits: identifiable characteristics that
define a person
• Some personality traits relevant to consumer
behavior:
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Individualism vs. Collectivism
Self-consciousness
Self-esteem
Need for cognition
Frugality
Extraversion
Willingness to take risk
Need for Arousal
Emotionality
Openness to experience
Tendency to Conform
6-10
Idiocentric vs. Allocentric
Idiocentrics
Allocentrics
(individualist orientation)
(group orientation)
Contentment
More satisfied with current
life
Less satisfied with current
life
Health
Consciousness
Less likely to avoid unhealthy
foods
More likely to avoid
unhealthy foods
Food Preparation
Spend less time preparing
food
Love kitchen; spend more
time preparing food
Workaholics
More likely to work hard and
stay late at work
Less likely to work hard
Travel and
Entertainment
More interested in traveling to
other cultures
Visit library and read more
6-11
Lifestyle/Personality Variables for Soup
Lifestyle
Personality
Active Lifestyle (Vegetable):
I am: outdoorsy, physically fit,
workaholic, socially active
Mentally Alert (Clam Chowder):
I am: intellectual, sophisticated,
creative, detail-oriented, witty,
nutrition conscious
Family Spirited (Chicken Noodle):
I am: family-oriented, churchgoer,
traditional
Social (Chili):
I am: fun at parties, outgoing,
spontaneous, trendsetter
Homebody (Tomato):
I am: a homebody, good cook, pet
lover; I enjoy spending time alone
Athletic (Cream Soups):
I am: athletic, competitive,
adventurous
Intellectually Stimulated Pastimes
(French Onion):
I am: a technology whiz, world
traveler, book lover
Carefree (Minestrone):
I am: down-to-earth, affectionate,
fun loving, optimistic
6-12
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
• Low correlations with behavioral predictions
6-13
Brand Personality
• Brand personality: set of traits people attribute to a
product as if it were a person
• Brand equity: extent to which a consumer holds
strong, favorable, and unique associations with a
brand in memory—and the extent to which s/he is
willing to pay more for the branded version of a
product than for a nonbranded (generic) version
6-14
Brand Behaviors and
Personality Inferences
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
6-15
Lifestyles
• Lifestyle: patterns of consumption reflecting a
person’s choices of how one spends time and
money
• People sort themselves into groups on the basis of:
• What they like to do
• How they spend leisure time
• How they spend disposable income
• Example:
• Magazines targeting specific lifestyles: WWF
Magazine, 4 Wheel & Off Road, Reader’s Digest
• Lifestyle and tastes/preferences evolve over time
6-16
Lifestyle Dimensions
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
Club membership
Fashion
Education
Dwelling
Community
Food
Products
Geography
Shopping
Media
Future
City size
Sports
Achievements
Culture
Stage in life cycle
Dark Sides
• Consumer terrorism
• Shoplifting
• Consumer Dishonesty
• Addictive consumption
• Internet Addiction Disorder (IAD)
• Compulsive consumption
• Retail Therapy
• Consumed consumers
• Illegal activities
• Anti-consumption: product tampering