Ch.6

Transcript Ch.6

Chapter 6 Personality and Psychographics

CONSUMER BEHAVIOR, 10e Michael R. Solomon

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Chapter Objectives

When you finish this chapter, you should 1.

understand why: A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

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Chapter Objectives

When you finish this chapter, you should 2.

understand why: Psychographics go beyond simple demographics to help marketers. understand and reach different segments.

Consumer activities can be harmful to individuals and to society.

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Learning Objective 1

• A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

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Motivational Research and Consumption Motives

• • • • • • Power-masculinity virility Security Eroticism Moral purity cleanliness Social acceptance Individuality • • • • Status Femininity Reward Mastery over environment • • Disalienation Magic-mystery Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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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 • Developed analytical psychology Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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Carl Jung, Father of Analytical Psychology

• • • Disciple of Freud Established concept of collective unconscious Explained the creation of archetypes • • Old wise man Earth mother • Young & Rubicam uses the concept of archetypes in its BrandAsset ® Archetypes model Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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Figure 6.1 BrandAsset Valuator Archetypes

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Figure 6.1 BrandAsset Valuator Archetype (continued)

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Trait Theory

• Personality traits: identifiable characteristics that define a person • Traits relevant to consumer behavior: • • • • • Innovativeness Materialism Self-consciousness Need for cognition Frugality Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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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 she or he is willing to pay more for the branded version of a product than for a nonbranded (generic) version Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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Table 6.2 Brand Behaviors and Possible Personality Trait Inferences

Brand Action Brand is repositioned several times or changes slogan repeatedly Brand uses continuing character in advertising Trait Inference Flighty, schizophrenic Familiar, comfortable Brand charges high prices and uses exclusive distribution Brand frequently available on deal Brand offers many line extensions Snobbish, sophisticated Cheap, uncultured Versatile, adaptable

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For Reflection

• How can marketers link a brand’s personality with the lifestyle of a consumer segment?

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Learning Objective 2

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Psychographic Studies

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Table 6.3 Lifestyle Dimensions

Activities Work Hobbies Social events Vacation Entertainment Club membership Community Shopping Sports Interests Family Home Job Community Recreation Fashion Food Media Achievements Opinions Themselves Social issues Politics Business Economics Education Products Future Culture

Demographics Age Education Income Occupation Family size Dwelling Geography City size Stage in life cycle 6-16

Psychographic Segmentation Uses

• • • • • • To define target market To create new view of market To position product To better communicate product attributes To develop product strategy To market social/political issues Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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Figure 6.2 VALS2

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Geodemography

• Geodemography involves using data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns • • “Birds of a feature flock together” Can be reached more economically (e.g., 90277 zip code in Redondo Beach, CA) Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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For Reflection

• Construct separate advertising executions for a cosmetics product targeted to the Belonger, Achiever, Experiencer, and Maker VALS types.

• How would the basic appeal differ for each group?

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For Reflection

• 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?

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Learning Objective 3

• Consumer activities can be harmful to individuals and to society.

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Dark Sides

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For Reflection

• • Give two examples of consumer addiction.

Should marketers play a role in helping consumers avoid the dark side?

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Chapter Summary

• • • Consumer personality influences the way one responds to marketing stimuli Lifestyles are an important aid to many marketing strategies Psychographics go beyond simple • demographics to help marketers understand different consumer segments Identifying patterns of consumption are valuable components of a lifestyle marketing strategy Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

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