Transcript Personality & Lifestyles Chapter 6 with Duane Weaver

Personality &
Lifestyles
Chapter 6
with Duane Weaver
Is this my reality or my perception thereof?
Outline
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Personality defined
Freudian Theory
Neo-Freudian Theory
Trait Theory
Brand Personality
Lifestyles & Psychographics
Personality
“A person’s unique psychological
makeup and how it consistently
influences the way a person
responds to his or her environment.”
Personality and Freudian Theory
Primitive Drive
Reality
Beliefs - Morals, Ethics
Freudian Systems
Id:
Immediate
Gratification
Pleasure
Principle:
To maximize
pleasure and
avoid pain
Ego:
Mediator
Superego:
System that
internalizes
society’s rules
Freudian Theory
• ID
– 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
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EGO
– System that mediates between the Id and the Superego.
(Seeks balance according to the reality principle)
Reality
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)
Neo-Freudian Theory
• Karen Horney
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.
Trait Theory
• Quantitative measurement of traits:
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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.
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.
Lifestyles & Psychographics
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Lifestyle:
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Lifestyle marketing perspective
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A pattern of consumption reflecting a person’s choices of how
he or she spends time and money.
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).
Lifestyles & Psychographics
• 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.
Lifestyles & Psychographics
• Psychographic Uses:
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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
VALS
Try it out for yourself:
http://www.sric-bi.com/VALS/presurvey.shtml
Lifestyles & Psychographics
• VALS segments
– Innovators (successful with many resources)
– Thinkers - satisfied, reflective, comfortable
– Achievers - career-oriented prefering predictability over risk or selfdiscovery
– Experiencers – impulsive, young and enjoy offbeat or risky
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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.
Lifestyles & Psychographics
• Geodemography:
Uses consumer expenditures and other socioeconomic factors with geographic information to
identify common consumption patterns in areas
where people live.
THANKS!