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Copyright 2008 Pearson Education Canada
Personalityand Lifestyles
Chapter 6
Copyright 2008 Pearson Education Canada
6-2Copyright 2008 Pearson Education Canada
Personality
• A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment– Stable vs. situation-specific
• Marketers: lifestyles– Leisure activities, political outlook, aesthetic
tastes, etc.
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Freudian Systems
• Personality = conflict between gratification and responsibility– Id: pleasure principle– Superego: our conscience– Ego: mediates between id and superego
• Reality principle
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Freudian Systems (Cont’d)
• Marketing Implications– Unconscious motives
underlying purchases– Symbolism in
products to compromise id and superego
• Sports car as sexual gratification for men
• Phallic symbols
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Motivational Research
• Freudian ideas unlock deeper product and advertisement meanings
• Consumer depth interviews
• Latent motives for purchases– Examples of Dichter’s motives (Table 6.1)
• Bowling, electric trains, power tools = power• Ice cream, beauty products = social acceptance
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Motivational Research (Cont’d)
• Criticisms– Invalid or works too well– 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
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Neo-Freudian Theories
• Karen Horney– Compliant vs. detached vs. aggressive
• Alfred Adler– Motivation to overcome inferiority
• Harry Stack Sullivan– Personality evolves to reduce anxiety
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Neo-Freudian Theories: Jung
• Carl Jung: analytical psychology– Collective unconscious– Archetypes in advertising (see Figure 6.1: old
wise man, earth mother, etc.)• BrandAsset® Archetypes model• BAV® Brand Health measures
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BrandAsset® Archetypes+ BAV® Brand Health
• Archetypes across cultures and time
• Archetypes telegraph instantly
• Strong evidence of achieving business objectives with this model
• “Early warning” signal of brand trouble
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Trait Theory
• Personality traits: identifiable characteristics that define a person
• Traits relevant to consumer behaviour:– Innovativeness– Materialism– Self-consciousness– Need for cognition– Frugality
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Are You an Innie or an Outie?
• Inner-directed vs. outer-directed– Unique sense of self vs. pleasing others/fitting
in
• Power of conformity and need for uniqueness
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Are You an Innie or an Outie? (Cont’d)
• Idiocentrics vs. allocentrics– Contentment– Health consciousness– Food preparation– Workaholics– Travel and entertainment
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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
• Set of traits people attribute to a product as if it were a person
• Brand equity• Outsourcing production to focus on brand• Extensive consumer research goes into
brand campaigns
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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
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Brand Personality (Cont’d)
• Distinctive brand personality = brand loyalty– Animism
• Level 1: brand = spokespersons and loved ones• Level 2: anthropomorphized brands
– Positioning/repositioning strategies describing brands as people
• “Lust, envy, jealousy. The dangers of Volvo.”
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Lifestyles
• Patterns of consumption reflecting a person’s choices of how one spends time and money– Who we are and what we
do
• Lifestyle marketing perspective– WWF Magazine, 4 Wheel
& Off Road, Reader’s Digest
Figure 6.2
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Lifestyles as Group Identities
• Forms of expressive symbolism
• Self-definition of group members = common symbol system– Terms include lifestyle, taste public, consumer
group, symbolic community, status culture– Each person provides a unique “twist” to be
an “individual”
• Tastes/preferences evolve over time
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Building Blocks of Lifestyles• We often choose products
that fit a lifestyle• Lifestyle marketing
– Product usage in desirable social settings
– Consumption style– Patterns of behaviour
• Co-branding strategies• Product complementarity and
consumption constellations (e.g., “yuppie”)
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Discussion• What consumption constellation might
characterize you and your friends today?
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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’
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Psychographics
• Use of psychological, sociological, and 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!
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Best Buy Psychographic Segments
• “Jill”
• “Buzz”
• “Ray”
• “BB4B”
• “Barry”
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Soup Psychographic Segments
• Surveyed waitresses• Asked about differences between chicken
noodle and tomato soup users• Refer to Table 6.3, Personality of Soup Users
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Psychographics Roots
• Developed in 1960s and 1970s
• Motivational research and survey research were flawed
• Demographics tell us “who” buys, but psychographics tell us “why” they buy– E.g., Molson Export’s “Fred and the boys”
ads
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Doing a Psychographic Analysis
• Lifestyle profile
• Product-specific profile
• Personality traits as descriptors
• General lifestyle segmentation
• Product-specific segmentation
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AIOs
• Grouping consumers according to:– Activities– Interests– Opinions
• 20/80 Rule: lifestyle segments that produce the bulk of customers– Heavy users and the benefits they derive from
product
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Table 6-4 (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
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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
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Psychographic Segmentation Typologies
• Battery of questions– Cluster
consumers into distinct lifestyle groups
• Includes AIOs + perceptions of brands, celebrities, and media preferences
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Figure 6-3
VALS2TM
VALS SURVEY
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Discussion
• 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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Global Psychographic Typologies• Global MOSAIC
– Identifies segments across 19 countries
• RISC– Lifestyles/sociocultural change in 40+
countries– Divides population into 10 segments using 3
axes:• Exploration/Stability• Social/Individual• Global/Local
– 40 measured “trends” (e.g., “spirituality”)
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Discussion
• Extreme sports. Day trading. Blogging. Vegetarianism. Can you predict what will be “hot” in the near future?– Identify a lifestyle trend that is just surfacing in
your universe.– Describe this trend in detail and justify your
prediction.– What specific styles and/or products are part
of this trend?
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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 neighbourhood have other things in common as well.– Why do they make this assumption, and how accurate
is it?
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Trend Forecasting