6-1 copyright © 2011 pearson education, inc. publishing as prentice hall chapter 6 personality and...
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6-1 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6
Personality and Lifestyles
CONSUMER BEHAVIOR, 9eMichael R. Solomon
6-2 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter Objectives
When you finish this chapter, you should understand why:
• A consumer’s personality influences the way he or she responds to marketing stimuli.
• Consumers’ lifestyles are key to many marketing strategies.
• Psychographics go beyond simple demographics to help marketers reach different segments.
• Identifying patterns of consumption is superior to knowledge of individual purchases when a marketer crafts a lifestyle marketing strategy.
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Personality
• Personality: a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment
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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: ego gratifies the id in such a way that the outside world will find acceptable
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Freudian Systems (continued)
Marketing Implications
• This ad focuses on the conflict between the id and the superego
• Ads often times use symbolism to motivate product purchases
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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
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Motivational Research
• 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 versus detached versus aggressive
• Alfred Adler
• Motivation to overcome inferiority
• Harry Stack Sullivan
• Personality evolves to reduce anxiety
• Carl Jung
• Developed analytical psychology
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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
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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
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Are You an Innie or an Outie?
Idiocentrics (individualist orientation)
Allocentrics (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
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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 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)
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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 s/he is willing to pay more for the branded version of a product than for a nonbranded (generic) version
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Table 6.2 Brand Behaviors and Possible Personality Trait 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
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Lifestyles
• Lifestyle defines a pattern of consumption reflecting a person’s choices of how one spends time and money
• Lifestyle marketing perspective: people sort themselves into groups on the basis of:
• What they like to do
• How they spend leisure time
• How they spend disposable income
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Colorado’s Lifestyle Marketing
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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
• Product usage in desirable social settings• Consumption style• Patterns of behavior
• Co-branding strategies: brands team up with other companies to promote their products understand this
• Product complementarity: symbolic meanings of different products relate to one another
• Consumption constellations: define, communicate, and perform social roles
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Figure 6.2 Consumption Style
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Discussion
• What consumption constellation might characterize you and your friends today?
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Psychographics
• Psychographics: use of psychological, sociological, and anthropological factors to:• Determine market segments• Determine reasons for choosing products• Fine-tune offerings
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Best Buy Psychographic Segments
• “Jill”: busy suburban mom who buys electronics for family
• “Buzz”: focused, active younger male interested in buying latest gadgets
• “Ray”: family man who likes his technology practical
• “BB4B (Best Buy for Business)”: small employer
• “Barry”: affluent professional male who’ll drop tens of thousands of dollars on a home theater system
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Forms of Psychographic Analysis
Lifestyle profile
Product-specific profile
General lifestyle study
Product-specific study
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AIOs
• Grouping consumers according to:
• Activities
• Interests
• Opinions
• 80/20 Rule: lifestyle segments that produce the bulk of customers
• Heavy users and the benefits they derive from product
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Table 6.3 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
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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 product strategy
• To market social/political issues
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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 measures lifestyles/sociocultural change in 40+ countries
• Exploration/Stability
• Social/Individual
• Global/Local
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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
• 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)
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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?
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Food Cultures
• Food culture refers to patterns of food and beverage consumption that reflects the values of a social group
• Differences in international food cultures:
• In China, milk chocolate has less milk
• In United States, Campbell’s soup is saltier than in Mexico
• In Germany, food must be healthier
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Figure 6.4 European Food Cultures
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PRIZM by Claritas, Inc.
• 66 clusters of U.S. zip codes
• Example: “Young Influential,” “Money and Brains,” “Kids and Cul-de-Sacs”
• Ranked by income, home value, and occupation
• Maximize effectiveness, cost-efficiency, and impact of marketing communications
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Table 6.4 Comparison of PRIZM Clusters
Furs and Station Wagons
New money, parents in 40s and 50s
Newly built subdivisions with tennis courts, swimming pools, gardens
High UsageCountry clubsWine by the caseLawn furnitureGourmet magazineBMW 5 SeriesRye breadNatural cold cereal
Low UsageMotorcyclesLaxativesNonfilter cigarettesChewing tobaccoHunting magazineChevrolet ChevetteCanned stews
Tobacco Roads
Racially mixed farm town in South
Small downtowns with thrift shops, diners, and laundromats; shanty-type homes without indoor plumbing
High UsageTravel by busAsthma medicineMalt liquorsGrit magazinePregnancy testsPontiac BonnevilleShortening
Low UsageKnittingLive theaterSmoke detectorsMs. MagazineFerrarisWhole-wheat breadMexican foods
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Behavioral Targeting
• Behavioral targeting refers to the serving of customized ads (primarily online) based on the prior activity on those sites by the target
• Data collected are anonymous but still privacy proponents express concern
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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