Chapter 6: Personality, Psychographics.

Question 1

Personality

Answer 1

: persons unique psychological makeup and how it consistently influences the way they respond to the environment

Question 2

Do people act consistent?

Answer 2

• Studies have found people do not behave consistently across different situations
• Still some aspects are stable across a person

Question 3

3 Freudian theories

Answer 3

1. Freudian theory
   motivation research
   neo-freaudian

Question 4

1. Freudian Systems

Answer 4

Ego relies on the symbolism in the product to compromise between the demands of the ID and the prohibitions of the superego

ID
- is the component of the self entirely oriented toward immediate gratification
i. Party animal of the mind
ii. Operates according to the pleasure principles
1. : behavior is guided by primary desire to maximize pleasure and avoid plain
2. The ID is selfish and illogical

The superego
i. Counter weight to the ID system is essentially the persons conscience
ii. Internalizes society’s of rules and work to prevent the ID from seeking selfish gratification

Ego
i. System mediating between the ego and the super ego
ii. The referee
iii. Happens ad an unconscious level so no

Question 5

2. Motivational Research

Answer 5

motivation behind behaviour
.
Helps to provide a meaningful hook
b. Based on psychoanalytic (Freudian) interpretation with emphasis on unconscious motives
c. Relies on in-depth interview with individual consumes so uses few consumer but probes deeply

Question 6

3. Neo-Freudian Theories of Personality (influenced by Freud)

Answer 6

a. People thought that individuals personalities were influenced by how they handled relationships with others
i. Karen Horney
1. People can be described as moving towards others (compliment), away from others (detached), or against others (aggressive)

ii. Carl Jung
1. Analytical psychology
2. Emphasized the individual development as a creative person (the future and their racial history (past) in the formation of personality
Archetypes
a. :universally shared ideas and behavior patterns
b. Involves themes, such as birth, death, or the devil, that appear frequently in myths, stories and dreams
c. Ex: old wise men or earth mother (mother nature)

Question 7

Trait theory

Answer 7

• Focus on quantitive measurement of specific traits or identifiable characteristics that define a person

Question 8

• Big 5 personality traits

Answer 8

o Extraversion, agreeableness, conscientiousness, neuroticism, openness to experience

Question 9

ideocentric vs allocentric

Answer 9

Idiocentrics
 Have an individualist orientation

Allocentric
 Have a group orientation

Question 10

When Traits are Useful

Answer 10

o Traits do not predict consumption behaviors but rather interact with situational factors to predict how consumers will behave
o Ex: public self-consciousness
 High = more likely to make choice that allow them to present a positive view of the self to others such as a Canadian buying Canadian made

Question 11

lifestyle

Answer 11

• :Pattern of consumption and behavior that reflect a person’s choice of how they spend time and money
• People sort themselves in groups based on what they like to do

Question 12

goal of lifestyle marketing

Answer 12

o Goal of lifestyle marketing it to allow consumers to pursue their chosen ways of enjoying their lives and social identities
 Key aspect of this strategy is to focus on product usage or experience in social setting

Question 13

• Geodemography

Answer 13

o : combine data on consumer spending, lifestyles, and other socioeconomic factors with geographic information about the areas which people live to find common consumption patterns
o Very important for food, entertainment and activities
 Ex: beef in Alberta, Salmon in BC

Question 14

Psychographics

Answer 14

• Using psychological, sociological, and anthropological factors to find how market is segmented by propensity of groups within the market
• Helps marketers fine tune offering to meet different segments

Question 15

AIOs

Answer 15

o Most contemporary psychographic research groups customers according to some combination of the 3 categories
 Activities, interests, and opinions
o Using large samples create profile of customers who resemble one another in their activities and patterns of consumptions

Question 16

Use of Psychographic segmentation

Answer 16

1. To define target market
    Go beyond demographic or product usage
2. To create a new view of market
    Typically have typical customer in mind but this could be wrong
3. To position the product
    Allows marketer to emphasis certain features of the product that will fit within a consumer life
4. To better communicate product attributes
    Gives a richer image of the target customer allowing them to speak to them in advertisement
5. To Develop overall strategy
    Understanding how a product fits or does not fit into a consumers life allows markets to identify new product opportunities for consumption

6.To market social and political issues
 Can be important for political campaigns and to find customers who engage in destructive behaviour such as drug use ore excessive gambling

Question 17

Why psychographic typologies

Answer 17

o Marketers are looking for new insights to find groups of consumers that are united by a common psychographic profile

Question 18

VALS gives 2 things

Answer 18

1. access to resources
2. self orientation/motivation

Question 19

8 VAL Categories

Answer 19

Innovators
 Concerned with social issues and are open to change

Thinkers
 Satisfied, reflective, and comfortable. Value Functionality

Achievers
 Career oriented and prefer predictability over risk

Experiencers
 Impulsive young and offbeat or risky experiences

Believers
 Strong principles and favor proven brands

Strivers
 Achievers with fewer resources. Very concerned with the approval of others

Makers

survivors
 Concerned with meeting needs at the moment

Question 20

Brand Personality

Answer 20

• :set of traits people attribute to a brand as if it were a person
• Ex: Tony the Tiger
• Felling about brand personality are important part of brand equity
  o : extent to which consumers hold strong favorable and unique association with brand in memory and extent they will pay more for that brand

Question 21

brand personality can create what

Answer 21

long time loyalty

Question 22

levels of animism

Answer 22

Level 1
o Highest level where object is associates with human individual
o Allows to feel the spirit of celebrity
o Ex: my grandmother always served kraft blueberry jam

Level 2
o Objects are anthropomorphized given human characteristics
o Cartoon character might be treated as a person
o Ex: Snap, Crackle, Pop or how people think car can be smiling