Chapter 6: Personality, Psychographics. Flashcards
Personality
: persons unique psychological makeup and how it consistently influences the way they respond to the environment
Do people act consistent?
- Studies have found people do not behave consistently across different situations
- Still some aspects are stable across a person
3 Freudian theories
- Freudian theory
motivation research
neo-freaudian
- Freudian Systems
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
- Motivational Research
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
- Neo-Freudian Theories of Personality (influenced by Freud)
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)
Trait theory
- Focus on quantitive measurement of specific traits or identifiable characteristics that define a person
- Big 5 personality traits
o Extraversion, agreeableness, conscientiousness, neuroticism, openness to experience
ideocentric vs allocentric
Idiocentrics
Have an individualist orientation
Allocentric
Have a group orientation
When Traits are Useful
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
lifestyle
- :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
goal of lifestyle marketing
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
- Geodemography
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
Psychographics
- 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
AIOs
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
Use of Psychographic segmentation
- To define target market
Go beyond demographic or product usage - To create a new view of market
Typically have typical customer in mind but this could be wrong - To position the product
Allows marketer to emphasis certain features of the product that will fit within a consumer life - To better communicate product attributes
Gives a richer image of the target customer allowing them to speak to them in advertisement - 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
Why psychographic typologies
o Marketers are looking for new insights to find groups of consumers that are united by a common psychographic profile
VALS gives 2 things
- access to resources
- self orientation/motivation
8 VAL Categories
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
Brand Personality
- :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
brand personality can create what
long time loyalty
levels of animism
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
