Chapter 7 - Personality, Lifestyles, Psychographics, and Values Flashcards
Personality
- a person’s unique psychological makeup.
- and how it consistently influences the way aa person responds to his/her environment.
Freudian Systems
Personality = conflicts between satisfaction and responsibility
- Id: Pleasure principle (seek for inmediate gratification)
- Superego: Our conscience (counterweight to Id)
- Ego: Reality principle (mediates between the two).
Motivational Research and Consumption Motives
- based on Freudian ideas.
- We channel socially unacceptable needs into acceptable outlets including product substitutes.
- According to depth interviews with individual consumers.
- Consumption motives: eg. Reward, Power-Masculinity, Eroticsm, Security, etc.
Carl Jung
Father of Analytical Psychology
- We all share a collective unconscious (storehouse of memories).
- From these shared memories, we recognize archetypes (idea or behavior pattern).
Marketing implication:
Brand Asset Valuator Archetypes
- For each healthy personality, there is a corresponding Shadow.
- A healthy personality is one in which the Archetypes overwhelm their corresponding Shadows.
- When a brand’s Shadows dominate, this indicates the agency to take action to guide the brand to a healthier personality.
Trait theory: Big five Personality Dimensions
Personality traits: identifiable characteristics that define a person as a set. Eg. Impulsiveness, materialism, variety seeking.
- Openness to experience
- Conscientiousness
- Extroversion
- Agreeableness
- Neuroticsm (emotional instability)
The Myers-Briggs Type Indicator (MBTI)
- Extrovertive vs Introvertive: Focus of attention
- Sensing vs Intuitive: Information processing
- Thinking vs Feeling: Decision making
- Judging vs Perceiving: Dealing with outer world.
Brand personality
People tend to describe a brand as a person.
American brand personality traits:
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
Lifestyle
Lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend time and money.
People, products, and settings, result in an expressed “consumption style” which can be used as a cue/signal.
Product Complementarity and Co-Branding Strategies
- Product complementarity- occurs when symbolic meanings of different products relate to each other.
- Co-branding strategies- companies team up to promote two or more products.
- Consumption Constellation is used to define, communicate and perform social roles.
Psychographics
A tool to segment consumers more effectively by using consumer lifestyles.
- Demographical factors: (Age, race, job status) who buys X
- Psychological, sociological, anthropological factors are included: also answer, why buys X
- Psychographics factors: (Personality, values, attitudes, lifestyles, interests) Who are our heavy users and why?
Use of Psychographic studies
- Define target market.
- Create a new view of market.
- Position the product
- Develop product strategy.
- Better communicate product attributes.
- Market social and political issues.
- VALS (Values and Lifestyles).
Values
- A belief that some condition is preferable to its opposite.
- Your moral guidance.
- Core values can be acquired by:
- > Enculturation: I was raised and born with values from Peru
- > Acculturation: I come to Korea and learn some values.
The Rokeach Value Survey:
Terminal and Instrumental values
Terminal values/ core values: desired end state. eg. World peace
Instrumental values: The means to achieve the terminal value. eg. Kind
How values link to Consumer Behavior
- From values (beliefs) to norms (behaviors)
- Customs/ Conventions: something you do, just becuase of custom
- More: against custom. If you break it, people judge you.
