Psychographic influences Flashcards
- Big Five personality model - Brand personality
What is psychographics?
“A description of consumers on the basis of their psychological & behavioural characteristics.”
What are psychographic variables?
Refer to the characteristics that define consumers’ lifestyles and personalities, influencing their consistent patterns of thoughts, emotions, and behaviours. These include factors such as fashion consciousness, innovation adoption, ethical values, materialism, risk tolerance, self-identity, status awareness, smart shopping habits, and susceptibility to influence.
What is personality?
- “. . . distinctive patterns of behaviours, tendencies, qualities or personal dispositions that make one . . . different from another & lead to a consistent response to environmental stimuli.”
- “Dimensions of individual differences in tendencies to show consistent patterns of thoughts, feelings and actions” (McCrae, 2002).
- Partly biologically inherited, partly shaped by interaction with the environment (i.e. culture bound)
What is a trait?
- Traits - Any distinguishable, relatively enduring way in which one individual differs from another.
What is trait theory?
- Also known as dispositional theory, is a psychological approach that explains personality in terms of stable, enduring characteristics or traits that influence behaviour.
- A person is viewed as a composite of several personality traits. Big 5 are trait theories.
- Vary in extent across individuals.
- Are relatively stable and exert fairly universal effects on behaviour.
- Can be inferred from the measurement of behavioural indicators
- > 18,000 traits have been identified and measured.
What are the big 5 personality traits/ five factor model?
Big Five can partially predict/explain different types of behaviour, both consumption and non-consumption related:
- Openness to experience: Open to: art, emotions, adventure, experiences, curiosity
- Conscientiousness: Self-disciplined, acting dutifully, seeking achievement, not acting impulsively, planned actions
- Extraversion: Energetic, outgoing, seeking stimulation in the company of others.
- Agreeableness: Compassion, friendliness and cooperation.
- Neuroticism (emotional stability): Insecure, risk-averse, susceptible to negative/unpleasant emotions e.g. anger, anxiety, vulnerability.
What’s an example of openness to experience?
- Leveraging social influence can effectively encourage eco-friendly behaviours. For example, online shoppers were 65% more likely to buy sustainable products when they learned others were doing so, while buffet diners reduced food waste by 20.5% when they were told that taking smaller portions was the norm. Additionally, people are more likely to install solar panels if their neighbours have already done so, and university students opted for sustainable transport five times more often when they heard that many peers were choosing options like cycling. In the UK, reverse vending machines that reward plastic bottle recycling with half-price theme park tickets also proved successful. However, these incentives must be managed carefully because the eco-friendly behaviour may decline once they are removed.
- Individuals who score high in openness are more inclined to try new ideas and innovative practices, making them more likely to adopt sustainable behaviours when influenced by social cues and incentives.
What’s an example of conscientiousness?
- Consumers who intentionally buy counterfeit goods often opt for fake luxury items, such as designer handbags, watches, sunglasses, and clothing. The prevalence of counterfeiting varies across countries, with the issue being more widespread in developing nations that have weak legal systems. Research suggests that consumers use luxury brands to express their identity, showcasing their taste, style, wealth, and social status (Amaldoss & Jain, 2005) or signalling membership in desirable social groups. Additionally, brands help individuals reinforce their self-identity (Belk, 1988).
- Traits such as fashion consciousness are linked to the way consumers shape their identities through luxury brand consumption. consumers in LI areas are more likely to purchase counterfeit luxury items as a way to project status and express value as real versions are inaccessible in those regions. Fake luxury goods allow individuals to present themselves as affluent by passing off counterfeits as genuine.
What’s an example of extraversion?
Extraversion is a key personality trait linked to smoking. Adolescents who are more extroverted tend to seek social connections and a stronger presence in society, which may increase their risk of tobacco use. This study, conducted in February 2017, surveyed 10th-grade students in Tabriz, Iran, as part of a larger longitudinal study. The choice of 10th graders allowed for future follow-ups. Findings revealed a clear positive link between extraversion and the progression of cigarette and water-pipe smoking. Students with higher extraversion levels were more likely to be in advanced stages of smoking. Given this, school and family-based prevention programs should consider extraversion as a factor influencing adolescent smoking behaviour.
What’s an example of agreeableness?
- Volunteers tend to exhibit higher levels of extraversion, agreeableness, conscientiousness, and openness while being less prone to neuroticism. This personality profile is thought to indicate maturity and aligns with typical personality changes that occur with age (Roberts, Walton, & Viechtbauer, 2006). Additionally, volunteers are more likely to be female, have higher educational attainment, earn more income, and be employed. Our findings supported previous research that identified extraversion and agreeableness as the most significant personality traits associated with volunteering (Carlo et al., 2005). Furthermore, lower levels of neuroticism and higher extraversion are linked to improved health outcomes (Lamers et al., 2012; Turiano et al., 2012), suggesting that volunteers often enjoy better physical and mental health overall.
- Those with high agreeableness are more inclined to engage in altruistic activities, such as volunteering, as they are motivated by a desire to help others and contribute positively to their communities.
What’s an example of neuroticism
- FOMO (Fear of Missing Out) can greatly influence consumer behaviour by instilling a sense of urgency that encourages quick purchasing decisions. When shoppers feel they might lose out on a great deal, they are more likely to buy impulsively. This psychological response can be effectively utilised to boost sales and enhance customer engagement. However, it’s crucial to balance the urgency with real value to maintain customer trust. Strategies like limited-time offers can create a strong sense of urgency, prompting customers to act swiftly to avoid missing out. Various techniques can intensify this feeling, making the promotion seem more immediate and appealing.
- Their tendency to experience anxiety and worry can make them more susceptible to urgency tactics, as they may fear losing out on opportunities. As a result, they might make hasty purchases in response to marketing messages that emphasise limited availability or time constraints.
What are some examples of consumption and non consumption related types which can partially explain and predict different types of behaviour?
- External motives (conformity and social) and internal motives (coping, enhancement) for drinking (Theakston et al., 2004)
- Tobacco consumption, speed driving, dieting behaviour, willingness to share money (Paunonen and Ashton, 2001)
- Ecological behaviour/pro-environmental (Fraj and Martinez, 2006) – emotional group vs. rational group.
What is the big 5 personality traits/ five factor model application to marketing?
It likely that products will be tailored for a combination of personality traits.
- Openness to experience: Adventure holidays, wine tours, supercars experience day
Conscientiousness: Chess, running/sports products or gadgets, family extra safe cars
- Extraversion: Dance lessons, night clubs, designer clothes, 18-30 holidays.
* Agreeableness: Charity volunteering schemes, gift cards.
* Neuroticism (emotional stability): Safe cars, baby products, massage, relaxation products e.g. lavender, music
What is brand personality?
- Brand personality is “the set of human characteristics associated with a brand” (Aaker, 1997: 347).
- Consumers can ascribe personality qualities to inanimate brand objects (Aaker 1997).
- Anthropomorphising inanimate objects – well established among humans (Brown 1991).
What are the brand personality dimensions?
- Sincerity: Down to earth, honest, wholesome and cheerful
- Excitement: Daring, spirited, imaginative and up to date.
- Competence: Reliable, intelligent and successful
- Sophistication: Upper class and charming.
- Ruggedness: Outdoorsy and tough
What are brand examples of each dimension?
- Sincerity: Disney
- Excitement: Red bull
- Competence: IBM
- Sophistication: Chanel
- Ruggedness: Wrangler
What are the reasons for creating a brand personality?
- Brand personality can help the consumer express his/her self (Belk, 1988) ➔ can be key in the socialisation process & group integration.
- Brand differentiation for homogeneous products.
- In order to legitimise “the brand-as-partner” marketers must develop strategies by which brands are animated, humanised, or somehow personalised.
- Brand success = overlap/fit between brand personality and the individual’s personality traits.
What are the limitations for brand personality?
- Oversimplification (e.g., other practical factors to be considered, quality, price)?
- Brand evolution and personality shifts?
- Inconsistency in consumer perception?
- Cultural differences?
- Personality doesn’t always predict behaviour Anymore???
What is an example of a brand who has successfully created a positive brand personality?
- Nike clearly communicates an active, determined, and positive brand personality. “Just Do It” slogan motivates consumers to push their limits and pursue their goals, embodying a spirit of athleticism and achievement. This consistent message is reflected in every aspect of their marketing, from the iconic swoosh logo—which symbolises movement and speed—to the powerful stories of dedication and resilience featured in their campaigns.
- Furthermore, Nike builds strong emotional connections with its audience by sharing inspiring narratives that resonate on a personal level, reinforcing their performance-driven image. Their commitment to social and environmental responsibility is evident through initiatives like the “Move to Zero” campaign, which underscores their values of sustainability and ethical practice. By clearly communicating its values and consistently engaging its audience, Nike has successfully
created a global brand with a positive and compelling personality that drives both success and customer loyalty.
What is an example of a brand which has created a negative brand personality?
- There’s discrimination in Shein’s hiring practices, where the company favours applicants from non-democratic countries for positions in its Western offices. This approach stems from the belief that individuals from such countries are more accustomed to unfair treatment and may tolerate illegal practices, like excessive overtime.
- As a result of these unethical practices, Shein has faced protests that have harmed its revenue and tarnished its brand image. Overall, the perception of Shein is largely negative, with the brand being linked to undesirable aspects like fast fashion and unethical conduct. Its brand reputation and perceived value are low, as its products offer minimal benefits to consumers.
- Additionally, discussions surrounding Shein frequently highlight issues related to the environment, labor practices, and To enhance its brand reputation and perceived value, Shein needs to either improve product quality or reduce prices.
What’s a weaknesses of brand personality? (Cultural differences)
- Cultural differences can create inconsistencies in brand perception across markets. While some brand traits, like sincerity and competence, have universal appeal, others are culture-specific. For example, peacefulness is valued in Japan, while ruggedness is more relevant in the U.S. (Aaker et al., 2001). This variation makes it challenging for global brands to maintain a consistent personality that resonates across different cultures. Additionally, individuals in Japan and Spain prioritise harmony more than Americans (Schwartz, 1994), meaning brands that emphasise competition or individualism may struggle in those markets.
- Because cultural values shape how consumers connect with brands, companies must adapt their messaging for different audiences, which can dilute brand identity and reduce overall effectiveness.
What’s a weakness of brand personality? (Difficult to Control Consumer Perception)
- While companies carefully craft their brand personality through marketing, advertising, and messaging, how consumers actually interpret it can vary based on personal experiences, cultural influences, and social media discussions. A 1989 leaflet showing the nutritional values of McDonald’s menu items reveals that today’s burgers have 20% less protein than those from the past. For example, a Big Mac now contains 9g of sugar, compared to only 4g back in 1989, marking a 221% increase. Additionally, regular French Fries have increased by 42.8% in calories, now totalling 337 calories.
- Despite McDonald’s strong reputation and attempts to enhance the quality of its products, it continues to struggle with a negative perception as an unhealthy option, particularly among millennials. This lingering image can discourage health-conscious customers from choosing McDonald’s, highlighting how external factors can influence brand personality and ultimately affect sales, regardless of the brand’s established status. Even customer reviews tarnish popular brands.
What is a strength of brand personality?
(Practical application of word of mouth)
- Starbucks Rewards is a popular points-based program where customers earn Stars for every purchase. Nearly half of restaurant app users take part in this program, as its mobile-friendly design makes it easy for customers to engage and return frequently.
- The program is simple—earning Stars is easy, the app is user-friendly, and rewards have a reasonable expiration date, which keeps customers motivated without feeling frustrated. Overall, Starbucks has created an effective loyalty system that encourages repeat visits and spending.
- The easy point system attracts new users, and the app’s sleek design encourages customers to keep coming back. Although Stars do expire, the time frame is long enough to keep customers interested without causing annoyance.
- Rewards encourages word-of-mouth marketing by creating a positive user experience that customers naturally share.
What is a strength of brand personality?
(Attracts the Right Target Audience)
Determined, and positive brand personality. “Just Do It” slogan motivates consumers to push their limits and pursue their goals, embodying a spirit of athleticism and achievement. This consistent message is reflected in every aspect of their marketing, from the iconic swoosh logo—which symbolises movement and speed—to the powerful stories of dedication and resilience featured in their campaigns.
- Furthermore, Nike builds strong emotional connections with its audience by sharing inspiring narratives that resonate on a personal level, reinforcing their performance-driven image. Their commitment to social and environmental responsibility is evident through initiatives like the “Move to Zero” campaign, which underscores their values of sustainability and ethical practice. By clearly communicating its values and consistently engaging its audience, Nike has successfully
created a global brand with a positive and compelling personality that drives both success and customer loyalty.
What is attachment theory?
- An emotion-laden target-specific bond between a person and the caregiver (Bowlby, 1979).
- Early theorists.
- Attachment as operating to satisfy an innate need (e.g. sources for food).
What is brand attachment?
- The strong emotional connection or bond that consumers develop with a brand, often leading to loyalty, advocacy, and repeat purchases.
Brand attachment and brand loyalty: - Committed to maintain the relationship
- Proximity maintenance
- Separation distress
What are the dimensions of brand attachment?
- Affection
- Connection
- Passion
What is brand attachment in relation to consumer behaviour?
- Purchase intention
- Willingness to pay
- Act of recommendation
- Forgiveness
What is an example of brand attachment related to consumer behaviour?
- Apple has built exceptionally strong customer loyalty, reaching 90.5% in 2021. This reflects the deep connection and trust consumers have in the brand.
- One key factor is consistency—Apple stays in tune with market trends while maintaining its signature look, feel, and messaging. The brand continuously evolves to meet changing consumer preferences without losing its identity.
- Apple product launches always create excitement, with customers eager to experience the latest innovations. Each new iPhone introduces fresh features that keep users engaged and loyal.
- Consumers often hesitate to invest in expensive or unique products due to uncertainty about performance. Apple eases these concerns with reliable customer support and a one-year warranty, reinforcing trust and ensuring customer satisfaction.
What are lifestyles and the importance of them?
- Manifestations or actual patterns of behaviour.
- Can help explain consumer behaviour.
- Can be related to NPD and market segmentation.
- Habits, tastes and purchase behaviour are constantly changing.
What makes a lifestyle? AIO
- Activities: Work, hobbies, holiday, shopping etc.
- Interests: Family, home, job, community food etc.
- Opinions: Themselves, social issues, politics, business, education etc.
What are recent changes in lifestyle due to?
- Changes in gender purchasing roles
- Evolving view of health and nutrition vs. trends of more self-indulgent lifestyles.
- Home-oriented lifestyles
- Increasing time pressures e.g. online banking
- Embracing value oriented lifestyle
- The Internet
How to measure lifestyle characteristics?
- AIO
- Questionnaires comprising a large number of questions.
- e.g Information seeker - I often seek advice of friends on which brand i buy.
- Price conscious - I shop a lot
What is the criticism of measuring lifestyle characteristics?
Categories/segments
must be updated as lifestyles are continuously changing.
What are values and the factors that influence them?
- Enduring beliefs [that] a given behaviour or outcome is desirable or good.
Factors influencing values: - Culture
- Social class
- Age
What is the Rokeach value survey?
- The Rokeach Value Survey (RVS) is a values classification instrument developed by social psychologist Milton Rokeach, designed to measure an individual’s belief systems and value orientations by ranking 18 terminal (end-state of existence) and 18 instrumental (modes of conduct) values.
What are the limitations of personality, lifestyle and values?
Personality:
- Rely on enduring patterns of behaviour but consumers’ behaviour can be swayed by other internal and external factors.
- Over-reliance on personality traits to explain all kinds of choices e.g. from cheese choice to suicide.
- Measurements – accuracy in self-reported measurements
Lifestyle:
- Habits, tastes and purchase behaviour are constantly changing
- Doesn’t capture other ‘silent’ variables that the consumer might not be aware of and can’t report
Values:
- Although they don’t have a direct effect on behaviour, values strongly influence a person’s
attitudes, and perceptions
- So knowledge of an individual’s value system can provide insight into what makes the person tick.
