week six - personality and lifestyles Flashcards
define personality
psychological characteristics of a person that influence the way in which the individual responds to their environment
determinants of personality
- individuals nature
- specific characteristics of each individual
- environmental circumstances
- effects of our decisions
what are the two psychoanalytic theories
- Freudian theory: unconscious needs or drives are at the heart of human motivation
- neo-Freudian personality theory: social relationships are fundamental to the formation and development of personality
what is the trait theory
quantitative approach to personality as a set of psychological traits
what is meant by ID in psychoanalytic theory
unconscious, impulsive, childlike, pleasure oriented
✓ completely oriented towards immediate gratification
✓ It operates according to the principle of pleasure
✓ the behaviour is guided by the primary desire to maximize pleasure and avoid
pain.
✓ Selfish and illogical
✓ it directs the psychic energy of the individual towards pleasurable activities without regard to the consequences
what is meant by SUPER EGO in psychoanalytic theory
opposite to ID, moral oriented
✓ Consciousness of the individual
✓ internalizes the rules of society (especially as our parents teach us)
✓ Prevent this from seeking selfish gratification
what is meant by EGO in psychoanalytic theory
a balance between the impractical hedonism of the ID and the equally impractical moralism of the superego
✓ Referee in the struggle between temptation and virtue.
✓ The self tries to balance these opposing forces according to the principle of
reality, with which it finds ways to gratify that which are acceptable to the
outside world.
✓ These conflicts occur on an unconscious level, so the person does not
necessarily realize the reasons behind their behaviour
CONSUMPTION MOTIVES (identified by Ernest Dichter)
- Power-masculinity-virility
- Status
- Femininity
- Reward
- Mastery over environment
- Disalienation (a desire to feel connected to things)
- Magic-mystery
- Security
- Eroticism
- Moral purity-cleanliness
- Social acceptance
- Individuality
why are symbologies important
they help the product explain consumption motives
characteristics of personality traits
- traits are identifiable
- they depend on heredity and environment
- different degrees
- they are quite stable
problems with the trait theory
- Many of the scales are not sufficiently valid or reliable
- Often marketers don ́t administer the test under the appropriate conditions
- Trait scales measure overall tendencies but not specific brands
- consumer traits and consumer behaviour are not empirically proved to be connected
- traits data can be combined with other consumer conditions
brand personality diagram
topic 6, check slides
define brand personality
set of traits people attribute to a product as if it were a person
what creates brand personality
- packaging, advertising, marketing
- consumers’ experience with the brand
define brand equity
an extra value that consumers add to a product/service through its brand, the extent to which a consumer holds strong, favourable and unique associations with a brand in memory
define lifestyle
system of rules of behaviour developed by the individuals to meet their goals in life , a pattern of consumption that reflects a persons choice of how to spend her time and money
what are the different approaches to analyse the lifestyle of a consumer
- approach focused in values
- approach focused in activities, interest and opinions
what is VALS
value and lifestyle analysis based on motiavtiuonal and developmental psychological theories particularly Maslow’s hierarchy of needs theory
what is meant by need-driven
People so limited in resources (especially financial resources) that their lives are driven more by need than by choice
what is meant by outer-driven
They conduct their lives in response to signals – real or fancied – from others
what is meant by inner-directed
They conduct their lives primarily in accord with inner values – the needs and desires private to the individual – rather than in accord with values oriented to externals
what is meant by combined outer and inner-direct
They are fully mature
what are some need-driven lifestyles
- survivor lifestyle: extreme poverty, low education, old age
- sustainer lifestyle: group struggling at the edge of poverty
what are some outer-directed lifestyles
- belonger lifestyle: comfortable, middle-class, conservative
- emulator lifestyle: they try to burst into the upper levels of the system, their object is the achiever lifestyle
- achiever lifestyle: leaders in a business or government, competent, self-reliant, materialistic
what are some inner-directed lifestyles
- i-am-me lifestyle: narcissists, impulsive, creative young people
- experiential lifestyle: educated young people dissatisfied with their work, indulge in their hobbies
- societally conscious lifestyle: leaders, those who have succeeded in life, searching for simplicity
what is a combined out and inner-directed lifestyle
integrated lifestyle: They are fully mature in a psychological sense – able to see many sides of an issue, able to lead if necessary
what is the goal of VALS 2 analysis
to identify specific relationships between consumer attitudes and purchase behaviour
what are the three self-identify orientations
- principle oriented people
- status oriented people
- action oriented people
VALS 2 diagram
topic 6, check slides
what are the VALS segments
– Innovators: successful with many resources, concerned with social issues and open to change
– Thinkers: satisfied, reflective, comfortable
– Achievers: career-oriented, prefer predictability over risk or self-discovery
– Experiencers: impulsive, young and enjoy offbeat or risky experiences
– Believers: strong principles and favour proven brands
– Strivers: similar to achievers but with fewer resources. They are very concerned about the approval of others
– Makers: action-oriented focused on self-sufficiency
– Strugglers: primary concern is meeting the needs of the moment. They are at the bottom of the economic ladder
what is the approach focused on activities, opinions and interests seeking
to understand consumers through what they do and they think about a wide range of life situations in life
what do psychographics help with
- defining the target group
- identifying opportunities for products
- position the product
- better communicated the attributes of the product (message and media)
- develop social marketing
what is psychographics
the quantitative investigation of consumers’ lifestyles, personality and demographic characteristics
what are the characteristics of the target segment
▪ Vanguard and contemporary young people
▪ They like originality
▪ They get what makes them feel good, not what others like
▪ They are mature, independent and self-confident
▪ Think more about their own opinion than that on the mass
for segmentation it is useful to analyse:
- brand personality
- self-concept
what is self-concept
it summarises the beliefs a person holds about his own attributes and how he evaluates the self on these qualities
what are the dimensions of self-concept
- content
- positivity (self-esteem)
- intensity and stability over time
- accuracy (the degree to which one’s assessment corresponds to reality)
how do marketers use self-concept
they influence self-esteem by exposure to ads that can trigger a process of social comparison
what are the different self-images
- actual
- ideal
- social
- ideal social
- expected
- ough-to self
how can one extend their self
- possessions can extend self in a number of ways:
- symbolically
- status/rank
- actually, etc.
how can one alter their self-image
consumers use self-altering products to express individualism by:
- creating new self
- maintaining the existing self
- extending the self
- conforming
