Personality and Lifestyles

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Personality and Lifestyles
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Personality

• Personality --
• a persons unique psychological makeup
• consistent patterns of response to his or her
  environment.
• Personality and situational factors determine
  peoples behavior.
• Personality is usually involved in
• choices of leisure activities, political outlook,
  aesthetic tastes, and
• consumer lifestyles.

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Consumer Behavior on the Couch Freudian Theory

Id Oriented Towards Immediate Gratification

• Ego
• Referee in the Fight Between Temptation and
  Virtue

Superego Persons Conscience
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Ad focuses on the conflict between the desire for
hedonic gratification (the id) versus the need to
engage in rational, task-oriented activities (the
superego).
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Motivational Research

• Motivational Research
• application of Freudian ideas
• emphasis on unconscious motives.
• assumption that socially unacceptable needs are
  channeled into acceptable outlets
• This form of research relies on Depth Interviews
• relatively few consumers
• but probes deeply into each persons purchase
  motivations
• Motivational Research has been attacked for two
  reasons
• Some feel it does not work,
• Some feel that it works too well

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Projectives

• Stereotypes
• Country of origin
• Shopping list technique
• Contents of wallet
• Grey advertising for sprint business services
  consumers asked to imagine long distance carriers
  as animals
• ATT lion
• MCI snake
• Sprint puma

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Consumers Drawing of the Act of Toothbrushing
(from Qualitative Market Research, Gower, 1986,
p. 104)
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Dichters List of Motives
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Trait Theory
Extroversion
Innovativeness
One Approach to Personality is to Focus on the
Quantitative Measurement of Traits, or
Identifiable Characteristics that Define a Person
Such As
Materialism
Self-Consciousness
Need for Cognition
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Lifestyle Who We Are, What We Do

• Lifestyle a pattern of consumption reflecting a
  persons choices of how he or she spends time and
  money
• A Lifestyle Marketing Perspective recognizes that
  people sort themselves into groups on the basis
  of
• Things they like to do,
• How they like to spend their leisure time, and
• How they choose to spend their disposable income.

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Lifestyles

• Lifestyles as Group Identities
• Lifestyles are statements about who one is in
  society and who one is not.
• Each person adds their own individuality to a
  chosen lifestyle.
• Products Are the Building Blocks of Lifestyles
• Consumers often choose products, services, and
  activities over others because they are
  associated with a certain lifestyle.
• Lifestyle Marketing Strategies focus on product
  usage in desirable social settings.

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Linking Products to Lifestyles
People, Products, and Settings are Combined to
Express a Certain Consumption Style.
Person
Lifestyle
Setting
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Linking Products to Lifestyles

• Lifestyle Marketing Perspective
• Patterns of Behavior are key to understanding
  consumers.
• Marketers identify the set of products and
  services linked in consumers minds to a specific
  lifestyle.
• Product Complementarity
• functional
• aesthetic
• symbolic
• Consumption Constellation
• sets of products used by consumers to define,
  communicate, and perform social roles

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Skechers has a unique way of understanding the
lifestyle of its consumers.
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DDB Needham Lifestyle Study
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Definition of Psychographics

• Involves the .. use of psychological,
  sociological, and anthropological factors... to
  determine how the market is segmented by the
  propensity of groups within the market - and
  their reasons - to make a particular decision
  about a product, person, ideology, or otherwise
  hold an attitude or use a medium.

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AIOs and Psychographics
Activities
Interests
Opinions
Demographics - Describes Who Buys Psychographic
Profiles - Tells Why Consumers Buy
20/80 Rule
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Regional Consumption Differences The Nine
Nations of the U.S.
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Summary Profile of the Nine Nations
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PRIZM

• Geodemography Combines data on consumer
  expenditures and other socioeconomic factors with
  geographic info about areas in which people live
  to cluster consumers with common consumption
  patterns
• PRIZM (Potential Rating Index by Zip Market)
• Classifies every U.S. Zip Code into one of 62
  categories
• Rankings in terms of income, home value, and
  occupation on a ZQ (Zip Quality) Scale
• Categories range from most affluent Blue-Blood
  Estates to the least well-off Public
  Assistance
• Different clusters exhibit different consumption
  patterns

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Major Consumer Lifestyle Trends

• Environmentalism and interest in green marketing
• Time poverty
• Return to value
• Disillusionment of working women
• Cocooning
• Individualism and interest in mass customization
• Laid-back lifestyle
• Life in the fast lane
• Voluntary simplicity