Consumers Rule

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Personality and Lifestyles Chapter 6
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Personality

• A persons unique psychological makeup and how it
  consistently influences the way a person responds
  to his/her environment
• Stable vs. situation-specific
• Marketers lifestyles
• Leisure activities, political outlook, aesthetic
  tastes, etc.

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Freudian Systems

• Personality conflict between gratification
  responsibility
• Id pleasure principle
• Superego our conscience
• Ego mediates between id and superego
• Reality principle

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Freudian Systems (Contd)

• Marketing Implications
• Unconscious motives underlying purchases
• Symbolism in products to compromise id superego
• Sports car as sexual gratification for men
• Phallic symbols

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Motivational Research

• Freudian ideas unlock deeper product
  advertisement meanings
• Consumer depth interviews
• Latent motives for purchases
• Examples of Dichters motives (Table 6.1)
• Bowling, electric trains, power tools power
• Ice cream, beauty products social acceptance

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Motivational Research (Contd)

• Criticisms
• Invalid or works too well
• Too sexually-based
• Appeal
• Less expensive than large-scale surveys
• Powerful hook for promotional strategy
• Intuitively plausible findings (after the fact)
• Enhanced validity with other techniques

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Neo-Freudian Theories

• Karen Horney
• Compliant vs. detached vs. aggressive
• Alfred Adler
• Motivation to overcome inferiority
• Harry Stack Sullivan
• Personality evolves to reduce anxiety

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Neo-Freudian Theories Jung

• Carl Jung analytical psychology
• Collective unconscious
• Archetypes in advertising (see Figure 6.1 old
  wise man, earth mother, etc.)
• BrandAsset Archetypes model
• BAV Brand Health measures

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BrandAsset Archetypes BAV Brand Health

• Archetypes across cultures and time
• Archetypes telegraph instantly
• Strong evidence of achieving business objectives
  with this model
• Early warning signal of brand trouble

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Trait Theory

• Personality traits identifiable characteristics
  that define a person
• Traits relevant to consumer behavior
• Innovativeness
• Materialism
• Self-consciousness
• Need for cognition
• Frugality

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Are You an Innie or an Outie?

• Inner-directed vs. outer-directed
• Unique sense of self vs. pleasing others/fitting
  in
• Power of conformity need for uniqueness

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Are You an Innie or an Outie? (Contd)

• Idiocentrics vs. allocentrics
• Contentment
• Health consciousness
• Food preparation
• Workaholics
• Travel and entertainment

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Problems with Trait Theory

• Prediction of product choices using traits of
  consumers is mixed at best
• Scales not valid/reliable
• Tests borrow scales used for the mentally ill
• Inappropriate testing conditions
• Ad hoc instrument changes
• Use of global measures to predict specific brand
  purchases
• Shotgun approach (no thought of scale
  application)
• Remember traits are only part of the story

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Brand Personality

• Set of traits people attribute to a product as if
  it were a person
• Brand equity
• Outsourcing production to focus on brand
• Extensive consumer research goes into brand
  campaigns

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Table 6.2 (Abridged)
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Brand Personality (Contd)

• Distinctive brand personality brand loyalty
• Animism
• Level 1 brand spokespersons loved ones
• Level 2 anthropomorphized brands
• Positioning/repositioning strategies describing
  brands as people
• Lust, envy, jealousy. The dangers of Volvo.

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Lifestyles
Figure 6.2

• Patterns of consumption reflecting a persons
  choices of how one spends time and money
• Who we are and what we do
• Lifestyle marketing perspective
• WWF Magazine, 4 Wheel Off Road, Readers Digest

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Lifestyles as Group Identities

• Forms of expressive symbolism
• Self-definition of group members common symbol
  system
• Terms include lifestyle, taste public, consumer
  group, symbolic community, status culture
• Each person provides a unique twist to be an
  individual
• Tastes/preferences evolve over time

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Building Blocks of Lifestyles

• We often choose products that fit a lifestyle
• Lifestyle marketing
• Product usage in desirable social settings
• Consumption style
• Patterns of behavior
• Co-branding strategies
• Product complementarity consumption
  constellations (e.g., yuppie)

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Discussion

• What consumption constellation might characterize
  you and your friends today?

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Building Blocks of Lifestyles (Contd)

• Interior designers rely on consumption
  constellations when furnishing a room
• Decorating style integrates different products
  into a unified whole look

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Psychographics

• Use of psychological, sociological,
  anthropological factors to
• Determine market segments
• Determine their reasons for choosing products
• Fine-tune offerings to meet needs of different
  segments
• Consumers can share the same demographics and
  still be very different!

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Best Buy Psychographic Segments

• Jill
• Buzz
• Ray
• BB4B
• Barry

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Adidas Psychographic Segments

• Gearhead
• Core Letterman
• Contemporary Letterman
• Aficionado
• Popgirl
• Value Addict
• A-Diva
• Fastidious Eclectus

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Psychographics Roots

• Developed in 1960s 1970s
• Motivational research survey research were
  flawed
• Demographics tell us who buys, but
  psychographics tell us why they buy
• E.g., Molson Exports Fred and the boys ads

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Doing a Psychographic Analysis

• Lifestyle profile
• Product-specific profile
• General lifestyle segmentation
• Product-specific segmentation

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AIOs

• Grouping consumers according to
• Activities
• Interests
• Opinions
• 80/20 Rule lifestyle segments that produce the
  bulk of customers
• Heavy users and the benefits they derive from
  product

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Table 6.3 (Abridged)
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Psychographic Segmentation Uses

• To define target market
• To create new view of market
• To position product
• To better communicate product attributes
• To develop overall strategy
• To market social/political issues

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Psychographic Segmentation Typologies

• Battery of questions
• Cluster consumers into distinct lifestyle groups
• Includes AIOs perceptions of brands,
  celebrities, and media preferences

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VALS2TM
Figure 6.3
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Discussion

• Construct separate advertising executions for a
  cosmetics product targeted to the Belonger,
  Achiever, Experiencer, and Maker VALS types.
• How would the basic appeal differ for each group?

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Global Psychographic Typologies

• Global MOSAIC
• Identifies segments across 19 countries
• RISC
• Lifestyles/sociocultural change in 40 countries
• Divides population into 10 segments using 3 axes
• Exploration/Stability
• Social/Individual
• Global/Local
• 40 measured trends (e.g., spirituality)

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Discussion

• Extreme sports. Day trading. Blogging.
  Vegetarianism. Can you predict what will be hot
  in the near future?
• Identify a lifestyle trend that is just surfacing
  in your universe.
• Describe this trend in detail, and justify your
  prediction.
• What specific styles and/or products are part of
  this trend?

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10 RISC SEGMENTS
Figure 6.5
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Food Culture

• Pattern of food/beverage consumption that
  reflects the values of a social group

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Geodemography

• Consumer expenditures/socioeconomic factors
  geographic information
• Birds of a feature flock together
• Can be reached more economically (e.g., 90277 zip
  code in Redondo Beach, CA)
• Discussion Geodemographic techniques assume that
  people who live in the same neighborhood have
  other things in common as well.
• Why do they make this assumption, and how
  accurate is it?

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