Personality

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Personality?
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Personality influences how we respond to the
environment
Idealist Traditionalist Realist Hedonist
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• One way marketers try to use personality
  variables is to link personality with consumer
  personality type
• Personality Type Desired Auto Benefit
• Extroverted Freedom
• Warm Enjoyment
• Affiliative Tradition
• Subdued Relaxation
• Introverted Compromise
• Cool Control
• Assertive Modernity/Fashion
• Energetic Stimulation

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Freudian Theory

• struggle between
• Id (pleasure),
• Superego (reason) and
• Ego (moderates between Id and Superego)
• Id desires pleasures (sex)
• Superego says its socially unacceptable
• Ego says Ill find a socially acceptable way
  (i. e. symbolic sex)
• so that Superego is happy and Id can have its
  pleasure.

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• Marketing Applications
• Products symbolically satisfy consumers sexual
  needs --- substitute the product for the real
  thing

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• Others focus on male-oriented symbolism - the
  phallic symbol.

Do Phallic Symbols in Advertising Really exist or
is it a coincidence?
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Why does advertising use sex as an appeal to the
consumer?
Because it works.
Sex is the second strongest of the psychological
appeals, right behind self-preservation. Sexual
desires strength is biological and instinctive.
For many products it is possible to find (or
invent) a sexual connection.
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• The effectiveness of sex in advertising is
  gender linked.
• Men have minimal criteria for sexual desire
• Basically, they are concerned with a woman's
  anatomy -- as long as a woman looks young enough
  and healthy, she is desirable.
• in advertising it is easy to get a man's
  attention by using women's bodies and associate
  getting the woman if he buys the product.

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• In general, female models are placed in sexually
  exploitative and compromising positions, sexually
  submissive postures, and with sexually
  connotative facial expressions.
• Media definitions of sexual attractiveness
  promote either extreme thinness or a thin waist
  with large hips and breasts
• The sexual connection is much easier to set up
  for men than for women.

Hanes Resilience" 1996
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• The use of sex in advertising to women is more
  difficult
• Although the use of healthy, fit men may attract
  their attention and create desire, willingness to
  engage in intercourse is rarely aroused strictly
  because of a man's body

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• For a woman, sexual desire is a complex mixture
  of such factors as money, power, prestige, etc
• To sell to a woman, advertising relies on that
  modern idea about how men and women relate --
  romance.
• Although an ad may use a man's body as an
  attention getting device, he is usually shown in
  a romantic rather than sexual context.

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Why do women tend to increase their expenditures
on clothing and personal adornment products as
they approach the age of 50 to 55?
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Motivational Research

• assumes unconscious motives influence consumer
  behavior
• research tries to identify these underlying
  unconscious forces (e.g., cultural factors,
  sociological forces).
• Marketers can therefore better understand the
  target audience and how to influence that
  audience.
• Qualitative as opposed to quantitative
• standard marketing research survey cant reveal
  these motives
• Three major techniques

• Observation
• Focus Groups
• In-Depth Interviews

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Zaltman Metaphor Elicitation Technique -- ZMET

• A lot goes on in our minds that we're not aware
  of. Most of what influences what we say and do
  occurs below the level of awareness
• ZMET Tries to uncover the mental models that
  guide consumer behavior
• based on the premise that brands are expressed in
  terms of metaphors
• i.e. a representation of one thing in terms of
  another
• Metaphor is central to thought and crucial to
  uncovering latent needs and emotions. -- often
  non-verbal
• A tool used to asses the strategic aspects of
  brand personality
• ZMET approach based on a nonverbal
  representation of brands.

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• Participants collect a minimum of 12 images from
  their lives representing their thoughts and
  feelings about a topic
• Then interviewed in depth about the images and
  feelings.
• digital imaging techniques are used to create a
  collage summarising these thoughts and feelings
• person tells a story about the image created.

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• Conventional research told Dupont that most
  women hate to wear panty hose.
• Zaltman selected 20 panty-hose-wearing women and
  asked "What are your thoughts and feelings about
  buying and wearing panty hose?"
• They collected a dozen pictures from magazines,
  catalogues, and family photo albums that captured
  their thoughts and feelings about the product.

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• the women discussed each picture during an
  intense two-hour session women have a love-hate
  relationship with nylons.
• Wearing the product made her feel thin and tall.
  The ice-cream sundae represented the
  embarrassment caused by stocking runs the
  expensive car, the feeling of luxury.
• The images also brought out subtleties related to
  sexual issues," Green recalls. "Women would say,
  'They make my legs feel longer.' Why is it
  important to have long legs? 'Men like long
  legs.' Why do men like long legs? 'They're sexy.'
  And eventually women would say they wanted to
  feel sexy to men.
• These findings led hosiery manufacturers and
  retailers to alter their advertising to include
  not only images of supercompetent career women
  but also images of sexiness and allure

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Nestles Crunch Subjects revealed that they saw
the candy bar as a small indulgence in a busy
world, a source of quick energy, and something
that just tasted good
Subjects brought in pictures of old pickup
trucks, of children playing on picket-fenced
suburban lawns, of grandfather clocks, of
snowmen, and of American flags. The candy bar
evoked powerful memories of childhood, of simpler
times. It was less a workday pick-me-up than a
time machine back to childhood.
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for Kimberly Clark revealed that parents viewed
diapers as clothing that symbolised a particular
stage of their child's development afterwards
they rolled out Huggies pull-ups
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Mr. Apple
Mr IBM
Brand personalityHe's always been super bright
about computers, and a high achiever at the
University. But he's totally cool and down to
earth, with a subtle sense of humour. Not a nerd
at all. But witty, fun, and creative. 20, maybe
early 30 something years old. Masculine, but
sensitivee
Brand personalityFormal and professional.
Perhaps a bit stiff, or "square." But tops in his
class intellectually. He's gone to the best
University, with an advanced degree. And he has
very polished social skills. 40ish years old.
Masculine, perhaps a bit macho.
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BRAND PERSONALITY
The type of person the brand represents
The Quaker Oats man is a paternal archetype
conveying old-fashioned goodness and shrewdness
A trustworthy, dependable, conservative
personality might reflect characteristics valued
in a financial advisor, a lawn service, or even a
car
Quaker Oats 1886
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5 Major Brand Personalities Sincerity
Down-to-earth, family oriented, genuine,
old-fashioned. E.g. Hallmark, Kodak, Coke. The
relationship might be similar to one that exists
with a well-liked and respected member of the
family. Excitement Spirited, young, up-to-date,
outgoing. E.g. Pepsi. Competence Accomplished,
influential, competent. E.g. Hewlett-Packard,
Globe Mail. Relationship might be similar to
one with a person whom you respect for their
accomplishments, such as a teacher, minister or
business leader. Sophistication Pretentious,
wealthy, condescending E.g. BMW, Mercedes, or
Lexus (with gold trim) as opposed to the KIA, or
the VW bug. The relationship could be similar to
one with a powerful boss or a rich relative.
Ruggedness Athletic and outdoorsy. E.g. Nike,
Head.
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Brand Relations

• The relationship between the brand-as-person and
  the customer, is analogous to the relationship
  between two people.
• A brand's personality must reflect the
  perceptions, motivations, and values of its
  targeted customers
• One important relationship for many brands is
  friendship.
• Characterized by trust, dependability,
  understanding, and caring
• A friend is there for you, treats you with
  respect, is comfortable, is someone you like, and
  is an enjoyable person with whom to spend time.

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Dodge Neon
Your friend
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Nokia A Trusted Friend
Motorola Intelligence everywhere
"We call this human technology"
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Respect Segment "My job is to help you get
accepted." "You have good taste."
Intimidated segment "Are you ready for me, or
will you spend more than you can afford? "If
you don't like the conditions, get another card."
"I'm so well known and established that I can
do what I want." "If I were going to dinner, I
would not include you in the party."
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How do you feel about these brands?
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What Creates a Brand Personality?
Packaging, advertising, marketing activities
Consumers experience with brand The creation
and communication of a distinctive brand
personality is one way marketers can make a
product stand out from the competition
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The Logo as a Face
when you see the same logo time and time again,
it becomes familiar, like a familiar human face
you experience a sense of recognition, "Hey,
I've seen you, I know you
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BRAND EQUITY
1. the total value of a brand as a separable
asset 2. a measure of the strength of
consumers attachment to a brand 3. The
strength of the positive associations and beliefs
the consumer has about the brand
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What is a lifestyle?
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Lifestyle Components
Product
People
Setting
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• Products are the building blocks of lifestyles

• consumers choose particular products and services
  and activities over others because they are
  associated with a certain lifestyles
• people use products to define lifestyles
• for this reason marketing strategies try to
  position a product by fitting it into an existing
  pattern of consumption

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• people of similar social and economic
  circumstances share common lifestyles and
  patterns of consumption.
• Lifestyle marketing recognises that people sort
  themselves into groups based on the things they
  like to do

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Life Style Marketing

• lifestyle marketing looks at patterns of
  behaviour to understand how.
• Examine how they make their choices in a variety
  of product categories - in context

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Products are used in desirable social settings or
contexts
marketing strategies try to position a product by
fitting it into an existing pattern of
consumption What products go with this lifestyle?
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• Product Complementarity
• An important part of lifestyle marketing is to
  identify the set of products and services that go
  together
• different products are related to each other
  symbolically
• these sets of products, termed consumption
  constellations
• A cluster of complementary products, specific
  brands, and/or consumption activities used to
  construct, signify, and/or perform a social role

A Consumption Constellation for the Yuppie
Lifestyle
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• By choosing distinctive product groupings laden
  with symbolic meaning, consumers communicate
  their affiliation with a positively valued, or
  aspirational, lifestyle.
• From this perspective, the meaning of a product
  depends on the context in which it is displayed
  or used
• Consumers buy on the basis of product
  complementarity

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• Why is Knowledge about lifestyles is important
  for Marketers?

• defining the target market (beyond demographics)
  
• new product development,
• cross-merchandising
• promotional and media strategies
• creating a new view of the market (e.g. zinc
  cream)
• better communicating product attributes/benefits
  - to match a person's lifestyle.
• reaching consumers

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• A manufacturer of bathroom accessories wishing to
  license a line of sportswear products needs to
  know
• how its brand image in the sportswear category
  will translate into purchases of linens.
• what linen styles will appeal to its sportswear
  customer,
• the optimal way to display these items at retail
  
• and how best to create advertising executions
  that place these products in the appropriate
  lifestyle context.

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Psychographics

• the use of psychological, sociological and
  anthropological factors to construct market
  segments
• based on differences in choices of consumption
  activities
• Psychographics is a system for measuring
  consumers' beliefs, opinions, tastes and
  interests.
• Demographic information tells us WHO buys
• Psychographics tells us WHY they buy

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• Activities, Interests and Opinions (AIO)
• most psychographic research groups consumers
  according to some combination of activities,
  interests and opinions
• Lifestyle is then boiled down by discovering
• how people spend their time.
• what they find interesting and important and
• how they view themselves and the world around
  them

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• VALS (Values and Lifestyles)
• categorizes consumers into 8 mutually exclusive
  groups based on their psychographics and several
  key income related demographics.
• highlights factors that motivate consumer buying
  behavior.
• http//future.sri.com/VALS/valsindex.shtml

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• Use VALS to
• Identify WHO to target
• Uncover WHAT your target group buys and does
• Locate WHERE concentrations of your target group
  lives
• Identify HOW best to communicate with your target
  group
• Gain insight into WHY the target group acts the
  way it does
• VALS has been applied to 
• New product/service design
• Marketing and communications
• - Targeting- Product positioning- Focus group
  screening- Promotion planning- Advertising
• Media Planning
• On-line advertising design and implementation

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SRI/VALS2
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• LIFESTYLE TRENDS
• Society's priorities and preferences are
  constantly changing
• Essential for marketers to both track and
  anticipate them
• Needham's longitudinal lifestyle study since
  1975
• Found that in late 1990s Americans wanted, in
  essence, gain without pain.

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• TEN LIFESTYLE TRENDS
• 1. Unhealthy eating
• People are paying less attention to nutrition
  and diet.
• For more than 10 years, the percentage of people
  who make an effort to increase their
  vitamin intake or fibre content and reduce
  additives, cholesterol, salt, sugar, and fat has
  fallen rapidly.
• people say they may want to eat more
  healthfully, the reality is people are moving in
  the opposite direction.
• 2. Fitness
• More than 50 of American men and women think
  they're in good physical condition.
• That percentage has been falling for more then
  20 years.
• While people indicate that exercise is a good
  idea, most are doing little about it.
• Most forms of exercise have declined as regular
  activities

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• 3. Environmental issues
• End of the 1980s, 70 said they would support
  pollution standards, even if it means shutting
  down some factories.
• End of 1990s number is starting to fall.
• End 1970s more than 60 said they would accept a
  lower standard of living to conserve energy.
• End 1990s numbers have dropped drastically.
• People may wish to be environmentally conscious,
  but the truth is they're moving in the opposite
  direction.
• 4. Traditional values
• 85 indicate they have "somewhat old-fashioned
  tastes
• But an increasing number support the
  legalization of marijuana, believe couples should
  live together before marrying, etc.
• pendulum is swinging toward "satisfying one's
  self,
• people will "embrace traditional values only as
  long as they don't interfere with convenience,
  practicality, or individualism."

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• 5. lack of discretionary time
• With less time to comparison shop, consumers are
  limiting choices to stores they know carry the
  correct sizes and colours and have adequate
  stocks of sale items .
• Emphasis on Time-saving products e.g. pre-cooked
  foods, pre-pared foods drive through pizzas
• 6. Dual-income families are becoming
  single-income families
• has created opportunities for telecommuting,
  part-time work and home-operated businesses.
• also an increased demand for home-improvement
  centres
• With one income, families shop more in discount
  stores.
• 7. Nostalgia
• For many, our high-tech, materialistic world is
  too stressful.
• Consumers seek connections with past when things
  were simpler
• Companies can connect with consumers by helping
  them remember and re-live the past.

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• 8. Increased focus on quality of life
• More causal work environment, relaxed dress code
• home entertainment
• travel industry
• spirituality
• 9. Mass Customization
• mass customization is about choice about giving
  consumers a unique end product when, where and
  how they want it.
• mass-market goods and services individualized to
  satisfy a very specific
  customer need, at an affordable price.
• Based on the consumers desire for
  "custom-made", or personalized products but at
  mass production prices
• More product variety Since 1985 number of car
  models gone from
  140 to 260 soft drinks from 20 to 90. Today.,
  U.S. market offers 3,000 brands of beer, 50
  brands of bottled water, 340 kinds of cereals, 70
  styles of Levi's jeans.

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• 10. Technohome
• integration of technology into appliances

Internet Lifestyle experience includes a home
with new levels of comfort, convenience, and
security to consumers through Internet-enabled
devices and services for communication,
entertainment, family management, home
control, and personal commerce.