Chapter 6 Personality and Lifestyles

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Chapter 6Personality and Lifestyles
CONSUMER BEHAVIOR, 8eMichael Solomon
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Chapter Objectives

• When you finish this chapter you should
  understand why
• A consumers personality influences the way he
  responds to marketing stimuli, but efforts to use
  this information in marketing contexts meet with
  mixed results.
• Consumers lifestyles are key to many marketing
  strategies.
• Psychographics go beyond simple demographics in
  helping marketers understand and reach different
  consumer segments.

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Chapter Objectives (cont.)

• Identifying patterns of consumption can be
  superior to knowledge of individual purchases
  when crafting a lifestyle marketing strategy.

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Personality

• Personality a persons unique psychological
  makeup and how it consistently influences the way
  a person responds to his/her environment

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Freudian Systems

• Personality conflict between gratification and
  responsibility
• Id pleasure principle
• Superego our conscience
• Ego mediates between id and superego
• Reality principle ego gratifies the id in such a
  way that the outside world will find acceptable

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Freudian Systems (cont.)

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

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Motivational Research

• Freudian ideas unlock deeper product and
  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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Dichters Consumption Motives
Table 6.1 (abridged)
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Motivational Research (cont.)

• 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 versus detached versus 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 Valuator Archetypes
Figure 6.1 (part 1 of 2)
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BrandAsset Valuator Archetypes (cont.)
Figure 6.1 (part 2 of 2)
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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?
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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)

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Brand Personality

• Brand personality set of traits people attribute
  to a product as if it were a person
• Brand equity extent to which a consumer holds
  strong, favorable, and unique associations with a
  brand in memoryand the extent to which s/he is
  willing to pay more for the branded version of a
  product than for a nonbranded (generic) version
• Extensive consumer research goes into brand
  campaigns

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Brand Behaviors and Personality Trait Inferences
Table 6.2 (abridged)
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Lifestyles

• Lifestyle patterns of consumption reflecting a
  persons choices of how one spends time and money
• Lifestyle marketing perspective people sort
  themselves into groups on the basis of
• What they like to do
• How they spend leisure time
• How they spend disposable income
• Example Magazines targeting specific lifestyles
  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

• Product usage in desirable social settings
• Consumption style
• Patterns of behavior
• Co-branding strategies brands team up with other
  companies to promote their products understand
  this
• Product complementarity symbolic meanings of
  different products relate to one another
• Consumption constellations define, communicate,
  and perform social roles

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Linking Products to Lifestyles
Figure 6.2
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Discussion

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

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Psychographics

• Psychographics use of psychological,
  sociological, and 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 busy suburban mom who buys electronics
  for family
• Buzz focused, active younger male interested
  in buying latest gadgets
• Ray family man who likes his technology
  practical
• BB4B (Best Buy for Business) small employer
• Barry affluent professional male wholl drop
  tens of thousands of dollars on a home theater
  system

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Lifestyle/Personality Variables for Soup
Table 6.3
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Doing a Psychographic Analysis

• Lifestyle profile differentiates between users
  and nonusers of a product
• Product-specific profile identifies a target
  group and profiles consumers based on
  product-related dimensions
• General lifestyle segmentation places a large
  sample of respondents into homogeneous groups
  based on similarities of preferences
• Product-specific segmentation tailors questions
  to a product category

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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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Lifestyle Dimensions
Table 6.4
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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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VALS2TM

• Click to take the
• VALS2 survey

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 axis
• 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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Ten Risk Segments
Figure 6.4
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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)

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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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Food Cultures

• Food culture pattern of food and beverage
  consumption that reflects the values of a social
  group
• Differences in international food cultures
• In China, milk chocolate has less milk
• In United States, Campbells soup is saltier than
  in Mexico
• In Germany, food must be healthier

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PRIZM by Claritas, Inc.

• 66 clusters of U.S. zip codes
• Example Young Influential, Money and Brains,
  Kids and Cul-de-Sacs
• Ranked by income, home value, and occupation
• Maximize effectiveness, cost-efficiency, and
  impact of marketing communications

?Click to access Mybestsegments.com
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Comparison of Two PRIZM Clusters
Table 6.5