chap 6 personality
TRANSCRIPT
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Personality &Lifestyles
Session: 6Chapter: 6
Marketing Quality Circle
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Chapter Objectives
Why a consumers personality infuences the way herespond to marketing stimuli, but eorts to use thisinormation in marketing conte!t meet with mi!ed results"
Consumers liestyles are key to many strategies
#sychographics go beyond simple demographics to helpmarketers understand and reach dierent consumersegments
$dentiying patterns o consumption can be superior toknowledge o indi%idual purchases when marketer crats aliestyle marketing strategy"
Marketing Quality Circle
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ersonality?
#ersonality is de&ned as the innerpsychological characteristics that
both determine and refect how aperson responds to his or her
en%ironment"
Marketing Quality Circle
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WhyConsumer Personality?
$n our study o personality, threedistinct properties are o central
importance:
a) Personality refects individual dierences.
b) Personality is consistent and enduring.c) Personality can change.
Marketing Quality Circle
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'
Freudian Theory
(reudian Systems:Id:)riented toward immediate grati&cation
Pleasure principle:*eha%ior is guided by the
primary desire to ma!imi+e pleasure and a%oidpain
he id is sel&sh, illogical, and ignoresconse-uences
Superego: . person/s conscience0 sence o right
and wrong1Ego:he system that mediates between the id and
the superegoReality principle:he ego &nds ways to gratiy
the id that will be acceptable to the outside world
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6
NeoFreudian Theories
!aren "orney#
2escribed people as mo%ing toward others(compliant), away rom others (detached),or
against others (aggressive)" Carl $un%#
*elie%ed people are shaped by cumulati%ee!periences o past generations
Archetypes:3ni%ersally shared ideas andbeha%ior patterns created by shared memories
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4
Trait Theory
Trait Theory:
.n approach to personality that ocuses on the-uantitati%e measurement o personality traits
Personality Traits:
$denti&able characteristics that de&ne a person"
Extroversion: rait o being socially outgoing
Extrovert:. person that possesses the trait o
e!tro%ersionIntroversion:rait o being -uiet and reser%ed
ntrovert:. person that possesses the trait ointro%ersion
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Trait Theory
Innovativeness:
he degree to which a person likes to try newthings
Materialism: .mount o emphasis placed on ac-uiring andowning products
Self-consciousness:
he degree to which a person deliberatelymonitors and controls the image o the selthat is proected to others
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Trait Theory
Need for cognition:
he degree to which a person likes to thinkabout things 0i"e", e!pend the necessary eortto process brand inormation1
rugality:
2eny short8term purchasing whims andresourceully use what one already owns
Need for !ni"ueness
2egree to which a person is moti%ated toconorm to the preerences o others %ersusstanding apart rom the crowd
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he (i%e8(actor Model o #ersonality
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99
.re ;ou an $nnie or an)utie
#roduct8Aiestyle Ainkages
$o-+randing strategies: Strategies that recogni+e that e%en unattracti%e
products are more attracti%e when e%aluated
with other, liked products Product complementarily: )ccurs when symbolic meanings o products are
related to each other $onsumption constellations:
Sets o complementary products used to de&ne,communicate and perorm social roles
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=?
Psycho%raphics
Psychographics: 3se o psychological, sociological, and
anthropological actors or market segmentation
The 'oots of Psycho%raphics#
2e%eloped in the 976/s and /4/s to address theshortcomings o moti%ational research and-uantitati%e sur%ey research
Forms of Psycho%raphic 3tudies#
Aiestyle pro&le #roduct8speci&c pro&le
Beneral liestyle segmentation pro&le
#roduct8speci&c segmentation
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='
+0Os
%I,s:
#sychographic research groups consumers
according to acti%ities, interests, and opinions0.$)s1
./*. Rule:
)nly = percent o a product/s users account or5 percent o the %olume o product sold
@esearchers attempt to identiy the hea%y userso a product
ea%y users can then be subdi%ided in terms othe bene"tsthey deri%e rom the product or
ser%ice"
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+0Os and Lifestyle imensions
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4ses of Psycho%raphic3e%mentation
#sychographic segmentation can be used:
o de&ne the target market
o create a new %iew o the market
o position the product
o better communicate product attributes
o de%elop o%erall strategy
o market social and political issues=4
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Psycho%raphic 3e%mentationTypolo%ies
2e%eloped by companies and ad%ertisingagencies to identiy groups o consumers withcommon liestyles
Similarities in segmentation typologies: @espondents answer a battery o -uestions
@esearchers classiy them into DclustersE oliestyles
Fach cluster is gi%en a descripti%e name . pro&le o the DtypicalE member is pro%idedto the client
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G.AS =
he Galues and Aiestyles System
hree Sel8)rientations:
0deal Orientation: Buided by a belie system
+chievement Orientation#Buided by opinionso peers
3elf 56pression Orientation#2esire to impactthe world around them
G.AS Broups:
G.AS = SegmentationG.AS = Segmentation
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>
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
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>9
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
FulfillersMature, home oriented, well
educated professionals
High incomes
Value-oriented
Open to new ideas
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>=
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
Achievers Work oriented
Successful
High jo satisfaction
!espect authorit", and fa#or
the status $uo %emonstrate success
through their purchase
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>>
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
ExperiencersMain component of action-
oriented segment
&oungest in V'(S), median
age is )* "ears
'cti#e in oth ph"sical andsocial acti#ities
+a#or new products
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>?
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
Believers+amil" and communit"
oriented people
Modest means
rand lo"al
+a#or 'merican-madeproducts
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>'
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
Strivers(ower-income people
Values similar to achie#ers
St"le is important in
lifest"le
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>6
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
MakersMain component of action-
oriented segment along with
e.periencers
Self-sufficient group
/ractical with little interest inmost material possessions
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>4
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
Actualizers Posses both high incoe
an! self"estee
#n!ulge in a variet$ of
self"orientations
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>5
VALS2
Groupings
G.AS = SegmentationSystem
G.AS = SegmentationSystem
StrugglersHa#e few resources
%o not fit into the regular
V'(S) categories
rand lo"al to the e.tent
possile
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Than.s
M k ti Q lit Ci l