chapter 6 personality and lifestyles
DESCRIPTION
Chapter 6 Personality and Lifestyles. Keenan Jones Martha Burkard Billy Lane. Personality. Personality: A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment. Consumption Motives Security Individuality - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Chapter 6 Personality and Lifestyles](https://reader034.vdocuments.mx/reader034/viewer/2022051117/56815cf7550346895dcafc37/html5/thumbnails/1.jpg)
Chapter 6Personality and Lifestyles
Keenan JonesMartha Burkard
Billy Lane
![Page 2: Chapter 6 Personality and Lifestyles](https://reader034.vdocuments.mx/reader034/viewer/2022051117/56815cf7550346895dcafc37/html5/thumbnails/2.jpg)
Personality
• Personality: A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment.
• Consumption Motives– Security– Individuality– Mastery over environment
![Page 3: Chapter 6 Personality and Lifestyles](https://reader034.vdocuments.mx/reader034/viewer/2022051117/56815cf7550346895dcafc37/html5/thumbnails/3.jpg)
• Personality Traits: Identifiable characteristics that define a person• Materialism: The theory or attitude that physical well-
being and worldly possessions constitute the greatest good and highest value in life.
![Page 4: Chapter 6 Personality and Lifestyles](https://reader034.vdocuments.mx/reader034/viewer/2022051117/56815cf7550346895dcafc37/html5/thumbnails/4.jpg)
Brand Personality
• Brand Personality: Set of traits people attribute to a product as if it were a person.
![Page 5: Chapter 6 Personality and Lifestyles](https://reader034.vdocuments.mx/reader034/viewer/2022051117/56815cf7550346895dcafc37/html5/thumbnails/5.jpg)
Brand Equity
• Brand Equity: extent to which a consumer holds strong, favorable, and unique associations with brand in memory.– Pharmaceuticals– Grocery items
– Clothing (Coach, Uggs and North Face)
![Page 6: Chapter 6 Personality and Lifestyles](https://reader034.vdocuments.mx/reader034/viewer/2022051117/56815cf7550346895dcafc37/html5/thumbnails/6.jpg)
Lifestyles
• Lifestyles: Patterns of consumption reflecting a person’s choices of how one spends time and money.
• Culture– Sports (Golf, Fishing, Snowboarding and
Skateboarding)– Music (Hip-Hop, Country, Reggae, ect…)
![Page 7: Chapter 6 Personality and Lifestyles](https://reader034.vdocuments.mx/reader034/viewer/2022051117/56815cf7550346895dcafc37/html5/thumbnails/7.jpg)
Lifestyle Dimensions• Activities (Hobbies and Community)• Interests (Food and Fashion)• Opinions (Politics and Social Issues)• Demographics ( Age, Income and Geography)