Copyright 2008 Pearson Education Canada

Personalityand Lifestyles

Chapter 6

Copyright 2008 Pearson Education Canada

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Personality

• A person’s 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 and responsibility– Id: pleasure principle– Superego: our conscience– Ego: mediates between id and superego

• Reality principle

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Freudian Systems (Cont’d)

• Marketing Implications– Unconscious motives

underlying purchases– Symbolism in

products to compromise id and superego

• Sports car as sexual gratification for men

• Phallic symbols

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Motivational Research

• Freudian ideas unlock deeper product and advertisement meanings

• Consumer depth interviews

• Latent motives for purchases– Examples of Dichter’s motives (Table 6.1)

• Bowling, electric trains, power tools = power• Ice cream, beauty products = social acceptance

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Motivational Research (Cont’d)

• 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 behaviour:– 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 and need for uniqueness

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Are You an Innie or an Outie? (Cont’d)

• 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)

Brand Action Trait Inference

Brand is repositioned several times or changes slogan repeatedly

Flighty, schizophrenic

Brand uses continuing character in advertising

Familiar, comfortable

Brand charges high prices and uses exclusive distribution

Snobbish, sophisticated

Brand frequently available on deal Cheap, uncultured

Brand offers many line extensions Versatile, adaptable

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Brand Personality (Cont’d)

• Distinctive brand personality = brand loyalty– Animism

• Level 1: brand = spokespersons and 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

• Patterns of consumption reflecting a person’s choices of how one spends time and money– Who we are and what we

do

• Lifestyle marketing perspective– WWF Magazine, 4 Wheel

& Off Road, Reader’s Digest

Figure 6.2

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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 behaviour

• Co-branding strategies• Product complementarity and

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 (Cont’d)

• 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, 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”

• “Buzz”

• “Ray”

• “BB4B”

• “Barry”

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Soup Psychographic Segments

• Surveyed waitresses• Asked about differences between chicken

noodle and tomato soup users• Refer to Table 6.3, Personality of Soup Users

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Psychographics Roots

• Developed in 1960s and 1970s

• Motivational research and survey research were flawed

• Demographics tell us “who” buys, but psychographics tell us “why” they buy– E.g., Molson Export’s “Fred and the boys”

ads

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Doing a Psychographic Analysis

• Lifestyle profile

• Product-specific profile

• Personality traits as descriptors

• General lifestyle segmentation

• Product-specific segmentation

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AIOs

• Grouping consumers according to:– Activities– Interests– Opinions

• 20/80 Rule: lifestyle segments that produce the bulk of customers– Heavy users and the benefits they derive from

product

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Table 6-4 (Abridged)

Activities Interests Opinions Demographics

Work Family Themselves Age

Hobbies Home Social Issues Education

Social Events Job Politics Income

Vacation Community Business Occupation

Entertainment Recreation Economics Family Size

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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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Figure 6-3

VALS2TM

VALS SURVEY

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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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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 neighbourhood have other things in common as well.– Why do they make this assumption, and how accurate

is it?

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Trend Forecasting