Chap 6 Personality

7/24/2019 Chap 6 Personality

1/39

Personality &Lifestyles

Session: 6Chapter: 6

Marketing Quality Circle


2/39

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"



3/39

ersonality?

#ersonality is de&ned as the innerpsychological characteristics that

both determine and refect how aperson responds to his or her

en%ironment"



4/39

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.



5/39

'

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


6/39

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


7/39

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


8/39

5

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


9/39

7

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


10/39

9

he (i%e8(actor Model o #ersonality


11/39

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


24/39

=?

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


25/39

='

+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"


26/39

=6

+0Os and Lifestyle imensions


27/39

=4

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


28/39

=5

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


29/39

=7

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


30/39

>

VALS2

Groupings

G.AS = SegmentationSystem



31/39

>9

VALS2

Groupings



FulfillersMature, home oriented, well

educated professionals

High incomes

Value-oriented

Open to new ideas


32/39

>=

VALS2

Groupings



Achievers Work oriented

Successful

High jo satisfaction

!espect authorit", and fa#or

the status $uo %emonstrate success

through their purchase


33/39

>>

VALS2

Groupings



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


34/39

>?

VALS2

Groupings



Believers+amil" and communit"

oriented people

Modest means

rand lo"al

+a#or 'merican-madeproducts


35/39

>'

VALS2

Groupings



Strivers(ower-income people

Values similar to achie#ers

St"le is important in

lifest"le


36/39

>6

VALS2

Groupings



MakersMain component of action-

oriented segment along with

e.periencers

Self-sufficient group

/ractical with little interest inmost material possessions


37/39

>4

VALS2

Groupings



Actualizers Posses both high incoe

an! self"estee

#n!ulge in a variet$ of

self"orientations


38/39

>5

VALS2

Groupings



StrugglersHa#e few resources

%o not fit into the regular

V'(S) categories

rand lo"al to the e.tent

possile


39/39

Than.s

M k ti Q lit Ci l

Chap 6 Personality

Documents

Transcript of Chap 6 Personality