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Chapter6

PersonalityandLifestylesChapter6

PersonalityandLifeHowdoJackie,Hank,andDebbiewanttospendtheirbonusmoney?WhydoesHankthinkofDebbieasacouchpotato?BothJackieandHankareplanningoutdooradventures,buthowaretheydifferent?DoyouthinkthedifferencesbetweenJackie,Hank,andDebbieareattributabletopersonality,lifestyle,orboth?OpeningVignette:Jackie&HankHowdoJackie,Hank,andDebbiConsumerBehaviorontheCouch:

FreudianTheoryFreudianSystems:Id:OrientedtowardimmediategratificationPleasureprinciple:BehaviorisguidedbytheprimarydesiretomaximizepleasureandavoidpainTheidisselfish,illogical,andignoresconsequencesSuperego:Aperson’sconscienceEgo:ThesystemthatmediatesbetweentheidandthesuperegoRealityprinciple:TheegofindswaystogratifytheidthatwillbeacceptabletotheoutsideworldSometimesaCigarisJustaCigarPhallicsymbols:Male-orientedsymbolismConsumerBehaviorontheCouchConflictBetweentheIdandSuperegoThisadfocusesontheconflictbetweenthedesireforhedonicgratification(representedbytheid)versustheneedtoengageinrational,task-orientedactivities(representedbythesuperego).ConflictBetweentheIdandSuMotivationalResearchMotivationalResearch:AttemptstouseFreudianideastounderstandthedeepermeaningsofproductsandadvertisementsDepthInterviews:Techniquethatprobesdeeplyintoafewconsumers’purchasemotivationsLatentmotives:UnderlyingmotivesAppealofMotivationalResearchLessexpensivethanquantitativesurveyresearchUncoversdeepseatedneedswhichcanbetargetedwithadvertisingFindingsseemintuitivelyplausibleafterthefactMotivationalResearchMotivatioMotivesforConsumptionMotivesforConsumptionNeo-FreudianTheoriesKarenHorney:Describedpeopleasmovingtowardothers(compliant),awayfromothers(detached),oragainstothers(aggressive).CarlJung:DiscipleofFreudbutdidnotacceptFreud’semphasisonsexualaspectsofpersonalityAnalyticalpsychology:Jung’sownmethodofpsychotherapyCollectiveunconscious:AstorehouseofmemoriesinheritedfromourancestralpastBelievedpeopleareshapedbycumulativeexperiencesofpastgenerationsArchetypes:UniversallysharedideasandbehaviorpatternscreatedbysharedmemoriesNeo-FreudianTheoriesKarenHorTraitTheoryTraitTheory:AnapproachtopersonalitythatfocusesonthequantitativemeasurementofpersonalitytraitsPersonalityTraits:Identifiablecharacteristicsthatdefineaperson.Extroversion:TraitofbeingsociallyoutgoingExtrovert:ApersonthatpossessesthetraitofextroversionIntroversion:TraitofbeingquietandreservedIntrovert:ApersonthatpossessesthetraitofintroversionTraitTheoryTraitTheory:TraitsSpecifictoConsumerBehaviorInnovativeness:ThedegreetowhichapersonlikestotrynewthingsMaterialism:AmountofemphasisplacedonacquiringandowningproductsSelf-consciousness:ThedegreetowhichapersondeliberatelymonitorsandcontrolstheimageoftheselfthatisprojectedtoothersNeedforcognition:Thedegreetowhichapersonlikestothinkaboutthings(i.e.,expendthenecessaryefforttoprocessbrandinformation)Frugality:Denyshort-termpurchasingwhimsandresourcefullyusewhatonealreadyownsTraitsSpecifictoConsumerBeAreYouanInnieoranOutie?DavidReisman:Sociologistwhointroducedthetermsinner-directedandouter-directedPowerofConformity:Theimpactofshapingone’sbehaviortomeettheexpectationsofagroupNeedforUniquenessDegreetowhichapersonismotivatedtoconformtothepreferencesofothersversusstandingapartfromthecrowdAreYouanInnieoranOutie?DThisclassicadstartsoffwiththeline:“TheDatsun240-Zisnotexactlywhatyouwouldcallacommonsite.”Whatconsumerpersonalitytraitisthisadappealingto?DiscussionQuestionThisclassicadstartsoffwitIdiocentrismorAllocentrismIdiocentrics:IndividualswhohaveanindividualistorientationAllocentrics:IndividualswhohaveagrouporientationDifferencesbetweenidiocentricsandallocentrics:Contentment:IdiocentricstendtobemorecontentwithlifeandtheirfinancialsituationHealthConsciousness:AllocentricsaremorelikelytoavoidunhealthyfoodsFoodpreparation:AllocentricsspendmoretimepreparingfoodTravelandEntertainment:Idiocentricsaremoreinterestedintraveling.Allocentricsaremorelikelytoworkoncrafts.IdiocentrismorAllocentrismIdProblemswithTraitTheoryinCBExplanationsfortheinabilityoftraitstopredictconsumerbehaviorsinresearch:Scaleswhicharenotvalidorreliable.ScalesmisappliedtothegeneralpopulationTestsnotadministeredundertheproperconditionsAdhocchangestothemeasuresdilutethevalidityofthemeasuresGeneralizedtraitmeasuresusedtomakepredictionsaboutspecificbehaviorsShotgunapproachusinganumberofscalesProblemswithTraitTheoryinBrandPersonalityBrandpersonality:ThesetoftraitspeopleattributetoaproductasifitwereapersonBrandequity:Theextenttowhichaconsumerholdsstrong,favorable,anduniqueassociationswithabrandinmemoryAdvertisersarekeenlyinterestedinhowpeoplethinkaboutbrands.BrandPersonalityBrandpersonaBrandsandTraitInferencesBrandsandTraitInferencesAnimismAnimism:ThepracticefoundinmanycultureswherebyinanimateobjectsaregivenqualitiesthatmakethemsomehowaliveTwotypesofanimism:Level1:Peoplebelievetheobjectispossessedbythesoulofthebeing(e.g.celebrityspokespersons)Level2:Objectsareanthropomorphized,orgivenhumancharacteristics.(e.g.CharlietheTuna,KeeblerElves,ortheMichelinMan)AnimismAnimism:Lifestyle:WhoWeAre,WhatWeDoLifestyle:Apatternofconsumptionreflectingaperson’schoicesofhowheorshespendstimeandmoneyLifestyleMarketingPerspective:Recognizesthatpeoplesortthemselvesintogroupsonthebasisofthingstheyliketodo,howtheyliketospendtheirleisuretime,andhowtheychoosetospendtheirdisposableincomeLifestylesasGroupIdentities:Self-definitionsofgroupmembersLifestyle:WhoWeAre,WhatWeIntegratingProductsinto

ConsumerLifestylesThisadillustratesthewaythatproductslikecarsaretightlyintegratedintoconsumers’lifestyles,alongwithleisureactivities,travel,music,andsoon.IntegratingProductsinto

ConTheTangledWebTheTangledWebDDBNeedhamLifestyleStudyFigure6.1DDBNeedhamLifestyleStudyFigProductsarethe

BuildingBlocksofLifestylesChoosingproducts:Weoftenchooseproductsbecauseoftheirassociationwithacertainlifestyle.GoalofLifestyleMarketing:Toallowconsumerstopursuetheirchosenwaystoenjoylifeandexpresstheirsocialidentities.AdoptingLifestyleMarketing:ImpliesthatwemustlookatpatternsofbehaviortounderstandconsumersProductsarethe

BuildingBloLinkingProductstoLifestylesFigure6.2LinkingProductstoLifestylesProduct-LifestyleLinkagesCo-brandingstrategies:Strategiesthatrecognizethatevenunattractiveproductsaremoreattractivewhenevaluatedwithother,likedproductsPorsche–FairmontHotelUnilever–DoveNike–PolaroidRoxy–ToyotaProductcomplementarity:OccurswhensymbolicmeaningsofproductsarerelatedtoeachotherConsumptionconstellations:Setsofcomplementaryproductsusedtodefine,communicateandperformsocialrolesProduct-LifestyleLinkagesCo-bTheSimsTheSimsVIDEO:SkechersSkechershasauniquewayofunderstandingthelifestyleofitsconsumers.Clickimagetoplayvideo.VIDEO:SkechersSkechershasaPsychographicsPsychographics:Useofpsychological,sociological,andanthropologicalfactorsformarketsegmentationTheRootsofPsychographics:Developedinthe1960’sand’70’stoaddresstheshortcomingsofmotivationalresearchandquantitativesurveyresearchFormsofPsychographicStudies:LifestyleprofileProduct-specificprofileGenerallifestylesegmentationprofileProduct-specificsegmentationPsychographicsPsychographics:AIOsAIOs:Psychographicresearchgroupsconsumersaccordingtoactivities,interests,andopinions(AIOs)80/20Rule:Only20percentofaproduct’susersaccountfor80percentofthevolumeofproductsoldResearchersattempttoidentifytheheavyusersofaproductHeavyuserscanthenbesubdividedintermsofthebenefitstheyderivefromtheproductorservice.AIOsAIOs:AIOsandLifestyleDimensionsAIOsandLifestyleDimensionsUsesofPsychographicSegmentationPsychographicsegmentationcanbeused:TodefinethetargetmarketTocreateanewviewofthemarketTopositiontheproductTobettercommunicateproductattributesTodevelopoverallstrategyTomarketsocialandpoliticalissuesUsesofPsychographicSegmentaPsychographicSegmentationTypologiesSegmentationTypologies:DevelopedbycompaniesandadvertisingagenciestoidentifygroupsofconsumerswithcommonlifestylesSimilaritiesinsegmentationtypologies:RespondentsanswerabatteryofquestionsResearchersclassifytheminto“clusters”oflifestylesEachclusterisgivenadescriptivenameAprofileofthe“typical”memberisprovidedtotheclientProprietarySystems:InformationisdevelopedandownedbythecompanyandthecompanywillnotreleasetheinfotooutsidersPsychographicSegmentationTypThepicturesattherightdepicttwoverydifferent“ideal”vacations.Howcanpsychographicsegmentationhelpidentifytargetmarketsforeachtypeofvacation?DiscussionQuestionThepicturesattherightdepiVALS2TheValuesandLifestylesSystemThreeSelf-Orientations:Principleorientation:GuidedbyabeliefsystemStatusorientation:GuidedbyopinionsofpeersActionorientation:DesiretoimpacttheworldaroundthemVALSGroups:-Actualizers-Believers-Fulfilleds-Strivers-Achievers-Makers-Experiencers-StrugglersVALS2TheValuesandLifestyleVALS2SegmentationSystemFigure6.3VALS2SegmentationSystemFiguLifestyleClassificationofConsumersGlobalMOSAIC:DevelopedbyaBritishFirmcalledExperianAnalyzesconsumersin19countriesIdentified14commonlifestylesRISC(ResearchInstituteonSocialChange):Identifies10segmentsbasedonthreeaxes:Exploration/StabilitySocial/IndividualGlobal/LocalLifestyleClassificationofCoGlobalFansofanIrishRockBandFigure6.4GlobalFansofanIrishRockBTheTenRISCSegmentsFigure6.5TheTenRISCSegmentsFigure6.ChoiceofBrandfortheNextNewCarFigure6.7ChoiceofBrandfortheNextNRegionalConsumptionDifferences:

YouAreWhatYouEat!FoodCulture:ApatternoffoodandbeverageconsumptionthatreflectsthevaluesofasocialgroupGeodemography:AnalyticaltechniquesthatcombinedataonconsumerexpendituresandothersocioeconomicfactorswithgeographicinfoaboutareasinwhichpeoplelivetoidentifyconsumerswithcommonconsumptionpatternsClusterAnalysis:AstatisticaltechniqueformarketsegmentationSingleSourceData:InformationaboutpurchasehistoryiscombinedwithgeodemographicdatatolearnmoreaboutpeopleRegionalConsumptionDifferencPRIZMPRIZM(PotentialRatingIndexbyZipMarket):ClassifieseveryU.S.ZipCodeintooneof62categoriesRankingsintermsofincome,homevalue,andoccupationonaZQ(ZipQuality)ScaleCategoriesrangefrommostaffluent“Blue-BloodEstates”totheleastwell-off“PublicAssistance”DifferentclustersexhibitdifferentconsumptionpatternsPRIZMPRIZM(PotentialRatingIAComparisonofTwoPRIZMClustersAComparisonofTwoPRIZMClusPRIZMOnlinePRIZMOnlineChapter6

PersonalityandLifestylesChapter6

PersonalityandLifeHowdoJackie,Hank,andDebbiewanttospendtheirbonusmoney?WhydoesHankthinkofDebbieasacouchpotato?BothJackieandHankareplanningoutdooradventures,buthowaretheydifferent?DoyouthinkthedifferencesbetweenJackie,Hank,andDebbieareattributabletopersonality,lifestyle,orboth?OpeningVignette:Jackie&HankHowdoJackie,Hank,andDebbiConsumerBehaviorontheCouch:

FreudianTheoryFreudianSystems:Id:OrientedtowardimmediategratificationPleasureprinciple:BehaviorisguidedbytheprimarydesiretomaximizepleasureandavoidpainTheidisselfish,illogical,andignoresconsequencesSuperego:Aperson’sconscienceEgo:ThesystemthatmediatesbetweentheidandthesuperegoRealityprinciple:TheegofindswaystogratifytheidthatwillbeacceptabletotheoutsideworldSometimesaCigarisJustaCigarPhallicsymbols:Male-orientedsymbolismConsumerBehaviorontheCouchConflictBetweentheIdandSuperegoThisadfocusesontheconflictbetweenthedesireforhedonicgratification(representedbytheid)versustheneedtoengageinrational,task-orientedactivities(representedbythesuperego).ConflictBetweentheIdandSuMotivationalResearchMotivationalResearch:AttemptstouseFreudianideastounderstandthedeepermeaningsofproductsandadvertisementsDepthInterviews:Techniquethatprobesdeeplyintoafewconsumers’purchasemotivationsLatentmotives:UnderlyingmotivesAppealofMotivationalResearchLessexpensivethanquantitativesurveyresearchUncoversdeepseatedneedswhichcanbetargetedwithadvertisingFindingsseemintuitivelyplausibleafterthefactMotivationalResearchMotivatioMotivesforConsumptionMotivesforConsumptionNeo-FreudianTheoriesKarenHorney:Describedpeopleasmovingtowardothers(compliant),awayfromothers(detached),oragainstothers(aggressive).CarlJung:DiscipleofFreudbutdidnotacceptFreud’semphasisonsexualaspectsofpersonalityAnalyticalpsychology:Jung’sownmethodofpsychotherapyCollectiveunconscious:AstorehouseofmemoriesinheritedfromourancestralpastBelievedpeopleareshapedbycumulativeexperiencesofpastgenerationsArchetypes:UniversallysharedideasandbehaviorpatternscreatedbysharedmemoriesNeo-FreudianTheoriesKarenHorTraitTheoryTraitTheory:AnapproachtopersonalitythatfocusesonthequantitativemeasurementofpersonalitytraitsPersonalityTraits:Identifiablecharacteristicsthatdefineaperson.Extroversion:TraitofbeingsociallyoutgoingExtrovert:ApersonthatpossessesthetraitofextroversionIntroversion:TraitofbeingquietandreservedIntrovert:ApersonthatpossessesthetraitofintroversionTraitTheoryTraitTheory:TraitsSpecifictoConsumerBehaviorInnovativeness:ThedegreetowhichapersonlikestotrynewthingsMaterialism:AmountofemphasisplacedonacquiringandowningproductsSelf-consciousness:ThedegreetowhichapersondeliberatelymonitorsandcontrolstheimageoftheselfthatisprojectedtoothersNeedforcognition:Thedegreetowhichapersonlikestothinkaboutthings(i.e.,expendthenecessaryefforttoprocessbrandinformation)Frugality:Denyshort-termpurchasingwhimsandresourcefullyusewhatonealreadyownsTraitsSpecifictoConsumerBeAreYouanInnieoranOutie?DavidReisman:Sociologistwhointroducedthetermsinner-directedandouter-directedPowerofConformity:Theimpactofshapingone’sbehaviortomeettheexpectationsofagroupNeedforUniquenessDegreetowhichapersonismotivatedtoconformtothepreferencesofothersversusstandingapartfromthecrowdAreYouanInnieoranOutie?DThisclassicadstartsoffwiththeline:“TheDatsun240-Zisnotexactlywhatyouwouldcallacommonsite.”Whatconsumerpersonalitytraitisthisadappealingto?DiscussionQuestionThisclassicadstartsoffwitIdiocentrismorAllocentrismIdiocentrics:IndividualswhohaveanindividualistorientationAllocentrics:IndividualswhohaveagrouporientationDifferencesbetweenidiocentricsandallocentrics:Contentment:IdiocentricstendtobemorecontentwithlifeandtheirfinancialsituationHealthConsciousness:AllocentricsaremorelikelytoavoidunhealthyfoodsFoodpreparation:AllocentricsspendmoretimepreparingfoodTravelandEntertainment:Idiocentricsaremoreinterestedintraveling.Allocentricsaremorelikelytoworkoncrafts.IdiocentrismorAllocentrismIdProblemswithTraitTheoryinCBExplanationsfortheinabilityoftraitstopredictconsumerbehaviorsinresearch:Scaleswhicharenotvalidorreliable.ScalesmisappliedtothegeneralpopulationTestsnotadministeredundertheproperconditionsAdhocchangestothemeasuresdilutethevalidityofthemeasuresGeneralizedtraitmeasuresusedtomakepredictionsaboutspecificbehaviorsShotgunapproachusinganumberofscalesProblemswithTraitTheoryinBrandPersonalityBrandpersonality:ThesetoftraitspeopleattributetoaproductasifitwereapersonBrandequity:Theextenttowhichaconsumerholdsstrong,favorable,anduniqueassociationswithabrandinmemoryAdvertisersarekeenlyinterestedinhowpeoplethinkaboutbrands.BrandPersonalityBrandpersonaBrandsandTraitInferencesBrandsandTraitInferencesAnimismAnimism:ThepracticefoundinmanycultureswherebyinanimateobjectsaregivenqualitiesthatmakethemsomehowaliveTwotypesofanimism:Level1:Peoplebelievetheobjectispossessedbythesoulofthebeing(e.g.celebrityspokespersons)Level2:Objectsareanthropomorphized,orgivenhumancharacteristics.(e.g.CharlietheTuna,KeeblerElves,ortheMichelinMan)AnimismAnimism:Lifestyle:WhoWeAre,WhatWeDoLifestyle:Apatternofconsumptionreflectingaperson’schoicesofhowheorshespendstimeandmoneyLifestyleMarketingPerspective:Recognizesthatpeoplesortthemselvesintogroupsonthebasisofthingstheyliketodo,howtheyliketospendtheirleisuretime,andhowtheychoosetospendtheirdisposableincomeLifestylesasGroupIdentities:Self-definitionsofgroupmembersLifestyle:WhoWeAre,WhatWeIntegratingProductsinto

ConsumerLifestylesThisadillustratesthewaythatproductslikecarsaretightlyintegratedintoconsumers’lifestyles,alongwithleisureactivities,travel,music,andsoon.IntegratingProductsinto

ConTheTangledWebTheTangledWebDDBNeedhamLifestyleStudyFigure6.1DDBNeedhamLifestyleStudyFigProductsarethe

BuildingBlocksofLifestylesChoosingproducts:Weoftenchooseproductsbecauseoftheirassociationwithacertainlifestyle.GoalofLifestyleMarketing:Toallowconsumerstopursuetheirchosenwaystoenjoylifeandexpresstheirsocialidentities.AdoptingLifestyleMarketing:ImpliesthatwemustlookatpatternsofbehaviortounderstandconsumersProductsarethe

BuildingBloLinkingProductstoLifestylesFigure6.2LinkingProductstoLifestylesProduct-LifestyleLinkagesCo-brandingstrategies:Strategiesthatrecognizethatevenunattractiveproductsaremoreattractivewhenevaluatedwithother,likedproductsPorsche–FairmontHotelUnilever–DoveNike–PolaroidRoxy–ToyotaProductcomplementarity:OccurswhensymbolicmeaningsofproductsarerelatedtoeachotherConsumptionconstellations:Setsofcomplementaryproductsusedtodefine,communicateandperformsocialrolesProduct-LifestyleLinkagesCo-bTheSimsTheSimsVIDEO:SkechersSkechershasauniquewayofunderstandingthelifestyleofitsconsumers.Clickimagetoplayvideo.VIDEO:SkechersSkechershasaPsychographicsPsychographics:Useofpsychological,sociological,andanthropologicalfactorsformarketsegmentationTheRootsofPsychographics:Developedinthe1960’sand’70’stoaddresstheshortcomingsofmotivationalresearchandquantitativesurveyresearchFormsofPsychographicStudies:LifestyleprofileProduct-specificprofileGenerallifestylesegmentationprofileProduct-specificsegmentationPsychographicsPsychographics:AIOsAIOs:Psychographicresearchgroupsconsumersaccordingtoactivities,interests,andopinions(AIOs)80/20Rule:Only20percentofaproduct’susersaccountfor80percentofthevolumeofproductsoldResearchersattempttoidentifytheheavyusersofaproductHeavyuserscanthenbesubdividedintermsofthebenefitstheyderivefromtheproductorservice.AIOsAIOs:AIOsandLifestyleDimensionsAIOsandLifestyleDimensionsUsesofPsychographicSegmentationPsychographicsegmentationcanbeused:TodefinethetargetmarketTocreateanewviewofthemarketTopositiontheproductTobettercommunicateproductattributesTodevelopoverallstrategyTomarketsocialandpoliticalissuesUsesofPsychographicSegmentaPsychographicSegmentationTypologiesSegmentationTypologies:DevelopedbycompaniesandadvertisingagenciestoidentifygroupsofconsumerswithcommonlifestylesSimilaritiesinsegmentationtypologies:RespondentsanswerabatteryofquestionsResearchersclassifytheminto“clusters”oflifestylesEachclusterisgivenadescriptivenameAprofileofthe“typical”memberisprovidedtotheclientProprietarySystems:Informationisdevelopedandownedbythecompany

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