MKT201 - Week 7
Personality & Lifestyles
(Ch. 6)
Personality
• Personality refers to a person’s unique
psychological makeup and how it consistently
influences the way a person responds to his or her
environment.
• Most now agree that both personality and situational
factors play a role in determining people’s behavior.
• Personality is usually involved, along with:
– A person’s choices of leisure activities, political
outlook, aesthetic tastes, and
– Other individual factors to segment customers in
terms of Lifestyles.
Consumer Behavior on the Couch:
Freudian Theory
• Freudian Systems:
– Id 原我 : Oriented toward immediate
gratification
• Pleasure principle: Behavior is guided by the primary
desire to maximize pleasure and avoid pain
• The id is selfish, illogical, and ignores consequences
– Superego 超我 : A person’s conscience (moral &
ethical)
– Ego 自我 : The system that mediates between the
id and the superego
• Reality principle: The ego finds ways to gratify the id
that will be acceptable to the outside world
Consumer Behavior on the Couch:
Freudian Theory
• Freud, Sigmund 佛洛伊德
• 1856-1939
• Austrian physician and founder of
psychoanalysis who theorized that
the symptoms of hysterical
patients represent forgotten and
unresolved infantile psychosexual
conflicts. His psychoanalytic
theories, which initially met with
hostility, profoundly influenced
20th-century thought.
Consumer Behavior on the Couch:
Freudian Theory
Id
Reality
Principle
Oriented Towards
Immediate
Gratification
Pleasure
Principle
Ego
Referee in the Fight Between Temptation and Virtue
Superego
Person’s
Conscience
Counterweight
to id
Conflict Between the Id and Superego
• This ad focuses on the
conflict between the desire
for hedonic gratification
(represented by the id) versus
the need to engage in
rational, task-oriented
activities (represented by the
superego).
(e.g. id: desire deep sleep Vs
Superego: better relax
briefly)
Consumer Behavior on the Couch:
Freudian Theory
• Freudian Applications in Marketing – related to
sexuality of products (e.g. sports car –> sex)
• Others focus on male-oriented symbolism (Phallic
symbols)
• Phallic symbols: Male-oriented symbolism
– Sometimes a Cigar is Just a Cigar
– Use of objects resembling sex organs
– (e.g. cigars, trees, swords for male sex organs;
tunnels for female sex organs)
Do you believe that these so-called
“Phallic Symbols” truly exist, or is it
all just a coincidence? Take a look at
Camel cigarettes famous mascot
(bringing luck), Joe Camel, and
discuss.
http://www.joechemo.org
Motivational Research
• Motivational Research:
– Attempts to use Freudian ideas to understand the
deeper meanings of products and advertisements in
the 1950s
– Depth Interviews: Technique that probes deeply into
a few consumers’ purchase motivations
• Latent motives: Underlying motives
• Appeal of Motivational Research
– Less expensive than quantitative survey research
– Uncovers deep seated needs which can be targeted
with advertising
– Findings seem intuitively plausible after the fact
Motives for Consumption
Neo-Freudian Theories
• Karen Horney:
– Described people as moving toward others (compliant),
away from others (detached), or against others (aggressive).
• Carl Jung:
– Disciple of Freud but did not accept Freud’s emphasis on
sexual aspects of personality
– Analytical psychology: Jung’s own method of
psychotherapy
– Collective unconscious: A storehouse of memories inherited
from our ancestral past
– Believed people are shaped by cumulative experiences of
past generations
– Archetypes: Universally shared ideas and behavior
patterns created by shared memories (e.g. afraid of dark)
Trait Theory
• Trait Theory:
– An approach to personality that focuses on the
quantitative measurement of personality traits
• Personality Traits:
– Identifiable characteristics that define a person.
– Extroversion: Trait of being socially outgoing
• Extrovert: A person that possesses the trait of
extroversion
– Introversion: Trait of being quiet and reserved
• Introvert: A person that possesses the trait of
introversion
Traits Specific to Consumer Behavior
• Innovativeness:
– The degree to which a person likes to try new things
• Materialism:
– Amount of emphasis placed on acquiring and owning products
• Self-consciousness:
– The degree to which a person deliberately monitors and controls
the image of the self that is projected to others
• Need for cognition:
– The degree to which a person likes to think about things (i.e.,
expend the necessary effort to process brand information)
• Frugality:
– Deny short-term purchasing whims/fancy and resourcefully use
what one already owns
Are You an Innie or an Outie?
• David Reisman:
– Sociologist who introduced the terms inner-directed
(concern of oneself) and outer-directed (concern of others)
– Individualism Vs Collectivism
• Power of Conformity (in Ch. 11 - Group Influence)
– The impact of shaping one’s behavior to meet the
expectations of a group
• Need for Uniqueness
– Degree to which a person is motivated to conform to the
preferences of others versus standing apart from the crowd
Discussion Question
• This classic ad starts
off with the line:
“The Datsun 240-Z is
not exactly what you
would call a common
site.”
• What consumer
personality trait is
this ad appealing to?
Idiocentrism or Allocentrism
•
Idiocentrics:
–
•
Allocentrics:
–
•
Individuals who have an individualist orientation
Individuals who have a group orientation
Differences between idiocentrics and allocentrics:
1. Contentment: Idiocentrics tend to be more content with
life and their financial situation
2. Health Consciousness: Allocentrics are more likely to
avoid unhealthy foods
3. Food preparation: Allocentrics spend more time
preparing food
4. Travel and Entertainment: Idiocentrics are more
interested in traveling. Allocentrics are more likely to
work on crafts.
Problems with Trait Theory in CB
• Explanations for the inability of traits to predict consumer
behaviors in research:
– Scales which are not valid or reliable.
– Scales misapplied to the general population
– Tests not administered under the proper conditions
– Ad hoc changes to the measures dilute the validity of
the measures
– Generalized trait measures used to make predictions
about specific behaviors
– Shotgun approach using a number of scales (following
up anything that happens to look interesting)
Brand Personality
• Brand personality:
– The set of traits people attribute to a product as
if it were a person
• Brand equity:
– The extent to which a consumer holds strong,
favorable, and unique associations with a brand
in memory
• Advertisers are keenly interested in how
people think about brands.
Brands and Trait Inferences
Animism
• Animism:
– The practice found in many cultures whereby
inanimate objects are given qualities that make
them somehow alive
• Two types of animism:
– Level 1: People believe the object is possessed
by the soul of the being (e.g. celebrity
spokespersons)
– Level 2: Objects are anthropomorphized, or
given human characteristics. (e.g. Charlie the
Tuna, Keebler Elves, or the Michelin Man)
Animism
– Level 2: Objects are
anthropomorphized,
or given human
characteristics. (e.g.
Charlie the Tuna,
Keebler Elves, or the
Michelin Man)
Brand Personality
Brand Equity
Extent That a Consumer Holds Strong, Favorable,
and Unique Associations about a Brand in Memory.
Brand Personality
Assigning Personality Qualities to Inanimate/dead Products
That Makes the Product Stand Out From the Competition.
Animism
Inanimate Objects are Given Qualities
That Make Them Somehow Alive.
Level 2: Objects are
Level 1: Object is Believed to
Possessed by the Soul of a Being. Anthropomorphized - Given
Human Characteristics.
(loved/alive/deceased
(Felix the Cat)
spokesperson in advertising)
Lifestyle: Who We Are, What We Do
• Lifestyle:
– Refers to a pattern of consumption reflecting a person’s
choices of how he or she spends time and money
• Lifestyle Marketing Perspective:
– Recognizes that people sort themselves into groups on
the basis of things they like to do, how they like to spend
their leisure time, and how they choose to spend their
disposable income
• Lifestyles as Group Identities:
– Self-definitions of group members
Integrating Products into
Consumer Lifestyles
• This ad illustrates the
way that products like
cars are tightly integrated
into consumers’
lifestyles, along with
leisure activities, travel,
music, and so on.
Products are the
Building Blocks of Lifestyles
• Choosing products:
– We often choose products because of their
association with a certain lifestyle.
• Goal of Lifestyle Marketing:
– To allow consumers to pursue their chosen ways
to enjoy life and express their social identities.
• Adopting Lifestyle Marketing:
– Implies that we must look at patterns of behavior
to understand consumers
Linking Products to Lifestyles
social
setting/situation
Figure 6.2
Product-Lifestyle Linkages
• Co-branding strategies:
– Strategies that recognize that even unattractive products
are more attractive when evaluated with other, liked
products
•
•
•
•
Porsche – Fairmont Hotel
Unilever (consumer foods) – Dove (skin/hair care)
Nike – Polaroid
Roxy (swimsuits, surfboards) – Toyota
• Product complementarity:
– Occurs when symbolic meanings of products are related to
each other
– Consumption constellations:
• Sets of complementary products used to define, communicate and
perform social roles (e.g. Yuppie: rolex, BMW, Gucci, etc.)
Yuppie: A young city or suburban resident with a well-paid professional job
and an affluent, materialistic lifestyle.
The Sims
(http://thesims.ea.com)
Psychographics S4
• Psychographics:
– Use of psychological, sociological, and anthropological
factors for market segmentation
• The Roots of Psychographics:
– Developed in the 1960’s and ’70’s to address the shortcomings of
motivational research and quantitative survey research
• Forms of Psychographic Studies:
– Lifestyle profile (users Vs nonusers)
– Product-specific profile (profiles consumers on product-relevant
dimensions)
– General lifestyle segmentation profile (based on similarities of the
overall preference)
– Product-specific segmentation (consumers’ responses to one single
product category)
Conducting A Psychographic Analysis
Forms of a
Psychographic Study:
Lifestyle Profile
Product-Specific Profile
Study That Uses Personality
Traits as Descriptors
General Lifestyle
Segmentation
Product-Specific
Segmentation
Definition of
Psychographics:
Involves the “.. use of
psychological, sociological,
and anthropological
factors…” to determine how
the market is segmented by
the propensity of groups
within the market - and their
reasons - to make a
particular decision about a
product, person, ideology,
or otherwise hold an
attitude or use a medium.
Adidas Psychographic Segments
(see p. 214-215) S5
• “Gearhead” – older runner looking for high performance
•
•
•
•
•
•
•
shoes
“Core Letterman” – white, suburban high school athlete
“Contemporary Letterman” – high school athlete,
boosting attractiveness
“Aficionado” - a devotee or a fan; urban kid looking for
brand-new, US$100-plus basketball shoe
“Popgirl” – teeny-bopper who hangs out at the mall and
wear Skechers
“Value Addict” – middle-aged, fairly well-off person
“A-Diva” – Sex and the City goes to the gym.
“Fastidious Eclectus” – cutting-edge person who wants
hip/fashionable, distinctive products
AIOs
• AIOs:
– Psychographic research attempts to group
consumers according to activities, interests, and
opinions (AIOs)
• Table 6.3 lists the commonly used AIO dimensions.
AIOs and Lifestyle Dimensions
AIOs
• 80/20 Rule:
– Only 20 percent of a product’s users account for
80 percent of the volume of product sold
– Researchers attempt to identify the heavy users of
a product
– Heavy users can then be subdivided in terms of
the benefits they derive from the product or
service.
AIOs and Psychographics
Activities
Interests
Opinions
Demographics - Describes Who Buys
Psychographic Profiles - Tells Why Consumers Buy
80/20 Rule
(20% of users account for 80% of product sold)
Uses of Psychographic Segmentation
Market Social and
Political Issues
Develop Overall
Strategy
Communicate
Product Attributes
Define the
Target Market
Create a New
View of the Market
Position the
Product
Discussion Question
• The pictures at the
right depict two very
different “ideal”
vacations.
• How can
psychographic
segmentation help
identify target
markets for each type
of vacation?
Psychographic Segmentation
Typologies
• Segmentation Typologies:
– Developed by companies and advertising agencies to
identify groups of consumers with common lifestyles
– Similarities in segmentation typologies:
•
•
•
•
Respondents answer a battery of questions
Researchers classify them into “clusters” of lifestyles
Each cluster is given a descriptive name
A profile of the “typical” member is provided to the client
• Proprietary Systems:
– Information is developed and owned by the company and
the company will not release the info to outsiders
VALS 2
(a well known segmentation system)
–
Uses a Battery of 39 Items (35 Psychological and 4
Demographic) to Divide U.S. Adults Into 8 Groups,
Each With Distinctive Characteristics
–
3 Self-Orientations (original model)
1. Principle orientation: not concerned with the views of
others
2. Status orientation: making decisions based on the
perceived opinions of peers
3. Action/Self orientation: buy products to have an
impact on the world around them
VALS 2
Abundant Resources
Segmentation System
(original model)
Actualizers
Principle Oriented
Status Oriented
Action Oriented
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
Minimal Resources
VALS 2 Segmentation System
Textbook: p.221
(modified new
model)
http://www.sricbi.com/VALS/types.s
html
Mistakes in p. 220
Actualizers should be
“Innovators”
Fulfilleds should be
“Thinkers”
Figure 6.3
Lifestyle Classification of Consumers
•
Global MOSAIC:
–
–
–
•
Developed by a British Firm called Experian
Analyzes consumers in 19 countries
Identified 14 common lifestyles
RISC (Research Institute on Social Change):
–
Identifies 10 segments based on three axes:
1. Exploration/Stability
2. Social/Individual
3. Global/Local
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?
The Article
•
Secrets of The Male Shopper (Business
Week, Sept 4, 2006)
Male Shoppers:
5 cohorts/clusters/archetypes
1.
2.
3.
4.
5.
Metrosexual
Maturiteen
Modern Man
The Dad
Retrosexual
The Male ShoppersArticle
1. Metrosexual – affluent urban sophisticate aged 20-50
absolutely shops on, looking for quality and beauty.
(targeted by P&G, Polo Ralph Lauren)
2. Maturiteen – more savvy (knowledgeable, practical),
responsible, mature, and pragmatic. (targeted by Adidas,
Sony)
3. Modern Man – neither retro or metro, something in the
middle, aged between 20s-30s. likes American football, not
really loves shopping. (targeted by Philips)
4. The Dad – married with children, peak in earning years.
(targeted by Dyson vacuum cleaner, Patek Philippe)
5. Retrosexual – traditionalist, rejects feminism, with
traditional male behaviour, nostalgic. (targeted by Burger
King, P&G’s Old Spice brand)