Class 12
Personality
and lifestyles
CA 2018 Consumer Insight
A.Kwanta Sirivajjanangkul
A.Panitta Kanchanavasita
Albert Laurence School of
Communication Arts
Department of Advertising
2013
Consumers as Individuals
Perception
• Process on how we absorb and interpret information about
products.
Learning and
Memory
• The way we mentally store this information and how it
adds to our exist knowledge during the learning process.
Motivation and
Values
• The reason or motivation to absorb this information and
how our cultural values influence what we do.
The Self
Personality and
Lifestyles
• Explores on how our views about ourselves affect what we
do, want, and buy.
• How people’s individual personalities influence these
decision and how the choice we make help to define our
lifestyles.
Personality
Personality
• Refers to a person’s unique psychological
makeup and how it consistently
influences the way a person responds to
her environment.
Argument
• Some said the concept of personality may
not be valid
– People do not seem to exhibit stable
personalities
– Some said they do appear to act consistently
• However!
– We each know that we are not all that
consistent; we may be wild and crazy at times,
and serious and responsible at others.
Freudian Theory
• Sigmund freud
– One’s adult of personality stems from a
fundamental conflict between…
A person’s desire to gratify his physical needs
&
The necessity to function
as a responsible member of society
Freudian systems
ID
Ego
Superego
• Immediate
gratification
• Operates according
to pleasure
principle
• The system that
mediates between
id and the superego
• Basically a referee
in the fight between
temptation and
virtue
• Balancing these
opposing forces –
reality principle
• Counterweight to
the id
• Essential the
person’s conscience
• Internalize society’s
rules
• Tries to prevent the
id from seeking
selfish gratification
Neo-Freudian Theory
• Famous new theory – Carl Jung – The analytical
psychology
• Believed that cumulative experiences for the
past generations shape who we are today.
• We each share a collective unconscious. Inherit
from our ancestor.
• These share memories create archetypes
Archetypes
• Or universally recognized ideas and
behaviors
• Involve themes, such as birth, death, or
the devil, that appear frequently in
myths, stories, and dreams.
• A bit far-fetched, but ad messages in fact
do often include archetypes.
Old Wise Man
• Uses the archetype approach in its Brand
Asset Archetype model.
• The archetypes are grounded in the human
psyche across all cultures and points in
time it is easy to understand a brand’s
personality.
• Responsible for brand communication; how
they think of the brand.
Brand Asset Valuator
Archetypes
Using
archetype to
build the
stronger brand
Trait theory
• This approach to personality focuses on
the quantitative measurement of
personality traits; the identifiable
characteristics that define a person.
• We distinguish people by the degree to
which they are socially outgoing
Trait theory
• Some research evidence suggests that ad
messages that match how a person thinks
about himself are persuasive.
• Ex of traits relevant to consumer behavior.
– Some are introvert (quiet and reserved)
– Innovativeness (the degree to which a person
like to try new thing)
– Materialism (emphasis on people acquiring and
owning products)
Brand personality
• Set of traits people attribute to a product as if it were
a person.
• Packaging and other physical cues create a
“personality” for a product.
• Like people brand personalities do change over time.
Describe brand personality
Describe brand personality
Describe brand personality
Lifestyles
• Each person chooses products, services,
and activities that help define a unique
lifestyle.
• Lifestyle – who we are, what we do
– Defines a pattern of consumption that
reflects a person’s choices of how to spend
her time and money.
Products are the building blocks of Lifestyles
Psychographics
• The use of psychological, sociological, and
anthropological factors… to determine how the
market is segmented by the propensity of
groups within the market.
How do we use psychographic data?
• To define the target market
• To create a new view of the
market
• To position the product
• To better communicate
product attributes
• To develop product strategy
• To market social and political
issues.
VALS2
• One well-known segmentation systems is the Values
and Lifestyles System that SBI International
developed.
• It is a useful way to understand people.
• And marketer will use this information to target and
communicate to the directed target group.
•
Innovators ; successful consumers with
many resources, Concerned with social
issues and is open to change.
•
Thinkers; satisfied, reflective, and
comfortable.
Achievers; career oriented and prefer
predictability to risk or self-discovery
Believers; have strong principles and
favor proven brands
Strivers; similar to achiever but have
fewer resources. Concerned about
approval from others.
Experiences; action oriented by
maximizing their experiences
Makers; action oriented and tend to
focus their energies on self-sufficiency.
•
•
•
•
•
•
Strugglers; bottom of the economics
ladder. Most concerned with meeting
the needs of the moment and have
limited ability to acquire.
Any questions?