Chapter 6
Personality and Lifestyles
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
6-1
Chapter Objectives
When you finish this chapter, you should understand
why:
• A consumer’s personality influences the way he or
she responds to marketing stimuli.
• Consumers’ lifestyles are key to many marketing
strategies.
• Psychographics go beyond simple demographics to
help marketers reach different segments.
• Identifying patterns of consumption is superior to
knowledge of individual purchases when a marketer
crafts a lifestyle marketing strategy.
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Personality
• Personality: a person’s unique psychological
makeup and how it consistently influences
the way a person responds to his/her
environment
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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: ego gratifies the id in
such a way that the outside world will find
acceptable
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Freudian Systems (continued)
Marketing Implications
• This ad focuses on
the conflict between
the id and the
superego
• Ads often times use
symbolism to
motivate product
purchases
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Motivational Research
and Consumption Motives
• Power-masculinityvirility
• Security
• Eroticism
• Moral puritycleanliness
• Social acceptance
• Individuality
•
•
•
•
Status
Femininity
Reward
Mastery over
environment
• Disalienation
• Magic-mystery
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Motivational Research
• 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 versus detached versus
aggressive
• Alfred Adler
• Motivation to overcome inferiority
• Harry Stack Sullivan
• Personality evolves to reduce anxiety
• Carl Jung
• Developed analytical psychology
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Carl Jung,
Father of Analytical Psychology
• Disciple of Freud
• Established concept of collective
unconscious
• Explained the creation of archetypes
• Old wise man
• Earth mother
• Young & Rubicam uses the concept of
archetypes in its BrandAsset® Archetypes
model
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Figure 6.1 BrandAsset Valuator Archetypes
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Figure 6.1 BrandAsset Valuator Archetype
(continued)
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Trait Theory
• Personality traits: identifiable characteristics
that define a person
• Traits relevant to consumer behavior:
• Innovativeness
• Materialism
• Self-consciousness
• Need for cognition
• Frugality
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Are You an Innie or an Outie?
Idiocentrics
Allocentrics
(individualist orientation)
(group orientation)
Contentment
More satisfied with current
life
Less satisfied with current
life
Health
Consciousness
Less likely to avoid unhealthy
foods
More likely to avoid
unhealthy foods
Food Preparation
Spend less time preparing
food
Love kitchen; spend more
time preparing food
Workaholics
More likely to work hard and
stay late at work
Less likely to work hard
Travel and
Entertainment
More interested in traveling to
other cultures
Visit library and read more
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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 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)
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Brand Personality
• Brand personality: set of traits people
attribute to a product as if it were a person
• Brand equity: extent to which a consumer
holds strong, favorable, and unique
associations with a brand in memory—and
the extent to which s/he is willing to pay
more for the branded version of a product
than for a nonbranded (generic) version
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Table 6.2 Brand Behaviors and Possible
Personality Trait Inferences
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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Lifestyles
• Lifestyle defines a pattern of consumption
reflecting a person’s choices of how one
spends time and money
• Lifestyle marketing perspective: people sort
themselves into groups on the basis of:
• What they like to do
• How they spend leisure time
• How they spend disposable income
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Colorado’s Lifestyle Marketing
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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
• Product usage in desirable social settings
• Consumption style
• Patterns of behavior
• Co-branding strategies: brands team up
•
•
with other companies to promote their
products understand this
Product complementarity: symbolic
meanings of different products relate to
one another
Consumption constellations: define,
communicate, and perform social roles
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Figure 6.2 Consumption Style
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Psychographics
• Psychographics: use of psychological,
sociological, and anthropological factors to:
• Determine market segments
• Determine reasons for choosing products
• Fine-tune offerings
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Best Buy Psychographic Segments
• “Jill”: busy suburban mom who buys
electronics for family
• “Buzz”: focused, active younger male
interested in buying latest gadgets
• “Ray”: family man who likes his technology
practical
• “BB4B (Best Buy for Business)”: small
employer
• “Barry”: affluent professional male who’ll
drop tens of thousands of dollars on a home
theater system
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Forms of Psychographic Analysis
Lifestyle profile
Product-specific profile
General lifestyle study
Product-specific study
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AIOs
• Grouping consumers according to:
• Activities
• Interests
• Opinions
• 80/20 Rule: lifestyle segments that produce
the bulk of customers
• Heavy users and the benefits they derive
from product
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Table 6.3 Lifestyle Dimensions
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
Club membership
Fashion
Education
Dwelling
Community
Food
Products
Geography
Shopping
Media
Future
City size
Sports
Achievements
Culture
Stage in life cycle
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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 product strategy
To market social/political issues
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Figure 6.3 VALS2TM
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Global Psychographic Typologies
• Global MOSAIC identifies segments across
19 countries
• RISC measures lifestyles/sociocultural
change in 40+ countries
• Exploration/Stability
• Social/Individual
• Global/Local
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Geodemography
• Geodemography involves using data on
consumer expenditures and other
socioeconomic factors with geographic
information about the areas in which people
live to identify consumers who share
common consumption patterns
• “Birds of a feature flock together”
• Can be reached more economically (e.g.,
90277 zip code in Redondo Beach, CA)
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Food Cultures
• Food culture refers to patterns of food and
beverage consumption that reflects the
values of a social group
• Differences in international food cultures:
• In China, milk chocolate has less milk
• In United States, Campbell’s soup is saltier
•
than in Mexico
In Germany, food must be healthier
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Figure 6.4 European Food Cultures
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PRIZM by Claritas, Inc.
• 66 clusters of U.S. zip codes
• Example: “Young Influential,” “Money and
•
Brains,” “Kids and Cul-de-Sacs”
Ranked by income, home value, and
occupation
• Maximize effectiveness, cost-efficiency, and
impact of marketing communications
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Table 6.4 Comparison of PRIZM Clusters
Furs and Station Wagons
Tobacco Roads
New money, parents in 40s and 50s
Racially mixed farm town in South
Newly built subdivisions with tennis courts,
swimming pools, gardens
Small downtowns with thrift shops, diners,
and laundromats; shanty-type homes without
indoor plumbing
High Usage
Country clubs
Wine by the case
Lawn furniture
Gourmet magazine
BMW 5 Series
Rye bread
Natural cold cereal
High Usage
Travel by bus
Asthma medicine
Malt liquors
Grit magazine
Pregnancy tests
Pontiac Bonneville
Shortening
Low Usage
Motorcycles
Laxatives
Nonfilter cigarettes
Chewing tobacco
Hunting magazine
Chevrolet Chevette
Canned stews
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Low Usage
Knitting
Live theater
Smoke detectors
Ms. Magazine
Ferraris
Whole-wheat bread
Mexican foods
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Behavioral Targeting
• Behavioral targeting refers to the serving of
customized ads (primarily online) based on
the prior activity on those sites by the target
• Data collected are anonymous but still
privacy proponents express concern
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Consumer Values
• Value: a belief that some condition is preferable to
its opposite
• Example: looking younger is preferable to
looking older
• Products/services = help in attaining value-related
goal
• We seek others that share our values/ beliefs
• Thus, we tend to be exposed to information that
supports our beliefs
2/4/2024
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Core Values
• Core values: values shared
within a culture
• Enculturation: learning the
beliefs and values of one’s own
culture
• Acculturation: learning the
value system and behaviors of
another culture
2/4/2024
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Hofstede’s Cultural Dimensions
•
•
•
•
•
Power distance
Individualism
Masculinity
Uncertainty avoidance
Long-term orientation
2/4/2024
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Table 4.2 Terminal and Instrumental Values
Instrumental Value
Terminal Value
Ambitious
A comfortable life
Capable
A sense of
accomplishment
Self-controlled
Wisdom
2/4/2024
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List of Values (LOV)
• Identifies nine consumer segments based on values
they endorse; and
• Relates each value to differences in consumption
behaviors.
• Example: those who endorse sense of belonging
read Reader’s Digest and TV Guide drink and
entertain more, and prefer group activities
2/4/2024
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Means-End Chain Model
• Very specific product attributes are linked at levels
of increasing abstraction to terminal values
• Alternative means to attain valued end states
• Laddering technique uncovers consumers’
associations between specific attributes and
general consequences
2/4/2024
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Figure 4.4 Hierarchical Value Maps
for Vegetable Oil in Three Countries
2/4/2024
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Conscientious Consumerism
• Conscientious consumerism is a focus on personal
health merging with a growing interest in global
health
• LOHAS (lifestyles of health and sustainability):
Consumers who:
• Worry about the environment
• Want products to be produced in a sustainable
way
• Spend money to advance what they see as their
personal development and potential
2/4/2024
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Figure 4.5 Carbon Footprint Breakdown
2/4/2024
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Materialism
• Materialism: the importance people attach to
worldly possessions
• “The good life”...“He who dies with the most toys,
wins”
• Materialists: value possessions for their own
status and appearance
• Non-materialists: value possessions that connect
them to other people or provide them with pleasure
in using them
2/4/2024
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Chapter Summary
• Consumer personality influences the way one responds
to marketing stimuli
• Lifestyles are an important aid to many marketing
strategies
• Psychographics go beyond simple demographics to help
marketers understand different consumer segments
• Identifying patterns of consumption are valuable
components of a lifestyle marketing strategy
• Our cultural values dictate the products we seek out and
avoid.
• Consumers vary in how important possessions are to
them.
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6-50