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. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-2 Personality • Personality: a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-3 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-4 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-5 Motivational Research and Consumption Motives • Power-masculinityvirility • Security • Eroticism • Moral puritycleanliness • Social acceptance • Individuality • • • • Status Femininity Reward Mastery over environment • Disalienation • Magic-mystery Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-6 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-7 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-8 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-9 Figure 6.1 BrandAsset Valuator Archetypes Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-10 Figure 6.1 BrandAsset Valuator Archetype (continued) Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-11 Trait Theory • Personality traits: identifiable characteristics that define a person • Traits relevant to consumer behavior: • Innovativeness • Materialism • Self-consciousness • Need for cognition • Frugality Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-12 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-13 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) Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-14 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-15 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-16 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-17 Colorado’s Lifestyle Marketing Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-18 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-19 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-20 Figure 6.2 Consumption Style Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-21 Psychographics • Psychographics: use of psychological, sociological, and anthropological factors to: • Determine market segments • Determine reasons for choosing products • Fine-tune offerings Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-23 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-24 Forms of Psychographic Analysis Lifestyle profile Product-specific profile General lifestyle study Product-specific study Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-25 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-26 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-27 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-28 Figure 6.3 VALS2TM Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-29 Global Psychographic Typologies • Global MOSAIC identifies segments across 19 countries • RISC measures lifestyles/sociocultural change in 40+ countries • Exploration/Stability • Social/Individual • Global/Local Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-31 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) Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-33 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-35 Figure 6.4 European Food Cultures Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-36 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-37 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall Low Usage Knitting Live theater Smoke detectors Ms. Magazine Ferraris Whole-wheat bread Mexican foods 6-38 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-39 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-40 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-41 Hofstede’s Cultural Dimensions • • • • • Power distance Individualism Masculinity Uncertainty avoidance Long-term orientation 2/4/2024 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-42 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-43 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-44 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-45 Figure 4.4 Hierarchical Value Maps for Vegetable Oil in Three Countries 2/4/2024 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-46 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-47 Figure 4.5 Carbon Footprint Breakdown 2/4/2024 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-48 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 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 4-49 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. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 6-50
