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CHAPTER SIX
PERSONALITY
&
LIFESTYLES
KEY CONCEPTS
PERSONALITY
A PERSON’S UNIQUE COMPILATION OF COGNITIVE & AFFECTIVE STATES
WHICH INFLUENCES THEIR INTERPRETATION OF THEIR ENVIRONMENT.
A QUALITATIVE APPROACH TO
UNDERSTANDING CONSUMER
BEHAVIOUR
FREUDIAN THEORY
ACCORDING TO FREUD THE
ETERNAL STRUGGLE
BETWEEN AN INDIVIDUAL’S DESIRE TO GRATIFY THEIR PHYSICAL NEEDS
AND THE NECESSITY OF FUNCTIONING AS A MEMBER OF SOCIETY. THIS
DRAMA PLAYS OUT ON THREE INTER-RELATED PSYCHIC SYSTEMS:
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ID
EXIST TO EXPERIENCE IMMEDIATE GRATIFICATION
PLEASURE PRINCIPLE
THE MOTIVATION FOR BEHAVIOUR IS TO MAXIMIZE PLEASURE /
MINIMIZE PAIN.
SUPEREGO
INTERNALIZES ONE’S PERCEPTION OF SOCIETAL CONSTRAINTS AND
ATTEMPTS TO COUNTERBALANCE THE MORE IMPULSIVE ID.
EGO
THE SYSTEM THAT REFEREES BETWEEN THE TWO.
FREUDIAN THEORY & CB
UNCONSCIOUS MOTIVES, SYMBOLISM MOST OFTEN USED TO
RATIONALIZE BASER ASPECTS OF MARKETING CREATIVITY.
MOTIVATIONAL RESEARCH
TOO SUBJECTIVE ~ TOO MANIPULATIVE
A QUALITATIVE RESEARCH APPROACH BASED ON PSYCHOANALYTIC
INTERPRETATIONS, DISPOSED TOWARD UNCONSCIOUS MOTIVES FOR
CONSUMPTION.
PRIMARY MECHANICS: IN-DEPTH INTERVIEWS
NEO-FREUDIAN THEORIES
KAREN HORNEY
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PEOPLE ARE ESSENTIALLY: COMPLIANT, AGGRESSIVE OR DETACHED.
CARL JUNG
PEOPLE ARE A FUNCTION OF CONTEMPORARY SOCIALIZATION &
ARCHETYPES (SHARED COLLECTIVE GENERATIONAL KNOWLEDGE)
(MITOCHONDRIAL KNOWLEDGE NETWORKS?)
A QUANTITATIVE APPROACH TO
UNDERSTANDING CONSUMER
BEHAVIOUR
TRAIT THEORY
TRAITS
DISTINGUISHING INDIVIDUAL CHARACTERISTICS BY WHICH PEOPLE MAY
BE GROUPED.
LIMITATIONS: THE METHODOLOGY & RESULTS ARE TOO OFTEN TOO
SITUATIONALLY SPECIFIC TO HAVE ANY BROADER MARKETING
APPLICATIONS.
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BRAND PERSONALITY
DISTINGUISHING INDIVIDUAL CHARACTERISTICS BY WHICH PEOPLE MAY
BE GROUPED.
BRAND EQUITY
THE VALUE THAT CONSUMERS ASSOCIATE WITH A BRAND NAME.
NUMBER OF POSITIVE MEANS-END CHAINS
CAN BE ESTABLISHED OVER TIME – E.G. CAMPBELL’S SOUP
CAN BE BORROWED – E.G. DIET COKE
CAN BE BOUGHT – E.G. CANADA POST BUYS PUROLATOR
ANIMISM
THE ATTRIBUTION OF CONSCIOUS LIFE TO INANIMATE OBJECTS.
LEVEL 1- A LOCK OF HAIR
LEVEL II ANTHROPOMORPHIZED MICHELIN MAN
LEVEL III CONTAINING ONLY ONE HUMANISTIC TRAIT. ‘BEAMER’
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LIFESTYLES & PSYCHOGRAPHICS
LIFE STYLE
A SET OF SHARED CONSUMPTION-RELATED VALUES / BEHAVIOURS
EXHIBITED BY A GROUP.
LIFESTYLE AS GROUP IDENTITIES
DISTINCTIVE BEHAVIOURS UNIQUE TO A LIFESTYLE GROUPING (PUNK)
PRODUCTS
AS THE BUILDING BLOCKS OF LIFESTYLES
VISUAL SYMBOLS OF LIFESTYLE MEMBERSHIP
PRODUCT COMPLEMENTARITY
OR
PRODUCT CONSTELLATIONS
GROUPINGS OF FUNCTIONALLY NON RELATED PRODUCTS TO PROJECT
A SINGLE LIFESTYLE.
ROLEX, BMW = YUPPIE
THE MORE ELEMENTS IN THE CONSTELLATION THE MORE DEFINITIVE
THE LIFESTYLE ROLE BECOMES.
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PSYCHOGRAPHICS

THE USE OF PSYCHOLOGICAL, SOCIOLOGICAL &
ANTHROPOLOGICAL FACTORS AS SEGMENTATION VARIABLES
FOR CONSUMERS.

DEMONSTRATED TO BE A MORE EFFECTIVE BASIS FOR
SEGMENTATION THAN PREVIOUS QUALITATIVE (FREUD) OR
QUANTITATIVE APPROACHES.

METHODOLOGY FOCUSES MORE ON CONSUMPTION RELATED
VARIABLES (BEHAVIOURS, NEEDS, VALUES, ETC.)
CONDUCTING PSYCHOGRAPHIC ANALYSIS
BASE ON
AIO’s
ATTITUDES, INTERESTS, OPINIONS
80 / 20 RULE
80% OF THE VOLUME FROM 20% OF THE CONSUMERS
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USES OF PSYCHOGRAPHIC SEGMENTATION

TO DEFINE A TARGET MARKET

TO REDEFINE A TARGET MARKET (CREATE A NEW
PERSPECTIVE)

TO POSITION THE PRODUCT

TO BETTER COMMUNICATE PRODUCT ATTRIBUTES

TO DEVELOP AN OVERALL STRATEGY OR CONTEXT FOR THE
PRODUCT

TO MARKET OTHER ISSUES POLITICAL / SOCIAL BASED ON
PSYCHOGRAPHIC PROFILES
GENERIC NORMS (TYPOLOGIES) AS A BASIS
FOR PSYCHOGRAPHIC SEGMENTATION
VALUES AND LIFESTYLES
VALS
VALS 2
Future.sri.com/VALS/VALSindex.shtml.
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GEODEMOGRAPHY
THE COMBINING OF DEMOGRAPHIC & GEOGRAPHIC DATA FOR
SEGMENTATION.
LIFESTYLE TRENDS
AFFINITIZATION
GROUPS ORGANIZE AROUND SPECIAL INTERESTS (STREET RACING)
TREND FORECASTING
YOU WISH!
MAJOR CONSUMER TRENDS
CONSUMERS ARE LESS ENVIRONMENTALLY FRIENDLY 
VALUE GIVEN TO TIME SAVING PRODUCTS
DECLINE IN EMPHASIS DIET & HEALTH FOODS (BURNOUT?)
TREND TO LAID-BACK & CASUAL (LAZY?)
NEXT?
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