Personality and Lifestyles

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Chapter Objectives
When you finish this chapter, you should understand why: A consumers personality influences the way he or she responds to marketing stimuli (incentives). 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
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Personality
Personality: a persons unique psychological makeup and how it consistently influences the way a person responds to his/her environment

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 psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), Psychographics should not be confused with demographics. For example, historical generations are defined by psychographic variables like attitudes, personality formation, and cultural standard.
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Theories of personality Freudian Theory

Is one of the cornerstone of modern psychology , this theory was built on the premise that unconscious need or drive , especially sexual and other biological drives are the heart of human motivation and personality .

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Freudian Systems
Personality = conflict between satisfaction and responsibility Id: pleasure principle(immediate satisfaction ) Superego: our sense of right and wrong (the counterweight to id). Ego: mediates between id and superego

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 Consumer researchers have adapted some of Freuds ideas: Freudian perspective also raises the possibility that the ego relies on the symbolism in product to compromise between the demand of the id and the exclusion of the superego. Consumer cannot necessarily tell us their true motivation they choose products , even if we can plan a sensitive way to ask them directly The person channels her unacceptable desire in to acceptable outlets when she uses products that signify these underlying desires. By acquiring the product, the person vicariously experiences the forbidden fruit .
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Freudian Systems (continued)

Marketing Suggestions 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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Carl Jung, Father of logical Psychology

believer of Freud Established concept of collective unconscious Explained the creation of archetypes Old wise man Earth mother Young & Rubicam(major advertising agency ) uses the concept of archetypes in its BrandAsset Archetypes model
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 Non Freuds colleagues disagree with his contention that personality is primarily in stinctual and sexual in nature , instead these neo-Freudians believed that social relationships are fundamental to the arrangement and development of personality for instance . Alferd Adler viewed human being as seeking to reach a variety of balanced goals . Which he called
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Neo-Freudian Theories
Harry stack , another neo Freudian , stressed that people continuously attempt to establish significant and rewarding relationships with others, he was particularly concerned with the individuals efforts to reduce tension such as anxiety (nervousness) . Sullivan .Karen was also interested in anxiety , she focused on the impact of child parent relationships and the individuals desire to get the better feelings to anxiety , she proposed that individuals be classified in to three personality groups . Nehad Shukur/Ishik University 6-11

1. Compliant individuals :are those who move toward others ( they desire to be loved , wanted and appreciated). 2. Aggressive individuals :are those who move against others ( they desire excel (shine )and win respect ) 3. Detached individuals :are those who move away from others (they desire independence self reliance , self sufficiency and individualism or freedom for obligations )
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Case study
And initial research uncovered a number of tentative relationships between college students scores and their product and brand usage patterns .for example : Highly compliant students were found to prefer name brand products such as Bayer aspirin . Students classified as aggressive showed preference for Old Spice perfume over other perfumes
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 More recent research has found that children who scored high in self reliance who preferred to do things independently of others were less likely to be brand loyal and were more likely to try different brands.

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Motivation
Motivation is the driving force with in individuals that push them to action , This driving Force is produced by a state of tension , which exist as the result of an unfulfilled need.

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Motivational Research and Consumption Motives

Motivation research borrowed Freudian ideas to understand the deeper meaning of products and advertisement the approach assumed that : Channel socially unacceptable needs into acceptable opening The perspective riles on deepness interviews with individual consumers
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characteristic Theory
Personality character: identifiable characteristics that define a person (we might say that some one is an introvert (shy person , or an extrovert (outgoing) characters relevant to consumer behavior: Innovativeness ( is the degree to which a person likes to try now things ). Materialism (is the amount of emphasis a person places on acquiring and owing products.) Self-consciousness ( is the degree to which person deliberately monitors and controls the image of the self that he or she project to others Nehad Shukur/Ishik University 6-17 .)

 Need for cognition : is the degree which a person likes to think about things and by extension , expends the necessary effort to process brand information .) Frugality: is the tendency to deny shortterm purchases and to make due with what they already own.

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 The Trait Theory Suggests that individual personalities are composed broad dispositions . Consider how you would describe the personality of a close friend , chances are that you would list a number of traits , such as outgoing or ingoing , kind and even tempered

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Are You an Innie or an Outie?

David Reisman first introduced the terms in exist between idiocentric and allocentric personalitiesnerdirected and outer-directed more than 30 years ago. There are several differences that.

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Idiocentrism or Allocentrism
Idiocentrics:
Individuals who have an individualist orientation

Allocentrics:
Individuals who have a group orientation

Differences between idiocentrics and allocentrics:

Contentment: Idiocentrics tend to be more content with life and their financial situation Health Consciousness: Allocentrics are more likely to avoid unhealthy foods Food preparation: Allocentrics spend more time preparing food Travel and Entertainment: Idiocentrics are more interested in traveling. Allocentrics are more likely to work on crafts.

Idiocentrics
Think, feel and behave like people in individualist cultures Individualist 35-100 % idiocentrics; collectivist 035% idiocentrics. High in expressiveness, dominance, initiation of action, aggressiveness, logical arguments, regulation of flow of communication, eye contact, teneded to finish the task, and had strong

Allocentrics
Tend to behave like people in collectivist cultures Collectivist cultures have between 30-100 % Allocentrics; Individualist cultures have somewhere in between 0-35% allocentrics. High on accommodating and avoidance of argument, and shift their opinions more easily.

Idiocentrics
Increases with affluence, leadership roles, much education, has done much international travel, has been socially mobile. Increases when a person has been greatly exposed to western mass media or has been in western culture for many years.

Allocentrics
Increases when a person has been financially dependent on some ingroup, is of low social class, has limited education, has done little travel and has been socialized in a independent family Increases when a person usually stays in a collectivist culture.

Are You an Innie or an Outie?

Idiocentrics
(individualist orientation)

Allocentrics

(group orientation)

Contentment( satisfa More satisfied with current life Less satisfied with current life ction ) Health Consciousness (awareness) Food Preparation Less likely to avoid unhealthy foods More likely to avoid unhealthy foods

Spend less time preparing food Love kitchen; spend more time preparing food More likely to work hard and stay late at work More interested in traveling to other cultures
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Workaholics

Less likely to work hard

Travel and Entertainment

Visit library and read more

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Are You an Innie or an Outie?

If you live your life based upon what others tell you to do , be , have or care about even if that other is your leader then you are outerdirected . If you instead listen to your own soulspecially in matters o the heart and spirt then you are an innie
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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 memoryand 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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Brand Behaviors and Possible Personality Trait Inferences

Brand Action
Brand is repositioned several times or changes slogan repeatedly Brand uses continuing character in advertising Brand charges high prices and uses exclusive distribution Brand frequently available on deal Brand offers many line extensions

Trait Inference
changeable, schizophrenic Familiar, comfortable Snobbish (high and mighty ), sophisticated(complicated ) Cheap, uncultured Versatile, adaptable

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Lifestyles
Lifestyle defines a pattern of consumption reflecting a persons 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 spare time . How they spend disposable income
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Colorados 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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Discussion
What consumption constellation might characterize you and your friends today?

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 when consumers share the same demographic characteristics, they can still be very different people. Psychographics can help marketers to understand these differences. When marketers combine personality variables with knowledge of lifestyle preferences, they have a much deeper level of insight into consumer segments. Adidas is a good example. It describes shoe buyers as gearheads, who are hard core runners, popgirls, who are Nehad Shukur/Ishik University young girls who hang out at malls, and 6-34

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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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( how spends his /her time) Interests( what he/she find interesting ) Opinions( how he/she view himself and the world around him ) 80/20 Rule( 20% only of products users account of 80% value ): lifestyle segments that produce the size of customers Heavy users and the benefits they derive from product
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Activities Work Hobbies Social events Vacation Entertainment

Table 6.3 Lifestyle Dimensions

Interests Family Home Job Community Recreation Fashion Food Media Achievements Opinions Themselves Social issues Politics Business Economics Education Products Future Culture Age

Demographics

Education Income Occupation Family size Dwelling Geography City size Stage in life cycle

Club membership Community Shopping Sports

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Psychographic Segmentation Uses

To To To To To To define target market create new view of market position product better communicate product attributes develop product strategy market social/political issues

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Figure 6.3 VALS2

TM

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Discussion
Construct separate advertising executions for a cosmetics product targeted to the Belonger, Achiever, Experiencer, and Maker VALS types. How would the basic appeal differ for each group?

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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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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?
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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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Discussion
Geodemographic techniques assume that people who live in the same neighborhood have other things in common as well. Why do they make this assumption, and how accurate is it?

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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, Campbells 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
New money, parents in 40s and 50s Newly built subdivisions with tennis courts, swimming pools, gardens

Tobacco Roads
Racially mixed farm town in South 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

Low Usage Motorcycles Laxatives Nonfilter cigarettes Chewing tobacco Hunting magazine Chevrolet Chevette Canned stews

High Usage Travel by bus Asthma medicine Malt liquors Grit magazine Pregnancy tests Pontiac Bonneville Shortening

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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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
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