Personality, Lifestyles

and Values
CHAPTER 7
Outline

 Personality
 Freudian Theory
 Neo-Freudian Theory
 Trait Theory
 Brand Personality
 Lifestyles & Psychographics
 What is Personality

“A person’s unique psychological

makeup and how it consistently
influences the way a person
responds to his or her
environment.”
 The Nature of Personality

 Personality reflects individual

differences
 Personality is consistent and
enduring
 Personality can change
In Class Assignment

Take 5 mins to analyze yourself, your interest, behavior

in certain situation, what influences you and what
demotivates you. Write down all the points which form
your personality. Based on these points, list brands that
are a perfect match with your personality and why?
 Freudian Theory

ID: Inner psychic energy focused

entirely toward immediate
gratification

SUPEREGO: Moral and ethical

thoughts that tends to be the
psychological counterweight to the
Id.

EGO: System that mediates between

 Neo-Freudian Theory

 Karen Horney
 Compliant Personality – One who desires
to be loved, wanted, and appreciated by
others.
 Aggressive Personality – One who moves
against others, competes with others,
desires to excel and win admiration
 Detached Personality – One who moves
away from others, who desires
independence and freedom from obligations
 Neo-Freudian Theory

Carl Jung: The term “archetype”

means original pattern in ancient
Greek. Jung used the concept of archetype in
his theory of the human psyche. He
identified 12 universal, mythic
characters archetypes reside within our
collective unconscious.

Jung defined twelve primary types that

represent the range of basic human
motivations.  Each of us tends to have one
dominant archetype that dominates our
personality.
 Trait Theory

 Lot of Matchmaking services offer you to create “Personality

Profile” and then hook you up with a profile which fits our profile.
This approach to personality focuses on the quantitative
measurement of personality traits
 Brand Personality

 A Brand Personality is the set of traits people

attribute to a product as if it were a person.
 It is increasingly common for marketers to think
carefully about brand personality as they embrace
the communication approach known as Brand
Storytelling
 One popular genre of brand storytelling is what a
set of researchers described as an underdog
brand biography. This includes details about a
brand’s humble origins and how it defied the odds
to success.
 What Creates Brand Personality

 Packaging, advertising, marketing

activities

 Consumers’ experience with brand

 The creation and communication of a

distinctive brand personality is one
way marketers can make a product
stand out from the competition
 Logo as a Face

 When you see the same logo time

and time again, it becomes
familiar, like a familiar human face
 You experience a sense of
recognition, "Hey, I've seen you,
I know you”.
 Brand Equity

 The total value of a brand as a

separable asset
 Measure of the strength of consumers’
attachment to a brand
 The strength of the positive
associations and beliefs the consumer
has about the brand
 Lifestyle

Lifestyle defines a pattern of

consumption that reflects a
person’s choices of how to spend
his or her time and money.

Goal of Lifestyle Marketing is to

allow consumers to pursue their
chosen ways to enjoy their lives
and express their social identities.
Lifestyle-Consumption style
Lifestyle Dimension
 Psychographics

 Psychographics involves the “use of

Psychological, sociological and
anthropological factors, to determine how
the market is segmented by the propensity of
groups within the market-and their reasons-to
make a particular decisions about a product,
person, ideology or otherwise hold and attitude
or use of a medium
 Integrating products into lifestyle

 For most of the people the game

World of Warcraft is a lifestyle. It’s
an online game and the average
playtime for a player is 3-4 hours a
day. First National Bank of Omaha
enabled gamers to design their own
credit cards with their WoW
characters
 Product Complementarity

 An important part of lifestyle marketing is to

identify the set of products and services that
go together
 Different products are related to each other
symbolically
 These sets of products, termed consumption
constellations
 A cluster of complementary products, specific
brands, and/or consumption activities used to
construct, signify, and/or perform a social role”