Consumer behavior

Week 08

Personality,
Lifestyles, and
Values
Chapter Objectives
1. A consumer’s personality influences the way he or she responds
to marketing stimuli

2. Brands have personalities.

3. A lifestyle defines a pattern of consumption that reflects a
person’s choices
4. craft a lifestyle marketing strategy.
Chapter Objectives (Cont.)

5. Psychographics go beyond simple demographics to help

marketers understand and reach different consumer segments.
6. Underlying values often drive consumer motivations.
Learning Objective 1

A consumer’s personality
influences the way he or she
responds to marketing stimuli.
Freud

A consumer’s
personality influences
the way he or she
responds to marketing
stimuli.
 Motivational Research and Consumption Motives

• Power-masculinity • Status
• Security • Femininity
• Moral purity-cleanliness • Reward
• Social acceptance • Mastery over environment
• Individuality
Neo-Freudian Theories
Karen Horney
• Compliant versus detached versus aggressive
Alfred Adler
• Motivation to overcome inferiority
Harry Stack
• Personality evolves to reduce anxiety
Carl Jung
• Developed analytical psychology
• Established concept of collective unconscious by explaining the creation of
archetypes
 Trait Theory
• Personality traits: identifiable
characteristics that define a person
• Traits relevant to consumer behavior
o Innovativeness
o Materialism
o Self-consciousness
o Need for cognition
o Frugality
The Big
Five
Myers-Briggs Type Indicator MBTI
 Brand Personality
• Sincerity (down-to-earth, honest,, and
cheerful),
• Excitement (daring, spirited, imaginative,
and up-to-date),
• Competence (reliable, intelligent, and
successful),
• Sophistication (glamorous, upper class,
charming), and
• Ruggedness (outdoorsy and tough).
 Brand Personality
• Brand personality: set of traits people
attribute to a product as if it were a person
• Reader response theory
• Underdog brand biography (kfc,apple)
• Anthromorphism (red bull leopard)
• Doppelganger brand image
 Lifestyles and Consumer Identity
• Lifestyles: people sort themselves into
groups on the basis of the things they like
to do, how they like to spend their leisure
time, and how they choose to spend their
disposable income
o E-sports
o Metro
o Hesher Reebok-wearing, mulleted person
o Emo wears tight wool sweaters, tighter jeans,
 Product Complementarity and
Co-Branding Strategies

• Co-branding strategies- companies team

up to promote 2 or more products.
• Product complementarity- occurs when
symbolic meanings of different products
relate to one another.
• Consumption constellation
• is used to define, communicate, and
perform social roles e.g., yuppie
Uses of Psychographic Studies
• Murray’s psychogenic needs
• Need for Affiliation, Need for Power, Need for Uniqueness
• Define target market
• Create a new view of market
• Position the product
• Better communicate product attributes
• Develop product strategy
• Market social and political issues
VALS: value life style
system
Value Concepts
Value systems
• Core values (freedom,
youthfulness, achievement,
materialism)
• Enculturation (learning)
• Acculturation
Crescive norms
• Custom (basic behaviors )
• More (forbidden behavior)
• Conventions (dressing
food)
How Values Link to Consumer
Behavior

Terminal and
Instrumental Values
Disclaimer:
The contents of these slides are adapted from book Consumer Behavior
by  Michael R. Solomon. It is solely for the purpose of teaching marketing
concepts and assessing consumer behavior insight for students studying at Iqra
University.