Chapter 6 - 09- Personality and Lifestyle

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Chapter 6

Personality and Lifestyles

CONSUMER

BEHAVIOR !eMi"hael Solo#on



Prentice-Hall, cr 2009

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Chapter O&'e"ti(es

)hen yo* finish this "hapter yo* sho*ld *nderstand+hy,

• A "ons*#er-s personality infl*en"es the +ay heresponds to #ar.etin/ sti#*li &*t efforts to *se this

infor#ation in #ar.etin/ "onte0ts #eet +ith #i0edres*lts1

• Cons*#ers- lifestyles are .ey to #any #ar.etin/strate/ies1

• Psy"ho/raphi"s /o &eyond si#ple de#o/raphi"s inhelpin/ #ar.eters *nderstand and rea"h different"ons*#er se/#ents1




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Chapter O&'e"ti(es 3"ont14

• Identifyin/ patterns of "ons*#ption "an &e s*periorto .no+led/e of indi(id*al p*r"hases +hen "raftin/a lifestyle #ar.etin/ strate/y1




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Personality

• Personality, a person-s *ni*e psy"holo/i"al#a.e*p and ho+ it "onsistently infl*en"es the +ay

a person responds to his7her en(iron#ent




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9re*dian Syste#s

Personality : "onfli"t &et+een/ratifi"ation and

responsi&ility

• Id, pleas*re prin"iple

• S*pere/o, o*r "ons"ien"e• E/o, #ediates &et+een id

and s*pere/o

• Reality prin"iple, e/o /ratifies

the id in s*"h a +ay that the

o*tside +orld +ill find

a""epta&le




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9re*dian Syste#s 3"ont14

Mar.etin/ I#pli"ations

• Un"ons"io*s #oti(es

*nderlyin/ p*r"hases

• Sy#&olis# in prod*"ts to

"o#pro#ise id and

s*pere/o

• Sports "ar as se0*al

/ratifi"ation for #en



Prentice-Hall, cr 20096$;

Sy#&olis# in prod*"ts

• E/o relies on the sy#&olis# in prod*"ts to "o#pro#ise &et+een

the de#ands of Id and prohi&ition of s*pere/o

• <he person "hannels his7her *na""epta&le desire into a""epta&le

o*tlets &y *sin/ prod*"t sy#&olis# and MO<IVA<ION1

• Sy#&olis# in prod*"ts to "o#pro#ise id = s*pere/o

• E1/1 I"e "rea# to feel li.e a .id a/ain

• 9re*dian ideas *nlo". deeper prod*"t = ad(ertise#ent

#eanin/s



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Moti(ational Resear"h

• <o *nlo". deeper prod*"t and ad(ertise#ent#eanin/s

• Cons*#er depth inter(ie+s

• Latent #oti(es for p*r"hases

• E0a#ples of >i"hter-s #oti(es 3<a&le 61?4

• Bo+lin/ ele"tri" trains po+er tools : power

• I"e "rea# &ea*ty prod*"ts : social acceptance



Prentice-Hall, cr 20096$@<a&le 61? 3a&rid/ed4



Prentice-Hall, cr 20096$?

Moti(ational Resear"h 3"ont14

• Criti"is#s• In(alid or +or.s too +ell

• <oo se0*ally$&ased

• Appeal

• Less e0pensi(e than lar/e$s"ale s*r(eys

• Po+erf*l hoo. for pro#otional strate/y

• Int*iti(ely pla*si&le findin/s 3after the fa"t4

• Enhan"ed (alidity +ith other te"hni*es



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Neo$9re*dian <heories

• aren Horney• Co#pliant (ers*s deta"hed (ers*s a//ressi(e

• Alfred Adler

• Moti(ation to o(er"o#e inferiority

• Harry Sta". S*lli(an

• Personality e(ol(es to red*"e an0iety



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Neo$9re*dian <heories, *n/

• Carl *n/, analyti"al psy"holo/y 3psy"hotherapy4• Colle"ti(e *n"ons"io*s

• People are shaped &y the "*#*lati(e

e0perien"es of past /enerations1 3afraid of

the dar.D4• Ar"hetypes, Shared #e#ory of an"estral past1

• Ar"hetypes in ad(ertisin/ 3old +ise #an earth

#other et"14

• BrandAsset Ar"hetypes #odel

• BAV Brand Health #eas*res



Prentice-Hall, cr 20096$?2




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BrandAsset Val*ator Ar"hetypes

9i/*re 61? 3part ? of %4




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BrandAsset Val*ator Ar"hetypes 3"ont14

9i/*re 61? 3part % of %4




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BrandAsset Ar"hetypes F BAV Brand

Health

• Ar"hetypes a"ross "*lt*res and ti#e

• Ar"hetypes tele/raph instantly

• Stron/ e(iden"e of a"hie(in/ &*siness o&'e"ti(es

+ith this #odel

• GEarly +arnin/ si/nal of &rand tro*&le




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<rait <heory

• Personality traits, identifia&le "hara"teristi"s that define aperson

• <raits rele(ant to "ons*#er &eha(ior,

• Inno(ati(eness• <he de/ree to +hi"h a person li.es to try ne+ thin/s

• Materialis#• A#o*nt of e#phasis pla"ed on a"*irin/ and o+nin/ prod*"ts

• Self$"ons"io*sness• <he de/ree to +hi"h a person deli&erately #onitors and "ontrols

the i#a/e of the self that is pro'e"ted to others

• Need for "o/nition

• <he de/ree to +hi"h a person li.es to thin. a&o*t thin/s 3i1e1e0pend the ne"essary effort to pro"ess &rand infor#ation4

• 9r*/ality• >eny short$ter# p*r"hasin/ +hi#s and reso*r"ef*lly *se +hat

one already o+ns




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• This classic ad starts off

with the line: “The Datsun

240-Z is not exactly what

you would call a common

site.”

• hat consumer !ersonality

trait is this ad a!!ealin" to#

Discussion




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Are o* an Innie or an O*tieJ

Idio"entri"s3indi(id*alist orientation4

Allo"entri"s3/ro*p orientation4

Content#ent More satisfied +ith "*rrent life Less satisfied +ith "*rrentlife

HealthCons"io*sness

Less li.ely to a(oid *nhealthyfoods

More li.ely to a(oid*nhealthy foods

9ood Preparation Spend less ti#e preparin/food

Lo(e .it"henK spend #oreti#e preparin/ food

)or.aholi"s More li.ely to +or. hard andstay late at +or.

Less li.ely to +or. hard

<ra(el andEntertain#ent

More interested in tra(elin/ toother "*lt*res

Visit li&rary and read #ore




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Pro&le#s +ith <rait <heory

• Predi"tion of prod*"t "hoi"es *sin/ traits of"ons*#ers is #i0ed at &est

• S"ales not (alid7relia&le

• <ests &orro+ s"ales *sed for the #entally ill

• Inappropriate testin/ "onditions

• Ad ho" instr*#ent "han/es

• Use of /lo&al #eas*res to predi"t spe"ifi" &rand

p*r"hases

• GShot/*n approa"h 3no tho*/ht of s"ale

appli"ation4




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Brand Personality

• Brand personality, set of traits people attri&*te to aprod*"t as if it +ere a person

• Brand e*ity, e0tent to +hi"h a "ons*#er holds

stron/ fa(ora&le and *ni*e asso"iations +ith a

&rand in #e#oryand the e0tent to +hi"h s7he is+illin/ to pay #ore for the &randed (ersion of a

prod*"t than for a non&randed 3/eneri"4 (ersion

• E0tensi(e "ons*#er resear"h /oes into &rand

"a#pai/ns




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Ani#is#

• Animism:

• <he pra"ti"e fo*nd in #any "*lt*res +here&y inani#ate

o&'e"ts are /i(en *alities that #a.e the# so#eho+ ali(e

• <+o types of ani#is#,

• Level 1: People &elie(e the o&'e"t is possessed &y the so*l of

the &ein/ 3e1/1 "ele&rity spo.espersons4

• Level 2: O&'e"ts are anthropo#orphied or /i(en h*#an

"hara"teristi"s1 3e1/1 Charlie the <*na ee&ler El(es or the

Mi"helin Man4

• Positionin/7repositionin/ strate/ies des"ri&in/ &rands as people

• E1/1 GL*st en(y 'ealo*sy1 <he dan/ers of Vol(o1




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Brand Beha(iors and Personality <rait

Inferen"es

Brand A"tion <rait Inferen"e

Brand is repositioned se(eral ti#es or "han/esslo/an repeatedly

9li/hty s"hiophreni"

Brand *ses "ontin*in/ "hara"ter in ad(ertisin/ 9a#iliar "o#forta&le

Brand "har/es hi/h pri"es and *ses e0"l*si(edistri&*tion

Sno&&ish sophisti"ated

Brand fre*ently a(aila&le on deal Cheap *n"*lt*red

Brand offers #any line e0tensions Versatile adapta&le

<a&le 61% 3a&rid/ed4




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Lifestyles

• Lifestyle, patterns of "ons*#ption refle"tin/ aperson-s "hoi"es of ho+ one spends ti#e and

#oney

• Lifestyle #ar.etin/ perspe"ti(e, people sort

the#sel(es into /ro*ps on the &asis of,• )hat they li.e to do

• Ho+ they spend leis*re ti#e

• Ho+ they spend disposa&le in"o#e

• E0a#ple, Ma/aines tar/etin/ spe"ifi" lifestyles,

WWF Magazine, 4 Wheel & Off oa!, ea!er"s

#igest




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Lifestyles as ro*p Identities

• 9or#s of e0pressi(e sy#&olis#

• Self$definition of /ro*p #e#&ers : "o##on sy#&ol

syste#

• <er#s in"l*de lifest$le, taste p%lic, cons%mer

gro%p, s$molic comm%nit$, stat%s c%lt%re

• Ea"h person pro(ides a *ni*e Gt+ist to &e an

Gindi(id*al

• <astes7preferen"es e(ol(e o(er ti#e



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Prod*"ts as B*ildin/ Blo".s of Lifestyles

• Prod*"t *sa/e in desira&le so"ial settin/s

• Cons*#ption style

• Patterns of &eha(ior

• Co$&randin/ strate/ies, &rands tea# *p +ith other "o#panies to

pro#ote their prod*"ts *nderstand this 3Pors"he$9air#ont hotel4

• Prod*"t "o#ple#entarity, sy#&oli" #eanin/s of different

prod*"ts relate to one another

• Cons*#ption "onstellations, define "o##*ni"ate and perfor#

so"ial roles

• Sets of "o#ple#entary prod*"ts *sed to define

"o##*ni"ate and perfor# so"ial roles 3e1/1 *ppie4

http://skechers.com/default.jhtml;$sessionid$O3L4GAIAA4AS5LAWAQFCM4Q

http://skechers.com/default.jhtml;$sessionid$O3L4GAIAA4AS5LAWAQFCM4Q




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Lin.in/ Prod*"ts to Lifestyles

9i/*re 61%




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Prod*"t "o#ple#entarity




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>is"*ssion

• What cons%mptionconstellation might

characterize $o% an! $o%r

frien!s to!a$'




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Psy"ho/raphi"s

• Psy"ho/raphi"s, *se of psy"holo/i"al so"iolo/i"al

and anthropolo/i"al fa"tors to,

• >eter#ine #ar.et se/#ents

• >eter#ine their reasons for "hoosin/ prod*"ts

• 9ine$t*ne offerin/s to #eet needs of different

se/#ents

• Cons*#ers "an share the sa#e !emographics and still &e (ery

differentD




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Best B*y Psy"ho/raphi" Se/#ents

• Gill, &*sy s*&*r&an #o# +ho &*ys ele"troni"s forfa#ily

• GB*, fo"*sed a"ti(e yo*n/er #ale interested in

&*yin/ latest /ad/ets

• GRay, fa#ily #an +ho li.es his te"hnolo/y pra"ti"al

• GBB5B 3Best B*y for B*siness4, s#all e#ployer

• GBarry, affl*ent professional #ale +ho-ll drop tens

of tho*sands of dollars on a ho#e theater syste#




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Lifestyle7Personality Varia&les for So*p

Lifestyle Personality

A"ti(e Lifestyle 3Ve/eta&le4,

I a#, o*tdoorsy physi"ally fit+or.aholi" so"ially a"ti(e

Mentally Alert 3Cla# Cho+der4,

I a#, intelle"t*al sophisti"ated"reati(e detail$oriented +ittyn*trition "ons"io*s

9a#ily Spirited 3Chi".en Noodle4,

I a#, fa#ily$oriented "h*r"h/oertraditional

So"ial 3Chili4,

I a#, f*n at parties o*t/oin/spontaneo*s trendsetter

Ho#e&ody 3<o#ato4,

I a#, a ho#e&ody /ood "oo. pet

lo(erK I en'oy spendin/ ti#e alone

Athleti" 3Crea# So*ps4,

I a#, athleti" "o#petiti(e

ad(ent*ro*s

Intelle"t*ally Sti#*lated Pasti#es39ren"h Onion4,

I a#, a te"hnolo/y +hi +orldtra(eler &oo. lo(er

Carefree 3Minestrone4,

I a#, do+n$to$earth affe"tionatef*n lo(in/ opti#isti"

<a&le 612




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>oin/ a Psy"ho/raphi" Analysis

• Lifestyle profile, differentiates &et+een *sers andnon*sers of a prod*"t

• Prod*"t$spe"ifi" profile, identifies a tar/et /ro*p and

profiles "ons*#ers &ased on prod*"t$related

di#ensions

• eneral lifestyle se/#entation, pla"es a lar/e

sa#ple of respondents into ho#o/eneo*s /ro*ps

&ased on si#ilarities of preferen"es

• Prod*"t$spe"ifi" se/#entation, tailors *estions to

a prod*"t "ate/ory




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AIOs

• ro*pin/ "ons*#ers a""ordin/ to,• A"ti(ities

• Interests

• Opinions

• !7% R*le, lifestyle se/#ents that prod*"e the &*l.

of "*sto#ers

• Hea(y *sers and the &enefits they deri(e fro#

prod*"t




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Lifestyle >i#ensions

<a&le 615

A"ti(ities Interests Opinions >e#o/raphi"s

)or. 9a#ily <he#sel(es A/e

Ho&&ies Ho#e So"ial iss*es Ed*"ation

So"ial e(ents o& Politi"s In"o#e

Va"ation Co##*nity B*siness O""*pation

Entertain#ent Re"reation E"ono#i"s 9a#ily sie

Cl*& #e#&ership 9ashion Ed*"ation >+ellin/

Co##*nity 9ood Prod*"ts eo/raphy

Shoppin/ Media 9*t*re City sie

Sports A"hie(e#ents C*lt*re Sta/e in life "y"le




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Psy"ho/raphi" Se/#entation Uses

• <o define tar/et #ar.et• <o "reate ne+ (ie+ of #ar.et

• <o position prod*"t

• <o &etter "o##*ni"ate prod*"t attri&*tes• <o de(elop o(erall strate/y

• <o #ar.et so"ial7politi"al iss*es




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VALS%<M

9i/*re 612

http://www.sric-bi.com/VALS/presurvey.shtml








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>is"*ssion

• (onstr%ct separate a!vertising e)ec%tions for acosmetics pro!%ct targete! to the *elonger,

Achiever, +)periencer, an! Maer -AL. t$pes/

• 0ow wo%l! the asic appeal !iffer for each gro%p'




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• lo&al MOSAIC• Identifies se/#ents a"ross ?@ "o*ntries

• RISC

• Lifestyles7so"io"*lt*ral "han/e in 5F "o*ntries

• >i(ides pop*lation into ? se/#ents *sin/ 2 a0is,• E0ploration7Sta&ility

• So"ial7Indi(id*al

• lo&al7Lo"al

• 5 #eas*red Gtrends 3e1/1 Gspirit*alityG&l*rrin/ of the se0es GEn(iron#entGUn"ertainty Gso"ial parti"ipationet"4

lo&al Psy"ho/raphi" <ypolo/ies




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>is"*ssion

• +)treme sports/ #a$ tra!ing/ *logging/-egetarianism/ (an $o% pre!ict what will e hot in

the near f%t%re'

• 3!entif$ a lifest$le tren! that is %st s%rfacing in $o%r

%niverse/

• #escrie this tren! in !etail, an! %stif$ $o%r

pre!iction/

• What specific st$les an!5or pro!%cts are part of this

tren!'




6$5?9i/*re 615

<en Ris. Se/#ents




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eode#o/raphy

• Cons*#er e0pendit*res7so"ioe"ono#i" fa"tors F/eo/raphi" infor#ation

• GBirds of a feat*re flo". to/ether

• Can &e rea"hed #ore e"ono#i"ally 3e1/1 @%;;

ip "ode in Redondo Bea"h CA4




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>is"*ssion

• 6eo!emographic techni7%es ass%me that peoplewho live in the same neighorhoo! have other

things in common as well/

• Wh$ !o the$ mae this ass%mption, an! how

acc%rate is it'




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9ood C*lt*res

• 9ood "*lt*re, pattern of food and &e(era/e"ons*#ption that refle"ts the (al*es of a so"ial

/ro*p

• >ifferen"es in international food "*lt*res,

• In China #il. "ho"olate has less #il.• In United States Ca#p&ell-s so*p is saltier than in

Me0i"o

• In er#any food #*st &e healthier




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PRIM &y Claritas In"1

• PRIM 3$otential %atin" &ndex 'y Zi! (ar)et4 "o#&inesde#o/raphi" "ons*#er &eha(ior and /eo/raphi"

data to help #ar.eters identify *nderstand and

tar/et their "*sto#ers and prospe"ts

• 66 "l*sters of U1S1 ip "odes• E0a#ple, Go*n/ Infl*ential GMoney and

Brains Gids and C*l$de$Sa"s

• Ran.ed &y in"o#e ho#e (al*e and o""*pation

• Ma0i#ie effe"ti(eness "ost$effi"ien"y and i#pa"t

of #ar.etin/ "o##*ni"ations

Cli". to a""ess

My&estse/#ents1"o#

http://www.mybestsegments.com/




Co#parison of <+o PRIM Cl*sters

9*rs and Station )a/ons

Ne+ #oney parents in 5s and 8s

Ne+ly &*ilt s*&di(isions +ith tennis "o*rtss+i##in/ pools /ardens

Hi/h Usa/eCo*ntry "l*&s)ine &y the "aseLa+n f*rnit*re

6o%rmet #a/aineBM) 8 SeriesRye &readNat*ral "old "ereal

Lo+ Usa/eMotor"y"lesLa0ati(esNonfilter "i/arettes

Che+in/ to&a""o0%nting #a/aineChe(rolet Che(etteCanned ste+s

<o&a""o Roads

Ra"ially #i0ed far# to+n in So*th

S#all do+nto+ns +ith thrift shops dinersand la*ndro#atsK shanty$type ho#es +itho*t

indoor pl*#&in/

Hi/h Usa/e<ra(el &y &*sAsth#a #edi"ineMalt li*ors

6rit #a/ainePre/nan"y testsPontia" Bonne(illeShortenin/

Lo+ Usa/enittin/Li(e theater S#o.e dete"tors

Ms/ Magazine9erraris)hole$+heat &readMe0i"an foods

Chapter 6 - 09- Personality and Lifestyle

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