C6: PERSONALITY, LIFESTYLES + VALUES

• personality is everyone's unique psychological makeup and how it influences the way we responds to our environments. some aspects of personality tend to be relatively stable and some contain inconsistent behaviour
• Much of human behaviour stems from a fundamental conflict between a person’s desire to gratify their physical needs and the necessity to function as a responsible member of society
• the 3 freudian symbolic systems are the id, superego and ego.
• the id is Oriented toward immediate gratification ie. "the party animal". the id is guided by the Pleasure principle where Behavior is guided by the desire to maximize pleasure and avoid pain. The id is selfish, illogical, and ignores consequences.
• the Superego is our (the) conscience. it's the ethical component of our personality and provides the moral standards that the ego operates by. it's goal is to "suppress" any desires of the id that are considered "wrong" or socially unacceptable. 
• the Ego mediates between the id and superego (ie. "the referee"). it follows the Reality principle where The ego finds ways to gratify the id in a way that is acceptable to society (unconscious level).
• some Marketing Implications of freudian systems include:

  • Unconscious motives underlying purchases •
  • Implication is that consumers cannot necessarily tell us their true motivations for choosing a product
• Symbolism in products compromise the id and superego. for example, Sports car as sexual gratification for men or Phallic symbols, like cigars.
• Ernest Dichter is coined the “father of motivational research”. he Pioneered the application of Freudian psychoanalysis to the study of consumer behavior.
• ernest dichter Pioneered the in-depth interview technique. he conducted over 230 in-depth interview studies on over 230 different products and Many of his findings have been incorporated in actual marketing campaigns.
• 2 criticisms of motivational research are that it:

  • Lacks sufficient rigour and validity
  • it's Too sexually-based
• 2 Appeals of motivational research are that it:

  • Develops communications that appeal to deep-seated needs
  • Helps with exploratory research
• Karen Horney Proposed that people can be described as:

  • Moving toward others (compliant)
  • Moving away from others (detached)
  • Against others (aggressive)
• Carl Jung believed that people are shaped by experiences from past generations which contribute to universally shared ideas and behaviour patterns (archetypes)
• Traits are Identifiable characteristics that define people. Types of traits include:

  • Extroversion: social outgoing
  • Innovativeness: try new things
  • Self-consciousness: self image to others
  • Need for cognition: efforts to process information
• Personality traits often interact with situational factors to predict how consumers will behave like the need for uniqueness or cognition or public self-consciousness
• Brand Personality is the Set of traits people attribute to a product as if it were a person
• the 5 dimensions of brand personality are:

  1. sincerity
  2. excitement
  3. competence
  4. sophistication
  5. ruggedness
• Brand Equity is The extent of how strong, favourable, and uniquely a brand is associated with a consumer's memory
• Animism is when Inanimate objects are given qualities that make them somehow alive. for example, the pillsbury dough boy!
• there are 2 levels of animism that can describe the extent to which human qualities are attributed to a product:

  1. Level 1 is when the object is associated with a human individual
  2. Level 2 is when the Objects are anthropomorphized and given human characteristics
• Brand personality is a statement of brand positioning. Some brands re-position to gain new interest in their products.
• Lifestyle refers to Consumption patterns based on how someone chooses to spend their time and money/income. this also refers to broad consumption patterns
• the Lifestyle marketing perspective Recognizes that people sort themselves into groups based on things they like to do, how they spend their leisure time, and how they spend their disposable income
• lifestyles can take on group identities
• Products Are the Building Blocks of Lifestyles. Marketers encourage community among users by combining with Product usage in social settings/ this leads to people, products, and settings combined to express a certain consumption style
• Co-branding strategies are when Brands team up with other companies to promote products
• Product complements are Symbolic meanings of different products relate to one another
• Consumption constellations (cluster): Define, communicate, and perform social roles
• Psychographics are Use of psychological, sociological, and anthropological factors to Determine market segments, reasons for choosing products and Fine-tune offerings for different segment's needs. Consumers can share the same demographics and still be very different!
• aio is groping consumers according too activities, interests and opinions.
• the First part of aio is determining which lifestyle segments are producing the bulk of customers for a particular product. then you can start Identifying heavy, moderate, and light users. Target heavy users and the benefits that they derive from product
• Psychographic segmentation can be applied:

  • To define target market
  • To create new view of market
  • To position product
  • To better communicate product attributes
  • To market social/political issues
• Marketers are constantly looking for new insights that will allow them to identify and reach groups of consumers that are united by a common lifestyle
• many research companies and advertising agencies have developed their own segmentation typologies that divide people into segments
• VALS (Values and Lifestyles) is the most popular and known segmentation system. it divides people into 8 groups, based on psychological characteristics and resources. Groups are arranged vertically by resources and horizontally by self-orientation
• the type of psychographic analysis' that you can conduct:

  1. lifestyle profile
  2. product-specific profile
  3. general lifestyle segmentation
  4. product-specific segmentation
• a Lifestyle profile Differentiates users from nonusers of a product
• a Product-specific profile Identifies a target group and profiles consumers based on product-related dimensions
• a General lifestyle segmentation Places a large sample of respondents into homogeneous groups based on similarities of preferences