Chapter VI

‘Personality & Psychographics’

Akwila Romauli Allan Yuda Patria L.W. Muhammad Rismart Tania Noviarini

Objective 1

“A consumer’s personality influences the way he responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed

results.”

‘Personality is an important concept which refers to a person’s unique psychological makeup and how it consistently influences the

way a person responds to his/her environment.’

Marketing strategies often include some aspects of personality.

Ex: the characteristics of the celebrity could transfer to the brand

Personality

Personality = conflict between gratification and responsibility

• The id (the ‘party animal’) of the mind. It operates according to the pleasure principle. It is selfish, illogical and

directs a person’s energy toward pleasurable acts.

• The superegoThe counterweight to the id. This system is essentially the person’s

conscience.

• The egoThe system that mediates between the id and the superego.

The Freudian System

The Freudian System

Reality principleego gratifies the id in such a way that the outside world will find acceptable

(this is where Freudian theory applies to marketing)

Motivational research borrowed Freudian ideas to understand the deeper meanings of products and advertisements.

A motivational researcher identifies consumption motives to associated products. Those motives are:

Motivational Research

A qualitative research approach, based on psychoanalytic (Freudian) interpretations, with a heavy emphasis on unconscious

motives for consumption

Motivational Research

Criticisms:• Invalid or works too well

• Too sexually based

Appeal:• Less expensive than large-scale surveys• Powerful hook for promotional strategy

• Intuitively plausible findings (after the fact)• Enhanced validity with other techniques

Neo – Freudian TheoriesKaren Honey

Described people as moving toward others (compliant), away from others (detached) or against others (aggressive).

Carl Jung

The cumulative experiences of past generations shape who we are today. These shared memories creates archetypes

Archetypes: a universally shared idea or behavior pattern, central to Carl Jung’s conception of personality’ archetypes involve themes, such as birth, death, or the devil, that appear frequently in myths, stories,

and dreams

Archetypes

Archetypes

Archetypes

Trait TheoryFocuses on the quantitative measurement of personality traits, defined as the identifiable characteristics that define a person.

Specific traits relevant to consumer behavior includes:

• Innovativeness

(the degree to which a person likes to try new things)

• Materialism

(the amount of emphasis a person places on acquiring and owning products)

• Self-consciousness

(the degree to which a person deliberately monitors and controls the image of the self that he or she projects to others)

• Need for cognition

(the degree to which a person likes to think about things, and, by extension expends the necessary effort to process brand information)

• Frugality

Brand Personality

‘the set of traits people attribute to a product as if it were a person. Brand personalities do change over time’.

Forging a successful brand personality often is key to building brand loyalty.

Objective 2

“Psychographics go beyond simple demographics to help marketers understand and reach different

consumer segments.”

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

(ex: Social Classes, Activities, Personality&Values, Attitudes)

Psychographics

Lifestyle profile

Product-specific profile

General lifestyle study

Product-specific study

Psychographics Forms

User vs non-user of a product

Profiles target groups on product-relevant dimensions

Homogenous group with large samples

Tailors questions into product categories

AIO’s

Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables: activities, interests and opinions.

How Do We Use Psychographic Data?

• To define the target marketTo go beyond simple demographic or product usage descriptions

• To create a new view of the marketSometimes it’s not the typical ‘target’ which match marketer assumptions

• To position the productHelps to emphasize features of the product that fit in with a person’s lifestyle

• To better communicate product attributesInput for the advertising creative (songs, taglines, etc.)

• To develop product strategy

• To market social and political issuesEx: where to put prevention campaigns

PSYCHOGRAPHIC SEGMENTATION: VALS2TM

The best-known segmentation system is

The Values and Lifestyles Systems.

This typology arranges group vertically by their

resources (including such factors as income,

education, energy levels and eagerness to buy)

and horizontally by self-orientation (ideals, achievement, self-

expression)

Geodemographics

Analytical techniques that combine data on consumer expenditures and other socioeconomic factors with a geographic information about

the areas in which people live, in order to identify consumers who share common consumption patterns.

One of the popular technique is PRIZM NE

(potential Rating Index by Zip Market)

Behavioral Targeting

E-commerce marketers serve up customized ads on Web sites or cable TV stations based on a customer’s prior activity. A form of behavioral targeting is personalized retargeting. It

provides messages that refer to the exact product you checked out.

Objective 3

“Consumer activities can be harmful to individuals and to society.”

The Dark Side

Consumer Terrorism

Disruption of the marketplace

Addictive Consumption

Consumer addiction is a physiological or psychological dependency on products or services.

Addictive Consumption

Addiction to technology is a physiological or psychological dependency to technology (devices, games,etc.)

Compulsive Consumption

Compulsive consumption refers to repetitive and often excessive shopping performed as an antidote to tension,

anxiety, depression or boredom.

Consumed Consumers

Consumed consumers are people who are used or exploited, willingly or not, for commercial gain in the marketplace.

Illegal Activities

In addition to being self-destructive or socially damaging, many consumer behaviors are illegal as well.

Some types of destructive consumer behavior are anti-consumption, events in which people deliberately deface or

mutilate products and services.

‘TERIMA KASIH’