Chapter 6

Personality and Lifestyles

6-2

Personality

• Personality: a person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment

6-3

Freudian Systems

Personality = conflict between gratification and responsibility

• Id: pleasure principle

• Superego: our conscience

• Ego: mediates between id and superego

• Reality principle: ego gratifies the id in such a way that the outside world will find acceptable

6-4

Freudian Systems (cont.)

Marketing Implications• Unconscious motives underlying purchases• Symbolism in products

• Sports car as sexual gratification for men• Phallic symbols, such as cigars

• Latent motives for purchases• Dichter’s motives (see table)

6-5

Dichter’s Consumption Motives

Motive Associated Products

Power-masculinity-virility Power tools, hot rods, coffee, red meat, razors

Security Ice cream, home baking, hospital care

Eroticism Sweets, gloves

Moral purity-cleanliness White bread, cotton fabrics, bathing, oatmeal

Social acceptance Toys, sugar, honey, soap, beauty products

Individuality Gourmet foods, foreign cars, vodka, perfume

Status Scotch, carpets

Femininity Cakes, dolls, silk, tea, household curios

Reward Cigarettes, candy, alcohol, ice cream, cookies

Mastery over environment Kitchen appliances, boats, sporting goods

Disalienation Home decorating, skiing, morning radio broadcasts

Magic-mystery Soups, paints, carbonated drinks, vodka

6-6

Motivational Research (cont.)

• Criticisms• Usually invalid or hard to believe• 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

6-7

Neo-Freudian Theories• Karen Horney

• Compliant versus detached versus aggressive

• Alfred Adler• Motivation to overcome inferiority

• Harry Stack Sullivan• Personality evolves to reduce anxiety

• Carl Jung• Collective unconscious• Archetypes in advertising (old wise man, earth

mother, etc.)• Young & Rubicam uses the concept of archetypes

in its BrandAsset® Archetypes model

6-8

BrandAsset Valuator Archetypes

6-9

BrandAsset Valuator Archetypes (cont.)

6-10

Trait Theory• Personality traits: identifiable characteristics that

define a person

• Some personality traits relevant to consumer behavior:• Individualism vs. Collectivism• Self-consciousness• Self-esteem• Need for cognition• Frugality• Extraversion• Willingness to take risk• Need for Arousal• Emotionality• Openness to experience• Tendency to Conform

6-11

Idiocentric vs. Allocentric

Idiocentrics (individualist orientation)

Allocentrics (group orientation)

Contentment More satisfied with current life Less satisfied with current life

Health Consciousness

Less likely to avoid unhealthy foods

More likely to avoid unhealthy foods

Food Preparation Spend less time preparing food

Love kitchen; spend more time preparing food

Workaholics More likely to work hard and stay late at work

Less likely to work hard

Travel and Entertainment

More interested in traveling to other cultures

Visit library and read more

6-12

Lifestyle/Personality Variables for Soup

Lifestyle Personality

Active Lifestyle (Vegetable):I am: outdoorsy, physically fit, workaholic, socially active

Mentally Alert (Clam Chowder):I am: intellectual, sophisticated, creative, detail-oriented, witty, nutrition conscious

Family Spirited (Chicken Noodle):I am: family-oriented, churchgoer, traditional

Social (Chili):I am: fun at parties, outgoing, spontaneous, trendsetter

Homebody (Tomato):I am: a homebody, good cook, pet lover; I enjoy spending time alone

Athletic (Cream Soups):I am: athletic, competitive, adventurous

Intellectually Stimulated Pastimes (French Onion):

I am: a technology whiz, world traveler, book lover

Carefree (Minestrone):I am: down-to-earth, affectionate, fun loving, optimistic

6-13

Problems with Trait Theory

• Prediction of product choices using traits of consumers is mixed at best• Scales not valid/reliable• Tests borrow scales used for the mentally ill• Inappropriate testing conditions• Ad hoc instrument changes• Low correlations with behavioral predictions

6-14

Brand Personality

• Brand personality: set of traits people attribute to a product as if it were a person

• Brand equity: extent to which a consumer holds strong, favorable, and unique associations with a brand in memory—and the extent to which s/he is willing to pay more for the branded version of a product than for a nonbranded (generic) version

6-15

Brand Behaviors and Personality Inferences

Brand Action Trait Inference

Brand is repositioned several times or changes slogan repeatedly

Flighty, schizophrenic

Brand uses continuing character in advertising Familiar, comfortable

Brand charges high prices and uses exclusive distribution

Snobbish, sophisticated

Brand frequently available on deal Cheap, uncultured

Brand offers many line extensions Versatile, adaptable

6-16

Lifestyles

• Lifestyle: patterns of consumption reflecting a person’s choices of how one spends time and money

• People sort themselves into groups on the basis of:• What they like to do• How they spend leisure time• How they spend disposable income

• Example: • Magazines targeting specific lifestyles: WWF

Magazine, 4 Wheel & Off Road, Reader’s Digest

• Lifestyle and tastes/preferences evolve over time

Lifestyle Dimensions

Activities Interests Opinions Demographics

Work Family Themselves Age

Hobbies Home Social issues Education

Social events Job Politics Income

Vacation Community Business Occupation

Entertainment Recreation Economics Family size

Club membership Fashion Education Dwelling

Community Food Products Geography

Shopping Media Future City size

Sports Achievements Culture Stage in life cycle

Dark Sides

• Consumer terrorism• Shoplifting• Consumer Dishonesty

• Addictive consumption• Internet Addiction Disorder (IAD)

• Compulsive consumption• Retail Therapy

• Consumed consumers

• Illegal activities• Anti-consumption: product tampering