consumer behavior assignment
abbdis2008
CBChapter6-Personalitiesandlifestyles-2.ppt
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- A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment
Stable vs. situation-specific
- Marketers: lifestyles
Leisure activities, political outlook, aesthetic tastes, etc.
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- Personality = conflict between gratification & responsibility
Id: pleasure principle
Superego: our conscience
Ego: mediates between id and superego
Reality principle
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- Marketing Implications
Unconscious motives underlying purchases
Symbolism in products to compromise id & superego
Sports car as sexual gratification for men
Phallic symbols
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- Freudian ideas unlock deeper product & advertisement meanings
- Consumer depth interviews
- Latent motives for purchases
Examples of Dichter’s motives
Bowling, electric trains, power tools = power
Ice cream, beauty products = social acceptance
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- Karen Horney
Compliant vs. detached vs. aggressive
Name brand vs. tea drinkers vs. old spice
- Alfred Adler
Motivation to overcome inferiority
- Harry Stack Sullivan
Personality evolves to reduce anxiety
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- Personality traits: identifiable characteristics that define a person
- Traits relevant to consumer behavior:
Innovativeness
Materialism
Self-consciousness
Need for cognition
Frugality
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- Inner-directed vs. outer-directed
Unique sense of self vs. pleasing others/fitting in
- Need for uniqueness & Power of conformity
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- Idiocentrics vs. allocentrics
Contentment (satisfied?)
Health consciousness
Food preparation
Workaholics
Travel and entertainment
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- Set of traits people attribute to a product as if it were a person… might need a makeover!
- Brand equity
- Outsourcing production to focus on brand
- Extensive consumer research goes into brand campaigns
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| 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 |
- Distinctive brand personality = brand loyalty
Animism (giving traits to inanimate objects)
Level 1: brand = spokespersons & loved ones
Level 2: anthropomorphized brands
Positioning/repositioning strategies describing brands as people
“Lust, envy, jealousy. The dangers of Volvo.”
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- Patterns of consumption reflecting a person’s choices of how one spends time and money
Who we are and what we do
- Lifestyle marketing perspective
WWF Magazine, 4 Wheel & Off Road, Reader’s Digest
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Figure 6.2
- Forms of expressive symbolism
- Self-definition of group members = common symbol system
Terms include lifestyle, taste public, consumer group, symbolic community, status culture
Each person provides a unique “twist” to be an “individual”
- Tastes/preferences evolve over time
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- What consumption constellation might characterize you and your friends today?
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- Interior designers rely on consumption constellations when furnishing a room
- Decorating style integrates different products into a unified whole ‘look’
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- Use of psychological, sociological, & anthropological factors to:
Determine market segments
Determine their reasons for choosing products
Fine-tune offerings to meet needs of different segments
- Consumers can share the same demographics and still be very different!
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- “Jill”
- “Buzz”
- “Ray”
- “BB4B”
- “Barry”
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- “Gearhead”
- “Core Letterman”
- “Contemporary Letterman”
- “Aficionado”
- “Popgirl”
- “Value Addict”
- “A-Diva”
- “Fastidious Eclectus”
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- Developed in 1960s & 1970s
- Motivational research & survey research were flawed
- Demographics tell us “who” buys, but psychographics tell us “why” they buy
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- To define target market
- To create new view of market (face cream)
- To position product (social need or want)
- To better communicate product attributes
- To develop overall strategy
- To market social/political issues
Drink and drive:
Good timers (fun, low risk, sex appeal, concerts, MTV)
Well adjusted
Nerds
Problem kids
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VALS2TM
Identifies segments across 19 countries
- RISC
Lifestyles/sociocultural change in 40+ countries
Divides population into 10 segments using 3 axes:
Exploration/Stability
Social/Individual
Global/Local
40 measured “trends” (e.g., “spirituality”)
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Figure 6.5
10 RISC SEGMENTS
- Pattern of food/beverage consumption that reflects the values of a social group
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- Consumer expenditures/socioeconomic factors + geographic information
“Birds of a feature flock together”
Can be reached more economically (e.g., 90277 zip code in Redondo Beach, CA)
- Discussion: Geodemographic techniques assume that people who live in the same neighborhood have other things in common as well.
Why do they make this assumption, and how accurate is it?
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- 66 clusters of U.S. zip codes
E.g., “Young Influential,” “Money & Brains,” “Kids & Cul-de-Sacs”
Ranked by income, home value, & occupation
- Maximize effectiveness, cost-efficiency, and impact of marketing communications
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MYBESTSEGMENTS.COM
