chapter 7 assignment

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7 Personality, Lifestyles, and Values

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CONSUMER BEHAVIOR, 12e Michael R. Solomon

Chapter 11 discusses how our income and social class affect our lifestyle choices and consumer behavior.

Chapter Objectives

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

Brands have personalities.

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We’ll cover several objectives in the chapter. These are listed in slides 2-4.

Chapter Objectives (Cont.)

A lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or her time and money, and these choices are essential to define consumer identity.

It can be more useful to identify patterns of consumption than knowing about individual purchases when organizations craft a lifestyle marketing strategy.

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Chapter Objectives (Cont.)

Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

Underlying values often drive consumer motivations.

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Learning Objective 1

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

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Freud

Ego

Superego

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Motivational Research and Consumption Motives

Power-masculinity-virility

Security

Eroticism

Moral purity-cleanliness

Social acceptance

Individuality

Status

Femininity

Reward

Mastery over environment

Disalienation

Magic-mystery

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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

Developed analytical psychology

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Trait Theory

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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The Big Five

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MBTI

Focus of attention

Information processing

Decision making

Dealing with outer world

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Learning Objective 2

Brand have personalities.

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An Example of Brand Personality

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Brand Personality

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

Reader response theory

Underdog brand biography

Anthromorphism

Doppleganger brand image

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Brand Behaviors and Possible Personality Trait 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

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Closet Products and Personality

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This ad relates closet products and personality.

Learning Objective 3

A lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or her time and money, and these choices are essential to define consumer identity.

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Lifestyles and Consumer Identity

Lifestyles

E-sports

Metro

Hesher

Emo

Lifestyle marketing perspective

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Learning Objective 5

Identifying patterns of consumption can be more useful than knowing about individual purchases when organizations craft a lifestyle marketing strategy.

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Product Complementarity and Co-Branding Strategies

Co-branding strategies- companies team up to promote 2 or more products.

Product complementarity- occurs when symbolic meanings of different products relate to one another.

Consumption constellation

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Product Complementarity and Co-Branding Strategies

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Learning Objective 5

Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

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Psychographic Analysis

Lifestyle profile

Product-specific profile

General lifestyle segmentation

Product-specific segmentation

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AIOs

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Uses of Psychographic Studies

Define target market

Create a new view of market

Position the product

Better communicate product attributes

Develop product strategy

Market social and political issues

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Figure 7.4 VALS2

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One of the most well-known segmentation systems is The Values and Lifestyles System, also called VALS2. It is based on segments grouped by self-orientation and resources. Self-orientation may be based on ideals, achievement, and self-expression. Resources range from high to low.

Innovators are those whose high resources result in less emphasis on self-orientation. Strugglers are those whose low resources also result in little emphasis on self-orientation.

Learning Objective 6

Underlying values often drive consumer motivations

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Value Concepts

Core values

Value systems

Enculturation

Acculturation

Crescive norms

Custom

Conventions

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How Values Link to Consumer Behavior

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Table 7.7 Terminal and Instrumental Values

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Chapter Summary

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

Brands have personalities.

We’ve reviewed many concepts in this chapter. The key points are noted in the slide.

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Chapter Summary

A lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or her time and money, and these choices are essential to define consumer identity.

It can be more useful to identify patterns of consumption than knowing about individual purchases when organizations craft a lifestyle marketing strategy.

We’ve reviewed many concepts in this chapter. The key points are noted in the slide.

Chapter Summary

Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

Underlying values often drive consumer motivations.

7-32

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