personalityand lifestyleschapter 6

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6-2. Personality. A person

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2. 6-2

3. 6-3 Personality Marketers: lifestyles Leisure activities, political outlook, aesthetic tastes, etc.

4. 6-4 Freudian Systems Personality = conflict between gratification & responsibility Id: pleasure principle Superego: our conscience Ego: mediates between id and superego Reality principle

5. 6-5 Freudian Systems (Cont’d) Marketing Implications Unconscious motives underlying purchases Symbolism in products to compromise id & superego Sports car as sexual gratification for men

6. 6-6 Motivational Research Freudian ideas unlock deeper product meanings advertisement meanings Consumer depth interviews

7. 6-7 Motivational Research Latent motives for purchases Examples of Dichter’s motives (Table 6.1) Power = Bowling, electric trains, power tools social acceptance = Ice cream, beauty products

8. 6-8 Motivational Research (Cont’d) Criticisms Invalid or works too well Too sexually-based

9. 6-9 Motivational Research (Cont’d) Appeal Less expensive than large-scale surveys Powerful hook for promotional strategy Intuitively plausible findings (after the fact) Enhanced validity with other techniques

10. 6-10 Neo-Freudian Theories Karen Horney Compliant vs. detached vs. aggressive Alfred Adler Motivation to overcome inferiority Harry Stack Sullivan Personality evolves to reduce anxiety

11. 6-11 Neo-Freudian Theories: Jung Carl Jung: analytical psychology Collective unconscious Archetypes in advertising (see Figure 6.1: old wise man, earth mother, etc.) BrandAsset® Archetypes model BAV® Brand Health measures

12. 6-12 BrandAsset® Archetypes+ BAV® Brand Health Archetypes across cultures and time Archetypes telegraph instantly Strong evidence of achieving business objectives with this model “Early warning” signal of brand trouble

13. 6-13 Trait Theory Personality traits: identifiable characteristics that define a person

14. 6-14 Trait Theory relevant consumer behavior Traits Innovativeness Materialism Self-consciousness Need for cognition Frugality

15. 6-15 Are You an Innie or an Outie? Inner-directed vs. outer-directed Unique sense of self vs. pleasing others/fitting in Power of conformity Need for uniqueness

16. 6-16 Are You an Innie or an Outie? (Cont’d) Idiocentrics vs. allocentrics Contentment Health consciousness Food preparation Workaholics Travel and entertainment

17. 6-17 Problems with Trait Theory Prediction of product choices is mixed at best Scales not valid/reliable Tests borrow scales used for the mentally ill Inappropriate testing conditions

18. 6-18 Problems with Trait Theory Prediction of product choices is mixed at best Ad hoc (after the fact) instrument changes global measures used to predict specific brand purchases “Shotgun approach” (no thought of scale application) Remember: traits are only part of the “story”…

19. 6-19 Brand Personality Set of traits people attribute to a product as if it were a person Brand equity Outsourcing production to focus on brand Extensive consumer research goes into brand campaigns

20. 6-20 Table 6.2 (Abridged)

21. 6-21 Table 6.2 (Abridged)

22. 6-22 Brand Personality (Cont’d) Distinctive brand personality = brand loyalty Animism Level 1: brand = spokespersons & loved ones Level 2: anthropomorphized brands Positioning/repositioning strategies describing brands as people “Lust, envy, jealousy. The dangers of Volvo.”

23. 6-23 Lifestyles Patterns of consumption reflecting a person’s choices of how one spends time and money Who we are and what we do

24. 6-24 Lifestyles as Group Identities expressive symbolism Self-definition of group members = common symbol system Terms : lifestyle, taste public, consumer group, symbolic community, status culture a unique “twist” to be an “individual” Tastes/preferences evolve over time

25. 6-25 Building Blocks of Lifestyles We choose products that fit a lifestyle Lifestyle marketing Product usage in desirable social settings Consumption style Patterns of behavior Co-branding strategies Product complementarity consumption constellations (e.g., “yuppie”)

26. 6-26 Psychographics Use of psychological, sociological, & anthropological factors to determine market segments reasons for choosing products & Fine-tune offerings to meet needs of different segments

27. 6-27 Psychographics Consumers can share the same demographics and still be very different!

28. 6-28 Best Buy Psychographic Segments “Jill” “Buzz” “Ray” “BB4B” “Barry”

29. 6-29 Adidas Psychographic Segments “Gearhead” “Core Letterman” “Contemporary Letterman” “Aficionado” “Popgirl” “Value Addict” “A-Diva” “Fastidious Eclectus”

30. 6-30 Psychographics Roots Developed in 1960s & 1970s b/c of flawed Motivational research & survey research Demographics only tell us “who” buys, psychographics tell us “why” they buy

31. 6-31 Psychographic Analysis Lifestyle profile Product-specific profile General lifestyle segmentation Product-specific segmentation

32. 6-32 AIOs Grouping consumers according to: Activities Interests Opinions 80/20 Rule: lifestyle segments that produce the bulk of customers Heavy users and the benefits they derive from product

33. 6-33 Table 6.3 (Abridged)

34. 6-34 Psychographic Segmentation Uses define target market create new view of market position product communicate product attribute develop overall strategy market social/political issues

35. 6-35 Psychographic Segmentation Typologies Battery of questions Cluster consumers into distinct lifestyle groups Includes AIOs + perceptions of: brands, celebrities, media preferences

36. 6-36

37. 6-37 Global Psychographic Typologies Global MOSAIC Identifies segments across 19 countries

38. 6-38 Global Psychographic Typologies RISC Lifestyles/sociocultural change in 40+ countries Divides population into 10 segments uses 3 axes: Exploration/Stability Social/Individual Global/Local 40 measured “trends” (e.g., “spirituality”)

39. 6-39

40. 6-40 Geodemography 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)

41. 6-41 PRIZM by Claritas, Inc. 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

42. 6-42 stop

43. 6-43 Discussion What consumption constellation might characterize you and your friends today?

44. 6-44 Discussion Construct separate advertising executions for a cosmetics product targeted to the Belonger, Achiever, Experiencer, and Maker VALS types. How would the basic appeal differ for each group?

45. 6-45 Discussion Extreme sports. Day trading. Blogging. Vegetarianism. Can you predict what will be “hot” in the near future? Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in detail, and justify your prediction. What specific styles and/or products are part of this trend?

46. 6-46 Food Culture Pattern of food/beverage consumption that reflects the values of a social group

47. 6-47 Building Blocks of Lifestyles (Cont’d) Interior designers rely on consumption constellations when furnishing a room Decorating style integrates different products into a unified whole ‘look’

48. 6-48 Lifestyles Lifestyle marketing perspective WWF Magazine, 4 Wheel & Off Road, Reader’s Digest

49. 6-49 Geodemography 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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