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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?