PERSONALITY AND LIFESTYLES. What is Personality?. Pleasure Principle. Id. Sexual Symbolism. Key Concepts. Reality Principle . Ego. Superego. Freudian Theory. struggle between Id (pleasure), Superego (reason) and Ego (moderates between Id and Superego)
Superego (reason) and
Ego (moderates between Id and Superego)
Others focus on male-oriented symbolism - the so-called phallic symbol.
Because it works.
Sex is the second strongest of the psychological appeals, right behind self-preservation.
Sexual desire’s strength is biological and instinctive.
For many products it is possible to find (or invent) a sexual connection.
In general, female models are placed in sexually exploitative and compromising positions, sexually submissive postures, and with sexually connotative facial expressions.
Hanes Resilience" 1996
A relationship between a brand and a person - the type of person the brand represents
The Quaker Oats man is a paternal archetype conveying old-fashioned goodness
A trustworthy, dependable, conservative personality might reflect characteristics valued in a financial advisor, a lawn service, or even a car
Sincerity: Down-to-earth, family oriented, genuine, old-fashioned. E.g. Hallmark, Kodak, Coke. The relationship might be similar to one that exists with a well-liked and respected member of the family.
Excitement: Spirited, young, up-to-date, outgoing. E.g. Pepsi.
Competence: Accomplished, influential, competent. E.g. Hewlett-Packard, Globe & Mail. Relationship might be similar to one with a person whom you respect for their accomplishments, such as a teacher, minister or business leader.
Sophistication: Pretentious, wealthy, condescending: E.g. BMW, Mercedes, or Lexus (with gold trim) as opposed to the KIA, or the VW bug. The relationship could be similar to one with a powerful boss or a rich relative.
Ruggedness: Athletic and outdoorsy. E.g. Nike, Head.
1. relationship between the brand-as-person and the customer, which is analogous to the relationship between two people.
2. brand personality--I.e. the type of person the brand represents. The brand personality provides depth, feelings and liking to the relationship..
Packaging, advertising, marketing activities
The creation and communication of a distinctive brand personality is one way marketers can make a product stand out from the competition
1. the total value of a brand as a separable asset
2. a measure of the strength of consumers’ attachment to a brand
3. The strength of the associations and beliefs the consumer has about the brand
"My job is to help you get accepted."
"You have good taste."
"Are you ready for me, or will you spend more than you can afford?”
"If you don't like the conditions, get another card."
"I'm so well known and established that I can do what I want."
"If I were going to dinner, I would not include you in the party."
Wearing the product made her feel thin and tall. The ice-cream sundae represented the embarrassment caused by stocking runs; the expensive car, the feeling of luxury.
Subjects revealed that they saw the candy bar as a small indulgence in a busy world, a source of quick energy, and something that just tasted good
Subjects brought in pictures of old pickup trucks, of children playing on picket-fenced suburban lawns, of grandfather clocks, of snowmen, and of American flags.
The candy bar evoked powerful memories of childhood, of simpler times.
It was less a workday pick-me-up than a time machine back to childhood.
One way marketers try to use personality variables is to link personality with consumer personality type
4. Traditional values
Internet Lifestyle experience includes a home with new levels of comfort, convenience, and security to consumers through Internet-enabled devices and services for communication, entertainment, family management, home control, and personal commerce.
What has been the impact on trends with the events of September 11th 2001?
Some Ideas from the Consumers Research Institute