Personality Lifestyles



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Chapter 6
Personality and Lifestyles

by Michael R. Solomon

Personality

  • Personality

  • Lifestyles

Consumer Behavior on the Couch: Freudian Theory

  • Freudian Systems

  • Id

  • Pleasure Principle

  • Superego

  • Ego

  • Reality Principle

  • Sometimes a Cigar Is Just a Cigar

  • Phallic Symbols

Consumer Behavior on the Couch: Freudian Theory

  • Motivational Research

  • Depth Interviews

  • Reasons to Use Motivation Research

  • Tends to Be Less Expensive

  • Help Develop Marketing Communication That Appeal to Deep-seated Needs

  • Findings Seem Intuitively Plausible After the Fact

Consumer Behavior on the Couch: Freudian Theory

  • Neo-Freudian Theories

  • Karen Horney

  • Compliant

  • Detached

  • Aggressive

  • Alfred Adler

  • Proposed That Many Actions Are Motivated by People’s Desire to Overcome Feelings of Inferiority Relative to Others

Consumer Behavior on the Couch: Freudian Theory

  • Harry Stack Sullivan

  • Focused on How Personality Evolves to Reduce Anxiety in Social Relationships

  • Carl Jung

  • Analytical Psychology

  • Collective Unconscious

  • Archetypes

Consumer Behavior on the Couch: Freudian Theory

  • Trait Theory

  • Introvert Versus Extrovert

  • Specific Traits Relative to Consumer Behavior

  • Innovativeness

  • Materialism

  • Self-consciousness

  • Need for Cognition

Consumer Behavior on the Couch: Freudian Theory

  • Problems with Trait Theory in Consumer Research

  • Brand Personalities

  • Brand Personality

  • Brand Equity

  • Animism

Consumer Behavior on the Couch: Freudian Theory

  • Two Types of Animism

  • Level 1: The Object Is Believed to Be Possessed by the Soul of a Being

  • Level 2: Objects Are Anthropomorphized, or Given Human Characteristics

Lifestyles and Psychographics

Lifestyles and Psychographics

  • Lifestyles as Group Identities

  • Lifestyle

  • Taste Public

  • Consumer Group

  • Symbolic Community

  • Status Culture

  • Products Are the Building Blocks of Lifestyles

Figure 6-1: Linking Products to Lifestyles

Lifestyles and Psychographics

  • Product Complementarity

  • Consumption Constellations

  • Psychographics

  • The Roots of Psychographics

  • Motivational Research

  • Quantitative Survey Research

Lifestyles and Psychographics

  • Conducting a Psychographic Analysis

  • Psychographic studies can take several different forms:

  • A Lifestyle Profile
  • A Product-specific Profile
  • A Study That Uses Personality Traits As Descriptors
  • A General Lifestyle Segmentation
  • A Product-specific Segmentation

Lifestyles and Psychographics

Lifestyles and Psychographics

  • Uses of Psychographic Segmentation

  • To Define the Target Market

  • To Create a New View of the Market

  • To Position the Product

  • To Better Communicate Product Attributes

  • To Develop Overall Strategy

  • To Market Social and Political Issues

Lifestyles and Psychographics

  • Psychographic Segmentation Typologies

  • Segmentation typologies

  • Vals

  • The Values and Lifestyles (VALS™) System

  • Vals 2™

  • Uses a Battery of 39 Items (35 Psychological and 4 Demographic) to Divide U.S. Adults Into Groups, Each With Distinctive Characteristics

Figure 6-2: VALS2 Segmentation System*

Lifestyles and Psychographics

  • Regional Consumption Differences

  • Food Preferences

  • The Arts and Entertainment

  • Geodemography

  • Single-Source Data

  • Cluster Analysis

  • Single-Source Data

Lifestyle Trends: Consumer Behavior in the New Millennium

Figure 6-4: Responses to Selected Items in
the 1999 DDB Needham Lifestyle Study

Lifestyle Trends: Consumer Behavior in the New Millennium

  • Consumer Trends



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