chp 1

chp 1

Chapter 6 Personality and Psychographics CONSUMER BEHAVIOR, 10e Michael R. Solomon 6-1 Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter Objectives When you finish this chapter, you should understand why: 1. A consumers personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results.

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-2 Chapter Objectives When you finish this chapter, you should understand why: 2. Psychographics go beyond simple demographics to help marketers. understand and reach different segments. 3. Consumer activities can be harmful to individuals and to society. Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-3 Learning Objective 1

A consumers personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-4 Motivational Research and Consumption Motives Power-masculinityvirility

Security Eroticism Moral puritycleanliness Social acceptance Individuality Status Femininity Reward Mastery over environment

Disalienation Magic-mystery Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-5 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

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-6 Carl Jung, Father of Analytical Psychology Disciple of Freud Established concept of collective unconscious Explained the creation of archetypes Old wise man Earth mother Young & Rubicam uses the concept of archetypes in its BrandAsset Archetypes model Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

6-7 Figure 6.1 BrandAsset Valuator Archetypes Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-8 Figure 6.1 BrandAsset Valuator Archetype (continued) Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-9 Trait Theory Personality traits: identifiable characteristics that

define a person Traits relevant to consumer behavior: Innovativeness Materialism Self-consciousness Need for cognition Frugality Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-10 Brand Personality Brand personality: set of traits people attribute to a product as if it were a person Brand equity: extent to which a consumer holds

strong, favorable, and unique associations with a brand in memoryand the extent to which she or he is willing to pay more for the branded version of a product than for a nonbranded (generic) version Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-11 Table 6.2 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 Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-12 For Reflection How can marketers link a brands personality with the lifestyle of a consumer segment? Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-13 Learning Objective 2

Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments. Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-14 Psychographic Studies Lifestyle profiles Product-specific profiles

General lifestyle segmentation Product-specific segmentation Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-15 Table 6.3 Lifestyle Dimensions Activities Interests Opinions Demographics Work

Family Themselves Age Hobbies Home Social issues Education Social events Job

Politics Income Vacation Community Business Occupation Entertainment Recreation Economics

Family size Club membership Fashion Education Dwelling Community Food Products Geography

Shopping Media Future City size Sports Achievements Culture Stage in life cycle Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

6-16 Psychographic Segmentation Uses To define target market To create new view of market To position product To better communicate product attributes To develop product strategy To market social/political issues

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-17 Figure 6.2 VALS2TM Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-18 Geodemography Geodemography involves using data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns

Birds of a feature flock together Can be reached more economically (e.g., 90277 zip code in Redondo Beach, CA) Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-19 For Reflection 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? Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

6-20 For Reflection 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? Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-21 Learning Objective 3

Consumer activities can be harmful to individuals and to society. Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-22 Dark Sides Consumer terrorism

Addictive consumption Compulsive consumption Consumed consumers Illegal activities Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-23 For Reflection Give two examples of consumer addiction. Should marketers play a role in helping consumers avoid the dark side? Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-24

Chapter Summary Consumer personality influences the way one responds to marketing stimuli Lifestyles are an important aid to many marketing strategies Psychographics go beyond simple demographics to help marketers understand different consumer segments Identifying patterns of consumption are valuable components of a lifestyle marketing strategy Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall 6-25

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