Personality

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Personality Lifestyles

• Chapter 6
• with Duane Weaver

Is this my reality or my perception thereof?
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Outline

• Personality defined
• Freudian Theory
• Neo-Freudian Theory
• Trait Theory
• Brand Personality
• Lifestyles Psychographics

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Personality

• A persons unique psychological makeup and
  how it consistently influences the way a person
  responds to his or her environment.

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Personality and Freudian Theory
Primitive Drive
Reality
Beliefs - Morals, Ethics
Freudian Systems
Superego System that internalizes societys
rules
Id Immediate Gratification Pleasure
Principle To maximize pleasure and avoid pain
Ego Mediator
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Freudian Theory

• ID
• Inner psychic energy focused entirely toward
  immediate gratification(operates according to
  the pleasure principle)
• Primitive Drive
• SUPEREGO
• Internalization of societal rules (moral and
  ethical thoughts) that tends to be the
  psychological counterweight to the Id.
• Beliefs
• EGO
• System that mediates between the Id and the
  Superego.(Seeks balance according to the reality
  principle)
• Reality

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Freudian Theory

• Market Researchers use Freuds theories to
  understand unconscious motives underlying
  purchases.
• Product symbolism and motivation where the ego
  relies on symbolism to compromise desires with
  ethics.
• Sexuality of products
• (cars as sheet metal crossed with desire)
• (tunnels as symbols of womanhood)
• Use of phallic symbols that appeal to women
  (cigars, trees, swords as symbols of manhood)
• Motivational Research(in-depth interviews into
  persons purchase motivations)

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Neo-Freudian Theory

• Karen Horney
• Described peoples asCompliant (towards),
  detached (away), aggressive (against)
• whereby these three personality types desire
  different products
• Carl Jung
• Analytical Psychology Collective Unconscious
  as storehouse of memories from ancestral past
  resulting in archetypes (universally shared
  ideas and behaviour patterns).
• Ads often invoke such archetypes to link products
  to underlying meanings.

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Trait Theory

• Quantitative measurement of traits
• Extroversion/introversion
• Innovativeness
• Materialism
• Self-consciousness
• Need for cognition
• Need for uniqueness (conformity)
• Idiocentric (individualist ) vs. Allocentric
  (group)
• Used to create brand personalities
• Marketers have been unsuccessful to predict
  consumer behaviour on traits alone.

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BRAND PERSONALITY

• Brand Equity the extent to which a consumer
  holds in memory strong, favourable, and unique
  associations with a brand.
• Animism Giving animate qualities to inanimate
  objects to bring them to life.
• Communication of a brand personality is one of
  the primary ways marketers can make a product
  stand out from competitors and inspire brand
  loyalty.

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Lifestyles Psychographics

• Lifestyle
• A pattern of consumption reflecting a persons
  choices of how he or she spends time and money.
• Lifestyle marketing perspective
• People sort themselves into groups on the basis
  of the things they like to do, how they like to
  spend leisure time, and how they spend disposable
  income.
• Group identities gel around forms of expressive
  symbolism.
• Lifestyle Marketing positions products into
  existing patterns of consumption (consumption
  styles).

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Lifestyles Psychographics

• Psychographics
• Uses psychological, sociological, and
  anthropological factors to segment a market into
  groups based on their reasons to make a
  particular decision.
• AIOS activities, interests, and opinions.
• 80/20 rule 80 of volume comes from only 20 of
  the market.

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Lifestyles Psychographics

• Psychographic Uses
• Position product
• Communicate product attributes
• Develop overall strategy
• Market social and political issues
• VALS
• Values and Lifestyles segmentations system
• Divides people into 8 groups based on
  psychological traits and resources

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VALS
Try it out for yourself http//www.sric-bi.com/VA
LS/presurvey.shtml
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Lifestyles Psychographics

• VALS segments
• Innovators (successful with many resources)
• Thinkers - satisfied, reflective, comfortable
• Achievers - career-oriented prefering
  predictability over risk or self-discovery
• Experiencers impulsive, young and enjoy offbeat
  or risky experiences.
• Believers strong principles and favour proven
  brands.
• Strivers achievers with fewer resources.
• Makers action-oriented focused on
  self-sufficiency
• Strugglers primary concern is meeting the needs
  of the moment.

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Lifestyles Psychographics

• Geodemography
• Uses consumer expenditures and other
  socio-economic factors with geographic
  information to identify common consumption
  patterns in areas where people live.

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THANKS!