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Chapter 6
Personality Lifestyles and Values
47
Marketing
Undergraduate 3
12/03/2013

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Term
Personality
Definition
A person's unique psychological makeup that consistently influences the way a he/she responds to thier environment
Term
Lifestyle
Definition
Patterns of consumption reflecting a person's choices of how he/she spends time and money
Term
Id
Definition

Entirely oriented towards immediate gratification 

Pary animal of the mind 

Operates on the basis of the pleasure principle 

Term
Pleasure Principle
Definition
Behaviour is guided by the primary desire to maximize pleasure and avoid pain
Term
Superego
Definition
  • counterweights the id
  • a persons conscience
  • internalizes societies rules and prevents the id from seeking selfish gratification 
Term
Ego
Definition
  • Mediates between the id and the superego
  • A referee in the fight between temptation and virtue
  • Finds ways to gratify the id that is acceptable to the outside world 
Term
Motivational Research
Definition
  • based on psychoanalytical interpretations, heavy emphasis on unconscious motives 
  • Basic assumption that socially unacceptable needs are channeled through acceptable outlets 
  • Relies on in-depth interviews with consumers, not a lot of consumers are interviewed, but the interview probes deeply 
Term
Why Motivational Research Appeals to Marketers: (3)
Definition
  • Cost effieciency: cheaper than large scale, quantitative surveys 
  • Providing Insights: the knowledge helps develop marketing communications aimed at deep seated needs, more powerful hook relating consumers to the product 
  • Intuitive Sense: some findings seem intuitively plausible after the fact. Ex: people avoid prunes because they remind them of old age 
Term
Why is Motivational Research Critisized? (2)
Definition
  • Gives advertisers the power to manipulate consumers 
  • Lacks sufficient rigour and validity since it is based on the analyst's judgement 
Term
Non-Freudian theory: Karen Horney
Definition
  • 3 Types of people 
    • Compliant: moves towards people
    • Detached: moves away from people 
    • Aggressive: works against others 
  • The three types of people all purchase different products
    • Ex: compliant people but brand names 
Term

Non freudian theories -> Carl Jung

- Analytical Psychology

Definition
Emphasized on an individual's development as a creative person (future) and his or her individual and racial history (past) in the formulation of personality
Term

Non freudian theories -> Carl Jung

- Collective Unconscious 

Definition
Store house of memories inherited from our ancestral past
Term

Non freudian theories -> Carl Jung

Archetypes 

Definition
  • Universally shared ideas and behaviour patterns, involves themes (death, birth, devil) that are frequently used in stories, dreams, and myths 
  • Advertisers invoke archetypes to link products to underlying meanings 
Term
BrandAsset Valuator: Analyzing health of a brand 
Definition

Sick: one or more shadown characteristics prevail 

Healthy: archetypes overwhelm their corresponding shadows 

  • Helps analyze the personality of a brand with structure since the archetpyes are grounded in human psyches across cultures 
  • Measuring health of a brand can act as an early warning sign that brand is in trouble
Term
Traits
Definition
identifiable characteristics that define a person
Term
List of traits + definition (6)
Definition
  • Innovativeness 
    • Degree to which a person likes to try new things
  • Extroversion 
    • Degree to which a person is socially outgoing
  • Materialism
    • Emphasis placed on purchasing and owning products 
  • Self-consciousness
    • Degree to which a person deliberately controls the image of the self that is projected to others
  • Need for cognition
    • Degree to which a person likes to think about things and expend the necessary effort to process brand information
  • Frugality 
    • Deny short term purchasing whims and resourcefully use what one already owns 
Term
Idiocentrics vs Allocentrics
Definition

Idiocentrics: having an individualist orientation

Allocentrics: having a group orientation

Term
Problems with personality-trait measures to predict product choices (6)
Definition
  1. Not sufficiently valid or reliable 
  2. Tests developed for specific populations 
  3. Tests not administered under the appropriate conditions 
  4. Reasearchers make changes that dilute the validity and reduce ability to compare results 
  5. Tests measure gross overall tendencies, but used for specific brand purchases 
  6. Scales are given without relating them to consumer behaviour 
Term
Brand personality
Definition
set of traits people attribute to a brand as if it were a person
Term
brand equity
Definition
Extent to which a person holds favourable, strong, and unique associations with a brand in memory and the extent to which they are willing to pay more for the branded version than the nonbranded version
Term
Personality dimensions used to compare characteristics of brand
Definition
  • old fashioned, wholesome, traditional 
  • Surprising, lively, with it 
  • Serious, intelligent, efficient 
  • Glamourous, romantic, sexy 
  • Rugged, outdoorsy, tough, athletic 
Term
Animism (and its 2 types)
Definition
  • Inanimate objects are given qualities that make them somehow alive 
  • Level 1: Object is possessed with the soul of a human being, as is the case for a celebrity spokes person in advertising (people feel the spirit of the celebrity when using the product) or associated with a loved one who is alive or deceased (ex: grandman used to always make KD) 
  • Level 2: object is anthropomorphized - given human characteristics (ex: green giant, pillsbury doughboy)
Term
Personality of positioning
Definition
  • Positioning strategy statement of what the brand wants to be in the eyes of the consumer 
  • Marketers describe brands as if they were people 
  • Brand Personality is a statement of how the brand should be positioned 
Term
Lifestyle
Definition
Pattern of consumption reflecting a person's choices of how he or she spends time and money
Term
Lifestyle marketing perspective
Definition
  • Recognizes that people sort themselves into groups based on the things they like to do, how they like to spend thier leisure time and how they like to spend their disposable income 
Term
Lifestyle and Group Identity
Definition
  • Economic approachse do not embrace the symbolic nuances that separate lifestyle groups 
  • Group identities jell around forms of excessive symbolism (ex: athletes, drug users)
  • Lifestyles are not set in stone, marketers must continually monitor 
Term
Co-branding Strategies
Definition
  • Relatively unattractive products become more attractive when evaluated with like products 

 

Term
Product complementarity
Definition

Occurs when symbolic meanings of different products are related to eachother 

These sets of products are consumption constellations and are used by consumers to define, communicate and perform social roles 

Term
Psychographics
Definition
The use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of the groups in the market - and their reasons - to make a certain decision about a product, person, ideaology, or otherwise hold and attitude or use a medium.
Term
4 Lifestyle dimensions
Definition
Demographics, Activities, Interests, Opinions
Term
Why were psychographics created?
Definition
To address the shortcomings of motivational research and quantitative research. Demographics: who buys. Psychographics: Why they buy
Term
Forms of Psychographic Tests (4)
Definition
  • Lifestyle profile: looks for items that differentiate between users and non-users of a product 
  • Product-specific profile: identifies target group then profiles these consumers based on product-relevant dimensions
  • General Lifestyle segmentation: respondents from a large sample are placed into homogenous groups based on similarities on their overall preferences 
  • Product-specific segmentation: where questions used in the general approach are tailored to product category 
Term
AOIs
Definition
  • Activities, opinions and interests 
  • Used to group consumers according to some combination of the three categories to create profiles of consumers who resemble eachother in their activities and patterns of product usage 
Term
20/80 rule
Definition
rule of thumb in market research that states that 20% of consumers account for 80% of volume of products sold
Term
Uses of psychographic segmentation (6)
Definition
  1. Define the target market: go beyond simple demographics/product usage 
  2. Creat a new view of the market: can create strategy with "typical" customer in mind, but the stereotype is incorrect and actual customers dont match assumptions
  3. Position the product: emphasize features of the product that fit with a persons lifestyle 
  4. Better communicate product attributes: richer mental image of target audience for advertisers improves ability to "talk" to consumers  
  5. Develop overall strategy: understand how product fits/doesnt fit a lifestyle helps develop new product opportunitites 
  6. Market social and political issues:important tool in political campaigns also helps identify commonalities among types of consumers who engage in destructive behaviours 
Term
VALS 8 groups
Definition

Most innovative/Resources:

Innovators

Sufficient innovative/Resources:

Thinkers, Experiencers, Achievers

Fewer innovative/resources:

Believers, Makers, Strivers

Least Innovative/Resources:

Survivors/Strugglers

Term
Innovators
Definition
  • Successful consumers with many resources 
  • Concerned with social issues and open to change 

 

Term
Thinkers
Definition
  • Satisfied
  • Reflective
  • Comfortable 
  • Practical 
  • Value functionality 
Term
Experiencers
Definition
  • Impulsive
  • Young 
  • Enjoy off beat and risky situations 
Term
Achievers
Definition
  • Carreer oriented 
  • Prefer predictability over risk of self-discovery 
Term
Believers
Definition
  • Strong principles 
  • Favour proven brands 
Term
Strivers
Definition
  • Like achievers but with fewer resources 
  • Very concerned about the approval of others 
Term
Makers
Definition
  • Action oriented 
  • Focus their energy on self sufficiency
  • Ex: will often be found working on their cars, canning own veggies, or building own houses 
Term
Survivors/Strugglers
Definition
  • Bottom of the ladder 
  • Most concerned with meeting the needs of the moment
Term
Geodemography
Definition
Combine data on consumer expenditures and other socioeconomic factors with geographic information about the area they live in to identify consumers who share consumption patterns
Term
Food Cultures
Definition

Pattern of food and beverage consumption that reflects the values of a social group 

Patterns vary so food companies find it hard to standardize recipes 

Term
Behaviorual Targetting
Definition
  • Extension of lifestyle marketing where e-commerce marketers serve up customized ads on websites or cable television according to customers prior activity 
  • Critisized because big companies can track what were doing and it threatens our privacy 
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