Entirely oriented towards immediate gratification 

Pary animal of the mind 

Operates on the basis of the pleasure principle 

• counterweights the id
• a persons conscience
• internalizes societies rules and prevents the id from seeking selfish gratification 

• 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 

• 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 

• 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 

• Gives advertisers the power to manipulate consumers 
• Lacks sufficient rigour and validity since it is based on the analyst's judgement 

• 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 

Non freudian theories -> Carl Jung

- Analytical Psychology

Non freudian theories -> Carl Jung

- Collective Unconscious 

Non freudian theories -> Carl Jung

Archetypes 

• 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 

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

• 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 

Idiocentrics: having an individualist orientation

Allocentrics: having a group orientation

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 

• old fashioned, wholesome, traditional 
• Surprising, lively, with it 
• Serious, intelligent, efficient 
• Glamourous, romantic, sexy 
• Rugged, outdoorsy, tough, athletic 

• 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)

• 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 

• 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 

• 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 

• Relatively unattractive products become more attractive when evaluated with like products 

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 

• 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 

• 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 

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 

Most innovative/Resources:

Innovators

Sufficient innovative/Resources:

Thinkers, Experiencers, Achievers

Fewer innovative/resources:

Believers, Makers, Strivers

Least Innovative/Resources:

Survivors/Strugglers

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

• Satisfied
• Reflective
• Comfortable 
• Practical 
• Value functionality 

• Impulsive
• Young 
• Enjoy off beat and risky situations 

• Carreer oriented 
• Prefer predictability over risk of self-discovery 

• Strong principles 
• Favour proven brands 

• Like achievers but with fewer resources 
• Very concerned about the approval of others 

• Action oriented 
• Focus their energy on self sufficiency
• Ex: will often be found working on their cars, canning own veggies, or building own houses 

• Bottom of the ladder 
• Most concerned with meeting the needs of the moment

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 

• 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