Consumer Behavior: Personality & Lifestyle (PDF)

BPMM 3013 CONSUMER BEHAVIOR TOPIC 4 PERSONALITY AND LIFESTYLE Things to ponder: 4.1 A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. 4.2 Brands have personalities. 4.3 A...

BPMM 3013 CONSUMER BEHAVIOR TOPIC 4 PERSONALITY AND LIFESTYLE Things to ponder: 4.1 A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. 4.2 Brands have personalities. 4.3 A lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or her time and money, and these choices are essential to define consumer identity. Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Personality A consumer’s 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 © 2020 Pearson Education Ltd. All Rights Reserved.  Freudian Theory ID, Ego, Superego **The id is about immediate gratification—it is the “party animal” of the mind. It operates according to the pleasure principle; that is, our basic desire to maximize pleasure and avoid pain guides our behavior. The id is selfish and illogical. It directs a person’s psychic energy toward pleasurable acts without any regard for consequences. The superego is the counterweight to the id. This system is essentially the person’s conscience. It internalizes society’s rules (especially as parents teach them to us) and tries to prevent the id from seeking selfish gratification. Finally, the ego is the system that mediates between the id and the superego. It’s basically a referee in the fight between temptation and virtue. The ego tries to balance these opposing forces according to the reality principle, which means it finds ways to gratify the id that the outside world will find acceptable. These conflicts occur on an unconscious level, so the person is not necessarily aware of the underlying reasons for his or her behavior. https://youtu.be/KOCt_-0EO5Y?si=YKbkoPFFa-NC4Gje Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Neo-Freudian Theorists Freud’s work has a huge influence on theories of personality. However, many of his colleagues and students felt that there should be less emphasis on sexual conflicts and more on relationships. These theorists are known as neo-Freudian theorists. Karen Horney described people as moving toward others, away from others, or against others. Adler proposed that a prime motivation is to overcome feelings of inferiority relative to others. Sullivan focused on how personality evolves to reduce anxiety in social relationships. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Carl Jung, Father of Analytical Psychology Carl Jung was also a disciple of Freud but their relationship ended in part because Jung did not accept Freud’s emphasis on sexual aspects of personality. Jung developed his own method psychotherapy known as analytical psychology. He believed that we all share a collective unconscious- a storehouse of memories we inherited from our ancestors. From these shared memories, we recognize archetypes. An archetype is a universally recognized idea or behavior pattern. They typically involve themes like birth and death and appear in myths, stories, and dreams. If you have long blonde hair, a sparkly ball gown, and a fairy godmother hovering over your head, you're the archetype of a fairytale princess. Ex: Harry Porter https://youtu.be/oL64aEM2GeQ?si=fFoftAabwLIEfUzO Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Trait Theory Trait theory focuses on the quantitative measurement of personality traits. Personality traits are the identifiable characteristics that define a person. Traits relevant to consumer behavior: Innovativeness is the degree to which a person likes to try new things. Materialism is the amount of emphasis a person places on acquiring and owning products. Self-consciousness is the degree to which a person deliberately monitors and controls the image of the self that he or she projects to others. The need for cognition is the degree to which a person likes to think about things and by extension, expends the necessary effort to process brand information. Frugality is the tendency to deny short-term purchases and to make due with what they already own. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  BIG FIVE PERSONALITY The most widely recognized approach to measuring personality traits is the Big Five (also known as the Neo- Personality Inventory). This is a set of five dimensions that form the basis of personality: openness to experience, conscientiousness, extroversion, agreeableness, and neuroticism. Copyright © 2020 Pearson Education Ltd. All Rights Reserved. The Big Five Description of Big Five Personality Dimensions Example of Measurement Blank Description Items (agree/disagree) The degree to which a person is Love to think up new ways of Openness to experience open to new ways of doing things doing things The level of organization and Conscientiousness Am always prepared structure a person needs How well a person tolerates Talk to a lot of different people Extroversion stimulation from people at parties The degree to which we defer to Agreeableness other people Take time out for others Neuroticism (emotional How well a person copes with Get upset easily instability) stress Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Myers-Briggs Type Indicator (MBTI) The Myers-Briggs Type Indicator, which is based on Carl Jung’s work, is another widely used personality test. The Myers-Briggs classifies people into 16 categories based upon whether they fall into one group or another on these dimensions. 1. Focus of attention which may be introversion or extraversion. 2. How we process information which may be sensing or intuition. Sensing means to take in information in a sequential, step-by-step manner while intuition means to take in information in a snapshot or big-picture manner. 3. Decision-making which is a continuum between thinking and feeling. 4. How we deal with the outer world. We will fall along a continuum between judging and perceiving. Judging is a systematic approach to meeting deadlines and achieving objectives while perceiving is a spontaneous approach to meeting deadlines and achieving objectives. https://youtu.be/3e4tlYOvI0I?si=U5drPuw_uQJqur57 Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Brand Personality The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. Brand personality is the personification of a brand, i.e., giving human qualities to the brand. Like any human being, every brand has a voice, color and many other attributes that evoke different emotions in their audience. In other words, brand personality is how people perceive a brand based on how it looks, what it says, how it acts and all sorts of other qualities. So, when we talk about brand personality, it's about how the brand comes across to both existing and new customers. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Brand Personality As a person, Nike is seen as an athlete who is strong, fit, energetic and determined. Other qualities of the brand are kindness, openess, confidence. It is also described as winner, friendly, adventurous, competitive, dynamic and clever. Coca-Cola blends its brand personality with excitement and sincerity. Its holiday packaging, brand colors, new flavors, and multiple campaigns, such as “Share a Coke,” evoke feelings of joy, optimism, and innovation. The starting point of Apple brand personality is how the product makes you feel. The Apple brand personality is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and aspirations; and power-to-the-people through technology https://youtu.be/WCxT7-VPqWk?si=wRzai-JYeVhkbp9S https://youtu.be/VGadbQXP9AY?si=rz7fhKOslbF9MhON Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Cadbury Cadbury is an excellent ex Copyright © 2020 Pearson Education Ltd. All Rights Reserved. istication as a brand personality combines superiority and luxury to let their customers show off an r-class lifestyle. e & Gabbana  rfect example of the "Ruggedness" brand personality is Woodland. A specialist in making outdoor and twear, the brand reflects the outdoorsy and ready-to-adventure personality traits. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Brand Behaviors and Possible Personality Trait Inferences There are many things a marketer can do to influence consumers’ perceptions of a brand’s personality. Consumers will infer things about a brand’s personality from the brand’s positioning in the marketplace. Brand Action Trait Inference Brand is repositioned several times or Flighty, schizophrenic changes slogan repeatedly Brand uses continuing character in Familiar, comfortable advertising Brand charges high prices and uses Snobbish, sophisticated exclusive distribution Brand frequently available on deal Cheap, uncultured Brand offers many line extensions Versatile, adaptable Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Lifestyle and Consumer Identity A lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or her time and money, and these choices are essential to define consumer identity. Lifestyle is an attitude, and a way in which an individual stay in the society. The buying behavior is highly influenced by the lifestyle of a consumer. For example when a consumer leads a healthy lifestyle, then the products he buys will relate to healthy alternatives to junk food. The consumer lifestyle is how a consumer lives. The lifestyle affects a consumer's way of spending and purchase decisions and this is why marketers need to pay attention to it. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Lifestyle has been generally defined as the attitudes (or attitudes), interests, and opinions (AIOs) of the potential customer. It is widely regarded as means of connecting products offered in the market with targeted lifestyle groups. Attitudes tell the marketer about the work he does or the hobbies he is engaged in or the ways in which he keeps himself entertained. Interests tells about what the consumer likes, for e.g. food, technology, travel or sports. Opinions matter because they tell the marketer about how the consumer thinks about themselves and major political, social, environmental and other issues at large in the public domain. Activities Interests Opinions Work Family Themselves Hobbies Home Social Issues Social Events Job Politics Vacations Community Business Entertainment Recreation Economics Club Membership Fashion Education Community Food Products Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Lifestyle Segmentation Example 1. Mountain Dew advertising strategy was focused on adventure lovers and thrill seekers. The drink was positioned as a way of overcoming fear and the communications carried situations reflecting the same. So the target customers for Mountain Dew were young adults between 18-30 years of age, who love adventure and travel and have confidence in their own abilities. https://youtu.be/YipOz16CpaI?si=8j9gQtfnOktO_uKx https://youtu.be/6EVasHojg3M?si=oW6oIUR-LxuY3DGR https://youtu.be/OjKR9J7b9aY?si=nx5FPyxYt36-tkR3 Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Product Complementarity and Co-Branding Strategies Co-branding strategies- companies team up to promote 2 or more products. It is a brand partnership type that involves two or more brands collaborating on a new product or service. Product complementarity- occurs when symbolic meanings of different products relate to one another. Products that increase in value when the demand for relative products increases. For example, if the demand for cell phones increases, the demand for cell phone chargers might also increase. Complementary products also rely on pricing. Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Product Complementarity and Co-Branding Strategies (2 of 2) Figure 7.3 Consumption Style Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Chapter Summary A consumer’s personality influences the way he or she responds to marketing stimuli, but efforts to use this information in marketing contexts meet with mixed results. Brands have personalities. A lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or her time and money, and these choices are essential to define consumer identity. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.