0 penilaian0% menganggap dokumen ini bermanfaat (0 suara)
75 tayangan40 halaman
A consumer's personality influences the way he or she responds to marketing stimuli. Identifying patterns of consumption is superior to knowledge of individual purchases. Ad focuses on conflict between the id and the superego.
A consumer's personality influences the way he or she responds to marketing stimuli. Identifying patterns of consumption is superior to knowledge of individual purchases. Ad focuses on conflict between the id and the superego.
A consumer's personality influences the way he or she responds to marketing stimuli. Identifying patterns of consumption is superior to knowledge of individual purchases. Ad focuses on conflict between the id and the superego.
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter 6 Personality and Lifestyles CONSUMER BEHAVIOR, 9e Michael R. Solomon 6-2 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter Objectives When you finish this chapter, you should understand why: A consumers personality influences the way he or she responds to marketing stimuli. Consumers lifestyles are key to many marketing strategies. Psychographics go beyond simple demographics to help marketers reach different segments. Identifying patterns of consumption is superior to knowledge of individual purchases when a marketer crafts a lifestyle marketing strategy. 6-3 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Personality Personality: a persons unique psychological makeup and how it consistently influences the way a person responds to his/her environment 6-4 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Freudian Systems Personality = conflict between gratification and responsibility Id: pleasure principle Superego: our conscience Ego: mediates between id and superego Reality principle: ego gratifies the id in such a way that the outside world will find acceptable 6-5 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Freudian Systems (continued) Marketing Implications This ad focuses on the conflict between the id and the superego Ads often times use symbolism to motivate product purchases 6-6 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Motivational Research and Consumption Motives Power-masculinity- virility Security Eroticism Moral purity- cleanliness Social acceptance Individuality Status Femininity Reward Mastery over environment Disalienation Magic-mystery 6-7 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Motivational Research Criticisms Invalid or works too well Too sexually based Appeal Less expensive than large-scale surveys Powerful hook for promotional strategy Intuitively plausible findings (after the fact) Enhanced validity with other techniques
6-8 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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 6-9 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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
6-10 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 6.1 BrandAsset Valuator Archetypes 6-11 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 6.1 BrandAsset Valuator Archetype (continued) 6-12 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Trait Theory Personality traits: identifiable characteristics that define a person Traits relevant to consumer behavior: Innovativeness Materialism Self-consciousness Need for cognition Frugality 6-13 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Are You an Innie or an Outie? Idiocentrics (individualist orientation) Allocentrics (group orientation) Contentment More satisfied with current life Less satisfied with current life Health Consciousness Less likely to avoid unhealthy foods More likely to avoid unhealthy foods Food Preparation Spend less time preparing food Love kitchen; spend more time preparing food Workaholics More likely to work hard and stay late at work Less likely to work hard Travel and Entertainment More interested in traveling to other cultures Visit library and read more 6-14 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Problems with Trait Theory Prediction of product choices using traits of consumers is mixed at best Scales not valid/reliable Tests borrow scales used for mentally ill Inappropriate testing conditions Ad hoc instrument changes Use of global measures to predict specific brand purchases Shotgun approach (no thought of scale application) 6-15 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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 s/he is willing to pay more for the branded version of a product than for a nonbranded (generic) version 6-16 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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 6-17 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Lifestyles Lifestyle defines a pattern of consumption reflecting a persons choices of how one spends time and money Lifestyle marketing perspective: people sort themselves into groups on the basis of: What they like to do How they spend leisure time How they spend disposable income 6-18 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Colorados Lifestyle Marketing 6-19 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Lifestyles as Group Identities Forms of expressive symbolism Self-definition of group members = common symbol system Terms include lifestyle, taste public, consumer group, symbolic community, status culture Each person provides a unique twist to be an individual Tastes/preferences evolve over time 6-20 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Building Blocks of Lifestyles Product usage in desirable social settings Consumption style Patterns of behavior Co-branding strategies: brands team up with other companies to promote their products understand this Product complementarity: symbolic meanings of different products relate to one another Consumption constellations: define, communicate, and perform social roles 6-21 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 6.2 Consumption Style 6-22 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion What consumption constellation might characterize you and your friends today? 6-23 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Psychographics Psychographics: use of psychological, sociological, and anthropological factors to: Determine market segments Determine reasons for choosing products Fine-tune offerings 6-24 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Best Buy Psychographic Segments Jill: busy suburban mom who buys electronics for family Buzz: focused, active younger male interested in buying latest gadgets Ray: family man who likes his technology practical BB4B (Best Buy for Business): small employer Barry: affluent professional male wholl drop tens of thousands of dollars on a home theater system 6-25 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Forms of Psychographic Analysis Lifestyle profile Product-specific profile General lifestyle study Product-specific study 6-26 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
AIOs Grouping consumers according to: Activities Interests Opinions 80/20 Rule: lifestyle segments that produce the bulk of customers Heavy users and the benefits they derive from product 6-27 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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 6-28 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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 6-29 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 6.3 VALS2 TM 6-30 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion 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?
6-31 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Global Psychographic Typologies Global MOSAIC identifies segments across 19 countries RISC measures lifestyles/sociocultural change in 40+ countries Exploration/Stability Social/Individual Global/Local 6-32 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion Extreme sports. Day trading. Blogging. Vegetarianism. Can you predict what will be hot in the near future? Identify a lifestyle trend that is just surfacing in your universe. Describe this trend in detail, and justify your prediction. What specific styles and/or products are part of this trend? 6-33 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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) 6-34 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion 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?
6-35 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Food Cultures Food culture refers to patterns of food and beverage consumption that reflects the values of a social group Differences in international food cultures: In China, milk chocolate has less milk In United States, Campbells soup is saltier than in Mexico In Germany, food must be healthier 6-36 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Figure 6.4 European Food Cultures 6-37 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
PRIZM by Claritas, Inc. 66 clusters of U.S. zip codes Example: Young Influential, Money and Brains, Kids and Cul-de-Sacs Ranked by income, home value, and occupation Maximize effectiveness, cost-efficiency, and impact of marketing communications 6-38 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Table 6.4 Comparison of PRIZM Clusters Furs and Station Wagons New money, parents in 40s and 50s Newly built subdivisions with tennis courts, swimming pools, gardens
High Usage Country clubs Wine by the case Lawn furniture Gourmet magazine BMW 5 Series Rye bread Natural cold cereal Low Usage Motorcycles Laxatives Nonfilter cigarettes Chewing tobacco Hunting magazine Chevrolet Chevette Canned stews Tobacco Roads Racially mixed farm town in South Small downtowns with thrift shops, diners, and laundromats; shanty-type homes without indoor plumbing High Usage Travel by bus Asthma medicine Malt liquors Grit magazine Pregnancy tests Pontiac Bonneville Shortening Low Usage Knitting Live theater Smoke detectors Ms. Magazine Ferraris Whole-wheat bread Mexican foods 6-39 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Behavioral Targeting Behavioral targeting refers to the serving of customized ads (primarily online) based on the prior activity on those sites by the target Data collected are anonymous but still privacy proponents express concern 6-40 Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
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