Personality &

Lifestyles

By- Vaibhav Yadav

Outline
Personality defined
Freudian Theory
Neo-Freudian Theory
Trait Theory
Brand Personality
Lifestyles & Psychographics
Personality
A persons unique psychological
makeup and how it consistently
influences the way a person
responds to his or her environment.
Personality and Freudian Theory

Primitive Drive Reality Beliefs - Morals, Ethics

Freudian Systems
Id:
Immediate
Gratification
Ego: Superego:
Mediator
Pleasure System that
Principle: internalizes
To maximize societys rules
pleasure and
avoid pain
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
 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)
Neo-Freudian Theory
Karen Horney
Described peoples as:
Compliant (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.
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.
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.
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).
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.
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
 VALS

Try it out for yourself:

http://www.sric-bi.com/VALS/presurvey.shtml
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.
Lifestyles & Psychographics
Geodemography:
Uses consumer expenditures and other socio-
economic factors with geographic information to
identify common consumption patterns in areas
where people live.
THANKS!