Chapter 6 Flashcards
(11 cards)
What is personality?
Personality refers to a person’s unique psychological makeup and how it consistently influences the way they respond to their environment. It helps marketers understand why individuals might choose certain brands or products over others. For example, a consumer with a high need for uniqueness may be more likely to purchase products that are seen as different or unusual
How does Freudian theory explain consumer behavior?
Freudian theory posits that much of human behavior is driven by unconscious motives. According to Freud, personality is comprised of three systems:
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Id: The id operates based on the pleasure principle and seeks immediate gratification.
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Ego: The ego acts as a mediator between the id and the superego, trying to balance desires with societal norms.
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Superego: The superego acts as the moral conscience, striving for perfection and adherence to social rules.
Marketers can use this theory to understand consumer desires and anxieties, even if the consumer themselves is not consciously aware of those desires. However, Freudian theory is difficult to test empirically, and its application to marketing is debated.
How do trait theories help marketers understand consumers?
Trait theories focus on measuring specific traits, which are identifiable characteristics that define a person. They allow marketers to segment consumers based on common characteristics. Some traits relevant to consumer behavior include:
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Innovativeness: The degree to which a person likes to try new things.
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Public Self-Consciousness: The degree to which a person monitors and controls the image of the self projected to others.
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Need for Cognition: The degree to which a person enjoys thinking about things and processing information.
What is brand personality, and how is it created?
Brand personality is the set of human-like traits people associate with a product as if it were a person. It goes beyond just the product’s features and benefits to encompass a more emotional and symbolic meaning. For example, a brand might be perceived as sincere, exciting, competent, sophisticated, or rugged. These perceptions are shaped by various factors:
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Packaging: The design and colors of the packaging can evoke specific personality traits.
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Advertising: The tone, style, and content of advertising can convey a distinct personality.
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Spokesperson: The celebrity or character chosen to represent the brand can transfer their own personality traits to the brand.
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Brand Name: A carefully chosen brand name can suggest specific attributes or characteristics.
What is the purpose of establishing a brand personality?
A well-defined brand personality helps a product stand out from the competition, connect with consumers on an emotional level, and foster brand loyalty. For example, a brand with a personality that aligns with a consumer’s own values and self-image is more likely to be chosen over a competing brand.
How does brand personality relate to brand positioning?
Brand positioning is a statement about what the brand wants to be in the minds of its customers, particularly relative to the competition. Brand personality is a key part of this positioning strategy. It helps define the brand’s image and how it wants to be perceived. For example, Volvo, known for safety, may struggle to position a sporty convertible using that same brand personality and might need to adjust its marketing to highlight different personality traits
What are lifestyles, and how do they relate to psychographics?
Lifestyles are patterns of behavior that reflect a person’s choices about how they spend their time, resources, and energy. They are influenced by a person’s values, interests, and social interactions. Understanding consumer lifestyles can help marketers develop products and marketing campaigns that resonate with their target audience. Psychographics takes this understanding a step further by combining personality variables with knowledge of lifestyle preferences
What are AIOs, and how are they used in psychographic segmentation?
AIO stands for Activities, Interests, and Opinions. AIOs are psychographic variables used to group consumers based on shared patterns of behavior and preferences. Marketers collect data on:
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Activities: Work, hobbies, social events, vacation, entertainment, club membership, community, shopping, sports.
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Interests: Family, home, job, community, recreation, fashion, food, media, achievements, culture.
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Opinions: Themselves, social issues, politics, business, economics, education, products, future, culture.
This information provides insights into how consumers live their lives, what they value, and what motivates their purchase decisions.
What is geodemographics, and how is it used in marketing?
Geodemographics is a segmentation technique that combines geographic and demographic data to identify groups of consumers who live in similar neighborhoods and share common characteristics. The underlying assumption is that people who live in the same area tend to have similar lifestyles, values, and consumption patterns. Marketers use geodemographic data to target their efforts more effectively, tailor their messages to specific communities, and identify areas with high concentrations of potential customers. For example, a retailer might use geodemographics to decide where to open new stores or to determine the types of products to stock in different locations.
What are values, and why are they important to marketers?
Values are enduring beliefs that a specific mode of conduct is personally or socially preferable to an opposite mode of conduct. They represent what is important to an individual and guide their behavior and decision-making. Marketers need to be aware of the values held by their target consumers because products and marketing messages that align with those values are more likely to be successful.
What are core values, and how do they relate to cultural identity?
Core values are the fundamental beliefs that are central to a culture. They are passed down from generation to generation and provide a sense of shared identity and understanding. Examples of core values include:
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Individualism: Emphasis on personal achievement and independence.
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Collectivism: Emphasis on group harmony and cooperation.
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Materialism: Placing importance on possessions and wealth.
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Sustainability: Concern for the environment and responsible consumption.
Understanding the core values of a culture is essential for marketers who are targeting consumers in different countries or regions, as these values can have a significant impact on consumer behavior and preferences.
