Chapter 7 - Personality, Lifestyles, Psychographics, and Values Flashcards Preview

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Flashcards in Chapter 7 - Personality, Lifestyles, Psychographics, and Values Deck (15)
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1
Q

Personality

A
  • a person’s unique psychological makeup.

- and how it consistently influences the way aa person responds to his/her environment.

2
Q

Freudian Systems

A

Personality = conflicts between satisfaction and responsibility

  • Id: Pleasure principle (seek for inmediate gratification)
  • Superego: Our conscience (counterweight to Id)
  • Ego: Reality principle (mediates between the two).
3
Q

Motivational Research and Consumption Motives

A
  • based on Freudian ideas.
  • We channel socially unacceptable needs into acceptable outlets including product substitutes.
  • According to depth interviews with individual consumers.
  • Consumption motives: eg. Reward, Power-Masculinity, Eroticsm, Security, etc.
4
Q

Carl Jung

Father of Analytical Psychology

A
  • We all share a collective unconscious (storehouse of memories).
  • From these shared memories, we recognize archetypes (idea or behavior pattern).
5
Q

Marketing implication:

Brand Asset Valuator Archetypes

A
  • For each healthy personality, there is a corresponding Shadow.
  • A healthy personality is one in which the Archetypes overwhelm their corresponding Shadows.
  • When a brand’s Shadows dominate, this indicates the agency to take action to guide the brand to a healthier personality.
6
Q

Trait theory: Big five Personality Dimensions

A

Personality traits: identifiable characteristics that define a person as a set. Eg. Impulsiveness, materialism, variety seeking.

  • Openness to experience
  • Conscientiousness
  • Extroversion
  • Agreeableness
  • Neuroticsm (emotional instability)
7
Q

The Myers-Briggs Type Indicator (MBTI)

A
  • Extrovertive vs Introvertive: Focus of attention
  • Sensing vs Intuitive: Information processing
  • Thinking vs Feeling: Decision making
  • Judging vs Perceiving: Dealing with outer world.
8
Q

Brand personality

A

People tend to describe a brand as a person.

American brand personality traits:

  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • Ruggedness
9
Q

Lifestyle

A

Lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend time and money.

People, products, and settings, result in an expressed “consumption style” which can be used as a cue/signal.

10
Q

Product Complementarity and Co-Branding Strategies

A
  • Product complementarity- occurs when symbolic meanings of different products relate to each other.
  • Co-branding strategies- companies team up to promote two or more products.
  • Consumption Constellation is used to define, communicate and perform social roles.
11
Q

Psychographics

A

A tool to segment consumers more effectively by using consumer lifestyles.

  • Demographical factors: (Age, race, job status) who buys X
  • Psychological, sociological, anthropological factors are included: also answer, why buys X
  • Psychographics factors: (Personality, values, attitudes, lifestyles, interests) Who are our heavy users and why?
12
Q

Use of Psychographic studies

A
  • Define target market.
  • Create a new view of market.
  • Position the product
  • Develop product strategy.
  • Better communicate product attributes.
  • Market social and political issues.
  • VALS (Values and Lifestyles).
13
Q

Values

A
  • A belief that some condition is preferable to its opposite.
  • Your moral guidance.
  • Core values can be acquired by:
  • > Enculturation: I was raised and born with values from Peru
  • > Acculturation: I come to Korea and learn some values.
14
Q

The Rokeach Value Survey:

Terminal and Instrumental values

A

Terminal values/ core values: desired end state. eg. World peace

Instrumental values: The means to achieve the terminal value. eg. Kind

15
Q

How values link to Consumer Behavior

A
  • From values (beliefs) to norms (behaviors)
  • Customs/ Conventions: something you do, just becuase of custom
  • More: against custom. If you break it, people judge you.