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Chapter 6

Personality and Lifestyles

By Michael R. Solomon

Consumer BehaviorBuying, Having, and Being

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Personality refers to a persons unique

psychological makeup and how it

consistently influences the way a

person responds to his or her

environment.

Personality

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Non-Freudian Theory

Horneys Theory

Using the context of child-parentrelationships, individuals can be

classified into:Compliant individuals

Aggressive individuals

Detached individuals

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CompliantPersonality

One who desires

to be loved,

wanted, and

appreciated by

others.

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AggressivePersonality

One who moves

against others

(e.g., competes

with others,desires to excel

and win

admiration).

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DetachedPersonality

One who moves

away from others

(e.g., who desires

independence, self-sufficiency, and

freedom from

obligations).

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Ad Applying

Horneys

Detached

Personality

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Trait Theory

Trait Theory :

An approach to personality that focuses on thequantitative measurement of personality traits

Personal i ty Traits:Identifiable characteristics that define a person.

Extroversion: Trait of being socially outgoing

Extrovert:A person that possesses the trait ofextroversion

Introversion: Trait of being quiet and reserved

Introvert:A person that possesses the trait ofintroversion

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Traits Specific to Consumer Behavior

Innovativeness: The degree to which a person likes to try new things

Material ism: Amount of emphasis placed on acquiring and owning products

Self-consciousness: The degree to which a person deliberately monitors and controls the

image of the self that is projected to others

Need for cogni t ion:

The degree to which a person likes to think about things (i.e., expendthe necessary effort to process brand information)

Frugal i ty: Deny short-term purchasing whims and resourcefully use what one

already owns

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This classic ad

starts off with the

line: The Datsun

240-Z is not exactlywhat you would call

a common site.

What consumer

personality trait isthis ad appealing

to?

Discussion Question

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Brand Personality

Brand personali ty :

The set of traits people attribute to a product as if itwere a person

Brand equ i ty :The extent to which a consumer holds strong,

favorable, and unique associations with a brand inmemory

Advertisers are keenly interested inhow people think about brands.

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Brands and Trait Inferences

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Animism

Animism:

The practice found in many cultures wherebyinanimate objects are given qualities that make

them somehow alive Two types of animism:

Level 1: People believe the object is possessed bythe soul of the being (e.g. celebrity spokespersons)

Level 2: Objects are anthropomorphized, or givenhuman characteristics. (e.g. Charlie the Tuna,Keebler Elves, or the Michelin Man)

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Lifestyle: Who We Are, What We Do

Lifestyle:

A pattern of consumption reflecting a personschoices of how he or she spends time and money

Lifestyle Marketing Perspective:Recognizes that people sort themselves into groups

on the basis of things they like to do, how they liketo spend their leisure time, and how they choose to

spend their disposable income

Lifestyles as Group Identities:Self-definitions of group members

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Integrating Products into

Consumer Lifestyles

This ad illustrates the

way that products like

cars are tightly

integrated intoconsumers lifestyles,

along with leisure

activities, travel, music,

and so on.

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Products are the

Building Blocks of Lifestyles

Choosing products:

We often choose products because of their

association with a certain lifestyle.

Goal of Lifestyle Marketing:

To allow consumers to pursue their chosen ways to

enjoy life and express their social identities.

Adopting Lifestyle Marketing:Implies that we must look atpatterns of behaviorto

understand consumers

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Linking Products to Lifestyles

Figure 6.2

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Product-Lifestyle Linkages

Co-brand ing strategies: Strategies that recognize that even unattractive products are

more attractive when evaluated with other, liked products

Produ ct complementar ity :

Occurs when symbolic meanings of products are related toeach other

Consumpt ion cons tel lat ions : Sets of complementary products used to define, communicate

and perform social roles

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Psychographics

Psychograph ics : Use of psychological, sociological, and anthropological

factors for market segmentation

The Roots of Psychographics: Developed in the 1960s and 70s to address the

shortcomings of motivational research and quantitative surveyresearch

Forms of Psychographic Studies: Lifestyle profile

Product-specific profile

General lifestyle segmentation profile

Product-specific segmentation

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Psychographic Segmentation Typologies

Segmentat ion Typo log ies:Developed by companies and advertising agencies to

identify groups of consumers with common lifestyles

Similarities in segmentation typologies:

Respondents answer a battery of questions

Researchers classify them into clusters of lifestyles

Each cluster is given a descriptive name

A profile of the typical member is provided to theclient

Propr ietary Sys tems:Information is developed and owned by the company

and the company will not release the info to outsiders