Personality ,Freudian Theory ,Marketing strategies based on personality differences ,Motivational Research ,Neo-Freudian Theories ,Trait Theory ,Brand Personality ,Psychographic techniques ,The VALS™ Segments (value and life style) ,The Dark Side of Consumer Behavior ,Addictive Consumption

1. Personality and Psychographics

2. Personality
- Refers to a person's unique psychological makeup and how it
consistently influences the way that person responds to her environment
- The inner psychological characteristics that both determine and reflect
how a person responds to his or her environment
- Marketing strategies based on personality differences have met with
mixed success, because of the way researchers have measured and
applied these differences in personality traits to consumption contexts

3. Freudian Theory
Sigmund Freud proposed the idea that much of one's adult personality
stems from a fundamental conflict between a person's desire to gratify
her physical needs and the necessity to function as a responsible
member of society.

4. Freudian Systems
Freud proposed that the human personality consists of three interacting
systems:
1- The Id is the “warehouse” of primitive and impulsive drives, such as:
thirst, hunger, for which the individual seeks immediate satisfaction without
concern for the specific means of that satisfaction
2- Ego :is the individual’s conscious control, which functions as an internal
monitor that attempts to balance the impulsive demands of the id and the
sociocultural constraints of the superego

5. 3- Superego :
is the individual’s internal expression of society’s moral and ethical codes of
conduct:
. a) The superego’s role is to see that the individual satisfies needs in a
socially acceptable fashion.
b) The superego is a kind of “brake” that restrains or inhibits the impulsive
forces of the id

7. Motivational Research
_borrowed Freudian ideas to understand the deeper meanings of products and
advertisements.
_ This approach adapted psychoanalytical (Freudian) interpretations with a heavy
emphasis on unconscious motives.
_motivational research had great appeal to at least some marketers for several
reasons:
_Motivational research is less expensive to conduct than large-scale, quantitative
survey data collection because interviewing and data-processing costs are
relatively minimal
_develop marketing communications

9. Neo-Freudian Theories:
1- Karen Horney
 His pioneering psychotherapist described people as moving toward others
(compliant), away from others (detached), or against others (aggressive

10. Carl Jung theory
 Jung believed that the cumulative experiences of past generations shape
who we are today.
 He proposed that we each share a collective unconscious, a storehouse of
memories we inherit from our ancestors.
 For example many people are afraid of the dark because their distant
ancestors had good reason to fear it

13. Trait Theory
 It is primarily quantitative or empirical, focusing on the
measurement of personality in terms of specific
psychological characteristics called traits.
 a) A trait is defined as any distinguishing, relatively
enduring way in which one individual differs from another.
 Selected single-trait personality tests increasingly are
being developed specifically for use in consumer behavior
studies.

14. Frugality
 frugal people deny short-term purchasing whims; they
choose instead to resourcefully use what they already
own.
 ex: Timing showers and bringing leftovers from home to
have for lunch at work

15. Problems with Trait Theory in Consumer
Research
 Many of the scales are not sufficiently valid or reliable; they do not
adequately measure what they are supposed to measure, and their results
may not be stable over time
 Often marketers don't administer the tests under the appropriate
conditions; people who are not properly trained may give them in a
classroom or at a kitchen table.

16. • The researchers often make changes in the instruments to adapt them to their own
situations .
• Many trait scales measure gross, overall tendencies (e.g., emotional stability or
introversion); marketers then use these results to make predictions about purchases
of specific brands

17. Brand Personality
 brand personality is the set of traits people attribute to a product as if it were a person
 This is one of the most effective use of the concept of personality in marketing
applications
 We can define brand personality as the communication goals related to the attributes
inherent in a product as well as the profile of the perceptions received by consumers
about specific brands.
 Example (Victoria’s Secret , Ralph Lauren ,,Calvin Klein)

18. dimensions to compare and contrast the perceived
characteristics of brands
 • Old-fashioned, wholesome, traditional
 • Surprising, lively, "with it"
 • Serious, intelligent, efficient
 • Glamorous, romantic
 • Rugged, outdoorsy, tough, athletic.

20. Psychographics :
Psychographic techniques classify consumers in terms of psychological,
subjective variables in addition to observable characteristics
(demographics)
. Marketers have developed systems to identify consumer "types" and
to differentiate them in terms of their brand or product preferences,
media usage, leisure time activities, and attitudes toward broad issues
such as politics and religion

21. How Do We Perform a Psychographic Analysis?
 A lifestyle profile looks for items that differentiate between
users and nonusers of a product.
 A product-specific profile identifies a target group and then
profiles these consumers on product-relevant dimensions.
 A general lifestyle segmentation places a large sample of
respondents into homogenous groups based on similarities of
their overall preferences
 A product-specific segmentation study tailors questions to a
product category

23. why Do We Use Psychographic Data?
 To define the target market
 To create a new view of the market—Sometimes marketers create their
strategies with a "typical" customer in mind
 To position the product—Psychographic information can allow the
marketer to emphasize features of the product that fit in with a
person's lifestyle
 To better communicate product attributes—Psychographic information
can offer very useful input to advertising creatives who must
communicate something about the product
 To develop product strategy

25. The VALS™ Segments (value and life style)
 Innovators—are successful consumers with many resources. This
 group is concerned with social issues and is open to change.
 The next three groups also have sufficient resources, but differ in their
outlooks on
 • Thinkers—are satisfied, reflective, and comfortable.
 • Achievers—are career oriented and prefer predictability to risk or self-
discovery.
 • Experiencers—are impulsive, young, and enjoy offbeat or risky experiences

26. The next four groups have fewer resources:
• Believers—have strong principles and favor proven brands.
• Strivers—are similar to Achievers but have fewer resources. They are very
concerned about the approval of others.
• Makers—are action oriented and tend to focus their energies on self-sufficiency.
They will often be found working on their cars, canning their own vegetables, or
building their own houses
. • Strugglers—are at the bottom of the economic ladder. They are most concerned
with meeting the needs of the moment and have limited ability to acquire anything
beyond the basic goods needed for survival.

27. Geodemography
 refers to analytical techniques that combine data on consumer expenditures
and other socioeconomic factors with geographic information about the areas
in which people live, in order to identify consumers who share common
consumption patterns

28. Behavioral Targeting
 The latest and hottest extension of lifestyle marketing
 is a marketing method that uses web user information to
strengthen advertising campaigns.
 The technique involves gathering data from a variety of sources
about the potential customer’s online browsing and shopping
behaviors.
 This information helps create ads that are relevant to that
specific user’s habits and interests, which the publisher can
then display in that visitor’s web browser.

29. The Dark Side of Consumer Behavior
 Consumer terrorism:
 The action of contaminating or tampering with consumer goods
(especially food or medicine) as a means of terrorizing a
population.

30. Addictive Consumption
• the physiological or psychological dependence on specific
products or services, most often referring to drugs,
alcohol, gambling and tobacco. The vast majority of
consumerism is habitual and based on individual choice.

31. Addiction to Technology
 It is described as a serious problem involving the
inability to control use of various kinds of technology,
in particular the Internet, smartphones, tablets and
social networking sites like Facebook, Twitter and
Instagram.

32. Compulsive Consumption )Born to shop)
 refers to repetitive and often excessive
shopping performed as an antidote to
tension, anxiety, depression, or boredom

33. Consumed Consumers
 are people who are used or
exploited, willingly or not, for
commercial gain in the
marketplace.
 )babies for sale)