6-* A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment Stable vs. situation-specific Marketers: lifestyles Leisure activities, political outlook, aesthetic tastes, etc. 6-* Personality = conflict between gratification & responsibility Id: pleasure principle Superego: our conscience Ego: mediates between id and superego Reality principle 6-* Marketing Implications Unconscious motives underlying purchases Symbolism in products to compromise id & superego Sports car as sexual gratification for men Phallic symbols 6-* Freudian ideas unlock deeper product & advertisement meaningsConsumer depth interviewsLatent motives for purchases Examples of Dichter’s motives Bowling, electric trains, power tools = power Ice cream, beauty products = social acceptance 6-* Karen Horney Compliant vs. detached vs. aggressive Name brand vs. tea drinkers vs. old spiceAlfred Adler Motivation to overcome inferiorityHarry Stack Sullivan Personality evolves to reduce anxiety 6-* Personality traits: identifiable characteristics that define a personTraits relevant to consumer behavior: Innovativeness Materialism Self-consciousness Need for cognition Frugality 6-* Inner-directed vs. outer-directed Unique sense of self vs. pleasing others/fitting in Need for uniqueness & Power of conformity 6-* Idiocentrics vs. allocentrics Contentment (satisfied?) Health consciousness Food preparation Workaholics Travel and entertainment 6-* Set of traits people attribute to a product as if it were a person… might need a makeover! Brand equity Outsourcing production to focus on brand Extensive consumer research goes into brand campaigns 6-* 6-*Brand ActionTrait InferenceBrand is repositioned several times or changes slogan repeatedlyFlighty, schizophrenicBrand uses continuing character in advertisingFamiliar, comfortableBrand charges high prices and uses exclusive distributionSnobbish, sophisticatedBrand frequently available on dealCheap, unculturedBrand offers many line extensionsVersatile, adaptable Distinctive brand personality = brand loyalty Animism (giving traits to inanimate objects) Level 1: brand = spokespersons & loved ones Level 2: anthropomorphized brands Positioning/repositioning strategies describing brands as people “Lust, envy, jealousy. The dangers of Volvo.” 6-* 6-* Patterns of consumption reflecting a person’s choices of how one spends time and money Who we are and what we doLifestyle marketing perspective WWF Magazine, 4 Wheel & Off Road, Reader’s Digest 6-* Figure 6.2 Forms of expressive symbolismSelf-definition of group members = common symbol system Terms include lifestyle, taste public, consumer group, symbolic community, status culture Each person provides a unique “twist” to be an “individual”Tastes/preferences evolve over time 6-* We often choose products that fit a lifestyle Lifestyle marketing Product usage in desirable social settings Consumption style Pa.

1. 6-*
A person’s unique psychological makeup and how it
consistently influences the way a person responds to his/her
environment
Stable vs. situation-specific
Marketers: lifestyles
Leisure activities, political outlook, aesthetic tastes, etc.
6-*
Personality = conflict between gratification & responsibility
Id: pleasure principle
Superego: our conscience
Ego: mediates between id and superego
Reality principle
6-*
Marketing Implications
Unconscious motives underlying purchases
Symbolism in products to compromise id & superego
Sports car as sexual gratification for men
Phallic symbols
6-*
Freudian ideas unlock deeper product & advertisement

2. meaningsConsumer depth interviewsLatent motives for
purchases
Examples of Dichter’s motives
Bowling, electric trains, power tools = power
Ice cream, beauty products = social acceptance
6-*
Karen Horney
Compliant vs. detached vs. aggressive
Name brand vs. tea drinkers vs. old spiceAlfred Adler
Motivation to overcome inferiorityHarry Stack Sullivan
Personality evolves to reduce anxiety
6-*
Personality traits: identifiable characteristics that define a
personTraits relevant to consumer behavior:
Innovativeness
Materialism
Self-consciousness
Need for cognition
Frugality
6-*
Inner-directed vs. outer-directed
Unique sense of self vs. pleasing others/fitting in
Need for uniqueness & Power of conformity
6-*
Idiocentrics vs. allocentrics
Contentment (satisfied?)

3. Health consciousness
Food preparation
Workaholics
Travel and entertainment
6-*
Set of traits people attribute to a product as if it were a
person… might need a makeover!
Brand equity
Outsourcing production to focus on brand
Extensive consumer research goes into brand campaigns
6-*
6-*Brand ActionTrait InferenceBrand is repositioned several
times or changes slogan repeatedlyFlighty, schizophrenicBrand
uses continuing character in advertisingFamiliar,
comfortableBrand charges high prices and uses exclusive
distributionSnobbish, sophisticatedBrand frequently available
on dealCheap, unculturedBrand offers many line
extensionsVersatile, adaptable
Distinctive brand personality = brand loyalty
Animism (giving traits to inanimate objects)
Level 1: brand = spokespersons & loved ones
Level 2: anthropomorphized brands
Positioning/repositioning strategies describing brands as people
“Lust, envy, jealousy. The dangers of Volvo.”
6-*

4. 6-*
Patterns of consumption reflecting a person’s choices of how
one spends time and money
Who we are and what we doLifestyle marketing perspective
WWF Magazine, 4 Wheel & Off Road, Reader’s Digest
6-*
Figure 6.2
Forms of expressive symbolismSelf-definition of group
members = common symbol system
Terms include lifestyle, taste public, consumer group, symbolic
community, status culture
Each person provides a unique “twist” to be an
“individual”Tastes/preferences evolve over time
6-*
We often choose products that fit a lifestyle
Lifestyle marketing
Product usage in desirable social settings
Consumption style
Patterns of behavior
Co-branding strategies
Product complementarity & consumption constellations (e.g.,
“yuppie”) (Pizza Hut, Blockbuster)
6-*
What consumption constellation might characterize you and
your friends today?
6-*

5. Interior designers rely on consumption constellations when
furnishing a roomDecorating style integrates different products
into a unified whole ‘look’
6-*
Use of psychological, sociological, & anthropological factors
to:
Determine market segments
Determine their reasons for choosing products
Fine-tune offerings to meet needs of different segments
Consumers can share the same demographics and still be very
different!
6-*
“Jill”“Buzz”“Ray”“BB4B”“Barry”
6-*
“Gearhead”“Core Letterman”“Contemporary
Letterman”“Aficionado”“Popgirl”“Value Addict”“A-
Diva”“Fastidious Eclectus”
6-*
Developed in 1960s & 1970sMotivational research & survey
research were flawedDemographics tell us “who” buys, but
psychographics tell us “why” they buy
6-*
To define target marketTo create new view of market (face
cream)To position product (social need or want)To better
communicate product attributes To develop overall strategyTo

6. market social/political issues
Drink and drive:
Good timers (fun, low risk, sex appeal, concerts, MTV)
Well adjusted
Nerds
Problem kids
6-*
6-*
VALS2TM
Global MOSAIC
Identifies segments across 19 countriesRISC
Lifestyles/sociocultural change in 40+ countries
Divides population into 10 segments using 3 axes:
Exploration/Stability
Social/Individual
Global/Local
40 measured “trends” (e.g., “spirituality”)
6-*
6-*
Figure 6.5
10 RISC SEGMENTS
Pattern of food/beverage consumption that reflects the values of
a social group
6-*

7. Consumer expenditures/socioeconomic factors + geographic
information
“Birds of a feature flock together”
Can be reached more economically (e.g., 90277 zip code in
Redondo Beach, CA)Discussion: Geodemographic techniques
assume that people who live in the same neighborhood have
other things in common as well.
Why do they make this assumption, and how accurate is it?
6-*
66 clusters of U.S. zip codes
E.g., “Young Influential,” “Money & Brains,” “Kids & Cul-de-
Sacs”
Ranked by income, home value, & occupationMaximize
effectiveness, cost-efficiency, and impact of marketing
communications
6-*
MYBESTSEGMENTS.COM
Consumer Behavior Assignment – Personality and Lifestyles
Names: ______________
______________
______________
______________
1. What are some products that make their appeals primarily to
the id? What are some products that make their appeals to the
superego? Do products make an appeal to the ego? If so, how?

8. 2. What are some different lifestyles that people about your age
(those attending and not attending college) tend to follow? What
are the differences between your lifestyle and someone who is a
returning student (or a normal undergraduate if you are a
returning student)? A graduate student?
3. Make a list of ten items you think you must have in order to
attain the good life. Why do you suppose you selected these
items? How might marketers use this information? Give an
example.
4. Geodemographic techniques assume that people who live in
the same neighborhood have other things in common as well.
Why is this assumption made, and how accurate is it?

9. 5. Extreme sports. Day trading. Chat rooms. Vegetarianism. Can
you predict what will be “hot” in the near future? Identify a
lifestyle trend that is just surfacing in your universe. Describe
this trend in detail and justify your prediction. What specific
styles and/or products are part of this trend?