CH. VI Personality & Psychographics Solomon

1. Chapter VI
‘Personality &
Psychographics’
Akwila Romauli  Allan Yuda Patria L.W.  Muhammad Rismart  Tania Noviarini

2. Objective 1
“A consumer’s personality influences the
way he responds to marketing stimuli,
but efforts to use this information in
marketing contexts meet with mixed
results.”

3. ‘Personality is an important concept which refers to a person’s
unique psychological makeup and how it consistently influences the
way a person responds to his/her environment.’
Marketing strategies often include some aspects of personality.
Ex: the characteristics of the celebrity could transfer to the brand
Personality

4. Personality = conflict between gratification and responsibility
• The id (the ‘party animal’) of the mind.
It operates according to the pleasure principle. It is selfish, illogical and
directs a person’s energy toward pleasurable acts.
• The superego
The counterweight to the id. This system is essentially the person’s
conscience.
• The ego
The system that mediates between the id and the superego.
The Freudian System

5. The Freudian System
Reality principle
ego gratifies the id in such a way that the outside world will find acceptable
(this is where Freudian theory applies to marketing)

6. Motivational research borrowed Freudian ideas to understand the deeper meanings of products and advertisements.
A motivational researcher identifies consumption motives to associated
products. Those motives are:
Motivational Research

7. A qualitative research approach, based on psychoanalytic
(Freudian) interpretations, with a heavy emphasis on unconscious
motives for consumption
Motivational Research
Criticisms:
• Invalid or works too well
• Too sexually based
Appeal:
• Less expensive than large-scale surveys
• Powerful hook for promotional strategy
• Intuitively plausible findings (after the fact)
• Enhanced validity with other techniques

8. Neo – Freudian Theories
Karen Honey
Described people as moving toward others (compliant), away from
others (detached) or against others (aggressive).
Carl Jung
The cumulative experiences of past generations shape who we are
today. These shared memories creates archetypes
Archetypes: a universally shared idea or behavior pattern, central to
Carl Jung’s conception of personality’ archetypes involve themes, such
as birth, death, or the devil, that appear frequently in myths, stories,
and dreams

9. Archetypes

10. Archetypes

11. Archetypes

12. Trait Theory
Focuses on the quantitative measurement of personality traits,
defined as the identifiable characteristics that define a person.
Specific traits relevant to consumer behavior includes:
• Innovativeness
(the degree to which a person likes to try new things)
• Materialism
(the amount of emphasis a person places on acquiring and owning products)
• Self-consciousness
(the degree to which a person deliberately monitors and controls the image
of the self that he or she projects to others)
• Need for cognition
(the degree to which a person likes to think about things, and, by extension
expends the necessary effort to process brand information)
• Frugality

13. Brand Personality
‘the set of traits people attribute to a product as if it were a
person. Brand personalities do change over time’.
Forging a successful brand personality often is key to building
brand loyalty.

14. Objective 2
“Psychographics go beyond simple
demographics to help marketers
understand and reach different
consumer segments.”

15. Psychographics
Psychographics involves the use of psychological, sociological
and anthropological factors to determine how the market is
segmented by the propensity of groups within the market
(ex: Social Classes, Activities, Personality&Values, Attitudes)

16. Psychographics

17. Lifestyle profile
Product-specific profile
General lifestyle study
Product-specific study
Psychographics Forms
User vs non-user of a product
Profiles target groups on
product-relevant dimensions
Homogenous group with
large samples
Tailors questions into product
categories

18. AIO’s
Most contemporary psychographic research attempts to
group consumers according to some combination of three
categories of variables: activities, interests and opinions.

19. How Do We Use Psychographic Data?
• To define the target market
To go beyond simple demographic or product usage descriptions
• To create a new view of the market
Sometimes it’s not the typical ‘target’ which match marketer assumptions
• To position the product
Helps to emphasize features of the product that fit in with a person’s lifestyle
• To better communicate product attributes
Input for the advertising creative (songs, taglines, etc.)
• To develop product strategy
• To market social and political issues
Ex: where to put prevention campaigns

20. PSYCHOGRAPHIC SEGMENTATION:
VALS2TM
The best-known
segmentation system is
The Values and Lifestyles
Systems.
This typology arranges
group vertically by their
resources (including such
factors as income,
education, energy levels
and eagerness to buy)
and horizontally by self-
orientation (ideals,
achievement, self-
expression)

21. Geodemographics
Analytical techniques that combine data on consumer expenditures
and other socioeconomic factors with a geographic information about
the areas in which people live, in order to identify consumers who
share common consumption patterns.
One of the popular
technique is PRIZM NE
(potential Rating Index by
Zip Market)

22. Behavioral Targeting
E-commerce marketers serve up customized ads on Web sites
or cable TV stations based on a customer’s prior activity. A
form of behavioral targeting is personalized retargeting. It
provides messages that refer to the exact product you
checked out.

23. Objective 3
“Consumer activities can be harmful to
individuals and to society.”

24. The Dark Side

25. Consumer Terrorism
Disruption of the marketplace

26. Addictive Consumption
Consumer addiction is a physiological or psychological
dependency on products or services.

27. Addictive Consumption
Addiction to technology is a physiological or
psychological dependency to technology (devices, games,etc.)

28. Compulsive Consumption
Compulsive consumption refers to repetitive and often
excessive shopping performed as an antidote to tension,
anxiety, depression or boredom.

29. Consumed Consumers
Consumed consumers are people who are used or exploited,
willingly or not, for commercial gain in the marketplace.

30. Illegal Activities
In addition to being self-destructive or socially damaging,
many consumer behaviors are illegal as well.
Some types of destructive consumer behavior are anti-
consumption, events in which people deliberately deface or
mutilate products and services.

31. ‘TERIMA KASIH’