This document discusses research conducted on youth consumer perceptions of the National Lottery brand personality and values. A mixed methods survey was used, collecting both qualitative and quantitative data through interviews and an online survey. The survey explored how youth see the current NL brand personality, how aligned it is with their own personality, their perceptions of NL's values, and how NL can better convey its values through digital channels. Suggestions from the research included developing an augmented reality or gamified mobile app to better engage youth consumers.

1. Consumer Behaviour Culture
Jennifer Mae Vittini 15002775
Maisie Moss 15109386
Jessica Grocock 15091803

2. The Survey
• Primary Research
• Mix of qualitative and quantitative questions:
• Quantitative – Results can be comparable but doesn't allow depth
• Qualitative – Explores unpredicted answers and 'no constraints on
pre-determined optional answers' (Evans et al, 1996:199)
• Interviews – Provide a lot of detail but time consuming
• Online survey – Get more responses and convenient
• Results collected in a spreadsheet

3. 1. What is the current brand personality of the
NL in the youth consumer's opinion?
'The set of traits people attribute to a product as if it were a
person' (Soloman, 2013:247)
• Fun
• Giving
• Exciting
• Rich person who looked good but was all talk e.g. Salesman

4. Brand Personality Model (Aaker, 1997)

5. 2. How is the current brand personality
aligned with youth consumer's personality?
'Characteristics in which one person differs from another in a relatively permanent
and consistent way' (Arnould et al, 2004:390)
• Neurotic – Excitement
• Open to Experience – Excitement
• Agreeable – Sincerity, Competence
(Geuens et al, 2007)
Consumers 'buy products and services that in some way reflect or extend [their]
personality traits' (Evans et al, 1996:139).
Consumers 'choose products when their attributes match some aspects of the self'
(Soloman, 2013:199).
'Consumers use brands with a strong brand personality to show their own
personality' (Belk, 1988, as cited in Geuens et al, 2007:98).

6. The Big 5 (Digman, 1990)

7. The Self Concept
'The beliefs a person holds about his own attributes and how he
evaluates the self on these qualities' (Soloman, 2013:190).
Escalas and Bettman (2003) suggested that 'consumers value the
psychological benefits of associating with brands because
consumers can construct and define their self-concept' (Kim,
2010:641)
The Self Concept is multi-faceted and 'includes a collection of
goals, feelings, traits and values' (Arnould et al, 2004:398).

8. Actual Self
'More realistic appraisal of qualities we do or do not have' (Soloman,
2013:192).
Day Dreaming
'Self-induced shift in consciousness, which is sometimes a way to
compensate for a lack of external stimulation or to escape from problems in
the real world' (Lynn and Rhue, 1985, as cited in Soloman, 2013:193).
Hussain and Griffiths (2009) reported in a qualitative study that 'over one
third of gamers claimed that relaxation and escape was a key function of
playing' (Kardefelt-Winther, 2014:69).

9. Ideal Self
'A person's concept of how he would like to be' (Soloman, 2013:192) and consumers
often work in 'impression management' where they 'manage what people think of
them' (Soloman, 2013:192).
Social Comparison Theory (Festinger, 1954)
'People need to compare themselves to others in order to evaluate their own abilities
and opinions' (Arnould et al, 2004:604).
Looking Glass Theory (Cooley, 1902)
'Our appraisal of who we are varies depending on whose perspectives we consider
and how accurately we predict their evaluations of us' (Soloman, 2013:196).
The Ideal Self can 'define goals and move individuals to action' (Arnould et al,
2004:409).

10. Riesman's Lonely Crowd
Tradition-Directed People
• 'Tendency to follow tradition' (Denney et al, 1967:9).
• 'More inclined to drink, eat and dress in conformity with society' (Dubois, 2000:40)
Inner-Directed People
• 'Tendency to acquire early in life an internalised set of goals' (Denney et al, 1967:9).
• 'Primarily concerned with their own well-being' (Dubois, 2000:40)
Other-Directed People
• 'Tendency to be sensitised to the expectations and preferences of others' (Denney et
al, 1967:9).
• 'Psychological need for approval' and the need to be liked by other people is 'their
chief source of direction and chief area of sensitivity' (Denney et al, 1967:23).

11. 3. How well are the National Lottery's
values perceived by youth consumers?
Decent
• Most unaware of grassroots funding
• 48.7% would buy tickets if they knew price was given to charity
• Price of ticket too high
For Everyone
• Don't discriminate
• Nobody described the lottery as 'young'
• Mostly heard about the lottery from their parents
Playful
• 'Fun' was one of the highest traits
• Unlikely to win, don't think it is secure
Celebratory
• People win money – adverts

12. 4. How could the values be conveyed
better through their digital channels?
• Advertise core values through adverts
• Show winner's stories on social media
• Advertise more games online
• Show where the money goes e.g. last month £- went to a,b,c
• Use social media to interact with younger consumers

13. Suggestions
• Only 2 people voted 'Extemely Favourable'
• 8 people voted 'Not So Favourable'
• 21 voted 'Somewhat Favourable'
• 74% are not in favour of the National Lottery
• 12 said they would not recommend the lottery to others because 'you won't
win', don't see the point and think it's more risk losing money than winning
• Nobody voted the lottery as 'young'
• Lottery game players and winners are statistically middle aged and settled,
if not retired (LottoLand, 2016)

14. App Idea
Augmented Reality
• PokemonGo, show charities the Lottery works with
• Go to a location, and a new game would pop up e.g. virtual scratch card/one-
armed bandit/fruit machine
• Scan a scratch card or lottery ticket and get a free game
Mini Games
• Player has a personalised account with money bank, avatar
• Games with avatars that can be customisable with amount of games played or
levels completed – like pets
• Play with friends and family when internet enabled
• Free games available for a limited amount of time, reset daily or weekly

15. References
Arnould, E., Price, L., Zinkham, G. (2004) Consumers. 2nd ed., New York:McGraw-Hill
Denney, R., Glazer, N., Riesman, D. (1967) The Lonely Crowd. 13th
ed., Massachusetts:Yale University Press
Dubois, B. (2000) Understanding the Consumer. Harlow:Pearson Education Limited
Evans, M., Moutinho, L., Raaij, W. (1996) Applied Consumer Behaviour. Harlow:Pearson
Education Limited
Geuens, M., Weijters, B., Wulf, K. (2007) 'A New Measure of Brand Personality.' Intern. J. of
Research in Marketing. 26(2009) pp. 97 - 107
Kardefelt-Winther, D. (2014) 'The Moderating Role of Psychosocial Well-Being on the
Relationship Between Escapism and Excessive Online Gaming.' Computers in Human
Behaviour. 38(2014) pp. 68 – 74
Kim, J., Sung, Y. (2010) 'Effects of Brand Personality on Brand Trust and Brand Affect.'
Psychology & Marketing. 27(7) pp. 639 - 661
Soloman, M. (2013) Consumer Behaviour: Buying, Having and Being. Harlow:Pearson
Education Limited
Lottoland. (2016) Lottery Demographics. [Online][Accessed on 5th December
2016] https://www.lottoland.co.uk/magazine/lottery-demographics.html

16. Bibliography
Allison, A. (2006) Millenial Monsters: Japanese Toys and the Global Imagination.
Berkeley:University of California Press
Brewster, K., Webber, J. (2016) Pokemon Go: Where Does Augmented Reality Go Next?
The Guardian. [Online][Accessed on 5th December
2016] https://www.theguardian.com/technology/2016/jul/18/pokemon-go-uk-developers-
augmented-reality
Cooley, C. (1998) On Self and Social Organisation. Chicago:University of Chicago Press
Festinger, L. (1954) 'A Theory of Social Comparison Processes.' Human Relations.
7(117) pp. 117 – 140
Levitt, T. (1956) 'The Lonely Crowd and The Economic Man.' The Quarterly Journal of
Economics. 70(1) pp. 95 - 116
McKay, B., McKay, K. (2012) The Autonomous Man in an Other-Directed World. Art of
Manliness. [Online][Accessed on 4th December
2016] http://www.artofmanliness.com/2012/06/11/becoming-an-autonomous-man-in-an-
other-directed-world/