Chapter 6 Personality and Lifestyles
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Chapter 6 Personality and Lifestyles Keenan Jones Martha Burkard Billy Lane
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Chapter 6 Personality and Lifestyles. Keenan Jones Martha Burkard Billy Lane. Personality. Personality: A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment. Consumption Motives Security Individuality - PowerPoint PPT Presentation
Transcript of Chapter 6 Personality and Lifestyles
Chapter 6Personality and Lifestyles
Keenan JonesMartha Burkard
Billy Lane
Personality
• Personality: A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment.
• Consumption Motives– Security– Individuality– Mastery over environment
• Personality Traits: Identifiable characteristics that define a person• Materialism: The theory or attitude that physical well-
being and worldly possessions constitute the greatest good and highest value in life.
Brand Personality
• Brand Personality: Set of traits people attribute to a product as if it were a person.
Brand Equity
• Brand Equity: extent to which a consumer holds strong, favorable, and unique associations with brand in memory.– Pharmaceuticals– Grocery items
– Clothing (Coach, Uggs and North Face)
Lifestyles
• Lifestyles: Patterns of consumption reflecting a person’s choices of how one spends time and money.
• Culture– Sports (Golf, Fishing, Snowboarding and
Skateboarding)– Music (Hip-Hop, Country, Reggae, ect…)
Lifestyle Dimensions• Activities (Hobbies and Community)• Interests (Food and Fashion)• Opinions (Politics and Social Issues)• Demographics ( Age, Income and Geography)
