Class 12Personality

and lifestyles

CA 2018 Consumer InsightA.Kwanta SirivajjanangkulA.Panitta Kanchanavasita

Albert Laurence School of Communication Arts

Department of Advertising2013

Consumers as Individuals

Personality

Personality• Refers to a person’s unique

psychological makeup and how it consistently influences the way a person responds to her environment.

Argument• Some said the concept of personality may

not be valid– People do not seem to exhibit stable

personalities

– Some said they do appear to act consistently

• However!– We each know that we are not all that

consistent; we may be wild and crazy at times, and serious and responsible at others.

Freudian Theory• Sigmund freud– One’s adult of personality stems from a

fundamental conflict between…

A person’s desire to gratify his physical needs

The necessity to function as a responsible member of society

&

Freudian systems

Neo-Freudian Theory• Famous new theory – Carl Jung – The

analytical psychology

• Believed that cumulative experiences for the past generations shape who we are today.

• We each share a collective unconscious. Inherit from our ancestor.

• These share memories create archetypes

Archetypes• Or universally recognized ideas and

behaviors

• Involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams.

• A bit far-fetched, but ad messages in fact do often include archetypes.

Old Wise Man

• Uses the archetype approach in its Brand Asset Archetype model.

• The archetypes are grounded in the human psyche across all cultures and points in time it is easy to understand a brand’s personality.

• Responsible for brand communication; how they think of the brand.

Brand Asset Valuator Archetypes

Using archetype to build the stronger brand

Trait theory• This approach to personality focuses

on the quantitative measurement of personality traits; the identifiable characteristics that define a person.

• We distinguish people by the degree to which they are socially outgoing

Trait theory• Some research evidence suggests that ad

messages that match how a person thinks about himself are persuasive.

• Ex of traits relevant to consumer behavior.

– Some are introvert (quiet and reserved)– Innovativeness (the degree to which a person

like to try new thing)– Materialism (emphasis on people acquiring

and owning products)

Brand personality• Set of traits people attribute to a product as if it

were a person.

• Packaging and other physical cues create a “personality” for a product.

• Like people brand personalities do change over time.

Describe brand personality

Describe brand personality

Describe brand personality

Lifestyles• Each person chooses products,

services, and activities that help define a unique lifestyle.

• Lifestyle – who we are, what we do– Defines a pattern of consumption that

reflects a person’s choices of how to spend her time and money.

Products are the building blocks of Lifestyles

Psychographics• The use of psychological, sociological, and

anthropological factors… to determine how the market is segmented by the propensity of groups within the market.

How do we use psychographic data?• To define the target market• To create a new view of the

market• To position the product• To better communicate

product attributes• To develop product strategy• To market social and

political issues.

VALS2• One well-known segmentation systems is the

Values and Lifestyles System that SBI International developed.

• It is a useful way to understand people.• And marketer will use this information to target

and communicate to the directed target group.

• Innovators ; successful consumers with many resources, Concerned with social issues and is open to change.

• Thinkers; satisfied, reflective, and comfortable.

• Achievers; career oriented and prefer predictability to risk or self-discovery

• Believers; have strong principles and favor proven brands

• Strivers; similar to achiever but have fewer resources. Concerned about approval from others.

• Experiences; action oriented by maximizing their experiences

• Makers; action oriented and tend to focus their energies on self-sufficiency.

• Strugglers; bottom of the economics ladder. Most concerned with meeting the needs of the moment and have limited ability to acquire.

Any questions?