7

Personality, Lifestyles, and

Values

CONSUMER
BEHAVIOR, 12e
Michael R. Solomon

Copyright © 2018 Pearson Education Ltd.

7-1
 Chapter Objectives
1. A consumer’s personality influences the way he
or she responds to marketing stimuli, but efforts
to use this information in marketing contexts
meet with mixed results.
2. Brands have personalities.

Copyright © 2018 Pearson Education Ltd.

7-2
 Chapter Objectives (Cont.)
3. A lifestyle defines a pattern of
consumption that reflects a person’s
choices of how to spend his or her time
and money, and these choices are
essential to define consumer identity.
4. It can be more useful to identify patterns
of consumption than knowing about
individual purchases when organizations
craft a lifestyle marketing strategy.
Copyright © 2018 Pearson Education Ltd.
7-3
 Chapter Objectives (Cont.)
5. Psychographics go beyond simple
demographics to help marketers
understand and reach different consumer
segments.
6. Underlying values often drive consumer
motivations.

Copyright © 2018 Pearson Education Ltd.

7-4
 Learning Objective 1
A consumer’s personality influences the
way he or she responds to marketing
stimuli, but efforts to use this information in
marketing contexts meet with mixed
results.

Copyright © 2018 Pearson Education Ltd.

7-5
 Freudian Theory

Id
Immediate gratification  pleasure principle

Ego
Mediates between the id and the superego

Superego
Person’s conscience (social rules)

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7-6
 Motivational Research
• In the1950s
• It borrowed Freudian ideas to understand
deeper meanings of products and
advertisements
• It adopted psychoanalytical (Freudian)
interpretations with a heavy emphasis on
unconscious motives.
• This perspective relies on depth interviews
with individual customer
Copyright © 2011 Pearson Education
6-7
 Motivational Research
and Consumption Motives
• Power-masculinity- • Status
virility • Femininity
• Security • Reward
• Eroticism • Mastery over
• Moral purity- environment
cleanliness • Disalienation
• Social acceptance • Magic-mystery
• Individuality

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 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

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6-9
 Neo-Freudian Theories
• Neo-Freudian: individual’s personality is more influenced by
how he handles relationship with others than by how he
resolves sexual conflicts
• Karen Horney
• Compliant: more likely to gravitate toward brand
name products
• Detached: more likely to be tea drinkers and males
• Aggressive: preferred brands with a strong
masculine orientation (e.g. old spice deodorant)
• Alfred Adler
• Motivation to overcome inferiority
• Harry Stack Sullivan
• Personality evolves to reduce anxiety
• Carl Jung
• Developed analytical psychology
Copyright © 2011 Pearson Education
6-10
 Carl Jung,
Father of Analytical Psychology
• Disciple of Freud
• Established concept of collective unconscious
• Explained the creation of archetypes
o Old wise man
o Earth mother
• Young & Rubicam uses the concept of
archetypes in its BrandAsset® Archetypes
model

Copyright © 2018 Pearson Education Ltd.

7-11
 Carl Jung,
Father of Analytical Psychology
• Disciple of Freud
• Established concept of collective
unconscious: cumulative
experiences of past generations
shape who we are today
• Explained the creation of
archetypes (universally shared
ideas and behavior pattern) – birth,
death, and the devil and involves
themes; myths, stories, dreams
• Old wise man
• Earth mother
• Young & Rubicam uses the concept
of archetypes in its BrandAsset®
Archetypes model

Copyright © 2011 Pearson Education

6-12
 Brand Asset Valuator Archetypes

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 Brand Asset Valuator Archetype (continued)

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Trait Theory
• Personality traits: identifiable characteristics that define a
person
• Traits relevant to consumer behavior:
o Innovativeness  the degree to which a person likes to
try new things
o Materialism  the amount of emphasis a person places
on acquiring and owning products
o Self-consciousness  the degree to which a person
deliberately monitors and controls the image of the self that
he or she projects to others
o Need for cognition  the degree to which a person likes
to think about things and by extension,
o Frugality  the tendency to deny short-term purchases
and to make due with what they already own
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7-15
 The Big Five: Neo-Personality Inventor

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7-16
 MBTI Myers-Briggs Type Indicator
Based on Carl Jung’s work and classifies people
into 16 categories based upon whether they fall
into one group or another on these dimensions.
• Focus of attention introversion or extraversion
• Information processing  sensing or intuition
• Decision making  thinking and feeling
• Dealing with outer world  judging and
perceiving.

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7-17
 For Reflection
• Describe a time when the Id took over on
purchase consumption. Did you keep the
item?
• MBTI Personality test:
• https://www.16personalities.com/free-pe
rsonality-test
• https://www.truity.com
/test/type-finder-personality-test-new

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 Learning Objective 2
Brand have
personalities.

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7-19
 An Example of Brand Personality

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7-20
 Brand Personality
• Brand personality: set of traits people attribute to a product as if
it were a person
• Reader response theory
• focuses on the role of the reader in interpreting a story rather
than just relying upon the author’s version
• Underdog brand biography
• includes details about a brand’s humble origins and how it
defied the odds to succeed.
• Anthromorphism
• The tendency to attribute human characteristics to objects or
animals.
• Doppleganger brand image
• One that looks like the original but is in fact a critique of it.
Copyright © 2018 Pearson Education Ltd.
7-21
 Brand Behaviors and Possible
Personality Trait Inferences

Brand Action Trait Inference

Brand is repositioned several times or changes Flighty, schizophrenic
slogan repeatedly

Brand uses continuing character in advertising Familiar, comfortable

Brand charges high prices and uses exclusive Snobbish, sophisticated

distribution

Brand frequently available on deal Cheap, uncultured

Brand offers many line extensions Versatile, adaptable

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 Closet Products and Personality

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 For Reflection
• How can marketers link a brand’s
personality with the lifestyle of a consumer
segment?

Copyright © 2018 Pearson Education Ltd.

7-24
 Learning Objective 3
A lifestyle defines a pattern of consumption
that reflects a person’s choices of how to
spend his or her time and money, and these
choices are essential to define consumer
identity.

Copyright © 2018 Pearson Education Ltd.

7-25
 Lifestyles and Consumer Identity
• Lifestyles
o E-sports
o Metro
o Hesher
o Emo

• Lifestyle marketing perspective

Copyright © 2018 Pearson Education Ltd.

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 Learning Objective 5
Identifying patterns of consumption can be
more useful than knowing about individual
purchases when organizations craft a
lifestyle marketing strategy.

Copyright © 2018 Pearson Education Ltd.

7-27
 Product Complementarity and
Co-Branding Strategies
• Co-branding strategies- companies team
up to promote 2 or more products.
• Product complementarity- occurs when
symbolic meanings of different products
relate to one another.
• Consumption constellation
• is used to define, communicate, and
perform social roles

Copyright © 2018 Pearson Education Ltd.

7-28
 Product Complementarity and
Co-Branding Strategies

The desire to associate a product with a social situation. People, products, and settings
result in an expressed consumption style which can be used as a cue.

7-29
Copyright © 2018 Pearson Education Ltd.
 For Reflection
• Identify products and settings that would
be at home in your consumption styles.
• Have marketers identified these
consumption styles and used them in
advertising?

Copyright © 2018 Pearson Education Ltd.

7-30
 Learning Objective 5
Psychographics go beyond simple
demographics to help marketers understand
and reach different consumer segments.

Copyright © 2018 Pearson Education Ltd.

7-31
 Psychographic Analysis
• Lifestyle profile
• looks for items that differentiate between users and
nonusers of a product.
• Product-specific profile
• identifies a target group and then profiles these
consumers on product-relevant dimensions.
• General lifestyle segmentation
• places a large sample of respondents into
homogenous groups based on similarities of their
overall preferences
• Product-specific segmentation
• study tailors questions to a product category.
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 AIOs

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 Uses of Psychographic Studies
• Define target market
• Create a new view of market
• Position the product
• Better communicate product attributes
• Develop product strategy
• Market social and political issues

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 For Reflection
Japan-VALS™
• Integrators
• Self-Innovators and Self-Adapters
• Ryoshiki Innovators and Ryoshiki
Adapters
• Traditional Innovators and Traditional
Adapters

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 For Reflection
Japan-VALS™
• High Pragmatics and Low Pragmatics
• Sustainers

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 For Reflection
UK VALS™
• Activators
• Traditionalists
• Achievers
• Seekers
• Pragmatics
• Constraineds
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 For Reflection
Japan-VALS™
• High Pragmatics and Low Pragmatics
• Sustainers

Copyright © 2018 Pearson Education Ltd.

7-38
Learning Objective 6
Underlying values often drive consumer
motivations

Consumers purchase many products and services because they believe these
products will help to attain a value-related goal. 7-39
 Value Concepts
Core values Crescive norms
• Value systems • Custom
• Enculturation • More
• Acculturation • Conventions

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 How Values Link to Consumer Behavior
Table 7.7
Terminal and Instrumental
Values

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 Other Value Concepts
• The List of Values (LOV)
• The Means-End Chain Model
• Syndicated Surveys of Values (e.g., VALS)

Copyright © 2018 Pearson Education Ltd.

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 For Reflection
• How do you assign people to social classes, or
do you at all?
• What consumption cues do you use (e.g.,
clothing, speech, cars, etc.) to determine social
standing?

Copyright © 2018 Pearson Education Ltd.

7-43
 Chapter Summary
• A consumer’s personality influences the
way he or she responds to marketing
stimuli, but efforts to use this information in
marketing contexts meet with mixed
results.
• Brands have personalities.

Copyright © 2018 Pearson Education Ltd.

7-44
 Chapter Summary
• A lifestyle defines a pattern of
consumption that reflects a person’s
choices of how to spend his or her time
and money, and these choices are
essential to define consumer identity.
• It can be more useful to identify patterns of
consumption than knowing about
individual purchases when organizations
craft a lifestyle marketing strategy.
Copyright © 2018 Pearson Education Ltd.
7-45
 Chapter Summary
• Psychographics go beyond simple
demographics to help marketers
understand and reach different consumer
segments.
• Underlying values often drive consumer
motivations.

Copyright © 2018 Pearson Education Ltd.

7-46