DIS 3

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Chapter 7: Personality, Lifestyles, and Values

Learning Objective:

7.1 A consumer’s personality influences the way he or she responds to marketing stimuli.

7.2 Brands have personalities.

7.3 A lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend their time and money.

These choices are essential to define consumer identity.

7.4 It can be more useful to identify patterns of consumption than knowing about individual purchases when crafting a lifestyle marketing strategy.

7.5 Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

7.6 Underlying values often drive consumer motivations.

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What is personality?

• Personality is a person’s unique psychological make-up

• It consistently influences the way a person responds to their environment

• Our personality tends to stabilize when we reach adulthood.

Personality Theories – Freudian Theory:

• An adult’s personality stems from the fundamental conflict between a person’s desire to gratify physical needs and the necessity to function as a responsible member of the society.

• This struggle plays out in the mind among 3 systems.

Freud’s psychoanalytic theory (Additional Reading): https://www.youtube.com/watch?v=lT4wQ02sALE

Immediate gratification

Person’s Conscience

Mediator

pleasure principle: Our basic desire to maximize pleasure and avoid pain guides our behavior.

moral principle: To do what society says we should do in the situation.

Reality principle: Finds ways to gratify the id that the outside world will find acceptable.

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How is Freud’s work relevant to Consumer Behavior (Marketing)?

• Highlights the potential importance of unconscious motives that guide our purchases.

• Consumers cannot necessarily tell us their true motivation when they choose products

• Implies that there is a possibility that ego (mediator) relies on symbolism in products to compromise between the demands of the id (i.e., engage in pleasurable acts) and the prohibitions of the superego (follow society’s rules).

• Consumers channel their unacceptable desires to acceptable outlets when they use products that signify their underlying desires.

• Product symbolism and motivation: the product may symbolize a consumer’s socially unacceptable true goal.

Motivational Research and Consumption Motives:

Masculinity

Eroticism/ Romance

Rewards

Additional Reading: how meat and masculinity have been intertwined over the years in society and marketing communications

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Product Symbolism: Commercial

Personality Theories – Neo Freudian Theories:

• Alfred Adler: Prime motivation of any individual is to overcome inferiority relative to others

• Harry Stack Sullivan: Personality evolves to reduce anxiety in social relationships

• Karen Horney: Three interpersonal orientation: • Compliant (people moving towards others; are dependent on other people for love and affection) • Aggressive (people moving against others; are motivated by the need for power) • Detached (people moving away from others; are self-sufficient and independent)

• Carl Jung: Developed method of psychotherapy known as analytical psychology • Cumulative experience of past generation shape who we are today • We share a collective unconscious – store house of memories we inherit from ancestors • Shared memory create archetypes – universally recognized ideas or behavior pattern.

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Personality Theories – Neo Freudian Theories: Archetypes

Additional Reading: Traits and brand examples of 12 archetypes

Personality Theories – Neo Freudian Theories: Archetypes – The Hero • Main motivation: Prove their worth through courage and determination. • Work hard to have the skills they deem requirements; Take pride that their work rate sets them apart from the rest. • Need to meet challenges head-on. • Want to save the day to prove their worth to themselves and the world.

The Hero Brand In Action – Nike

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Personality Theories – Trait Theory:

• Trait theory focuses on the quantitative measurement of personality traits.

• Personality traits: identifiable characteristics that define a person • For instance, we might say that someone is an introvert or an extrovert

• Consumer researchers have looked at many personality traits to establish linkages to product choice :

• Innovative – likes to try new things • Materialistic – places emphasis on acquiring and owning products • Self-conscious – conscious about the image they convey; monitor and control the image

of the self that they projects to others • Need for cognition – degree to which a person likes to think about things and by

extension, expends the necessary effort to process brand information • Frugal – have a tendency to deny short-term purchases and to make do with what they

already own

Personality Theories – Trait Theory – Big 5 Personality:

Trait Description Example of Measurement Items (agree/disagree)

Openness to experience The degree to which a person is open to new ways of doing things

Love to think up new ways of doing things

Conscientiousness The level of organization and structure a person needs

Am always prepared

Extroversion How well a person tolerates stimulation from people

Talk to a lot of different people at parties

Agreeableness The degree to which we defer to other people

Take time out for others

Neuroticism (emotional instability)

How well a person copes with stress

Get upset easily

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Personality Theories – Trait Theory – Myers-Briggs Type Indicator:

Trait Level 1 Level 2

Focus of Attention Introversion Extraversion

Information Processing Sensing – take in information in a sequential, step-by-step manner

Intuition – take in information in a snapshot or big-picture manner

Decision making Thinking – step back from the situation and take an objective view

Feeling – Step into the situation and take a subjective view

Dealing with outer world

Judging – a systematic approach to meeting deadlines and achieving objectives

Perceiving – a spontaneous approach to meeting deadlines and achieving objectives

Personality Trait and Brand Image: • Use of standard personality trait measurements to predict product choices has met with mixed success

• Personality traits are better predictors of type of media one may watch

• TV shows you watch offer marketers insight into your personalities and type of brands you are likely to prefer based on the match between your dominant personality trait and the brand image

Rebels who do not like authority

Ford F150

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Objective 2:

Brand have personalities.

Brand personality: set of traits people attribute to a product as if it were a person

• Giving a product a rich background to involve customers in its history and/or experience

• Based on reader-response theory – focuses on the role of the reader in interpreting a story rather than just relying upon the author’s version

Brand Personality – Brand Storytelling:

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• Popular genre of brand story telling • Different ways to achieve this –

• Positioning the brand as the underdog: Include details about a brand’s humble origins and how it defied the odds to succeed

• E.g., Nentucky Nectars • Partnering with individuals with underdog stories

• Resonates with consumers because they can identify with these struggles

Brand Storytelling: Underdog brand positioning

• Sometimes the best brand storytelling comes from the customers

Brand Personality – Brand Storytelling:

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Brand Personality – Anthropomorphism:

Refers to the tendency to attribute human characteristics to objects or animals

Brand Personality – Anthropomorphism:

Brand Persona (Personification) Brand Metaphors

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Brand Personality – Brand Action:

Brand Action Trait Inference

Brand is repositioned several times or changes slogan repeatedly

Flighty

Brand uses continuing character in advertising

Familiar, comfortable

Brand charges high prices and uses exclusive distribution

Snobbish, sophisticated

Brand frequently available on deal Cheap, uncultured

Brand offers many line extensions Versatile, adaptable

• Consumers just infer things about a brand’s personality from the brand’s behavior/ action in the marketplace

Doppleganger Brand Image:

• Doppleganger brand image: one that looks like the original but is in fact a critique of it • When brands don’t live up to their claims or seem unauthentic • Consumers rebel by attacking the brand by creating doppleganger brand image

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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.

• These choices are essential to define consumer identity.

vs.

Lifestyle Marketing:

• Lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of their lifestyles

• the things they like to do • how they like to spend their leisure time • how they choose to spend their disposable income

• Lifestyle marketing: a marketing technique where a product is branded and marketed such that it is perceived to possess aesthetics, ideals, and aspirations that the targeted audiences identify with

• revolves around an ideology that gives meaning and purpose to why it exists.

• A goal of lifestyle marketing is to allow consumers to pursue their chosen ways to enjoy their lives and express their social identities.

• position their brand to fit into their customer’s lifestyle or position their brands as mean to achieve a desirable lifestyle

Additional Reading: • How Nike & Lululemon use lifestyle brand to cement their positions • More information on Lifestyle Marketing

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Objective 4:

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

Product Complementarity and Consumption Constellation: • Product complementarity – occurs when symbolic meanings of different products relate to

one another.

• Complementary good: a product or service that adds value to another. They are two goods that the consumer uses together. • e.g.: cereal and milk, or chips and salsa

• On occasion, the complementary good is absolutely necessary. • e.g., gasoline and a car

• Other times it simply adds value to the initial product • pancakes and maple syrup

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Co-Branding Strategies:

• Co-branding strategies – a strategic marketing and advertising partnership between two brands wherein the success of one brand brings success to its partner brand, too.

• Co-branding can be an effective way to build business, boost awareness, and break into new markets.

• For a partnership to truly work, it must be a win-win for all players in the game. • Both audiences need to find value

Objective 5:

Psychographics go beyond simple demographics to help marketers understand and reach different consumer segments.

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Psychographics: • Psychographics involve the use of psychological, sociological, and anthropological factors to determine how

the market is segmented by the propensity of groups within the market and their reasons for making particular decisions.

• Sometimes it is called lifestyle segmentation.

• These go beyond surface characteristics to investigate consumers motivation for purchasing and using products

• Demographics helps us understand “who” buys a product, • Psychographics help us understand “why”.

• Group customers based on combination of three categories of variables (AIO): • Activities (how they spend time) • Interests (what they find interesting and important) • Opinions (how they view self and the world around)

• Marketers create a profile of customers who resemble each other based on these categories which helps them target the group they are interested in.

• Help marketers to identity their heavy users. • They can better understand how they relate to the brand and benefits they derive from it. • Knowing what their target segment is interested in helps them identify where and how to best target these segments.

Psychographics: AIO Dimensions

Table 7.6 AIO Dimensions

Activities Interests Opinions Demographics

Work Family Themselves Age

Hobbies Home Social issues Education

Social events Job Politics Income

Vacation Community Business Occupation

Entertainment Recreation Economics Family size

Club membership Fashion Education Dwelling

Community Food Products Geography

Shopping Media Future City size

Sports Achievements Culture Stage in life cycle

Source: William D. Wells and Douglas J. Tigert, “Activities, Interests, and Opinions,” Journal of Advertising Research 11 (August 1971): 27–35. © 1971 by The Advertising Research Foundation. Used with permission.

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Application of Psychographic Analysis:

• Define target market

• Create a new view of market

• Position the product

• Better communicate product attributes

• Develop product strategy

• Market social and political issues

Lifestyle segmentation system: VALS

• Innovators: take-charge, sophisticated, curious

• Thinkers: reflective, informed, content

• Achievers: goal-oriented, brand conscious, conventional

• Experiencers: trendsetting, impulsive, variety seeking

• Strugglers: nostalgic, constrained, cautious

• Believers: literal, loyal, moralistic

• Strivers: contemporary, imitative, style conscious

• Makers: responsible, practical, self-sufficient

• The Values and Lifestyles System (VALS2) is based on segments grouped by self-orientation and resources. • Self-orientation: based on ideals, achievement, and self-expression. • Resources (income, education, energy levels, eagerness to buy) range from high to low. • The current scale uses a battery of 39 items (35 psychographic +4 demographic) • Arrange vertically by resource & horizontally by self-orientation

http://www.strategicbusinessinsights.com/vals/presurvey.shtml

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Look through on your own

Objective 6: Consumer values and motivation

• Underlying values often drive consumer motivations. • A value is a belief that some condition is preferable to its opposite.

• Consumers purchase many products and services because they believe these products will help to attain a value- related goal.

• Two people can believe in and exhibit the same behaviors (e.g., vegetarianism), but their underlying belief system may be quite different (e.g., animal activism versus health concerns).

• In today’s climate, importance of values also manifest in activities like boycott and buycott.

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Chapter 8: Attitudes and Persuasion

Agenda:

• What are attitudes? • ABC Model

• Attitude formation and change • Self Perception Theory

• MAAM model

• Important consideration: Consistency • Cognitive Dissonance Theory

• Social Judgment Theory

• Heider’s Balance Theory

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Attitude:

• Attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues

• It is lasting because it tends to endure over time.

• It is general because it applies to more than a momentary event

• Attitude object (AO) is anything toward which one has an attitude

• Attitudes tend to be predictive of consumers’ behaviors.

Beliefs, Attitudes, & Preferences

 Beliefs: Non-evaluative judgments

 These say nothing about liking or disliking or relative preferences.

 Mountain Dew tastes sweet and citrusy

 It contains more caffeine than other soft drinks.

 Attitudes: Evaluative judgments

 These statements are explicitly evaluative—they are statements of like or dislike

 Mountain Dew tastes good.

 Preferences: Comparative judgments of attitudes (not beliefs)

 These statements refer to relative preferences—which does the person like or dislike more?

 “Mountain Dew is better than Sprite.”

Beliefs about the products; not attitude towards the product

Direct indication that the consumer prefers/likes Mountain Dew over Sprite

“Mountain Dew is sweeter than Sprite” ?

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What is it?

Belief Attitude Preference

Snickers is better than Twix. X

Sprite is sweet. X

Cotton is softer than polyester. X

New York is crowded. X

Mountain Dew is gross. X

Gambling is very risky. X

Why should marketers care about the difference? Because you might spend time trying to changes beliefs which aren’t affecting attitudes if you can’t recognize the difference.

Attitudes:

Definition: a favorable or unfavorable evaluation/judgements that we make about things around us (people, issues, events, etc. )

• As marketers we care about attitudes towards our products, brands, companies, employees, etc.

• Characterized by strength (commitment) and valence (i.e., positive vs. negative) • Strength: how easily do we retrieve it from memory, how confidently is it held, how persistent

is it, how resistant is it to change? • Direction: good/bad, ambivalence, indifference.

• Ambivalence vs. Indifference • Ambivalence – holding both positive and negative attitudes (favorable and unfavorable

evaluations) toward the same thing. • Indifference – have no attitude at all.

• Learned and enduring • Attitudes are learned – we develop them as we gain knowledge or information about something • Persist over time although we can change and modify them.

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Attitudes:

• Stored in memory; sometimes constructed on the fly

• When are attitudes constructed on the fly? • Forgot prior evaluation/No prior evaluation.

• Things that haven’t been considered before, for example new products.

• Low confidence in the currently held attitude

• “I’m not sure I really do (dis)like this thing.”

• Changes have taken place

• There is new information that is relevant to your attitude (e.g., “I like this politician, but now they’re saying she took bribes.”)

• The “problem” with attitudes constructed on the fly: they can be subject to external influences over which marketers have no control!

Attitude Strength (Commitment):

COMPLIANCE • Lowest level (Superficial): consumer forms attitude because it gains

rewards or avoids punishments • Likely to change when the behavior is no longer monitored or when

other options are available.

IDENTIFICATION • Mid-level: attitudes formed in order to conform to another person or

group • Ads that depict dire social consequences when we choose one product

over another rely on this tendency

INTERNALIZATION • Highest level: deep-seated attitudes become part of consumer’s value

system • Difficult to change because they are important to us

• Attitude Commitment: how easily do we retrieve it from memory, how confidently is it held, how persistent is it, how resistant is it to change?

• Consumers vary in their degree of commitment to an attitude. • Relates to their level of involvement with the object.

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Failure of Better Tasting Coke?

Functional Theory of Attitudes:

‒ Relates to rewards and punishments. ‒ We develop some attitudes towards a product because they provide pleasure or avoid

pain. ‒ Ads that highlight direct product benefits appeal to this function – “You should drink

diet coke because it has zero calorie”

Utilitarian Function:

− Expresses consumer’s self-concept or central values. − A person forms a product attitude because of what the product says about

them as a person. − E.g., attitudes about politics, movies, music

Value-Expressive Function:

− Such attitudes are formed to protect ourselves from external threats or internal feelings.

− Nescafe; deodorant ads

EGO-Defensive Function:

− We form such attitudes because we need order, structure, or meaning. − This applies when a person is in an ambiguous situation or when

confronting a new product. − E.g., It is OK to wear causal pants to work on Fridays.

Knowledge Function:

We have attitudes because they perform certain function for us

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Agenda:

• What are attitudes? • ABC Model

• Attitude formation and change • Self Perception Theory

• MAAM model

• Important consideration: Consistency • Cognitive Dissonance Theory

• Social Judgment Theory

• Heider’s Balance Theory

The ABC Model of Attitudes

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

feeling

knowing

doing

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ABC Model of Attitude: Hierarchies of Effects

• assumes that a person approaches a product decision as a problem-solving process • assumes that the consumer is highly involved when making the purchase decision • motivated to seek out a lot of information about the product, carefully weigh alternatives, and come to a thoughtful decision

• assumes that we act on the basis of our emotional reactions • highlights the idea that intangible product attributes like advertising, packaging, brand, etc.

can help shape our affective attitude towards the product

• assumes that the consumer initially doesn’t have a strong preference for one brand • acts on the basis of limited knowledge • forms feelings only after buying the product

Agenda:

• What are attitudes? • ABC Model

• Attitude formation and change • Self Perception Theory

• MAAM Model

• Important consideration: Consistency • Cognitive Dissonance Theory

• Social Judgment Theory

• Heider’s Balance Theory

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Attitude Formation:

Attitude formation can occur in two ways:

• Attitudes can be inferred based on behavior – Self-Perception Theory • pertain to the behavioral aspects of the ABC model. • Low-involvement hierarchy

• Attitudes can be based on attribute beliefs – Multi-Attribute Attitude Model (MAAM)

• pertain to the cognitive aspects of the ABC model. • High-involvement hierarchy

Attitude Formation: Self-Perception Theory

• Consumers may determine their attitudes towards an object based on their own behavior. • Behaving favorably towards an object

means favorable attitudes towards the object.

• Behaving unfavorably towards an object means unfavorable attitudes towards the object.

• Works only if behavior was not coerced and we don’t have strong pre-existing attitudes

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Self Perception Theory: Marketing Applications

• Self-perception theory assumes that we observe our own behavior to determine just what our attitudes are. • We infer the attitude from our behavior.

Attitude Formation: Fishbein (MAAM) Model Procedure

 MAAM models identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.

 Assumes that a consumer’s attitude toward an object depends on the beliefs that they have about several of its attributes.

 The three elements that make up multi-attribute models are attributes, beliefs, and important weights.  The attributes are used to evaluate the attitude object.  The beliefs refer to the assessment of whether the brand has specific attributes.  Importance weights reflect the relative priority of an attribute to the consumer.

 Not all attributes are important.  Importance weights indicate how much the consumer cares about each attribute.  For instance, in case of cell phones, some people care more about camera, others more about

price or privacy.

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Attitude Formation: Fishbein (MAAM) Model Procedure

1. Identify relevant attributes

• Not all attributes are relevant to the consumers

2. Determine importance weights (w) for these attributes

• Importance weights indicate how much the consumer cares about each attribute

3. Determine beliefs (b) about brand/product on these attributes

4. Sum values of all attributes used in evaluating the brand weighted by the importance of each attribute

= w1b1 + w2b2 + w3b3 + …..Overall brand attitude

 Focus on (1) consumers’ beliefs about multiple product/brand attributes & (2) how important those attributes are to the consumer.

Fishbein (MAAM) Model: An Example

1. Identify relevant attributes

2. Determine importance weights (w) for these attributes

3. Determine beliefs (b) about brand/product on these attributes

4. Sum values of all attributes used in evaluating the brand weighted by the importance of each attribute

Features Design Price Ease of Use Overall Importance weights 0.4 0.3 0.1 0.2

Galaxy S21 8 8 2 9 One Plus 9RT 6 10 3 8

iPhone 13 9 6 4 8 Google Pixel 6 6 6 6 6

Galaxy S21 = (0.4 x 8 = 3.2) + (0.3 x 8 = 2.4) + (0.1 x 2= 0.2) + (0.2 x 9 = 1.8)

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Changing Attitudes: Marketing Applications of the MAAM

MAAM suggests several ways that marketers can change or reinforce consumer attitudes regarding their brands and products:

• Change or reinforce consumer beliefs about your attributes • strengthen perceived links between your brand and positive attributes

• Change or reinforce importance of attributes • highlight or intensify the perceived importance of a specific attribute • induce or draw attention to a specific need served by an attribute • capitalize on relative advantages your brand has on certain attributes

• Add a new attribute or remove an attribute you perform poorly on.

• Influence competitors’ (other alternatives’) ratings • use comparative advertising to highlight competitors’ weaknesses (weak attributes) • draw attention to or “prove” false claims

= w1b1 + w2b2 + w3b3 Overall brand

attitudes + w4b4

Changing Attitudes (MAAM): What is it?

http://www.youtube.com/watch?v=oPOIpCGoIHI

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Changing Attitudes (MAAM): What is it?

Changing Attitudes (MAAM): What is it?

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Changing Attitudes (MAAM): What is it?

https://www.youtube.com/watch?v=mnKPEsbTo9s

Changing Attitudes (MAAM): ABC Model

• Affective • Learning can occur via classical/operant conditioning and mere exposure. • Classical conditioning relates more to your immediate response to a stimulus, it is often

affective (emotional or visceral) in nature.

• Behavioral • Punishment and reward programs (operant conditioning) may change a consumer’s

behavior without changing anything about how they feel about the stimulus. • Removing the reward or punishment will likely lead to an immediate change in the behavioral

component of the attitude.

• Cognitive • This is about changing something in the consumer’s information processing • Weights, change/add beliefs and/or change ideal

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Agenda:

• What are attitudes? • ABC Model

• Attitude formation and change • Self Perception Theory

• MAAM Model

• Important consideration: Consistency • Cognitive Dissonance Theory

• Social Judgment Theory

• Heider’s Balance Theory

Attitude Consistency: Cognitive Dissonance Theory

• Consumers value cognitive coherence and are motivated to maintain consistency (harmony) among their attitudes, values, and beliefs over time – (basis of) principle of cognitive consistency

• We will change components of our attitude to make them consistent with each other.

• Theory of cognitive dissonance: when we do have inconsistent attitudes and behaviors, we will find some way to rectify the dissonance and bring our attitudes and behaviors back into consistency.

• Being internally inconsistent gives rise to negative emotions.

• For instance, smoking while knowing that smoking is really bad for you.

• The smoker can either quit smoking or find reasons/evidence to not believe that it is so bad for them to smoke

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Attitude Consistency: Social Judgement Theory • Social judgment theory assumes that people assimilate new information about attitude objects in light of

what they already know/feel

• The initial attitude acts like a frame of reference, and we categorize new information based on this standard.

• People differ in terms of what information they find acceptable or unacceptable. • They form latitudes of acceptance and rejection around the attitude standard. • Ideas that fall within the latitude of acceptance are deemed favorable, but others are rejected. • People tend to perceive the messages that fall within the latitudes of acceptance as more consistent

(even if they are not): assimilation effect • We tend to see messages that fall in our latitude of rejection as even more unacceptable than they

actually are: contrast effect

frame of reference

Initial Attitude = Positive Opinion about Fizzy Drinks

Latitude of Acceptance based on frame of

reference

They are good on a summer day

Latitude of Rejection based on frame of

reference

They have a lot of preservatives

Attitude Consistency: Heider’s Balance Theory

• Considers how a person might perceive relations among different attitude objects and how they alter attitudes to maintain consistency (balance) among the objects

• Resulting attitude structures are known as triads: Involves relations among three elements –

• Person • Perception of attitude object • Perception of other person/object

• The theory specifies that we want relations among elements in a triad to be harmonious.

• If the relations are unbalanced, this creates tension • We are motivated to reduce by changing our perceptions in order to restore balance.

• It conceptualizes the consistency motive as a drive toward psychological balance. • The consistency motive is the urge to maintain one's values and beliefs over time.

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Heider’s Balance Theory:

YOU (Person)

Your friend (Other Person)

Attitude Object

The triad is balanced if the affect valence in a system multiplies out to a positive result

Heider’s Balance Theory:

YOU (Person)

Your friend (Other Person)

Attitude Object

• Do the multiplication test. If the sign is negative, the triad is unbalanced and something needs to change. • The theory does not say what route people will take; it only says that people will strive to achieve balance in

some manner

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