Personality, Lifestyles and Value

PERILAKU
KONSUMEN
WEEK 7
SEM GENAP 21/22
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Chapter Objectives
When you finish this chapter, you should understand
why:
1. A consumer’s personality influences the way he or she
responds to marketing stimuli.
2. Brands have personalities.
3. A lifestyle defines a pattern of consumption that reflects
a person’s choices and essential to define consumer
identity.
4. Psychographics go beyond simple demographics to help
marketers understand and reach different consumer
segments.
5. Underlying values often drive consumer motivations.
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 1. A CONSUMER’S
PERSONALITY INFLUENCES
THE WAY HE OR SHE
RESPONDS TO MARKETING
STIMULI.

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Personality
• Personality: a person’s unique psychological
makeup and how it consistently influences
the way a person responds to his/her
environment

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Freudian Theory
a. Freudian Systems
Personality = conflict between gratification
and responsibility
• Id: pleasure principle
• Superego: our conscience
• Ego: mediates between id and superego
• Reality principle: ego gratifies the id in
such a way that the outside world will find
acceptable
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Freudian Systems (continued)
Marketing
Implications
• This ad focuses
on the conflict
between the id
and the superego
• Ads often times
use symbolism to
motivate product
purchases

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b. 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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Neo-Freudian Theories
• Karen Horney
• Compliant versus detached versus
aggressive
• Alfred Adler
• Motivation to overcome inferiority
• Harry Stack Sullivan
• Personality evolves to reduce anxiety
• Carl Jung
• Developed analytical psychology
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Carl Jung,
Father of Analytical Psychology
• Disciple of Freud
• Established concept of collective
unconscious
• Explained the creation of archetypes
• Old wise man
• Earth mother
• Young & Rubicam uses the concept of
archetypes in its BrandAsset® Archetypes
model

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Figure 7.1 BrandAsset Valuator Archetypes

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Figure 7.1 BrandAsset Valuator Archetype
(continued)

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Trait Theory
• Personality traits: identifiable characteristics
that define a person
• Traits relevant to consumer behavior:
• Innovativeness
• Materialism
• Self-consciousness
• Need for cognition
• Frugality

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2. BRANDS HAVE
PERSONALITIES.

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Brand Personality
• Brand personality: set of traits people
attribute to a product as if it were a person
• Brand equity: extent to which a consumer
holds strong, favorable, and unique
associations with a brand in memory—and
the extent to which s/he is willing to pay
more for the branded version of a product
than for a nonbranded (generic) version

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Quaker Oats was one of the first
companies to create a distinct personality
for its brand.

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Brand Resonance
• Forging a successful brand personality often is key
to building brand loyalty.
• Marketers who are able to create brand resonance
cement a bond with the consumer that is very
difficult to break.
• Brand resonance occurs when a brand truly speaks
to some aspect of a consumer’s individual life or the
culture in which he or she lives

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 3. A LIFESTYLE DEFINES A
PATTERN OF CONSUMPTION
THAT REFLECTS A PERSON’S
CHOICES AND ESSENTIAL TO
DEFINE CONSUMER IDENTITY.

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Lifestyles
• Lifestyle defines a pattern of consumption
reflecting a person’s choices of how one
spends time and money
• Lifestyle marketing perspective: people sort
themselves into groups on the basis of:
• What they like to do
• How they spend leisure time
• How they spend disposable income

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Figure 7.2 Consumption Style

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 4. PSYCHOGRAPHICS GO
BEYOND SIMPLE
DEMOGRAPHICS TO HELP
MARKETERS UNDERSTAND
AND REACH DIFFERENT
CONSUMER SEGMENTS.

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Psychographics
• Psychographics: use of psychological,
sociological, and anthropological factors to:
• Determine market segments
• Determine reasons for choosing products
• Fine-tune offerings

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Forms of Psychographic Analysis

Lifestyle profile

Product-specific profile

General lifestyle study

Product-specific study

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AIOs
• Grouping consumers according to:
• Activities
• Interests
• Opinions
• 80/20 Rule: lifestyle segments that produce
the bulk of customers
• Heavy users and the benefits they derive
from product

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Table 7.1 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

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Psychographic Segmentation Uses
• To define target market
• To create new view of market
• To position product
• To better communicate product attributes
• To develop product strategy
• To market social/political issues

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Figure 7.2 VALS2TM

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5. UNDERLYING VALUES
OFTEN DRIVE CONSUMER
MOTIVATIONS.

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Values
• A value is a belief that some condition is preferable
to its opposite.
• A person’s set of values plays an important role in
consumption activities.
• Consumers purchase many products and services
because they believe these products will help to
attain a value-related goal.
• For example, everyone wants to be clean, but some
societies are more fastidious than others and won’t
accept products and services that they think cut
corners.

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Examples:
Italian women on average spend 21 hours a week on
household chores other than cooking— compared with
only 4 hours for Americans è Italian women value
more on cleaning.

Therefore, Univeler launced Cif spray cleaner bottles

50 percent bigger because Italians clean so frequently,
and changed its advertising to emphasize the
products’ cleaning strength rather than convenience.

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Core values
• Values that uniquely define a culture
• For example, core values such as freedom,
youthfulness, achieve- ment, materialism, and
activity characterize U.S. culture

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The Value of Materialism: Are You What
You Own?
• Materialism refers to the importance people attach to
worldly possessions
• Minimalism: a simple lifestyle, with an emphasis on
getting rid of things you don’t need.
• Tiny House Movement
• Decluttering

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REVIEW

KERJAKAN di LMS:
• QUIZ 7
• ASSIGNMENT 3 (GROUP)

SELAMAT MEMPERSIAPKAN DIRI UNTUK

UJIAN TENGAH SEMESTER..
SEMOGA SUKSES!!

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THANK YOU…

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