Please enable JavaScript.
Coggle requires JavaScript to display documents.
Lecture 6:
Personality, Lifestyle & Values (Personality (Neo-Freudian…
Lecture 6:
Personality, Lifestyle & Values
Personality
Definition
A person’s unique psychological makeup and how it consistently influences the way a person responds to their environment
Freudian Theory
Proposed that much of one’s adult personality stems from a conflict between:
• A person’s desire to gratify his/ her physical needs
• The necessity to function as a responsible member of society
-
Products as sexual symbols
• His application in marketing often relate to a product's sexual symbolism
• "Products can substitude for sexual gratrification (e.g. Male-oriented symbols/ phallic symbols - designed to appeal to :woman::skin-tone-2: 
Neo-Freudian Theories
• Expanded on Freud's ideas
• Focus: importance of sociological & cultural influences in addition biological influences
• Personality in beyond how one resolves sexual conflicts
-
Carl Jung
• Father of analytical psychology
• Established concept of collective unconscious (e.g.: stored memories inherited from our ancestors)
• Archetypes
The "imprinted" memories that are universally recognized idea/ behavior pattern
Usually appear in myths/ stories/ dreams (e.g. Wizard)
They are the heartbeat of a brand because they convey a meaning that makes consumers relate to a product as if it were alive in some way (e.g. old wise man= wizard)
-
-
Traits
Trait theory
• Focuses on the quantitative measurement of personality
• Personality traits: identifiable characteristics that define a person (e.g.: extrovert/ introvert)
Approaches
The Big Five
(a.k.a. Neo-Personality Inventory)
• 5 dimensions that form the basis of personality:
openness to experience
conscientiousness
extroversion
agreeableness
neuroticism
Myers-Briggs Type Indicator
(MBTI)
• Classifies people into 16 categories based upon whether they fall into one group or another one of the 3 dimensions:
Focus of attention (Introversion/ Extraversion)
Information processing (Sensing/ Intuition)
Decision making (Thinking/ Feeling)
Deal with outer world (Judging/ Perceiving)
-
Brand personality
-
Brand storytelling :book:
• Importance of giving products a rich background to involve customers in its history/ experience
Underdog brand biography :dog:
• Popular genre of storytelling
• Talks abt brand's humble origins & how it defied the odds to succeed
Brand Antromorphism
• the tendency to attribute human characteristics to objects or animals (imagine as if they're real people - has human feelings
Lifestyles
Lifestyles
• Consumption's pattern reflecting a person’s choices of how he/ she spends time and money.
:shopping_bags::moneybag:= :question::timer_clock::moneybag:
Lifestyle marketing perspective
• Recognizes that people sort themselves into groups based on their characteristics
• E.g.: the things they do, how they like to spend their leisure time
:couple:= :woman-surfing::skin-tone-2:// :man-woman-boy:= :sleeping_accommodation::skin-tone-2:
Product Complementarity
• Combines products that appeal to similar patterns of behavior
• Teams up with other companies
Co-Branding Strategies
• When symbolic meanings of different products relate to one another.
Value
-
Concepts
Enculturation (ME)
• Learning your own culture's beliefs and behaviorsAcculturation (OTHERS)
• learning other culture's value system and behaviorsSocialization agents
• those who impart these beliefs (friends, family etc.)Crescive norms
• subtle, are learned as we interact with others
- custom: A norm that controls basic behaviors (division of labor in a household)
- more: A custom with a strong moral overtone (taboo)
- convention: Norms that regulate how we conduct our everyday lives.
Values linked to Consumer Behavior
• Consumption-specific values (e.g.: convenient shopping)
• Product-specific values (e.g.: ease of use)
These affect the importance in different cultures on possessions
• About immediate gratification
• Based on pleasure principle (e.g. behavior guided by desire to maximize please and avoid pain)
• Selfish & illogical. Acts w/o regards to consequences
• Counterweight to id
• Essentially the person's conscience (morality)
• Internalizes society's rules and works to prevent id from seeking selfish gratification
• Mediates id and superego (referee between temptation & virtue)
• Tries to balance according to the reality principle (e.g.: find ways to gratify id + socially acceptable)