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Chap 7: Personality, Lifestyles, and Values - Coggle Diagram
Chap 7: Personality, Lifestyles, and Values
7-1 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.
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Motivational research
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Assumed that we channel socially unacceptable needs into acceptable outlets—including product substitutes.
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Neo- Freudian theories
Karen horney
People as moving toward others (compliant), away from others (detached), or against others (aggressive).
Carl jung
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When a brand’s Shadows dominate, this cues the agency to take action to guide the brand to a healthier personality.
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7-3 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.
Each of us makes similar choices everyday and often two quite similar people in terms of basic categories such as gender, age, income, and place of residence still prefer to spend their time and money in markedly different ways.
According to The Urban Dictionary, some of the undergraduates at your school may fall into one of these categories:
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In a modern consumer society, each of us is free (at least within our budgets) to select the set of products, services, and activities that define our self and, in turn, create a social identity we communicate to others.
Lifestyle defines a pattern of consumption that reflects a person’s choices of how to spend his or her time and money.
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A lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income.
A lifestyle is much more than how we allocate our discretionary income. It is a statement about who one is in society and who one is not.
Group identities, whether of hobbyists, athletes, or drug users, gel around distinctive consumption choices.
Social scientists use a number of terms to describe such self-definitions in addition to lifestyle, including:
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A goal of lifestyle marketing is to allow consumers to pursue their chosen ways to enjoy their lives and express their social identities.
7-4 It can be more useful to identify patterms of consumption than knowing about individual purchases when organizations craft a lifestyle marketing strategy.
“All goods carry meaning, but none by itself…. The meaning is in the relations between all the goods, just as music is in the relations marked out by the sounds and not in any one note.”
Many products and services do seem to “go together,” usually because the same types of people tend to select them.
In many cases, products do not seem to “make sense” if companion products don’t accompany them or are incongruous in the presence of other products that have a different personality.
An important part of lifestyle marketing is to identify the set of products and services that consumers associate with a specific lifestyle.
Product complementarity occurs when the symbolic meanings of different products relate to one another.
Consumers use these sets of products we call a consumption constellation to define, communicate, and perform social roles.
Researchers find that even children are adept at creating consumption constellations, and as they get older they tend to include more brands in these cognitive structures.
7-5 Psychographics go beyond simple demographics to help marketer understand and reach different consumer segment.
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AIOs
Most contemporary psychographic research attempts to group consumers according to some combination of three categories of variables: activities, interests, and opinions, which calling AIOs for short.
Typically, the first step in conducting a psychographic analysis is to determine which lifestyle segments yield the bulk of customers for a particular product.
Psychographic techniques help marketers to identify their heavy users. Then they can better understand how they relate to the brand and the benefits they derive from it.
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Primary motivation describes what a person is most interested in: life, occupational duties, and recreational interests.
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