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Topic 5 Summary

Consumer behavior is influenced by personality, which affects responses to marketing, though success in applying this knowledge varies. Brands also possess personalities that can change over time, impacting consumer loyalty, while lifestyles and psychographics help marketers understand consumer choices and preferences. Core values drive motivations behind purchases, linking products to individual goals and cultural values.

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4 views3 pages

Topic 5 Summary

Consumer behavior is influenced by personality, which affects responses to marketing, though success in applying this knowledge varies. Brands also possess personalities that can change over time, impacting consumer loyalty, while lifestyles and psychographics help marketers understand consumer choices and preferences. Core values drive motivations behind purchases, linking products to individual goals and cultural values.

Uploaded by

wz9hqgd8h6
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Consumer behaviour

Mark Grimes

Topic 5

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.

The concept of personality refers to a person’s unique psychological makeup


and how it consistently influences the way a person responds to his or her
environment. Marketing strategies based on personality differences have met
with mixed success, partly because of the way researchers have measured and
applied these differences in personality traits to consumption contexts. Some
analysts try to understand underlying differences in small samples of consumers
by employing techniques based on Freudian psychology and variations of this
perspective, whereas others have tried to assess these dimensions more
objectively in large samples using sophisticated, quantitative techniques.

Brands have personalities.

A brand personality is the set of traits people attribute to a product as if it were a


person. Consumers assign personality qualities to all sorts of inanimate products.
Like our relationships with other people, these designations can change over
time; therefore, marketers need to be vigilant about maintaining the brand
personality they want consumers to perceive. Forging a desirable brand
personality often is key to building brand loyalty.

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.

A consumer’s lifestyle refers to the ways he or she chooses to spend time and
money and how his or her consumption choices reflect these values and tastes.
Lifestyle research is useful for tracking societal consumption preferences and also
for positioning specific products and services to different segments. Marketers
segment based on lifestyle differences; they often group consumers in terms of
their AIOs (activities, interests, and opinions). We associate interrelated sets of
products and activities with social roles to form consumption constellations.
People often purchase a product or service because they associate it with a
constellation that, in turn, they link to a lifestyle they find desirable.
Geodemography involves a set of techniques that use geographical and
demographic data to identify clusters of consumers with similar psychographic
characteristics.

Psychographics go beyond simple demographics to help marketers understand


and reach different consumer segments.

Psychographic techniques classify consumers in terms of psychological,


subjective variables in addition to observable characteristics (demographics).
Marketers have developed systems to identify consumer “types” and to
Consumer behaviour
Mark Grimes

differentiate them in terms of their brand or product preferences, media usage,


leisure time activities, and attitudes toward broad issues such as politics and
religion.

Underlying values often drive consumer motivations.

Products take on meaning because a person thinks the products will help him or
her to achieve some goal that is linked to a value, such as individuality or
freedom. A set of core values characterizes each culture, to which most of its
members adhere.

Review questions

1. Which of the following is a definition of personality?


A learned disposition to act in a consistently favourable way towards a
brand.
The combination of the characteristic patterns of thoughts, feelings, and
behaviours that make an individual's distinctive character.
The processes that cause people to behave in a particular way.

2. According to Freud, the superego:


Corresponds to primary needs, focused on immediate gratification,
directing a person’s psychic energy towards pleasurable acts without regard to
the consequences.
Represents the interests of the individual, ensuring the necessary arbitration
between the demands of the other aspects of the mind.
Reflects the rules, values, and norms imposed by society, and serves as the
person’s conscience.

3. Which of the following is not one of the ‘Big-Five’ traits of personality?


extraversion
openness
conscientiousness
dishonesty
neuroticism

4. The symbolic interactionist perspective views the self as:


Existing in isolation of any social influences.
Comprising many symbols that only have meaning in interaction with other
symbols.
Emerging out of the mind, which develops out of social interaction.
All of the above
Consumer behaviour
Mark Grimes

5. ‘How consumers would like to be seen by significant others’ is the definition


of:
The ideal self
The ideal social self
The actual social self
The extended social self

6. Negative possible selves:


Show consumers who they aspire to be in the future.
Represents who we will actually be in the future.
Represent the idea of ourselves in the future that we reject or wish to avoid.

7. The VALSTM framework is a form of which type of segmentation system?


Demographic
Geographic
Psychographic
Sociographic

8. Which of the following topics might be the focus of motivation research?


A study by Nike into how often people go running.
A study for the government health promotion unit trying to understand what
drives people to exercise.
A study by Adidas examining running clothes purchases.

9. Which of the following has been a criticism of Maslow’s hierarchy:


The theory is not based on empirical, experimental, or clinical data.
That the theory had only been tested in the US.
That the theory only applied to upper social groups

10. Approach-avoidance conflict is:


When you have to choose between two or more equally attractive
alternatives.
When the choices available all have some apparent negative
consequence.
When a desired goal also has negative consequences.

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