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Chapter6 PersonalityandLifestyles CONSUMERBEHAVIORFourthEditionMichaelR Solomon Personality Personalityreferstoaperson suniquepsychologicalmakeupandhowitconsistentlyinfluencesthewayapersonrespondstohisorherenvironment Mostnowagreethatbothpersonalityandsituationalfactorsplayaroleindeterminingpeople sbehavior Personalityisusuallyinvolved alongwith Aperson schoicesofleisureactivities politicaloutlook aesthetictastes andOtherindividualfactorstosegmentcustomersintermsofLifestyles ConsumerBehaviorontheCouch FreudianTheory EgoRefereeintheFightBetweenTemptationandVirtue SuperegoPerson sConscience IdOrientedTowardsImmediateGratification MotivationalResearch ApplyingFreudianideasledtoaperspectiveknownasMotivationalResearch whichhasaheavyemphasisonunconsciousmotives Abasicassumptionisthatsociallyunacceptableneedsarechanneledintoacceptableoutlets ThisformofresearchreliesonDepthInterviews whichusesrelativelyfewconsumersbutprobesdeeplyintoeachperson spurchasemotivations MotivationalResearchhasbeenattackedfortworeasons Somefeelitdoesnotwork Somefeelthatitworkstoowell Neo FreudianTheories TraitTheory OneApproachtoPersonalityistoFocusontheQuantitativeMeasurementofTraits orIdentifiableCharacteristicsthatDefineaPersonSuchAs ProblemsWithTraitTheoryinConsumerResearch Manyofthescalesarenotsufficientlyvalid Personalitytestsareoftendevelopedonlyforspecificpopulations Testsmaynotbeadministeredunderthebestconditions Researchersmakechangesintheresearchinstrument Manytraitscalesareintendedtoonlymeasuregrosstendencies Manyofthescalesarenotwellplannedorthoughtout BrandPersonality Level1 ObjectisBelievedtoPossessedbytheSoulofaBeing i e SpokespersoninAdvertising Lifestyle WhoWeAre WhatWeDo Lifestylereferstoapatternofconsumptionreflectingaperson schoicesofhowheorshespendstimeandmoney Itrepresentshowapersonallocatesincome Todifferentproductsandservices andTospecificalternativeswithinthesecategories ALifestyleMarketingPerspectiverecognizesthatpeoplesortthemselvesintogroupsonthebasisof Thingstheyliketodo Howtheyliketospendtheirleisuretime andHowtheychoosetospendtheirdisposableincome Lifestyles LifestylesasGroupIdentitiesLifestylesarestatementsaboutwhooneisinsocietyandwhooneisnot Eachpersonaddstheirownindividualitytoachosenlifestyle ProductsAretheBuildingBlocksofLifestylesConsumersoftenchooseproducts services andactivitiesoverothersbecausetheyareassociatedwithacertainlifestyle LifestyleMarketingStrategiesfocusonproductusageindesirablesocialsettings LinkingProductstoLifestyles Product Setting People Products andSettingsareCombinedtoExpressaCertainConsumptionStyle Lifestyle Person LifestyleMarketingPerspectiveMarketersmustlookatPatternsofBehaviortounderstandconsumers Marketersmustidentifythesetofproductsandservicesthatseemstobelinkedinconsumers mindstoaspecificlifestyle ProductComplementarityoccurswhenthesymbolicmeaningsofdifferentproductsarerelatedtoeachother Thesesetsofproducts calledConsumptionConstellations areusedbyconsumerstodefine communicate andperformsocialroles i e The Yuppie wasdefinedbyaRolexwatch BMWcarsandGuccibriefcases LinkingProductstoLifestyles ConductingAPsychographicAnalysis DefinitionofPsychographics Involvesthe useofpsychological sociological andanthropologicalfactors todeterminehowthemarketissegmentedbythepropensityofgroupswithinthemarket andtheirreasons tomakeaparticulardecisionaboutaproduct person ideology orotherwiseholdanattitudeoruseamedium AIOsandPsychographics 20 80Rule Activities Interests Demographics DescribesWhoBuysPsychographicProfiles TellsWhyConsumersBuy Opinions UsesofPsychographicSegmentation DefinetheTargetMarket PositiontheProduct CreateaNewViewoftheMarket DevelopOverallStrategy MarketSocialandPoliticalIssues CommunicateProductAttributes VALS2 RegionalConsumptionDifferences ConsumptionPatternsChangeinAreasSuchAsFoodPreferencesandArtsandEntertainmentasOneMovesFromOneRegionoftheCountrytoAnother GlobalMarketingandCulture AreasAffectedbyNationality TasteandStylisticPreferences Modesty CulturalSensitivities Advertising MajorConsumerTrends EnvironmentalismandGreenMarketing A
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