消费基础及其行为 3

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter10Personality,Values,andLifestylesCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives10.1

Explainhowourpersonalityinfluencesthewayweprocessmarketingcommunications,makedecisions,andrespondtosocialinfluences.10.2

Describehowourbehaviorisshapedbyourvaluesandattitudestowardmoney,things,andtime.10.3

Explainhowourlifestyleisrelatedtoandinformedbyourconsumerbehavior.10.4Describethemanywaysthatbrandsbecomemeaningfultoconsumers.LearningObjective10.1Explainhowourpersonalityinfluencesthewayweprocessmarketingcommunications,makedecisions,andrespondtosocialinfluences.HowCanWeMeasurePersonality?ThePsychiatricPerspective:ConsumerBehaviorontheCouchPsychologistSigmundFreudTheidPleasureprincipleTheegoRealityprincipleThesuperegoNeo-FreudianTheoriesNeo-FreudianMeaningfollowingfromorbeinginfluencedbyFreudCarlJungDevelopedhisownmethodofpsychotherapycalledanalyticalpsychologyArchetypesForReflection(1of5)DescribeatimewhentheidtookoveronpurchaseconsumptionDidyoukeeptheitem?MotivationalResearchErnestDichterZaltmanmetaphor

elicitationtechnique(Z

M

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T)TraitTheoryThisapproachtopersonalityfocusesonthequantitativemeasurementofpersonalitytraits,whicharetheidentifiablecharacteristicsthatdefineapersonTheBigFiveTable10.1DescriptionoftheBigFiveInventoryofPersonalityDimensionsandConsumerBehaviorExamplesBlankDescription

Exampleofconsumerbehaviorrelatedtothedimension

Opennesstoexperience

Thedegreetowhichapersonis

opentonewwaysofdoingthings

LovetoengageincreativeactivitiesandriskybehaviorConscientiousness

Theleveloforganizationand

structureapersonneeds

LikelytoengageinhealthybehaviorsExtroversion

Howwellapersontolerates

stimulationfrompeople

LikelytousecarshareservicesandengageingamblingAgreeableness

Thedegreetowhichapersonfeelssympathy,kindnessandconsiderationtowardotherpeople

EngageinenvironmentallyfriendlybehaviorNeuroticism(emotionalinstability)

Howwellapersoncopeswith

stressProblematicdigitalbehaviorsuchassocialmediaandonlinegamingaddictionTheInfluenceofPersonalityTraitsonFacetsofConsumerBehavior(1of2)TraitsthatAffectHowWeProcessInformationPersonalityTraitInfluenceonConsumerBehaviorNeedforcognitionPeoplewhoenjoythinkingrespondbettertowordsthanpicturesNeedforaffectPeoplewhoenjoyfeelingsrespondbettertopicturesthanwordsNeedforcontrolTheneedtopersonallyexertcontroloverone’ssurroundingenvironmentTraitsthatAffectWhetherandHowWeRespondtoInfluencePersonalityTraitInfluenceonConsumerBehaviorNeedforUniquenessDesireto“standoutfromthecrowd”SusceptibilitytointerpersonalinfluenceLikelytopreferwineswithsocialbenefitsTheInfluenceofPersonalityTraitsonFacetsofConsumerBehavior(2of2)TraitsthatAffectourConsumptionDecisionsPersonalityTraitInfluenceonConsumerBehaviorWillingnesstospendmoneySpendthriftssavelessmoneyandcarrymoredebtthantightwadsRiskaversionPeoplewhoareriskaversefeelnegativetowardriskImpulsivenessPeoplewhoareimpulsivearemorelikelytoexperiencepleasurethanguiltwhenovereatingTable1.2ContinuedNeedfortouchNeedforperfectionReactanceFrugalityLearningObjective10.2Describehowourbehaviorisshapedbyourvaluesandattitudestowardmoney,things,andtime.Values(1of2)CorevaluesBeliefsystemValuesystemAcculturationHowcanweUnderstandValues?TerminalvaluesInstrumentalvaluesFigure10.1ValuesRelatedtoConsumerBehaviorValuesRelatedtoThingsMaterialismSyndicatedsurveysMaterialism Why(orif)wevaluethingsTowardmoresimplicityValues(2of2)ValuesrelatedtomoneySpendingorientationLifestyle-baseddepletionValuesrelatedtotimeTimepovertyTimestylesPsychologicaltimeanddecelerationHowCanWeUnderstandValues?Terminalvalues:desiredendstatesInstrumentalvalues:actionstoachieveterminalvaluesTheMeans-endchainmodel-PeoplelinkproductattributestoterminalvaluesSyndicatedSurveysLearningObjective10.3Explainhowourlifestyleisrelatedtoandinformedbyourconsumerbehavior.LifestylesandConsumerIdentityLifestylesE-sportsMetroHesherEmoLifestylemarketingperspectiveHowU.S.ConsumersAllocateTheirTimeFromWhattoWhy:PsychographicsHowWePerformaPsychographicAnalysisLifestyleprofileProduct-specificprofileGenerallifestylesegmentationProduct-specificsegmentationPersonasA

I

O

sTable10.3A

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ODimensionsActivitiesInterestsOpinionsDemographics

WorkFamilyThemselvesAge

HobbiesHomeSocialissuesEducation

SocialeventsJobPoliticsIncome

VacationCommunityBusinessOccupation

EntertainmentRecreationEconomicsFamilysize

ClubmembershipFashionEducationDwelling

CommunityFoodProductsGeographyShoppingMediaFutureCitysize

SportsAchievementsCultureStageinlifecycle

UsesofPsychographicStudiesDefinetargetmarketCreateanewviewofmarketPositiontheproductBettercommunicateproductattributesDevelopproductstrategyMarketsocialandpoliticalissuesFigure10.3ValuesandLifestylesSystemV

A

L

S

2

™ForReflection(2of5)WhichV

A

L

Scategorywouldyouguessyouarein?Why?DoyouseepossiblelinkagesbetweenbrandimagesandthesegmentsintheV

A

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Ssystem?LearningObjective10.4Describethemanywaysthatbrandsbecomemeaningfultoconsumers.TheRoleBrandsPlayinourLivesTheBrandPersonalitySetoftraitspeopleattributetoaproductasifitwereapersonConsumerscompareandcontrastbrandsonarangeoffamiliarcharacteristics,includingthese:Old-fashioned,wholesome,traditionalSurprising,lively,“withit”Serious,intelligent,efficientGlamorous,romantic,sexyRugged,outdoorsy,tough,athleticHowDoWeGetto“Know”aBrand?TheMeaningTransferModelTypesofBrandResonanceTable10.4ResonanceTypeImpactBrandExampleInterdependencyFacilitateshabits,ritualsandroutinesStarbucksIntimacyHas“insiders”whoknowdetailsofitshistoryNikeAirJordanPersonalCo-creationEncouragesconsumerstocreatetheirownstoriesaboutitLeviStrauss502sEmotionalvibrancyElicitsstrongemotionalreactionsDisneyCulturalbedrockLinkstocoreculturalvaluesAppleCurrencyvalueEvokesa“hot”meaningofatrendUberRoleresonanceEmblematicofasocialroleBirkenstocksCategoryresonanceAbenchmarktoevaluatebrandsHarley-DavidsonForReflection(3of5)Howcanmarketerslinkabrand’spersonalitywiththelifestyleofaconsumersegment?SpokescharactersCompaniesoftenrelyonspokescharacterstomaketheirbrandseemmorehuman-likeBrandAssetValuatorArchetypes(1of2)BrandAssetValuatorArchetypes(2of2)CongruenceBetweenConsumerandBrandArrogantbrandsSelf-congruityoccurswhenaconsumerseestheirself-conceptreflectedinabrandLifestyleBrandsandLifestyleBrandConstellationsCo-brandingstrategiesCompaniesteamuptopromotetwoormoreproductsProductcomplementarityOccurswhensymbolicmeaningsofdifferentproductsrelatetooneanotherConsumptionconstellationForReflection(4of5)IdentifyproductsandsettingsthatwouldbeathomeinyourconsumptionstylesHavemarketersidentifiedtheseconsumptionstylesandusedtheminadvertising?SellingAuthenticityOneofthemostimportantcriteriaformanyconsumers—especiallyyoungerones—isauthenticity,orbeingtrustworthyandgenuineForReflection(5of5)Howdoyouassignpeopletosocialclasses,ordoyouatall?Whatconsumptioncuesdoyouuse(e.g.,clothing,speech,cars,etc.)todeterminesocialstanding?BrandStorytellingBrandnarrativeresearchBrand’stransmediaworldBrand’sbackstoryBrandbiographyChapterSummary(1of2)Alifestyledefinesapatternofconsumptionthatreflectsaperson’schoicesofhowtospendhisorhertimeandmoney,andthesechoicesareessentialtodefineconsumeridentity.Psychographicsgobeyondsimpledemographicstohelpmarketersunderstandandreachdiff