消费基础及行为 7

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter7Personality,Lifestyles,andValuesCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives(1of2)7.1Aconsumer’spersonalityinfluencesthewayheorsherespondstomarketingstimuli,buteffortstousethisinformationinmarketingcontextsmeetwithmixedresults.7.2Brandshavepersonalities.7.3Alifestyledefinesapatternofconsumptionthatreflectsaperson’schoicesofhowtospendhisorhertimeandmoney,andthesechoicesareessentialtodefineconsumeridentity.LearningObjectives(2of2)7.4Itcanbemoreusefultoidentifypatternsofconsumptionthanknowingaboutindividualpurchaseswhenorganizationscraftalifestylemarketingstrategy.7.5Psychographicsgobeyondsimpledemographicstohelpmarketersunderstandandreachdifferentconsumersegments.7.6Underlyingvaluesoftendriveconsumermotivations.LearningObjective7.1Aconsumer’spersonalityinfluencesthewayheorsherespondstomarketingstimuli,buteffortstousethisinformationinmarketingcontextsmeetwithmixedresults.FreudIDEgoSuperegoMotivationalResearchandConsumptionMotivesPower-masculinity-virilitySecurityEroticismMoralpurity-cleanlinessSocialacceptanceIndividualityStatusFemininityRewardMasteryoverenvironmentDisalienationMagic-mysteryNeo-FreudianTheoriesKarenHorneyCompliantversusdetachedversusaggressiveAlfredAdlerMotivationtoovercomeinferiorityHarryStackSullivanPersonalityevolvestoreduceanxietyCarlJungDevelopedanalyticalpsychologyCarlJung,FatherofAnalyticalPsychologyDiscipleofFreudEstablishedconceptofcollectiveunconsciousExplainedthecreationofarchetypesOldwisemanEarthmotherYoung&RubicamusestheconceptofarchetypesinitsBrandAsset®ArchetypesmodelBrandAssetValuatorArchetypes(1of2)BrandAssetValuatorArchetypes(2of2)TraitTheoryPersonalitytraits:identifiablecharacteristicsthatdefineapersonTraitsrelevanttoconsumerbehavior:InnovativenessMaterialismSelf-consciousnessNeedforcognitionFrugalityTheBigFiveTable7.3DescriptionofBigFivePersonalityDimensionsBlankDescription

ExampleofMeasurementItems(agree/disagree)

Opennesstoexperience

Thedegreetowhichapersonis

opentonewwaysofdoingthings

Lovetothinkupnewwaysofdoingthings

Conscientiousness

Theleveloforganizationand

structureapersonneeds

Amalwaysprepared

Extroversion

Howwellapersontolerates

stimulationfrompeople

Talktoalotofdifferentpeopleatparties

Agreeableness

Thedegreetowhichwedeferto

otherpeople

Taketimeoutforothers

Neuroticism(emotionalinstability)

Howwellapersoncopeswith

stress

Getupseteasily

Source:

MichaelR.Solomon,RebekahRussell-Bennett,andJosephinePrevite,ConsumerBehaviour:Buying,Having,Being,3rded.,FrenchsForest,NSW:PearsonAustralia,2012.MBTIFocusofattentionInformationprocessingDecisionmakingDealingwithouterworldForReflection(1of5)DescribeatimewhentheIdtookoveronpurchaseconsumption.Didyoukeeptheitem?LearningObjective7.2Brandhavepersonalities.AnExampleofBrandPersonalitySource:ReprintedwithpermissionfromJournalofMarketing,publishedbytheAmericanMarketingAssociation,UlrichR.Orth&KevenMalkewitz,May2008,Vol.72,p.73.BrandPersonalityBrandpersonality:setoftraitspeopleattributetoaproductasifitwereapersonReaderresponsetheoryUnderdogbrandbiographyAnthromorphismDopplegangerbrandimageBrandBehaviorsandPossible

PersonalityTraitInferencesBrandActionTraitInferenceBrandisrepositionedseveraltimesorchangessloganrepeatedlyFlighty,schizophrenicBrandusescontinuingcharacterinadvertisingFamiliar,comfortableBrandchargeshighpricesandusesexclusivedistributionSnobbish,sophisticatedBrandfrequentlyavailableondealCheap,unculturedBrandoffersmanylineextensionsVersatile,adaptableClosetProductsandPersonalityForReflection(2of5)Howcanmarketerslinkabrand’spersonalitywiththelifestyleofaconsumersegment?LearningObjective7.3Alifestyledefinesapatternofconsumptionthatreflectsaperson’schoicesofhowtospendhisorhertimeandmoney,andthesechoicesareessentialtodefineconsumeridentity.LifestylesandConsumerIdentityLifestylesE-sportsMetroHesherEmoLifestylemarketingperspectiveLearningObjective7.4Identifyingpatternsofconsumptioncanbemoreusefulthanknowingaboutindividualpurchaseswhenorganizationscraftalifestylemarketingstrategy.ProductComplementarityandCo-BrandingStrategies(1of2)Co-brandingstrategies-companiesteamuptopromote2ormoreproducts.Productcomplementarity-occurswhensymbolicmeaningsofdifferentproductsrelatetooneanother.ConsumptionconstellationProductComplementarityandCo-BrandingStrategies(2of2)Figure7.3ConsumptionStyleForReflection(3of5)Identifyproductsandsettingsthatwouldbeathomeinyourconsumptionstyles.Havemarketersidentifiedtheseconsumptionstylesandusedtheminadvertising?LearningObjective7.5Psychographicsgobeyondsimpledemographicstohelpmarketersunderstandandreachdifferentconsumersegments.PsychographicAnalysisLifestyleprofileProduct-specificprofileGenerallifestylesegmentationProduct-specificsegmentationAIOsTable7.6AIODimensionsActivitiesInterestsOpinionsDemographics

WorkFamilyThemselvesAge

HobbiesHomeSocialissuesEducation

SocialeventsJobPoliticsIncome

VacationCommunityBusinessOccupation

EntertainmentRecreationEconomicsFamilysize

ClubmembershipFashionEducationDwelling

CommunityFoodProductsGeographyShoppingMediaFutureCitysize

SportsAchievementsCultureStageinlifecycle

Source:WilliamD.WellsandDouglasJ.Tigert,“Activities,Interests,andOpinions,”JournalofAdvertisingResearch

11(August1971):27–35.©1971byTheAdvertisingResearchFoundation.Usedwithpermission.UsesofPsychographicStudiesDefinetargetmarketCreateanewviewofmarketPositiontheproductBettercommunicateproductattributesDevelopproductstrategyMarketsocialandpoliticalissuesFigure7.4VALS2ForReflection(4of5)WhichVALScategorywouldyouguessyouarein?Why?DoyouseepossiblelinkagesbetweenbrandimagesandthesegmentsintheVALSsystem?LearningObjective7.6UnderlyingvaluesoftendriveconsumermotivationsValueConceptsCorevaluesValuesystemsEnculturationAcculturationCrescivenormsCustomMoreConventionsHowValuesLinktoConsumerBehavior(1of2)Table7.7TerminalandInstrumentalValuesInstrumentalvaluesTerminalvalues

AmbitiousAcomfortablelife

Broad-mindedAnexcitinglife

CapableAsenseofaccomplishment

CheerfulAworldofpeace

CleanAworldofbeauty

CourageousEquality

ForgivingFamilysecurity

HelpfulFreedom

HowValuesLinktoConsumerBehavior(2of2)[Table7.7continued]InstrumentalvaluesTerminalvalues

HonestHappiness

ImaginativeInnerharmony

IndependentMaturelove

IntellectualNationalsecurityLogicalPleasure

LovingSalvation

ObedientSelf-respect

PoliteSocialrecognition

ResponsibleTruefriendship

Self-controlledWisdom

Source:Copyright1983FromMeasuringtheCulturalValuesManifestinAdvertising,”CurrentIssuesandResearchinAdvertising

(1983):71–92byRichardPollay.ReproducedbypermissionoftheAmericanAcademyofAdvertising()OtherValueConceptsTheListofValues(LOV)TheMeans-EndChainModelSyndicatedSurveysofValues(e.g.,VALS)ForReflection(5of5)Howdoyouassignpeopletosocialclasses,ordoyouatall?What