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CONSUMER
BEHAVIOR, 8e
Michael Solomon
Chapter Objectives
When you finish this chapter you should understand
why:
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Personality
Personality: a persons unique psychological
makeup and how it consistently influences the way
a person responds to his/her environment
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Freudian Systems
Personality = conflict between
gratification and
responsibility
Id: pleasure principle
Superego: our conscience
Ego: mediates between id
and superego
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Unconscious motives
underlying purchases
Symbolism in products to
compromise id and
superego
Sports car as sexual
gratification for men
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Symbolism in products
Ego relies on the symbolism in products to compromise between
the demands of Id and prohibition of superego,
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Motivational Research
To unlock deeper product and advertisement
meanings
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Neo-Freudian Theories
Karen Horney
Compliant versus detached versus aggressive
Alfred Adler
Motivation to overcome inferiority
Harry Stack Sullivan
Personality evolves to reduce anxiety
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Trait Theory
Personality traits: identifiable characteristics that define a
person
Frugality
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Discussion
This classic ad starts off
with the line: The Datsun
240-Z is not exactly what
you would call a common
site.
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Allocentrics
(individualist orientation)
(group orientation)
Contentment
Health
Consciousness
Food Preparation
Workaholics
Travel and
Entertainment
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Brand Personality
Brand personality: set of traits people attribute to a
product as if it were a person
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Animism
Animism:
The practice found in many cultures whereby inanimate
objects are given qualities that make them somehow alive
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Trait Inference
Flighty, schizophrenic
Familiar, comfortable
Snobbish, sophisticated
Cheap, uncultured
Versatile, adaptable
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Lifestyles
Lifestyle: patterns of consumption reflecting a
persons choices of how one spends time and
money
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(Porsche-Fairmont hotel)
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Figure 6.2
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Product complementarity
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Discussion
What consumption
constellation might
characterize you and your
friends today?
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Psychographics
Psychographics: use of psychological, sociological,
and anthropological factors to:
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Personality
Social (Chili):
I am: fun at parties, outgoing,
spontaneous, trendsetter
Homebody (Tomato):
I am: a homebody, good cook, pet
lover; I enjoy spending time alone
Carefree (Minestrone):
I am: down-to-earth, affectionate,
fun loving, optimistic
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Table 6.3
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AIOs
Grouping consumers according to:
Activities
Interests
Opinions
80/20 Rule: lifestyle segments that produce the bulk
of customers
Heavy users and the benefits they derive from
product
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Lifestyle Dimensions
Activities
Interests
Opinions
Demographics
Work
Family
Themselves
Age
Hobbies
Home
Social issues
Education
Social events
Job
Politics
Income
Vacation
Community
Business
Occupation
Entertainment
Recreation
Economics
Family size
Club membership
Fashion
Education
Dwelling
Community
Food
Products
Geography
Shopping
Media
Future
City size
Sports
Achievements
Culture
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Table 6.4
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VALS2TM
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Figure 6.3
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Discussion
Construct separate advertising executions for a
cosmetics product targeted to the Belonger,
Achiever, Experiencer, and Maker VALS types.
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Discussion
Extreme sports. Day trading. Blogging.
Vegetarianism. Can you predict what will be hot in
the near future?
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Figure 6.4
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Geodemography
Consumer expenditures/socioeconomic factors +
geographic information
Birds of a feature flock together
Can be reached more economically (e.g., 90277
zip code in Redondo Beach, CA)
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Discussion
Geodemographic techniques assume that people
who live in the same neighborhood have other
things in common as well.
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Food Cultures
Food culture: pattern of food and beverage
consumption that reflects the values of a social
group
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Click to access
Mybestsegments.com
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Tobacco Roads
High Usage
Country clubs
Wine by the case
Lawn furniture
Gourmet magazine
BMW 5 Series
Rye bread
Natural cold cereal
High Usage
Travel by bus
Asthma medicine
Malt liquors
Grit magazine
Pregnancy tests
Pontiac Bonneville
Shortening
Low Usage
Motorcycles
Laxatives
Nonfilter cigarettes
Chewing tobacco
Hunting magazine
Chevrolet Chevette
Canned stews
Low Usage
Knitting
Live theater
Smoke detectors
Ms. Magazine
Ferraris
Whole-wheat bread
Mexican foods
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Table 6.5
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