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Personality and Lifestyle in Consumer Behavior

Chapter 7 discusses the influence of personality, lifestyles, and values on consumer behavior, highlighting how personality traits affect responses to marketing. It explores concepts like brand personality, lifestyle choices, and psychographics, emphasizing their role in defining consumer identity and decision-making. The chapter concludes by linking values to consumer behavior, suggesting that understanding these elements is crucial for effective marketing strategies.

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10 views12 pages

Personality and Lifestyle in Consumer Behavior

Chapter 7 discusses the influence of personality, lifestyles, and values on consumer behavior, highlighting how personality traits affect responses to marketing. It explores concepts like brand personality, lifestyle choices, and psychographics, emphasizing their role in defining consumer identity and decision-making. The chapter concludes by linking values to consumer behavior, suggesting that understanding these elements is crucial for effective marketing strategies.

Uploaded by

thaohoanng25
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Chapter 7

Personality, Lifestyles, and Values


Personality
• 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.
• Personality: refers to a person’s unique psychological makeup
and how it consistently influences the way a person responds
to his or her environment.
Personality (cont.)
• Freudian Theory
• Freudian Systems
• Motivational Research
• Neo-Freudian Theories
• Karen Horney
• Carl Jung
• Trait Theory
• The Big Five Personality Traits
• The Myers-Briggs Type Indicator
Brand Personality
• Thousands of brands also borrow personality traits of
individuals or groups to convey an image they want customers
to form of them.
• A brand personality is the set of traits people attribute to a
product as if it were a person.
• Brand storytelling: emphasizes the importance of giving a
product a rich background to involve customers in its history
or experience.
• Anthropomorphism refers to the tendency to attribute human
characteristics to objects or animals.
Brand Personality (cont.)
What if a brand was a character?
• Old-fashioned, wholesome, traditional
• Surprising, lively, “with it”
• Serious, intelligent, efficient
• Glamorous, romantic, sexy
• Rugged, outdoorsy, tough, athletic
Lifestyles and Consumer Identity
• 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.
• Lifestyle defines a pattern of consumption that reflects a
person’s choices of how to spend his or her time and money.
• Lifestyle: how much time we have available to do what we’d
like and what we choose to do with that leisure time.
Lifestyles and Consumer Identity
(cont.)
Psychographics
• Psychographics involves the use of psychological, sociological,
and anthropological factors . . . to determine how the market
is segmented by the propensity of groups within the market—
and their reasons—to make a particular decision about a
product, person, ideology, or otherwise hold an attitude or use
a medium.
• Demographics allow us to describe who buys, but
psychographics tells us why they do.
• Buyer Personas: write a “story” about the ideal customer
based on market research and real data about the brand’s
existing customers.
Values
• A value is a belief that some condition is preferable to its
opposite.
• How Do Values Link to Consumer Behavior?
Exercise

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