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52 Cards in this Set
- Front
- Back
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Personality |
psychological characteristics that both determine and reflect how a person responds to his or her environment -effect behavior |
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Key properties of personality |
reflects individual differences consistent and enduring but ... can change over time |
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Using personality information |
utilized together with individuals choice of leisure activities, social views, aesthetic tastes, and other individual factors: - reach out to the right people (segmentation) -change strategy based on characteristics of target market (positioning) -develop entriely new offerings
good predictor of consumer choice |
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2 major approaches to personality |
freudian and neo-freudian Trait theory |
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Freudian and neo-freudian |
unconscious needs or drives are at the heat of human motivation |
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Trait theory |
Quantitative approach to personality as a set of psychological traits |
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3 parts of Freudian theory |
id superego ego |
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id |
warehouse of primitive or instinctual needs for which individuals seeks immediate satisfaction "pleasure principle" -devil |
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Superego |
Individual's internal expression of society's moral and ethical codes of conduct -angle |
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Ego |
Individual's conscience control that balances the demand of the id and superego "reality principle" |
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Who was one of thr most popular psychoanalyst inspired by Freud |
Dr Earnest Dichter |
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Motivational research |
Research procedures designed to identify consumers' subconscious feelings, beliefs, underlying motivations
Consisted of a variety of disguised projective tests based on premise that individuals are not always aware or willing to reveal their motivations
examples:storytelling, word association, sentence completion, metaphor analysis, etc
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Inkblot |
Rorschach Test |
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Thematic appreciation test |
Thematic Apperception Test (TAT), is a projective psychological test. Proponents of this technique assert that a person's responses reveal underlying motives, concerns, and the way they see the social world through the stories they make up about ambiguous pictures of peopl |
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Personality traits |
enduring and stable patterns of behavior, attitudes, emotions, that vary between individuals. |
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Trait thoeries |
Eysenck (P-E-N) Cattell's 16 Factors "Big Five" (OCEAN) |
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Eysenck (P-E-N) |
Psychoticism Extroversion Neuroticism |
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Big Five |
Openness to experience Conscientiousness Extraversion Agreeable Neuroticism |
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Which is the most accepted theory? |
Big Five |
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The use of standard personality trait measurements to predict product choices has met with ... |
mixed success at best and marketing researchers have not been able to predict consumer behavior. |
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some explanations for the less-than-stellar results of the use of personality trait measurement |
Scales not valid or reliable Developed test for specific populations Don't administer under proper conditions Ad havoc changes dilute validity and reduce the ability to reproduce results Measure gross (overall) tendencies and then marketers use for specific purchases Shotgun approach and marketers follow up on anything that looks interesting |
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Jennifer Aaker describes brand personality as... |
set of human-like traits people attribute to a brand |
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Pepsi is often perceived by consumers as ____ in comparison to coke as more ________ and Dr Pepper as _________. |
young real and honest non-conformist and fun |
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Aakers framework is rooted in basic tendency to ________ which means to .... |
anthropomorphism
attribute uniquely human characteristics to non-humans |
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"If brand X was a ______ , what kind of _______ would it be?" |
Person Person |
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A brand with well-defined personality can servce as .... |
a vehicle of consumer self-expression
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A consumer who buys a product to help show his ideal self would be demonstrating? |
symbolic self completion |
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Aakers 5 factor brand personality framwork |
Sincerity Excitement Competence Sophistication Ruggedness |
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Sincerity |
down-to-earth honest wholesome cheerful |
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Excitement |
daring spirited imaginative up-to-date |
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Competence |
reliable intelligent successful |
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Sophistication |
upper class charming |
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Ruggedness |
outdoorsy tough |
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Aaker factor analyzed the individual ratings of 40 brands on 114 _______ by 631 respondents recruited in the US. |
Personality traits |
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Strengths of Aakers framework |
Generalizable across product categories
Validated by others who have confirmed number and nature of the dimensions
Generalizable across cultures |
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VALS 2 |
value and lifestyle survey most popular proprietary measure |
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VALS 2 classifies consumers into ___ major segments using ___ underlying dimensions. |
8 2 |
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VALS 2 : two dimensions are ... |
self-orientation (motivation) resources |
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self-orientation (motivation) |
ideals (principles-oriented) achievement (status-oriented) self-expression (action-oriented) |
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Resources: determined by ... |
age income education energy self-confidence intellectualism novelty seeking innovativeness impulsivness leadership |
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VALS 2 : 8 segments ... |
innovators thinkers achievers experiencers belivers strivers makers strugglers |
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High resources |
thinkers achievers experiencers |
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low resources |
believers strivers makers strugglers |
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innovators |
top group successful consumers with many resources concerned with social issues open to change |
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Thinkers |
satisfied refelctive comfortable |
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Achievers |
career oriented prefer predictability to risk or self-discovery |
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Experiencers |
implusive young enjoy offbeat or risky experiences |
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Believrs |
string principles favor proven brands |
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Strivers |
similar to achievers but have fewer resources concerned about approval of others |
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Makers |
action oriented focus energies on self-sufficiency often found working on cars, canning own food, and building houses |
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Strugglers |
bottom of economic ladder most concerned with meeting needs limited ability to acquire anything beyond goods for basic survival |
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How marketers can use VALS 2: Jackie and Hank |
Experiencers likely to agree with statements such as, "I like a lot of excitement in my life" or "I like to try new things" extreme sports attract them therefore this group would be of interest to marketers trying to appeal to young people Example : Isuzu Rodeo crafted advertising to support and it increased sales |
