Personality

Analyzing Consumer Behavior

Personality
Personal Values

Lifestyles

Personality
Personality:
an individuals unique psychological
makeup, which consistently
influences how the person responds
to his or her environment

Personality
Personality:
How does personality influence
consumer behavior?
Psychoanalytic Theory not
discussed
Sociopsychological Theory
Trait-Factor Theory

Personality
Sociopsychological Theory
Recognizes interdependence of the
individual and societyindividual
strives to meet needs of society and
society helps individual attain
personal goals
Social variables (rather than
biological instinct) are most important
in shaping personality
Behavioral motivation is directed to
meet those needs

Personality
Trait-Factor Theory
Quantitative approach to personality
Personality made up of traits: any
distinguishable, relatively enduring
way in which one individual differs
from another
Understanding consumer traits can be
useful in marketing planning

Personality
Trait-Factor Theory
Assumes that traits are common to
many individuals and vary in absolute
amounts among individuals
Traits are relatively stable and exert
fairly universal effects on behavior
regardless of the environmental
situation

Traits can be inferred from the

measurement of behavioral indicators

Personal Values
Values:
Represent consumer beliefs about life
and acceptable behavior
Unlike attitudes, values transcend
situations or events and are more
enduring because they are more
central in the personality structure

Personal Values
Values:
Represent three universal
requirements:
biological needs, requisites of
coordinated social interaction, and
demands for group survival and
functioning
Values express the goals that
motivate people and the appropriate
ways to attain those goals

Personal Values
Social values define normal
behavior for a society or group

Personal values define normal

behavior for an individual
Personal values reflect the choices
an individual makes from the
variety of social values or social
systems to which they are exposed
Individuals pick and choose which
social values to emphasize

Rokeach Value Scale (RVS)

Values are concerned with goals and
ways of behaving to obtain them

Values are enduring beliefs that

specific modes of conduct or end
states of existence are personally or
socially preferable to opposing
modes of conduct or end states or
existence

Rokeach Value Scale (RVS)

RVS asks people to rank the
importance of a series of goals and
ways of behaving which can be
analyzed by whatever variable might
be of interest in consumer analysis

Consumer analysts are using values

as a criterion for segmenting the
population into homogeneous
groups

Rokeach Value Scale (RVS)

Schwartz Value Scale (SVS)

Designed to measure a comprehensive set of values thought to be
held by nearly everyone
Values are trans-situational goals
that serve the interest of individuals
or groups and express one of ten
universal motivations or value types

The ten values and four higherorder value domains represent a

continuum of related motivations

Value Type

Exemplary Values

Power

Authority, wealth

Achievement

Successful, capable

Hedonism

Pleasure, enjoying life

Stimulation

Daring, exciting life

Self-direction

Creativity, curious

Universalism

Social justice, equality

Benevolence

Helpful, honest

Tradition

Humble, devout

Conformity

Politeness, obedient

Security

Social order, clean

Values and Consumer Decision

Process
Personal values help explain how we
answer the question, Is this product
for me?
While important in the need
recognition stage, values also affect
consumers in determining evaluative
criteria
Values influence the effectiveness of
communications programs and are
enduring motivations

Values and Consumer Decision

Process
Laddering: in-depth probing directed
toward uncovering higher-level
meanings at both the benefit
(attribute) level and the value level

It seeks linkages between product

attributes, personal outcomes, and
values that serve to structure
components of the cognitive network
in a consumers mind

Values and Consumer Decision

Process
Identifying which product attribute
appeals to which value-based
segment can guide alternative
advertising and marketing strategies

Lifestyle Concepts
Lifestyle: patterns in which people
live and spend time and money
Reflects a persons activities,
interests, and opinions (AIO) as
well as demographic variables
Since lifestyles change readily,
marketers must keep research
methods and marketing strategies
current

Lifestyle Concepts
Psychographics: an operational
technique to measure lifestyles; it
provides quantitative measures
and can be used with the large
samples needed for definition of
market segments
Can also be used in qualitative
research techniques such as focus
groups or in-depth interviews

Lifestyle Concepts
AIO measures: activities, interests,
and opinions of consumers

AIO Categories of Lifestyle Studies

Market Segmentation
Develop a deeper understanding of
a segment or define segments
Use Likert scale to answer various
AIO statements

Gain understanding of core

customers lifestyles better and
develop packaging and
communication strategies that
position products to their various
lifestyle attributes

Global Lifestyles
Increased globalization requires
that marketing strategy be
increasingly planned on a global
basis
VALSTM and other approaches are
being used to identify lifestyle
segments across country borders
and segment international markets