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Chapter 6 Personality and Lifestyles

Chapter 6 Personality and Lifestyles. Keenan Jones Martha Burkard Billy Lane. Personality. Personality: A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment. Consumption Motives Security Individuality

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Chapter 6 Personality and Lifestyles

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  1. Chapter 6Personality and Lifestyles Keenan Jones Martha Burkard Billy Lane

  2. Personality • Personality: A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment. • Consumption Motives • Security • Individuality • Mastery over environment

  3. Personality Traits: Identifiable characteristics that define a person • Materialism: The theory or attitude that physical well-being and worldly possessions constitute the greatest good and highest value in life.

  4. Brand Personality • Brand Personality: Set of traits people attribute to a product as if it were a person.

  5. Brand Equity • Brand Equity: extent to which a consumer holds strong, favorable, and unique associations with brand in memory. • Pharmaceuticals • Grocery items • Clothing (Coach, Uggs and North Face)

  6. Lifestyles • Lifestyles: Patterns of consumption reflecting a person’s choices of how one spends time and money. • Culture • Sports (Golf, Fishing, Snowboarding and Skateboarding) • Music (Hip-Hop, Country, Reggae, ect…)

  7. Lifestyle Dimensions • Activities (Hobbies and Community) • Interests (Food and Fashion) • Opinions (Politics and Social Issues) • Demographics ( Age, Income and Geography)

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