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Class 12 Personality and lifestyles

Class 12 Personality and lifestyles. CA 2018 Consumer Insight A.Kwanta Sirivajjanangkul A.Panitta Kanchanavasita Albert Laurence School of Communication Arts Department of Advertising 2013. Consumers as Individuals. Personality. Personality.

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Class 12 Personality and lifestyles

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  1. Class 12Personality and lifestyles CA 2018 Consumer Insight A.KwantaSirivajjanangkul A.Panitta Kanchanavasita Albert Laurence School of Communication Arts Department of Advertising 2013

  2. Consumers as Individuals

  3. Personality

  4. Personality • Refers to a person’s unique psychological makeup and how it consistently influences the way a person responds to her environment.

  5. Argument • Some said the concept of personality may not be valid • People do not seem to exhibit stable personalities • Some said they do appear to act consistently • However! • We each know that we are not all that consistent; we may be wild and crazy at times, and serious and responsible at others.

  6. Freudian Theory • Sigmund freud • One’s adult of personality stems from a fundamental conflict between… A person’s desire to gratify his physical needs & The necessity to function as a responsible member of society

  7. Freudian systems

  8. Neo-Freudian Theory • Famous new theory – Carl Jung – The analytical psychology • Believed that cumulative experiences for the past generations shape who we are today. • We each share a collective unconscious. Inherit from our ancestor. • These share memories create archetypes

  9. Archetypes • Or universally recognized ideas and behaviors • Involve themes, such as birth, death, or the devil, that appear frequently in myths, stories, and dreams. • A bit far-fetched, but ad messages in fact do often include archetypes.

  10. Old Wise Man

  11. Uses the archetype approach in its Brand Asset Archetype model. • The archetypes are grounded in the human psyche across all cultures and points in time it is easy to understand a brand’s personality. • Responsible for brand communication; how they think of the brand.

  12. Brand Asset Valuator Archetypes

  13. Using archetype to build the stronger brand

  14. Trait theory • This approach to personality focuses on the quantitative measurement of personality traits; the identifiable characteristics that define a person. • We distinguish people by the degree to which they are socially outgoing

  15. Trait theory • Some research evidence suggests that ad messages that match how a person thinks about himself are persuasive. • Ex of traits relevant to consumer behavior. • Some are introvert (quiet and reserved) • Innovativeness (the degree to which a person like to try new thing) • Materialism (emphasis on people acquiring and owning products)

  16. Brand personality • Set of traits people attribute to a product as if it were a person. • Packaging and other physical cues create a “personality” for a product. • Like people brand personalities do change over time.

  17. Describe brand personality

  18. Describe brand personality

  19. Describe brand personality

  20. Lifestyles • Each person chooses products, services, and activities that help define a unique lifestyle. • Lifestyle – who we are, what we do • Defines a pattern of consumption that reflects a person’s choices of how to spend her time and money.

  21. Products are the building blocks of Lifestyles

  22. Psychographics • The use of psychological, sociological, and anthropological factors… to determine how the market is segmented by the propensity of groups within the market.

  23. How do we use psychographic data? • To define the target market • To create a new view of the market • To position the product • To better communicate product attributes • To develop product strategy • To market social and political issues.

  24. VALS2 • One well-known segmentation systems is the Values and Lifestyles System that SBI International developed. • It is a useful way to understand people. • And marketer will use this information to target and communicate to the directed target group.

  25. Innovators ; successful consumers with many resources, Concerned with social issues and is open to change. • Thinkers; satisfied, reflective, and comfortable. • Achievers; career oriented and prefer predictability to risk or self-discovery • Believers; have strong principles and favor proven brands • Strivers; similar to achiever but have fewer resources. Concerned about approval from others. • Experiences; action oriented by maximizing their experiences • Makers; action oriented and tend to focus their energies on self-sufficiency. • Strugglers; bottom of the economics ladder. Most concerned with meeting the needs of the moment and have limited ability to acquire.

  26. Any questions?

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