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Chapter 6
Personality and Lifestyles
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
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Chapter Objectives
When you finish this chapter, you should understand
why:
A consumers personality influences the way he or
she responds to marketing stimuli.
Consumers lifestyles are key to many marketing
strategies.
Psychographics go beyond simple demographics to
help marketers reach different segments.
Identifying patterns of consumption is superior to
knowledge of individual purchases when a marketer
crafts a lifestyle marketing strategy.
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Personality
Personality: a persons unique psychological
makeup and how it consistently influences
the way a person responds to his/her
environment
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Freudian Systems
Personality = conflict between gratification
and responsibility
Id: pleasure principle
Superego: our conscience
Ego: mediates between id and superego
Reality principle: ego gratifies the id in
such a way that the outside world will find
acceptable
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Freudian Systems (continued)
Marketing Implications
This ad focuses on
the conflict between
the id and the
superego
Ads often times use
symbolism to
motivate product
purchases
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Motivational Research
and Consumption Motives
Power-masculinity-
virility
Security
Eroticism
Moral purity-
cleanliness
Social acceptance
Individuality
Status
Femininity
Reward
Mastery over
environment
Disalienation
Magic-mystery
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Motivational Research
Criticisms
Invalid or works too well
Too sexually based
Appeal
Less expensive than large-scale surveys
Powerful hook for promotional strategy
Intuitively plausible findings (after the fact)
Enhanced validity with other techniques

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Neo-Freudian Theories
Karen Horney
Compliant versus detached versus
aggressive
Alfred Adler
Motivation to overcome inferiority
Harry Stack Sullivan
Personality evolves to reduce anxiety
Carl Jung
Developed analytical psychology
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Carl Jung,
Father of Analytical Psychology
Disciple of Freud
Established concept of collective
unconscious
Explained the creation of archetypes
Old wise man
Earth mother
Young & Rubicam uses the concept of
archetypes in its BrandAsset Archetypes
model

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Figure 6.1 BrandAsset Valuator Archetypes
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Figure 6.1 BrandAsset Valuator Archetype
(continued)
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Trait Theory
Personality traits: identifiable characteristics
that define a person
Traits relevant to consumer behavior:
Innovativeness
Materialism
Self-consciousness
Need for cognition
Frugality
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Are You an Innie or an Outie?
Idiocentrics
(individualist orientation)
Allocentrics
(group orientation)
Contentment More satisfied with current
life
Less satisfied with current
life
Health
Consciousness
Less likely to avoid unhealthy
foods
More likely to avoid
unhealthy foods
Food Preparation Spend less time preparing
food
Love kitchen; spend more
time preparing food
Workaholics More likely to work hard and
stay late at work
Less likely to work hard
Travel and
Entertainment
More interested in traveling to
other cultures
Visit library and read more
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Problems with Trait Theory
Prediction of product choices using traits of
consumers is mixed at best
Scales not valid/reliable
Tests borrow scales used for mentally ill
Inappropriate testing conditions
Ad hoc instrument changes
Use of global measures to predict specific
brand purchases
Shotgun approach (no thought of scale
application)
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Brand Personality
Brand personality: set of traits people
attribute to a product as if it were a person
Brand equity: extent to which a consumer
holds strong, favorable, and unique
associations with a brand in memoryand
the extent to which s/he is willing to pay
more for the branded version of a product
than for a nonbranded (generic) version
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Table 6.2 Brand Behaviors and Possible
Personality Trait Inferences
Brand Action Trait Inference
Brand is repositioned several times or changes
slogan repeatedly
Flighty, schizophrenic
Brand uses continuing character in advertising Familiar, comfortable
Brand charges high prices and uses exclusive
distribution
Snobbish, sophisticated
Brand frequently available on deal Cheap, uncultured
Brand offers many line extensions Versatile, adaptable
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Lifestyles
Lifestyle defines a pattern of consumption
reflecting a persons choices of how one
spends time and money
Lifestyle marketing perspective: people sort
themselves into groups on the basis of:
What they like to do
How they spend leisure time
How they spend disposable income
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Colorados Lifestyle Marketing
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Lifestyles as Group Identities
Forms of expressive symbolism
Self-definition of group members = common
symbol system
Terms include lifestyle, taste public,
consumer group, symbolic community,
status culture
Each person provides a unique twist to
be an individual
Tastes/preferences evolve over time
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Building Blocks of Lifestyles
Product usage in desirable social settings
Consumption style
Patterns of behavior
Co-branding strategies: brands team up
with other companies to promote their
products understand this
Product complementarity: symbolic
meanings of different products relate to
one another
Consumption constellations: define,
communicate, and perform social roles
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Figure 6.2 Consumption Style
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Discussion
What consumption
constellation might
characterize you and
your friends today?
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Psychographics
Psychographics: use of psychological,
sociological, and anthropological factors to:
Determine market segments
Determine reasons for choosing products
Fine-tune offerings
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Best Buy Psychographic Segments
Jill: busy suburban mom who buys
electronics for family
Buzz: focused, active younger male
interested in buying latest gadgets
Ray: family man who likes his technology
practical
BB4B (Best Buy for Business): small
employer
Barry: affluent professional male wholl
drop tens of thousands of dollars on a home
theater system
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Forms of Psychographic Analysis
Lifestyle profile
Product-specific profile
General lifestyle study
Product-specific study
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AIOs
Grouping consumers according to:
Activities
Interests
Opinions
80/20 Rule: lifestyle segments that produce
the bulk of customers
Heavy users and the benefits they derive
from product
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Table 6.3 Lifestyle Dimensions
Activities Interests Opinions Demographics
Work Family Themselves Age
Hobbies Home Social issues Education
Social events Job Politics Income
Vacation Community Business Occupation
Entertainment Recreation Economics Family size
Club membership Fashion Education Dwelling
Community Food Products Geography
Shopping Media Future City size
Sports Achievements Culture Stage in life cycle
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Psychographic Segmentation Uses
To define target market
To create new view of market
To position product
To better communicate product attributes
To develop product strategy
To market social/political issues
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Figure 6.3 VALS2
TM
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Discussion
Construct separate advertising executions
for a cosmetics product targeted to the
Belonger, Achiever, Experiencer, and Maker
VALS types.
How would the basic appeal differ for each
group?

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Global Psychographic Typologies
Global MOSAIC identifies segments across
19 countries
RISC measures lifestyles/sociocultural
change in 40+ countries
Exploration/Stability
Social/Individual
Global/Local
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Discussion
Extreme sports. Day trading. Blogging.
Vegetarianism. Can you predict what will be
hot in the near future?
Identify a lifestyle trend that is just surfacing
in your universe.
Describe this trend in detail, and justify your
prediction.
What specific styles and/or products are part
of this trend?
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Geodemography
Geodemography involves using data on
consumer expenditures and other
socioeconomic factors with geographic
information about the areas in which people
live to identify consumers who share
common consumption patterns
Birds of a feature flock together
Can be reached more economically (e.g.,
90277 zip code in Redondo Beach, CA)
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Discussion
Geodemographic techniques assume that
people who live in the same neighborhood
have other things in common as well.
Why do they make this assumption, and how
accurate is it?

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Food Cultures
Food culture refers to patterns of food and
beverage consumption that reflects the
values of a social group
Differences in international food cultures:
In China, milk chocolate has less milk
In United States, Campbells soup is saltier
than in Mexico
In Germany, food must be healthier
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Figure 6.4 European Food Cultures
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PRIZM by Claritas, Inc.
66 clusters of U.S. zip codes
Example: Young Influential, Money and
Brains, Kids and Cul-de-Sacs
Ranked by income, home value, and
occupation
Maximize effectiveness, cost-efficiency, and
impact of marketing communications
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Table 6.4 Comparison of PRIZM Clusters
Furs and Station Wagons
New money, parents in 40s and 50s
Newly built subdivisions with tennis courts,
swimming pools, gardens

High Usage
Country clubs
Wine by the case
Lawn furniture
Gourmet magazine
BMW 5 Series
Rye bread
Natural cold cereal
Low Usage
Motorcycles
Laxatives
Nonfilter cigarettes
Chewing tobacco
Hunting magazine
Chevrolet Chevette
Canned stews
Tobacco Roads
Racially mixed farm town in South
Small downtowns with thrift shops, diners,
and laundromats; shanty-type homes without
indoor plumbing
High Usage
Travel by bus
Asthma medicine
Malt liquors
Grit magazine
Pregnancy tests
Pontiac Bonneville
Shortening
Low Usage
Knitting
Live theater
Smoke detectors
Ms. Magazine
Ferraris
Whole-wheat bread
Mexican foods
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Behavioral Targeting
Behavioral targeting refers to the serving of
customized ads (primarily online) based on
the prior activity on those sites by the target
Data collected are anonymous but still
privacy proponents express concern
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Chapter Summary
Consumer personality influences the way one
responds to marketing stimuli
Lifestyles are an important aid to many marketing
strategies
Psychographics go beyond simple demographics to
help marketers understand different consumer
segments
Identifying patterns of consumption are valuable
components of a lifestyle marketing strategy