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 Process on how we absorb and interpret information about products. Perception The way we mentally store this information and how it adds to our exist knowledge during the learning process. Learning and Memory The reason or motivation to absorb this information and how our cultural values influence what we do. Motivation and Values Explores on how our views about ourselves affect what we do, want, and buy. The Self How people’s individual personalities influence these decision and how the choice we make help to define our lifestyles. Personality and Lifestyles Khwan ka… This slide will show on what we will learn before mid term. It is all about consumers as individual here kaa.. And we will start this class with Perception.

Personality

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

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.

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

Freudian systems ID Ego Superego Immediate gratification Operates according to pleasure principle Ego The system that mediates between id and the superego Basically a referee in the fight between temptation and virtue Balancing these opposing forces – reality principle Superego Counterweight to the id Essential the person’s conscience Internalize society’s rules Tries to prevent the id from seeking selfish gratification Id สันดาน ทำตามความพอใจ อยากจะทำ มีอะไร basic instict , eat by hand, don’t care Superego – social concern, social norms, social,

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 What we do, it follows ancestor, Ex people is afraid of darkness, becoz we believe that from our ancestors เราสะสมสิ่งนี้มาโดยไม่รุ้ตัว

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. ต้นแบบ เปนการสร้างต้นแบบให้เรียนรุ้ steryotype

Old Wise Man We learn that old wise man will look like this, we imagine He is smart, he knows everything, guru Harry potter – dumble door Lord of the ring- Gowdolf

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. Yr develop from archetype with brand asset Use it with all ages, nationalities

Brand Asset Valuator Archetypes

Using archetype to build the stronger brand

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 We define ppl from how they live their life when they are hanging out

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)

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.

Describe brand personality

Describe brand personality

Describe brand personality

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.

Products are the building blocks of Lifestyles

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

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.

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.

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.

Any questions?