Consumer Behavior: Buying, Having,

and Being
Twelfth Edition

Chapter 7
Personality,
Lifestyles, and
Values

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Learning Objectives
7.1 A consumer’s personality influences the way he or she
responds to marketing stimuli, but efforts to use this
information in marketing contexts meet with mixed
results.
7.2 Brands have personalities.
7.3 A lifestyle defines a pattern of consumption that reflects a
person’s choices of how to spend his or her time and
money, and these choices are essential to define
consumer identity.

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Learning Objectives (2 of 2)
7.4 It can be more useful to identify patterns of consumption
than knowing about individual purchases when
organizations craft a lifestyle marketing strategy.
7.5 Psychographics go beyond simple demographics to help
marketers understand and reach different consumer
segments.
7.6 Underlying values often drive consumer motivations.

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Learning Objective 7.1
A consumer’s personality influences the way he or she
responds to marketing stimuli, but efforts to use this
information in marketing contexts meet with mixed results.
This chapter begins by considering how people appear
based on the products we surround ourselves with

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Freud https://clbsvtl.wordpress.com/2017/12/24/id-ego-
va-superego-la-gi-psydata122017/
• The id is about immediate gratification—it is the “party animal” of the
mind. It operates according to the pleasure principle; that is, our basic
desire to maximize pleasure and avoid pain guides our behavior. The id
is selfish and illogical. It directs a person’s psychic energy toward
pleasurable acts without any regard for consequences.
• The superego is the counterweight to the id. This system is essentially
the person’s conscience. It internalizes society’s rules (especially as
parents teach them to us) and tries to prevent the id from seeking selfish
gratification.
• The ego is the system that mediates between the id and the superego.
It’s basically a referee in the fight between temptation and virtue. The
ego tries to balance these opposing forces according to the reality
principle, which means it finds ways to gratify the id that the outside
world will find acceptable. These conflicts occur on an unconscious
level, so the person is not necessarily aware of the underlying reasons
for his or her behavior.

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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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Neo-Freudian Theories
• Freud’s work has a huge influence on theories of
personality. However, many of his colleagues and students
felt that there should be less emphasis on sexual conflicts
and more on relationships. These theorists are known as
neo-Freudian theorists.
• Some of the most notable are listed on the slide:
1. Karen Horney described people as moving toward
others, away from others, or against others.
2. Adler proposed that a prime motivation is to overcome
feelings of inferiority relative to others.
3. Sullivan focused on how personality evolves to reduce
anxiety in social relationships.
4. Carl Jung is discussed more on the following slide.
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Carl Jung, Father of Analytical Psychology
• Carl Jung was also a disciple of Freud but their
relationship ended in part because Jung did not accept
Freud’s emphasis on sexual aspects of personality. Jung
developed his own method psychotherapy known as
analytical psychology.
• He believed that we all share a collective unconscious. You
can think of this collective unconscious as a storehouse of
memories we inherited from our ancestors. From these
shared memories, we recognize archetypes. An archetype
is a universally recognized idea or behavior pattern. They
typically involve themes like birth and death and appear in
myths, stories, and dreams.
• Young & Rubicam, a major advertising agency, uses the
archetype approach in its BrandAsset Archetypes model
shown in the figure (and depicted on the next two slides).
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 Brand Asset Valuator Archetypes
https://thicao.com/brand/brand-
archetype#:~:text=Archetype%20l%C3%A0%20thu%E1%BA%ADt%20ng%E1%BB%AF%20%C4%91%C6%B0%E1%BB
%A3c,vi%20ho%C3%A0n%20to%C3%A0n%20kh%C3%A1c%20nhau.

The model shows the relationships

among the Archetypes. For each
healthy personality, there is a
corresponding Shadow. The
Shadows are shown on the next
slide. A healthy personality is one
in which the Archetypes overwhelm
their corresponding Shadows. A
sick personality results when one
or more Shadows prevail. When a
brand’s Shadows dominate, this
cues the agency to take action to
guide the brand to a healthier
personality.

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Brand Asset Valuator Archetypes (2 of 2)

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Trait Theory
• Trait theory focuses on the quantitative measurement of
personality traits.
• Personality traits are the identifiable characteristics that
define a person.
• For instance, we might say that someone is an introvert or
an extrovert.

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Trait Theory
• Innovativeness is the degree to which a person likes to try
new things.
• Materialism is the amount of emphasis a person places on
acquiring and owning products.
• Self-consciousness is the degree to which a person
deliberately monitors and controls the image of the self
that he or she projects to others.
• The need for cognition is the degree to which a person
likes to think about things and by extension, expends the
necessary effort to process brand information.
• Frugality is the tendency to deny short-term purchases and
to make due with what they already own.

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Trait Theory
• The use of standard personality trait measurements to
predict product choices has met with mixed success. It is
simply hard to predict consumer behavior based on
personality!

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The Big Five
The most widely recognized approach to measuring personality traits is
the Big Five (also known as the Neo-Personality Inventory). This is a set
of five dimensions that form the basis of personality
Table 7.3 Description of Big Five Personality Dimensions
Example of Measurement
Blank Description
Items (agree/disagree)
The degree to which a person is Love to think up new ways of
Openness to experience
open to new ways of doing things doing things
The level of organization and
Conscientiousness Am always prepared
structure a person needs
How well a person tolerates Talk to a lot of different people at
Extroversion
stimulation from people parties
The degree to which we defer to
Agreeableness Take time out for others
other people
Neuroticism (emotional How well a person copes with
Get upset easily
instability) stress

Source: Michael R. Solomon, Rebekah Russell-Bennett, and Josephine Previte, Consumer Behaviour:
Buying, Having, Being, 3rd ed., Frenchs Forest, N S W: Pearson Australia, 2012.

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MBTI https://careerviet.vn/vi/talentcommunity/mbti-la-gi-tong-hop-cac-tinh-cach-mbti-co-the-ban-chua-biet.35A5239F.html

• The Myers-Briggs Type Indicator, which is based on Carl

Jung’s work, is another widely used personality test.
• The Myers-Briggs classifies people into 16 categories
based upon whether they fall into one group or another on
these dimensions.
• MBTI là một công cụ đánh giá tính cách dựa trên bốn cặp đối lập: Nội tâm - Hướng
ngoại (I-E), Cảm nhận - Trực giác (S-N), Tư duy - Cảm xúc (T-F) và Cảm nhận - Phán
đoán (P-J). Bằng sự kết hợp của bốn yếu tố này, ta có thể phân loại con người thành 16
nhóm tính cách khác nhau, mỗi nhóm có những đặc điểm, ưu điểm và nhược điểm
riêng. MBTI sẽ giúp bạn hiểu rõ hơn về chính bản thân mình, tạo thuận lợi cho bạn
trong giao tiếp cũng như công việc và sự nghiệp.
• MBTI là viết tắt của Myers-Briggs Type Indicator, là một phương pháp sử dụng các
câu hỏi trắc nghiệm để phân loại tính cách của con người. MBTI được phát triển dựa
trên lý thuyết tâm lý của Carl Jung - một bác sĩ tâm thần học người Thụy Sĩ, và được
hai nhà khoa học Katharine Cook Briggs và Isabel Briggs Myers hoàn thiện vào năm
1962 .
• MBTI giúp bạn hiểu rõ hơn về bản thân, sở thích, điểm mạnh, điểm yếu và nghề nghiệp
phù hợp với mình. MBTI cũng giúp bạn nhận thức được sự khác biệt trong cách nhìn
nhận và quyết định của mỗi người, từ đó tăng cường khả năng giao tiếp và hợp tác với
người khác.

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MBTI
• First is focus of attention which may be introversion or
extraversion.
• Second is how we process information which may be
sensing or intuition. Sensing means to take in information
in a sequential, step-by-step manner while intuition means
to take in information in a snapshot or big-picture manner.
• Third is decision-making which is a continuum between
thinking and feeling.
• Fourth is how we deal with the outer world. We will fall
along a continuum between judging and perceiving.
Judging is a systematic approach to meeting deadlines
and achieving objectives while perceiving is a
spontaneous approach to meeting deadlines and
achieving objectives.
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For Reflection (1 of 5)
• Describe a time when the Id took over on purchase
consumption. Did you keep the item?

• The id is about immediate gratification—it is the “party

animal” of the mind. It operates according to the pleasure
principle; that is, our basic desire to maximize pleasure
and avoid pain guides our behavior. The id is selfish and
illogical. It directs a person’s psychic energy toward
pleasurable acts without any regard for consequences.

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Learning Objective 7.2
Brand have personalities.

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An Example of Brand Personality
A study found that consumers infer strong differences in a wine’s “personality”
based on the bottle’s label design. The text shows more examples of wine
personality based on label design.

Source: Reprinted with permission from Journal of Marketing, published by the American Marketing
Association, Ulrich R. Orth & Keven Malkewitz, May 2008, Vol. 72, p. 73.

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Brand Personality
• Brand personality: set of traits people attribute to a product
as if it were a person
• A product that creates and communicates a distinctive
brand personality stands out from its competition, earns
brand equity, and inspires years of loyalty.

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Brand Behaviors and Possible
Personality Trait Inferences
There are many things a marketer can do to influence consumers’
perceptions of a brand’s personality. Consumers will infer things about a
brand’s personality from the brand’s positioning in the marketplace.

Brand Action Trait Inference

Brand is repositioned several Flighty, schizophrenic
times or changes slogan
repeatedly
Brand uses continuing character in Familiar, comfortable
advertising
Brand charges high prices and Snobbish, sophisticated
uses exclusive distribution
Brand frequently available on deal Cheap, uncultured
Brand offers many line extensions Versatile, adaptable
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For Reflection (2 of 5)
• How can marketers link a brand’s personality with the
lifestyle of a consumer segment?

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Learning Objective 7.3
A lifestyle defines a pattern of consumption that reflects a
person’s choices of how to spend his or her time and money,
and these choices are essential to define consumer identity.

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Lifestyles and Consumer Identity
• Lifestyles
– E-sports
– Metro
– Hesher
– Emo
• Lifestyle marketing perspective recognizes that people sort
themselves into groups on the basis of the things they like
to do, how they like to spend their leisure time, and how
they choose to spend their disposable income.

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Learning Objective 7.4
Identifying patterns of consumption can be more useful than
knowing about individual purchases when organizations craft
a lifestyle marketing strategy.

A goal of lifestyle marketing is to allow consumers to pursue

their chosen ways to enjoy their lives and express their
social identities. Many products and services seem to go
together. Importantly, products can have meaning in
establishing a person’s lifestyle.

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Product Complementarity and
Co-Branding Strategies (1 of 2)
• Co-branding strategies- companies team up to promote 2 or
more products.
• Product complementarity- occurs when symbolic meanings of
different products relate to one another.
• Consumption constellation: Consumption constellation is used
to define, communicate, and perform social roles. For example,
we identified the U.S. “yuppie” of the 1980s by such products as
a Rolex watch, a BMW automobile, a Gucci briefcase, a squash
racket, fresh pesto, white wine, and brie cheese. Researchers
find that even children are adept at creating consumption
constellations, and as they get older they tend to include more
brands in these cognitive structures.

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Product Complementarity and
Co-Branding Strategies (2 of 2)
Figure 7.3 Consumption Style

The desire to associate a

product with a social situation is
a long-standing one for
advertisers
People, products, and settings
result in an expressed
consumption style which can be
used as a cue.

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Learning Objective 7.5
Psychographics go beyond simple demographics to help
marketers understand and reach different consumer
segments.

Psychographics involve the use of psychological,

sociological, and anthropological factors to determine how
the market is segmented by the propensity of groups within
the market and their reasons for making particular decisions.
Sometimes it is called lifestyle segmentation.

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Psychographic Analysis
There are several ways to do a psychographic analysis.
• A lifestyle profile looks for items that differentiate between
users and nonusers of a product.
• A product-specific profile identifies a target group and then
profiles these consumers on product-relevant dimensions.
• A general lifestyle segmentation places a large sample of
respondents into homogenous groups based on similarities
of their overall preferences.
• A product-specific segmentation study tailors questions to
a product category.

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AIOs
Table 7.6 AIO Dimensions: reveals a more comprehensive view of lifestyle dimensions. In
the slide you can see some examples of people’s primary activities, interests, and opinions.
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
Source: William D. Wells and Douglas J. Tigert, “Activities, Interests, and Opinions,” Journal of Advertising Research
11 (August 1971): 27–35. © 1971 by The Advertising Research Foundation. Used with permission.

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Uses of Psychographic Studies
Marketers can use psychographic studies in many ways. Several of the most
common uses are listed:

• Define target market

• Create a new view of market
• Position the product
• Better communicate product attributes
• Develop product strategy
• Market social and political issues

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 Figure 7.4 VALS2
https://brademar.com/mo-hinh-phan-khuc-thi-truong-
phong-cach-song-vals-2/

One of the most well-known segmentation

systems is The Values and Lifestyles
System, also called VALS2. It is based on
segments grouped by self-orientation and
resources. Self-orientation may be based
on ideals, achievement, and self-
expression. Resources range from high to
low.
Innovators are those whose high resources
result in less emphasis on self-orientation.
Strugglers are those whose low resources
also result in little emphasis on self-
orientation.

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For Reflection (4 of 5)
• Which VALS category would you guess you are in? Why?
• Do you see possible linkages between brand images and
the segments in the VALS system?

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Learning Objective 7.6
Underlying values often drive consumer motivations
A value is a belief that some condition is preferable to its
opposite. A person’s set of values plays a very important role
in consumption activities. Consumers purchase many
products and services because they believe these products
will help to attain a value-related goal.

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Value Concepts
Core values Crescive norms
• Value systems • Custom
• Enculturation • More
• Acculturation • Conventions

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Value Concepts

• A value is a belief that some condition is preferable to its

opposite. In some cases, values are universal.
• We all value health, wisdom, and peace.
• What sets cultures apart is the relative importance of these
universal values.
• This set of rankings constitutes a culture’s value system. It
is usually possible to identify a general set of core values
that uniquely define a culture.

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Value Concepts
• Core values such as freedom, youthfulness, achievement,
materialism, and activity characterize American culture.
• The process of learning the beliefs and behaviors
endorsed by one’s own culture enculturation.
• We call the process of learning the value system and
behaviors of another culture acculturation.

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Value Concepts
• Crescive norms we discover as we interact with others and
these include customs, mores, and conventions.
• A custom is a norm that controls basic behaviors such as
division of labor in a household.
• A more is a custom with a strong moral overtone. It may
involve something that is taboo or forbidden like
cannibalism.
• Conventions are norms that regulate how we conduct our
everyday lives. They may be subtle like how we furnish a
room or what we wear to a dinner party.

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How Values Link to Consumer
Behavior (1 of 2)
The psychologist Milton Rokeach identified terminal values which are
desired end states. The Rokeach Value Survey also identifies instrumental
values which are those actions we need to take to achieve these terminal
values. Table 3.1 lists several instrumental values and their corresponding
terminal values.
Table 7.7 Terminal and Instrumental Values

Instrumental values Terminal values

Ambitious A comfortable life
Broad-minded An exciting life
Capable A sense of accomplishment
Cheerful A world of peace
Clean A world of beauty
Courageous Equality
Forgiving Family security
Helpful Freedom

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How Values Link to Consumer
Behavior (2 of 2)
[Table 7.7 continued]
Instrumental values Terminal values
Honest Happiness
Imaginative Inner harmony
Independent Mature love
Intellectual National security
Logical Pleasure
Loving Salvation
Obedient Self-respect
Polite Social recognition
Responsible True friendship
Self-controlled Wisdom

Source: Copyright 1983 From Measuring the Cultural Values Manifest in Advertising,” Current Issues
and Research in Advertising (1983): 71–92 by Richard Pollay. Reproduced by permission of the
American Academy of Advertising (aaoa.wildapricot.org)

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Other Value Concepts
• The List of Values (LOV) scale isolates values with more
direct marketing applications. This instrument identifies
nine consumer segments based on the values members
endorse.
• The Means-End Chain Model assumes that people link
very specific product attributes indirectly to terminal values.
A technique researchers call laddering uncovers consumer
associations between specific attributes and these general
consequences. The ladder connects abstract concepts to
functional product attributes.
• Syndicated Surveys of Values (e.g., VALS)

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For Reflection (5 of 5)
• How do you assign people to social classes, or do you at
all?
• What consumption cues do you use (e.g., clothing,
speech, cars, etc.) to determine social standing?

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