消费者行为学双语或中英文结合课程6personalityandlifestyle.pptVIP

6 - 31 ? The pictures at the right depict two very different “ideal” vacations. ? How can psychographic segmentation help identify target markets for each type of vacation? Discussion Question 6 - 1 Chapter 6 Personality and Lifestyles 6 - 2 ? How do Jackie, Hank, and Debbie want to spend their bonus money? ? Why does Hank think of Debbie as a couch potato? ? Both Jackie and Hank are planning outdoor adventures, but how are they different? ? Do you think the differences between Jackie, Hank, and Debbie are attributable to personality, lifestyle, or both? Opening Vignette: Jackie Hank 6 - 3 Consumer Behavior on the Couch: Freudian Theory ? Freudian Systems: – Id: Oriented toward immediate gratification ? Pleasure principle: Behavior is guided by the primary desire to maximize pleasure and avoid pain ? The id is selfish, illogical, and ignores consequences – Superego: A person s conscience – Ego: The system that mediates between the id and the superego ? Reality principle: The ego finds ways to gratify the id that will be acceptable to the outside world ? Sometimes a Cigar is Just a Cigar – Phallic symbols: Male-oriented symbolism 6 - 4 Conflict Between the Id and Superego ? This ad focuses on the conflict between the desire for hedonic gratification (represented by the id) versus the need to engage in rational, task-oriented activities (represented by the superego). 6 - 5 Motivational Research ? Motivational Research: – Attempts to use Freudian ideas to understand the deeper meanings of products and advertisements – Depth Interviews: Technique that probes deeply into a few consumers purchase motivations – Latent motives: Underlying motives ? Appeal of Motivational Research – Less expensive than quantitative survey research – Uncovers deep seated needs which can be targeted with advertising – Findings seem intuitively plausible after the fact 6 - 6 Motives for Consump