Who Are You?
|Who are you
and why do you buy what you buy?
your own buying behaviour in terms of who you
Sometimes a cigar is just a cigar,
but a lot is sold with sex
Dichter - used psychoanalysis to find subconscious motives for buying
Horney - different types
of people buy different types of products
Jung - Archetypes; we're
shaped by past generations' experience
Adler - we buy to overcome
Sullivan - we develop
particular personality traits to reduce anxiety
- Too simple to be useful
Marketers use all this
information about personality to create
personalities for brands.
Are there any brands here you DON'T recognize?
Levels of Animism
- the celebrity is
available through the brand
||The Great One
flogging Peak antifreeze
an object becomes human
||The Pillsbury Doughboy
Anthropomorphism - object is imbued
qualities but not actually treated as human
||Have you met my 1992
We Are and What We Do
Products as the Building Blocks of Lifestyle
about products you buy as a student at a large commuter
university. Can we cluster those all together to
come up with a "consumption constellation"
that describes in terms of products purchased, the
typical York student?
| Psychographics asks,
"Why do they buy?"
Wells called Psychographics "putting
flesh on demographic bones"
patterns of behaviour describe you?
How do you think
knowing this help a company market to you?
20% of your
market buys 80% of
Who do you cater to?
Uses for Psychographic Segmentation
define a target market
create a new view of a market
position the product
communicate product attributes
develop an overall strategy
market social and political issues
of these will you use in marketing your
Check out the
Click the above link to be taken to an example
of a VALS survey. Basically it trys to figure out what is of value
to you so that advertisers can known how to get you to buy their
What major trends of today will
affect how you market your new product to your
someone please remind me
of this if I forget; I need to hear from you what's still not
Time for Group Meetings