To some extent, it is important to consider that consumers have relationships with brands and that personality traits are important in the formation and maintenance of interpersonal relationships. An example is “Always Coca-Cola,” which is one of Coke’s best-known advertising campaigns!
Susan Fournier, a consumer researcher, proposes that the overall quality of the relationship between consumer and brand can be described in terms of the following:
1. Love and Passion A consumer may have such strong feelings about a brand that they actually describe it by using the term “love.”
2. Self-Connection Research indicates that the correct match between a customer’s personality and a perceived brand personality leads to higher overall satisfaction.
3. Commitment Harley-Davidson owners are well known for their commitment to their bikes.
4. Interdependence For example, consumers are often reminded in television advertisements that “Like a good neighbor, State Farm is there.”
5. Intimacy For example, a need for intimacy and passion can be directly tied to a specific brand of perfume, while a need for excitement or status can be directly related to a sporty automobile.
6. Brand Partner Quality Brands that are perceived to be of high quality contribute to the formation of consumer–brand relationships.
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LO3. Understand why lifestyles and psychographics are important to the study of consumer behavior.
Consumer Lifestyles and Psychographics
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Lifestyles refer to the ways in which consumers live and spend their time and money. Lifestyles have proven to be extremely valuable to marketers and others interested in predicting behavior. Lifestyles will vary with culture, and many marketers are focusing on lifestyles in their advertising campaigns.
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