Personality, Value and Lifestyle

Prior to beginning work on this part of the discussion forum, review the following chapters from your course text, Consumer Behavior: Buying, Having, and Being:

Chapter 9: Identity and the Self (attached) 25-31 is part of chap 9
Chapter 10: Personality, Value and Lifestyle (attached)

Part B

Prior to beginning work on this part of the discussion forum, review the https://www.ebaqdesign.com/blog/brand-personality#… blog post.

Also visit the websites of the following brands:

Part C

Prior to beginning work on this part of the discussion forum, review the lifestyle segmentation system, called the Values and Lifestyles System (VALS2) on pages 304 and 305 from your course text, Consumer Behavior: Buying, Having, and Being. (attached)

Discussion Prompts

Initial Response

Part A

In your post, address the following:

Analyze how your feelings about the self influence what you buy, referring to Chapter 9 in your textbook.
Elaborate on the looking-glass self and self-fulfilling prophecy in your analysis.

Part B

For marketers, forging a successful brand personality is important to building brand loyalty. A brand personality is the set of traits people attribute to a product as if it were a person. You can use some personality dimensions to compare the perceived characteristics of brands in various product categories.

According to Aaker, Leslie, and Robin (2010), there are five major personality dimensions (and subdimensions) for brands.

In your post, address the following:

Connect each of the following brand names under one category:
1. TurboTax

Johnson & Johnson

Dewalt

Chanel

GoPro

Describe the brand personality of each brand as if they were a person.
- Consider answering the following to describe the personality:
  - Who will it be?
  - What is its demographic profile?
  - Where does it live?
  - What kind of kind of car it might have?
Elaborate on the alignment between the brand personality dimension and the brand’s aspects in the following areas:
- product design
- packaging
- brand name and pronunciation
- the user experience with the brand
- post-purchase experience.

Note: It is strongly recommended to visit each brand’s website to get a sense of their brand personality, if you are not very familiar with the brands.

Part C

Referring to the lifestyle segmentation system, called the Values and Lifestyle System (VALS2), address the following in your post: (attached)

Elaborate on which group you would belong to.
- Identify the group you would most likely belong to.
- Describe that group.
- Provide your rationale for your selected alignment.

Requirements: clear

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Personality, Value and Lifestyle