Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics... For the most part, marketers cannot control such factors, but they must them into account (p 131). These characteristics cannot be changed but the products can be tailored to these factors, making them more appealing. Consumers will be more attracted to something they can relate to rather than a product way different from their norms.
Here are two commercials for services in the same industry. Carnival cruise ship and Caribbean cruise ship. It is remarkable how services this similar can be promoted in such different ways.
Carnival cruise ship commercial
http://www.youtube.com/watch?v=fhW51x-E0aY (sorry the embed was removed so I couldn't post the video directly on the blog)
Here marketer target Social and Personal factors of consumer behavior, which are family and lifestyle.
The advertisement portrays this cruise vacation as a family activity. It will appeal to married couples with kids. The commercial makes the service seem fun for everyone. The book states that kids can be a huge influence when it comes to making decisions regarding products and in this case services. Having a family is a lifestyle and the ad definitely speaks out to a particular group of people - family men and women.
The Caribbean cruise ship commercial
This advertisement mainly targets the Personal factor of consumer buying decision - Lifestyle.
The commercial portrays adventurous, good looking, young people. These are people that are not afraid to try new things. The ad is selling this lifestyle of daring, risk takers. It seems to speak to people that want to explore new exciting things that not many individuals have done. This is a great example of marketers promoting a lifestyle. This is their target market, people that are either aspired to have such a lifestyle or already have it.