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Chapter 17 PSYCHOGRAPHICS: VALUES, PERSONALITY, AND LIFESTYLES

Chapter 17 PSYCHOGRAPHICS: VALUES, PERSONALITY, AND LIFESTYLES. Chapter Overview. Values Personality Lifestyle Psychographics=Values + Personality + Lifestyle Psychographics are descriptions of consumers based on psychological and behavioral characteristics. Fun Exercise.

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Chapter 17 PSYCHOGRAPHICS: VALUES, PERSONALITY, AND LIFESTYLES

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  1. Chapter 17PSYCHOGRAPHICS: VALUES, PERSONALITY, AND LIFESTYLES

  2. Chapter Overview • Values • Personality • Lifestyle • Psychographics=Values + Personality + Lifestyle • Psychographics are descriptions of consumers based on psychological and behavioral characteristics

  3. Fun Exercise • (1) Go to the website: http://www.sric-bi.com • (2) link on top right for “VALS Survey” • (3) near the bottom, select link in box “take the survey” • (4) answer the questions and submit • (5) read the screen showing your segment(s) • (6) read the description of your segment(s) • (7) consider how well this describes you

  4. Definition Values: enduring beliefs that a given behavior or outcome is desirable or good

  5. Types of Values NO SHOP- LIFTING HONESTY DOMAIN SPECIFIC GLOBAL TERMINAL Highly desired End States *Achievement, Respect VALUES INSTRUMENTAL Tools needed to achieve desired end states *Hard Work, etc.

  6. Common Values in the Western World • Materialism • Home • Work and play • Family and children • Health • Hedonism • Youth • Technology (Progress)

  7. Consumer Values--Implications • Consumption patterns • Market segmentation • New product ideas • Advertising development

  8. Measuring Values • Observation of cultural environment • Questionnaires • Rokeach Value Survey • List of Values (LOV) • Means-end analysis

  9. Laddering and the Means-End Chain Terminal Value Instrumental Value Benefit Attribute Product

  10. Laddering and the Means-End Chain Self-esteem Terminal Value Feeling of power Instrumental Value Fast acceleration Benefit Large Engine Attribute Sports Car Product

  11. Definition Personality: An internal characteristic that determines how individuals behave in various situations.

  12. Can We Predict Consumer Behavior from Personality? • Yes--at least to some extent!! • Some variables that predict behavior: • Optimal stimulation level (OSL) • Dogmatism • Need for cognition (NFC) • Susceptibility to influence • Self-monitoring • National character

  13. Lifestyle • Outward manifestations/actual patterns of behavior. • Key factors: activities, interests, and opinions (AIO) • Market Segmentation • Catering Marketing Communications

  14. Values+Personality+Lifestyle = Psychographics • Some instruments • Values and Lifestyle Survey (VALS, VALS2) • Yankelovich Monitor • Grey’s New Grownups Study • Life Stages (J. Walter Thompson) • Life Style Study (DDB Needham)

  15. Values and Lifestyles (VALS) • Personal Orientation in Life • Principle • Status • Action • Amount of Resources • Abundant • Minimal

  16. Status Orientation Actualizer Principle Orientation 8% Action Orientation Fulfilleds Achiever Experiencers 11% 12% 10% Striver Makers Believers 14% 12% 17% Lifestyles by Percentage Struggler 16%

  17. Chapter 17 Review • Values • Personality • Lifestyle • Psychographics

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