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Chapter 14

Chapter 14. Psychographics: Values, Personality, and Lifestyles. Learning Objectives~ Ch. 14. Define values and the value system and show how they can be described.

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Chapter 14

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  1. Chapter 14 Psychographics: Values, Personality, and Lifestyles

  2. Learning Objectives~ Ch. 14 • Define values and the value system and show how they can be described. • Identify some values that characterize Western cultures, outline the main factors that influence values, and describe how values can be measured. • Discuss the personality characteristics most closely related to consumer behavior, and show why these are important from a marketing perspective. • Explain how lifestyles are represented by activities, interests, and opinions. • Describe how psychographic applications in marketing combine values, personality, and lifestyle variables.

  3. Values “. . . enduring beliefs [that] a given behavior or outcome is desirable or good.” • Value system • Values • Global • Terminal • Instrumental • Domain-specific Think: what are your values & how do they reflect in the marketplace?

  4. Health Hedonism Youth Authenticity The environment Technology Any others you see? Values of Western Culture • Materialism • Home • Work & play • Individualism • Family & children

  5. Changing Values • Why values change: how are your generation’s values different from your grandparents? • Influences on values • Culture • Ethnic identification • Social class • Age

  6. Culture & Values • Individualism & collectivism • Uncertainty avoidance • Masculinity versus femininity • Power distance

  7. Value Measurement • Inferring values from cultural milieu • Means-end chain analysis: Attributes of product are important • Value questionnaires • Rokeach Value Survey • List of values

  8. Research Approachesto Personality • Psychoanalytic—stages: • Oral • Anal • Phallic • Trait theories • Phenomenological—locus of control • Social-psychological theories—compliant aggressive versus detached • Behavioral

  9. Susceptibility to influence Frugality Self-monitoring National character Competitiveness Personality Characteristics & CB • Optimal stimulation level • Dogmatism • Need for uniqueness • Creativity

  10. Lifestyles “. . . manifestations or actual patterns of behavior.” • Activities, interests, & opinions • Market segmentation (e.g., golfers) • Communication (e.g., blogs for wine enthusiasts) • New product ideas (e.g., toe shoes)

  11. Values, Personality& Lifestyles • VALSTM (formerly Values & Lifestyle Survey) • Responses to a proprietary survey place a consumer in one of 8 categories (innovator, thinker, believer, achiever, striver, experiencer, survivor, maker) • The survey is available at: http://www.strategicbusinessinsights.com/vals/surveynew.shtml • Other applied psychographic research • Futures Company’s MindBase

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