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Psychographics

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Psychographics

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  1. Psychographics • Description of consumers based on their psychological and behavioral characteristics. • Values and behaviors lead to lifestyle choices

  2. Values and Value Systems SPECIFIC VALUES Abstract, enduring beliefs about what is right or wrong SPECIFIC VALUES Abstract, enduring beliefs about what is right or wrong SPECIFIC VALUES Abstract, enduring beliefs about what is right or wrong VALUE SYSTEM Integrated set of specific values, some of which may conflict SPECIFIC VALUES Abstract, enduring beliefs about what is right or wrong SPECIFIC VALUES Abstract, enduring beliefs about what is right or wrong

  3. Acculturation (also known as Socialization) • The process of adopting and internalizing at least some of the values of society and/or a smaller sub-culture • Learned process that takes place over time • Over time, personal values may also come to take precedence over societal values

  4. Types of Values • Global: Most enduring and abstract values • Terminal: Highly desired end states • Instrumental: Means to an end

  5. Some Western Values • Materialism • Home • The “American dream” • “A man’s home is his castle” • Work and play • “Live to work” vs. “work to live” • Individualism • Family and children • Health • Hedonism

  6. More Values • Authenticity • “The real thing” vs. knock-offs • Preference for craftsmanship • The environment • Technology

  7. Influences on Values • Culture • Hofstede’s Dimensions • Individualism (vs. collectivism) • Power distance • Masculine vs. feminine • Strong vs. weak uncertainty avoidance • Short vs. long term orientation • Ethnic identification • Social Class/Status • Age

  8. Understanding Values Through Means-End Chains Promotion/ positioning should be aimed at higher levels of chain! Self-esteem Values Feeling of power Consequences Performance Attributes Fast acceleration Note additional details on the handout. Large engine

  9. Questionnaires on/ Inventories of Values • Rokeach Value Survey (RVS) • Instrumental vs. terminal values • List of Values (LOV) • Ranking of values by Importance

  10. Personality • Approaches • Psychoanalytic (Freud and associates) • Trait theories • Phenomenological: Individual’s outlook is shaped by experiences (e.g., locus of control) • Social Psychological • Characteristics relating to interaction with others determines personality • Behavioral (Skinnerian): Behaviors that have been reinforced are likely to persist

  11. Some Relevant Personality Factors • Optimal Stimulation Level (OSL) • Dogmatism • Need for Uniqueness • Creativity • Need for Cognition • Susceptibility to Influence • Frugality • Self-monitoring • Competitiveness (“Type A”)

  12. Lifestyle--Implications • Segmentation, targeting, and positioning • Communications • New product ideas

  13. Psychographics PSYCHOGRAPHICS LIFESTYLE BEHAVIOR PERSONALITY VALUES PSYCHOLOGICAL MAKEUP

  14. Approaches to Psychographics • VALS: Eight segments • Primary motivators and other influences • Other approaches • Mindbase