Psychographics

Psychographics

1. Values

   • beliefs of whats good or bad
   • value system
     • set of values
     • their relative importance
   • can be described as
     • Global values
       • broadest level
       • most enduring, strongly held, and abstract values
       • Types
         • Terminal
           • Highly desired end states
         • Instrumental
           • The values needed to achieve the desired end states
     • Domain-specific values
       • only apply to a particular area of activities.
   • Characteristic western consumption values
     • Materialism
       • Placing importance on money and material goods.
       • reflects
         • high value on accomplishment if self-value means acquisition
       • terror management theory
         • individuals try to deal with anxiety over the inevitability of death by deriving self-esteem and status from acquiring and possessing things
     • Home
       • viewed as
         • “command central”
           • coordinate activities
           • pool resources
     • Work and Play
       • not the same in every culture
       • work valued for
         • instrumental function
       • leisure time
         • separate from work
     • individualism
       • independence
       • self-reliance
       • idiocentric> allocentric plp
     • Family and children
       • cultures differ in the imprtance of
         • child Education
         • child food
     • Health
       • due to
         • self-steem
         • longevity
         • survival
     • Hedonism
       • plesure seeking
     • Youth
       • offers that reduce sings of aging
         • cosmetics
         • plastic surgery
     • Authenticity
     • The environment
     • Technology
   • change in values
     • casualness in living
     • sophistication in behavior
     • change in sex roles
     • desire to be modern
   • Influences on values
     • Culture
       • individualism vs. collectivism
       • Uncertainty avoidance
       • Masculinity vs. famininity
       • Power distance
     • Ethnicity
     • Social class
       • middle class
         • materialism
         • less government control
         • greater acces to info
       • Upper upper class
         • giving back to society
         • self- expression
     • Age
     • value segmentation*
   • Measuring values
     • Cultural Milieu
       • indicator
         • ads
     • Means-End Chain Analysis
       • helps to understand which attributes consumers find important in products
       • uses
         • value laddering
     • Value Questionnaires
       • Rokeach Value Survey (RVS)
         • measures instrumental and terminal values
       • List of Values (LOV)
         • ranks by importance
           • self respect
           • warm relationships
           • sens of accomplishment
           • self fulfillment
           • fun and joy in life
           • excitement
           • sense of belonging
           • being well respected
           • security

2. Personality

   • internal characteristic that determines how individuals behave
   • Research aproaches
     • Psychoanalytic Approaches
       • personality arises from a set of dynamic, unconscious internal struggles within the mind
     • Trait Theories
       • personality is composed of characteristics
     • Phenomenological Approaches
       • personality is largely shaped by an individual’s interpretations of life events
       • Locus of control
         • How people interpret why things happen
           • internal
           • external
     • Social-Psychological Theories
       • individuals act in social situations to meet their needs
         • compliant
           • dependent on others
         • aggressive
           • need powerself-confident, and tough-minded
         • detached
           • independent and self-suffi cient but suspicious and introverted
     • Behavioral Approaches
       • differences in personality are a function of how individuals have been rewarded or punished in the past
   • Effects in consumer behavior
     • Optimal Stimulation Level
       • people prefer things that are moderately arousing
     • Dogmatism
       • endency to be resistant to change or new ideas
     • Need for Uniqueness
       • dimensions
         • creative choice counterconformity
           • social distinctiveness yet others aprove
         • unpopular choice counterconformity
           • not conform to establish distinctiveness despite possible social disapproval
         • avoidance of similarity
           • losing interest in possessions that become commonplace
     • Creativity
       • departure from conventional consumption practice in a novel and functional way
     • Need for Cognition
       • describes how much people like to think
     • Susceptibility to Influence
       • lower social and information processing confidence
         • leads to
           • being more influenciable
     • Frugality
       • disciplined approach to short-term acquisitions and are resourceful in using products and services to achieve longer-term goals
     • Self-Monitoring Behavior
       • High self-monitors
         • influences of others as guides to behavior
         • more responsive to image-oriented ads
       • Low self-monitors
         • less infl uenced by normative expectations
         • more responsive to ads that make a quality claim
     • National Character
       • stereotype people of a particular country
     • Competitiveness
       • desire to outdo others through conspicuous consumption of material items

3. Lifestyles

   • People‘s patterns of behavior
   • Components (AIOs)
     • Activities
     • Interests
     • Opinions
   • lifestyles segmentation*

4. applications in marketing

   • Values and Lifestyle Survey VALS
     • A psychographic tool that measures
       • demographic variables
       • values variables
       • attitude variables
       • lifestyles variables
   • Other Applied Psychographic Research
     • LifeMatrix
       • examines personal values, lifestyles, and life stages
     • Yankelovich MindBase
       • segments and subsegments
         • based on attitudes, life-stage data, gender, age, and other inputs