Chapter 14 Psychographics Values Personality and Lifestyles Copyright

Chapter 14 Psychographics: Values, Personality, and Lifestyles Copyright © Cengage Learning. All rights reserved. 14 |

Learning Objectives 1. Values and the value system. 2. Western cultural values and factors that influence them, measuring values. 3. Personality characteristics and behavior patterns. 4. Lifestyles include activities, interests, and opinions and are used for psychographic applications in marketing. Copyright © Cengage Learning. All rights reserved. 14 | 2

Psychographics “A description of consumers on the basis of their psychological and behavioral characteristics. ” Copyright © Cengage Learning. All rights reserved. 14 | 3

Chapter Overview: Psychographics: Values, Personality, and Lifestyles (Exhibit 14. 1) Copyright © Cengage Learning. All rights reserved. 14 | 4

Values “. . . enduring beliefs [that] a given behavior or outcome is desirable or good. ” • Value system • Values – – Global Terminal Instrumental Domain-specific Copyright © Cengage Learning. All rights reserved. 14 | 5

Values of Western Culture • • • Materialism Home Work and play Individualism Family and children Copyright © Cengage Learning. All rights reserved. • • • Health Hedonism Youth Authenticity The environment Technology 14 | 6

Changing Values • Why they change • Influences on values – Culture – Ethnic identification – Social class – Age Copyright © Cengage Learning. All rights reserved. 14 | 7

Culture and Values • • Individualism and collectivism Uncertainty avoidance Masculinity versus femininity Power distance Copyright © Cengage Learning. All rights reserved. 14 | 8

Value Measurement • Inferring values from cultural milieu • Means-end chain analysis: Attributes of product are important. • Value questionnaires – Rokeach Value Survey – List of values Copyright © Cengage Learning. All rights reserved. 14 | 9

Example of Means-End Chain Analysis (Exhibit 14. 8) Copyright © Cengage Learning. All rights reserved. 14 | 10

Personality “. . . distinctive patterns of behaviors, tendencies, qualities or personal dispositions that make one. . . different from another and lead to a consistent response to environmental stimuli. ” Copyright © Cengage Learning. All rights reserved. 14 | 11

Research Approaches to Personality • Psychoanalytic—stages: – Oral – Anal – Phallic • Trait theories • Phenomenological—Locus of control • Social-psychological theories—Compliant aggressive versus detached • Behavioral Copyright © Cengage Learning. All rights reserved. 14 | 12

Trait Conception of Personality Types (Exhibit 14. 10) Copyright © Cengage Learning. All rights reserved. 14 | 13

Do Personality Characteristics Affect Consumer Behavior? • Optimal stimulation level • Dogmatism • Need for uniqueness • Creativity Copyright © Cengage Learning. All rights reserved. • Susceptibility to influence • Frugality • Self-monitoring • National character • Competitiveness 14 | 14

Lifestyles “. . . manifestations or actual patterns of behavior. ” • Activities, interests, and opinions • Market segmentation; e. g. , busier lifestyles • Communication; e. g. , more fathers involved in child-rearing • New product ideas; e. g. , meet unfulfilled needs Copyright © Cengage Learning. All rights reserved. 14 | 15

Activities, Interests, and Opinions (Exhibit 14. 13) Copyright © Cengage Learning. All rights reserved. 14 | 16

Combining Values, Personality, and Lifestyles • Values and Lifestyle Survey (VALS) • Other applied psychographic research – NOP World’s Life. Matrix – Yankelovich Mind. Base Copyright © Cengage Learning. All rights reserved. 14 | 17

VALS American Segments (Exhibit 14. 14) Copyright © Cengage Learning. All rights reserved. 14 | 18

Life. Matrix Segments (Exhibit 14. 15) Copyright © Cengage Learning. All rights reserved. 14 | 19