Audience theory Flashcards
1
Q
Who’s theory
A
Young and Rubicam
2
Q
Cross cultural consumer characteristics (4c’s)
A
The Aspirer- materialistic, who are driven by others
The Reformer- anti materialistic who are intellectual
The Explorer- driven by need of discovery, who are young in nature. Respond to brands who offer new sensations
The Succeeder- self confidence, who seek out reward and prestige
The Resigned- do what is familiar to them, who’s basic need is to survive
The Struggler- seek escape
The Mainstreamer- daily routine, who respond to big family brands
3
Q
Their aims
A
Aspirer- for status Reformer- enlightenment Explorer- discovery Succeeder- for control Resigned- to survive Struggler- seek escape Mainstreamer- security
