Lecture 7: Consumer Psychographics Personality and Lifestyle Flashcards
Psychographics
lifestyle + personality + self-image
forms of psychographic analysis (4)
- lifestyle profile
- product-specific profile
- general lifestyle study
- product-specific
lifestyle profile
differentiates between users and nonusers of a product
product-specific profile
identifies a target group and profiles consumers based on product-related dimensions
general lifestyle study
segmentation places a large sample of respondents into homogeneous groups based on similarities of preferences
product-specific
segmentation tailors questions to a product category
lifestyles
mode of living, reflected in consumers unique patterns of attitudes, interests, and opinions
- traditional or contemporary
people sort themselves into groups on the basis of: (3)
- what they like to do
- how they spend leisure time
- how they spend disposable income
AIO analysis
activities, interests, opinions
personality
unique psychological makeup, how someone responds to their environment
Consumer decision making styles
a consumers approach to making shopping choices shows a particular mental orientation related to personality traits
type theory
various types of personality (rather than individual traits)
social character (3)
1 tradition - values and behaviour stem from the past
- inner - strong personal sense of what sort of behaviour is correct
- other - values, attitudes and behaviour largely acquired from others
self monitoring
degree to which an individual adapts to social environment
Self concept
how consumers perceive themselves, in their memory as an object
dimensions of self (5)
- actual self
- ideal self
- social self
- ideal social self
- virtual self
impression management
- means that we work to “manage” what others think of us
product personality issues (3)
- gender (masculine vs. feminine brand)
- geography (actual locations vs. fictionious names)
- color
