Lecture 8

Question 1

Demographic Variables

Answer 1

Ethnicity, 
social class, 
age, 
gender, 
social orientation, 
religion

Question 2

Psychographic Variables

Answer 2

Description on the basis of psychological and behavioral characteristics e.g. values, personality and lifestyles

Question 3

Values

Answer 3

enduring beliefs that a given behaviour or outcome is good or bad.

Question 4

Attitude

Answer 4

An attitude is an overall evaluation that expresses how much we like or dislike
an object, issue, person, or action.

Question 5

How Values can be described

Answer 5

• terminal values (most important we want to reach i.e. happiness) vs instrumental values (types of behavior i.e. honesty)
• global values (core of individuals value system) vs domain specific values (relevant to only particular area of activity)

Question 6

How values can be measured

Answer 6

• Inferring values from an environment in which one lives
• Value questionnaires
• Means end chain analysis – how values link to attributes

Question 7

Values in Western Culture

Answer 7

• Materialism – importance of money and goods
• Home – high value on home
• Work and play – work more to achieve other values
• Family and children – education of a child

Question 8

Personality

Answer 8

• An internal characteristic that determines how individuals behaving in various situations
• Consistent response to environmental stimuli

Question 9

Research Approaches on Personality

Answer 9

psychoanalytic approaches (freu)
•	Personality arises from unconscious interal struggles within the mind
•	Failure to resolve conflicts influences one personality 

trait theories
• Personality is composed of characteristics that describe or differentiate individuals

Question 10

5 Major Personality Traits

Answer 10

1. Agreeableness
2. Conscientiousness
3. Emotional stability
4. Openness
5. Extraversion

Question 11

Lifestyles

Answer 11

People’s patterns of behaviour

Question 12

Opinion Leader

Answer 12

• Individual who acts as information broker between mass media and individuals/groups
• Buy new products upon release, knowledgeable on products, credible

Question 13

Reference Group

Answer 13

• Set of people with whom individuals compare themselves for guidance in developing their own attitudes, knowledge, behavior

Question 14

Types of Reference Groups?

Answer 14

• Aspirational reference group – we admire and desire to be like
• Associative reference group – we belong to
• Dissociative reference group – we disapprove of

Question 15

Marketing implications with reference groups

Answer 15

> Associate products with aspirational reference groups

> Accurately represent associative reference groups

> Avoid dissociative reference groups

Question 16

Types of influences on groups?

Answer 16

Normative – encourage conformity to expectations of others – marketing implications – create groups e.g. weightwatchers, compliance techniques

Informational influence – information to help make decisions, sources are regarded as experts

Question 17

Word of Mouth

Answer 17

• More persuasive and effective
• Marketing implications – dramatic positive or negative effect as its viral marketing, act before negative word of mouth occurs, target opinion leaders