Psychographics Flashcards

Question

Openness to experience

Answer 1

Curiosity, flexibility, imagination, artistic sensibility

Answer 2

Discipline, organisation, dependable

Answer 3

Outgoing, upbeat, friendly, assertive, gregarious

Answer 4

Sympathetic, trusting, cooperative, straightforward

Answer 5

Anxious, hostile, self-consious, insecure

Answer 6

Brands project a personality Brands usually attract consumers with the same (or desired) personality

Answer 7

1. Sincerity 2. Excitement 3. Competence: reliable, intelligent, successful 4. Sophistication: upper class, charming 5. Ruggedness: outdoorsy, tough

Answer 8

Enduring beliefs about what is right/wrong, important, or good/bad

Answer 9

1. Human 2. Cultural: 3. Peer group 4. Family 5. Personal

Answer 10

shared by virtually everyone, usually instinctual

Answer 11

shared by most members of society, learned at a young age

Answer 12

shared by the groups to which you belong

Answer 13

often strongly held, learned at a young age

Answer 14

yours alone

Answer 15

A pattern of behaviour that is reflected in and reflects the consumption of interrelated product clusters

Answer 16

Cluster of complementary products, interests, specific brands, or consumption activities e.g. people with busy lives have a need for convenient meals

Answer 17

1.Busy lives “I want help managing and making the most of the time I have” 2. Shared experiences “I’m seeking experiences I can share with others, to enrich my daily life and escape life’s pressures” 3. Responsible living “I want to live more responsibly and make better choices that make a difference without having to compromise” 4. Health and wellbeing “I want to achieve a holistic approach to physical health and emotional wellbeing” 5. Personal value seekers “I’m willing to spend money on the things that re valuable to me, and am pursuing more creative ways of getting what I want” 6. Keeping it real “I’m looking for products and brands that have real, authentic, and honest origins”

Answer 18

A description of consumers based upon their psychological and behavioural characteristics - Encompasses personality, lifestyle, and values - Also describes an an AIO (activities, interests and opinions) measurement -Provide a basis for segmentation

Answer 19

Divide consumers intro groups on the basis of differences in lifestyle (i.e., how people live; this includes their AIO)

Answer 20

VALS (Values and Lifestyles)

Answer 21

-Developed by Strategic Business Insights - Draws upon the work of maslow -Classifies consumers into 8 major segments

Answer 22

1. Motivations: ideals, achievements, and self-expression 2. Resources: age, income, and education, as well as personality traits such as energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity

Answer 23

1. Innovators - abundant resources 2. Thinkers - motivated by ideals 3. Believers - motivated by ideals 4.Achievers-goal orientated lifestyle 5. Strivers-goal orientated lifestyles 6. Experiencers - self-expression 7. Makers - self expression 8. Survivors - live narrowly faces lives

Answer 24

-Enjoy the challenge of problem-solving; science and RD are credible – Successful, sophisticated, high selfesteem, curious, confident – Most receptive to new ideas and tech

Answer 25

-Value order, knowledge, and responsibility (“analysis paralysis”) – Educated and intellectual – Buy proven products, use tech in functional/practical ways

Answer 26

– Conservative, conventional, tradition – Have concrete beliefs surrounding family, religion, community – Choose familiar products and established brands (loyal)

Answer 27

– Conservative, conventional, tradition – Have concrete beliefs surrounding family, religion, community – Choose familiar products and established brands (loyal)

Answer 28

– Imitative, fun-loving, trendy – Concerned about the opinions and approval of others, peer influence – Shopping is a social activity and an opportunity to demonstrate to peers their ability to pay

Answer 29

– Young, enthusiastic, impulsive, active, spontaneous, social, sensation-seeking – Spend a comparatively high proportion of income on fashion, entertainment, and socializing

Answer 30

– Experience the world by working on it: building a house, raising children, fixing a car, or canning vegetables – Have skill and energy to carry out projects – Prefer value to luxury – buy basic products, unimpressed by material possessions

Answer 31

– live narrowly focused lives – Few resources, often believe that the world is changing too quickly – Oldest, thrifty, take comfort in routine, familiar people, and places – Cautious consumers, risk-averse, loyal to favorite brands (nostalgic)