Psychographics/Young and Rubicam 4Cs

Question 1

The 4 Cs

Answer 1

• Stands for Cross Cultural Consumer Characterisation
• Categorises audiences into 7 groups based upon their core motivations, values and beliefs.

Question 2

The Aspirer

E.g. James Corden 🤮

Answer 2

• Materialistic, appearance-orienated, conformer, desires status. Trend follower.

Question 3

The Succeeder

E.g. Loki (Ragnarok & Avengers specifically) or Tony Stark

Answer 3

• Self-assured, goal-orienated, motivation = control, Would shop in higher class places due to them wanting people to know they’re successful.

Question 4

The Explorer

E.g. Jane Foster from the Thor films

Answer 4

• Motivation = Discovery. Looks for challenge and discovery, Often look to be different from others.

Question 5

The Reformer

E.g Captain America

Answer 5

• Has their own judgement and do what they want to do. Tolerant, Intellectual. Motivation = enlightenment. People don’t influence a reformer, they do their own thing.

Question 6

The Mainstreamer

E.g. Monica and Chandler from Friends

Answer 6

• Daily routine that is essential for them and tend to copy other people and what they lie. Motivation = security. Don’t aspire to have expensive things but can afford more expensive things.

Question 7

The Struggler

E.g. Thor in Avengers: Endgame

Answer 7

• A victim by other groups. Heavy consumers of alcohol and junk food. Motivation = Escape. Shop in lower class places which are more affordable for them.

Question 8

The Resigned

E.g. Uther from BBC Merlin

Answer 8

• Predominantly older people with unchanging values. Enjoy traditional roles, Motivation = Survival. Well off but don’t buy expensive products.