Pyschographic Segmentation Flashcards
CH6-7
Demographic segmentation
Age, gender , income
Limited because consumers can share same demographics and still be very different
Psychographic Segmentation
Segment the market based on consumers psychological characteristics.
Personality traits
Values and Lifestyles
Opinions
Interests
Measuring personality traits
- Need for Uniqueness scale
- Big 5 Model of Personality- OCEAN
Need for Uniqueness Scale
Meassured on Disagree-Agree scales
Big 5 Model of Personality
5 Dimensions that determines personality type
O - Openess to Experience
C - Conscientiousness
E - Extraversion
A - Agreeableness
N - Neuroticsm
Openess to Experience
Curiosity, Flexibility, Imagination, Artistic Sensibility
Conscientiousness
Discipline, Organization , Dependable
Agreeablenesss
Sympathetic , trusting , cooperative , considerate
Neuroticsm
Anxious , hostile , self-conscious
Attitude
A lasting, general evaluation of people , objects, places, behaviours or ideas
3 Attitudes Components
- Affective Component
- Behavioural Component
- Cognitive Component
Affective Component
How consumers feel about an object
Behavioural Component
Wether consumers intend to do something with an object
Cognitive Component
Whar consumers believe about an object
Meassuring Affective Component
How do you feel about…
How does XXX makes you feel…
Meassuring Cognitive Component
How effective do you think XXX is
Do you believe XXX..
Meassuring Behavioural Component
How likely are you to buy XXX
Would you recommend XXX
Commitment to an Attitude
Compliance - Reward and Punishment (Low Involvement)
Internalization - Value system ( High-Involvement)
Principle of Cognitive Consistency Theory
Consumers value harmony among their attitudes (beliefs,actions,feelings)
Cognitive Dissonance
The uncomfortable tension, that occurs when we hold conflicting attitudes
Rationalization
The Reduction of Cognitive Dissonance
Balance Theory
People prefer balanced relationships among attitudes, brands, and people.
If an inconsistency exists, they adjust attitudes to restore balance.
Brand Compatibility
Measures the extent to which the participant likes the same brand as their partner in different product categories.
High-involvement Hierarchy
Cognition-Affect-Behavior
Low Involvement HIerarchy
Behavior-Affect-Cognition
How attitudes are shaped
- Classical conditioning (Associations)
- Instrumental Conditioning (Reward or punishment)
- Cognitive Learning (Observation)
Self-Perception Theory
Changing Attitudes to Match Behavior
Social Judgement Theory
Consumers compare new information to their existin attitudes.
If it aligns with their existing beliefs they accept it , if not they reject it
Multi-Attribute Attitude Model
A consumer’s attitude toward an object (e.g., a grocery store) depends on multiple attributes.Beliefs, Attributes, Importance Weights
Capitalize on Relative Advantage
If the brand is good in one attribute convince consumers that attribute is important
Strengthen Brand Attribute Links
Improve perceptions by communicating brand streghts that consumers may overlook
