© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 14 Psychographics: Values, Personality, and Lifestyles

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives~ Ch Define values and the value system and show how they can be described. 2.Identify some values that characterize Western cultures, outline the main factors that influence values, and describe how values can be measured. 3.Discuss the personality characteristics most closely related to consumer behavior, and show why these are important from a marketing perspective. 4.Explain how lifestyles are represented by activities, interests, and opinions. 5.Describe how psychographic applications in marketing combine values, personality, and lifestyle variables.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Values Value system Values –Global –Terminal –Instrumental –Domain-specific Think: what are your values & how do they reflect in the marketplace? “... enduring beliefs [that] a given behavior or outcome is desirable or good.”

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Values of Western Culture Materialism Home Work & play Individualism Family & children Health Hedonism Youth Authenticity The environment Technology Any others you see?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Changing Values Why values change: how are your generation’s values different from your grandparents? Influences on values –Culture –Ethnic identification –Social class –Age

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Culture & Values Individualism & collectivism Uncertainty avoidance Masculinity versus femininity Power distance

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Value Measurement Inferring values from cultural milieu Means-end chain analysis: Attributes of product are important Value questionnaires –Rokeach Value Survey –List of values

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Research Approaches to Personality Psychoanalytic—stages: –Oral –Anal –Phallic Trait theories Phenomenological—locus of control Social-psychological theories—compliant aggressive versus detached Behavioral

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Personality Characteristics & CB Optimal stimulation level Dogmatism Need for uniqueness Creativity Susceptibility to influence Frugality Self-monitoring National character Competitiveness

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Lifestyles Activities, interests, & opinions Market segmentation (e.g., golfers) Communication (e.g., blogs for wine enthusiasts) New product ideas (e.g., toe shoes) “... manifestations or actual patterns of behavior.”

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Values, Personality & Lifestyles VALS TM (formerly Values & Lifestyle Survey) Responses to a proprietary survey place a consumer in one of 8 categories (innovator, thinker, believer, achiever, striver, experiencer, survivor, maker) The survey is available at: shtml shtml Other applied psychographic research –Futures Company’s MindBase