1. Psychographics: Values, Personality, & Lifestyles
Chapter 14
Psychographics: Values, Personality, & Lifestyles

2. Learning Objectives~ Ch. 14
To understand:
Values & the value system
Western cultural values & factors that influence them, measuring values
Personality characteristics & behavior patterns
Lifestyles include activities, interests, & opinions & are used for psychographic applications in marketing

3. Psychographics
-“A description of consumers on the basis of their psychological & behavioral characteristics.”
-Which are more powerful, demographics or psychographics and why?

4. Psychographics: Values, Personality, & Lifestyles

5. Values
“. . . enduring beliefs [that] a given behavior or outcome is desirable or good.”
Value system
Values
Global
Terminal
Instrumental
Domain-specific
Think: what are your values & how do they reflect in the marketplace?

6. Values of Western Culture
Materialism
Home
Work & play
Individualism
Family & children
Health
Hedonism
Youth
Authenticity
The environment
Technology
Any others you see?

7. Authenticity of the Beer Market
©adage.com; beerpulse.com

8. Changing Values
Why values change: how are your generation’s values different from your grandparents?
Influences on values
Culture
Ethnic identification
Social class
Age

10. Environmental preservation has become an important value to U. S
Environmental preservation has become an important value to U.S. consumers. This Sun Chips ad shows the brand as environmentally responsible because it uses solar energy in one of its plants.
Courtesy Frito-Lay, Inc.

11. Culture & Values Individualism & collectivism Uncertainty avoidance
Masculinity versus femininity
Power distance

12. Value Measurement Inferring values from cultural milieu
Means-end chain analysis: Attributes of product are important.
Value questionnaires
Rokeach Value Survey
List of values

13. Means-End Chain Analysis

14. Personality
“. . . distinctive patterns of behaviors, tendencies, qualities or personal dispositions that make one
. . . different from another & lead to a consistent response to environmental stimuli.”
-Not always an ample indicator of cb

15. Research Approaches to Personality
Psychoanalytic—stages:
Oral
Anal
Phallic
Trait theories
Phenomenological—Locus of control
Social-psychological theories—Compliant aggressive versus detached
Behavioral

16. Personality Traits

17. Personality Characteristics & CB
Optimal stimulation level
Dogmatism
Need for uniqueness
Creativity
Susceptibility to influence
Frugality
Self-monitoring
National character
Competitiveness

18. Lifestyles “. . . manifestations or actual patterns of behavior.”
Activities, interests, & opinions
Market segmentation (e.g., golfers)
Communication (e.g., blogs for wine enthusiasts)
New product ideas; (e.g., toe shoes)

19. Activities, Interests, & Opinions

20. Values, Personality & Lifestyles
Values & Lifestyle Survey (VALS)
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:
Other applied psychographic research
NOP World’s LifeMatrix
Yankelovich MindBase

21. Which VALS type are you?

22. LifeMatrix Segments

23. Questions?