1. Psychographics and Buying Behaviour

2. VALS Stands for “Values and Lifestyles”
Created by SRI Consulting (Standard Research Institute)
Consumers are defined by 3 “Motivators” and by 7 “Resources” (self-confidence, income, education, health, etc)
8 VALS Profiles
Actualizers (well informed, value personal growth, politically active)
Fulfilleds (activities focus on home, value edc’n & travel, health concious)
Acheivers (focus on family and work, avoid change, conservative)
Experiencers (innovative, risk takers, exercise & outdoors, fame, wealth)
Believers (respect authority, close family and friends, predictable)
Strivers (easily bored, influenced by peers, not worried about health)
Makers (prefer hands on, distrust big organizations and gov’t, outdoors)
Survivors (worried about safety, have health problems, often older)

3. Motivational Theories
Thorndike’s Law of Effect
States that: Consumers are motivated to buy products that produce positive events and to avoid products that produce negative events
Motivation is affected by how good or how bad a product or service is (Product) but also by Place factors such as crowded stores, parking problems, noise, salespeople, etc
Pain: economic and emotional
Pleasure: economic and emotional
Consumer Motivation to purchase

4. Motivational Theories
Maslow – Another time
Alderfer’s ERG Theory

5. The Buying Decision Step 6 Step 5 Step 4 Step 3 Step 2 Step 1
Purchase is evaluated
Step 5
Purchase made
Step 4
Decision is made: the best deal is selected
Step 3
Product search: various “Places” are investigated
Step 2
Set Criteria: new or used? What kind do I want? How much can I spend?
Step 1
The dishwasher breaks, creating a Want

6. The AIDA Formula
A = Attention: the headline or main image catches the readers' attention and excites them. The headline should either reveal or conceal a common interest. Consider a concern that a large percentage of the target market has and use that as the theme of the headline.
Examples
1) TO PEOPLE WHO WANT TO QUIT WORK SOMEDAY 2) HOW TO BURN OFF BODY FAT, HOUR-BY-HOUR 3) THE MOST EXPENSIVE MISTAKE OF YOUR LIFE
I = Interest: Interest is created by giving the potential customer multiple benefits that will enhance their life.

7. The AIDA Formula
D = Desire: Build desire by making the product irresistible. Include things like attractive images, free bonuses, guarantees, endorsements. Build urgency into every offer.
example: "Order now in the next 72 hours and you will get this free bonus."
A = Action: The sales piece must have a call to action. The customer should be invited to buy. The customer should be aware that it is easy for them to buy (as many payment methods as possible).

8. The AIDA Formula – rate the following Ads

9. A I D

10. A I D

11. A I D

12. A I D

13. A I D