2Learning Objectives~ Ch. 14 To understand:Values & the value systemWestern cultural values & factors that influence them, measuring valuesPersonality characteristics & behavior patternsLifestyles include activities, interests, & opinions & are used for psychographic applications in marketing
3Psychographics-“A description of consumers on the basis of their psychological & behavioral characteristics.”-Which are more powerful, demographics or psychographics and why?
5Values“. . . enduring beliefs [that] a given behavior or outcome is desirable or good.”Value systemValuesGlobalTerminalInstrumentalDomain-specificThink: what are your values & how do they reflect in the marketplace?
6Values of Western Culture MaterialismHomeWork & playIndividualismFamily & childrenHealthHedonismYouthAuthenticityThe environmentTechnologyAny others you see?
10Environmental 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.
14Personality“. . . 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
15Research Approaches to Personality Psychoanalytic—stages:OralAnalPhallicTrait theoriesPhenomenological—Locus of controlSocial-psychological theories—Compliant aggressive versus detachedBehavioral
20Values, 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 researchNOP World’s LifeMatrixYankelovich MindBase