1. Copyright © Cengage Learning. All rights reserved.14 | 1 Chapter 14 Psychographics: Values, Personality, and Lifestyles

2. 14 | 2 Copyright © Cengage Learning. All rights reserved. Learning Objectives 1.Values and the value system. 2.Western cultural values and factors that influence them, measuring values. 3.Personality characteristics and behavior patterns. 4.Lifestyles include activities, interests, and opinions and are used for psychographic applications in marketing.

3. 14 | 3 Copyright © Cengage Learning. All rights reserved. Psychographics “A description of consumers on the basis of their psychological and behavioral characteristics.”

4. 14 | 4 Copyright © Cengage Learning. All rights reserved. Chapter Overview: Psychographics: Values, Personality, and Lifestyles (Exhibit 14.1)

5. 14 | 5 Copyright © Cengage Learning. All rights reserved. Values Value system Values –Global –Terminal –Instrumental –Domain-specific “... enduring beliefs [that] a given behavior or outcome is desirable or good.”

6. 14 | 6 Copyright © Cengage Learning. All rights reserved. Values of Western Culture Materialism Home Work and play Individualism Family and children Health Hedonism Youth Authenticity The environment Technology

7. 14 | 7 Copyright © Cengage Learning. All rights reserved. Changing Values Why they change Influences on values –Culture –Ethnic identification –Social class –Age

8. 14 | 8 Copyright © Cengage Learning. All rights reserved. Culture and Values Individualism and collectivism Uncertainty avoidance Masculinity versus femininity Power distance

9. 14 | 9 Copyright © Cengage Learning. All rights reserved. Value Measurement Inferring values from cultural milieu Means-end chain analysis: Attributes of product are important. Value questionnaires –Rokeach Value Survey –List of values

10. 14 | 10 Copyright © Cengage Learning. All rights reserved. Example of Means-End Chain Analysis (Exhibit 14.8)

11. 14 | 11 Copyright © Cengage Learning. All rights reserved. Personality “... distinctive patterns of behaviors, tendencies, qualities or personal dispositions that make one... different from another and lead to a consistent response to environmental stimuli.”

12. 14 | 12 Copyright © Cengage Learning. All rights reserved. Research Approaches to Personality Psychoanalytic—stages: –Oral –Anal –Phallic Trait theories Phenomenological—Locus of control Social-psychological theories—Compliant aggressive versus detached Behavioral

13. 14 | 13 Copyright © Cengage Learning. All rights reserved. Trait Conception of Personality Types (Exhibit 14.10)

14. 14 | 14 Copyright © Cengage Learning. All rights reserved. Do Personality Characteristics Affect Consumer Behavior? Optimal stimulation level Dogmatism Need for uniqueness Creativity Susceptibility to influence Frugality Self-monitoring National character Competitiveness

15. 14 | 15 Copyright © Cengage Learning. All rights reserved. Lifestyles Activities, interests, and opinions Market segmentation; e.g., busier lifestyles Communication; e.g., more fathers involved in child-rearing New product ideas; e.g., meet unfulfilled needs “... manifestations or actual patterns of behavior.”

16. 14 | 16 Copyright © Cengage Learning. All rights reserved. Activities, Interests, and Opinions (Exhibit 14.13)

17. 14 | 17 Copyright © Cengage Learning. All rights reserved. Combining Values, Personality, and Lifestyles Values and Lifestyle Survey (VALS) Other applied psychographic research –NOP World’s LifeMatrix –Yankelovich MindBase

18. 14 | 18 Copyright © Cengage Learning. All rights reserved. VALS American Segments (Exhibit 14.14)

19. 14 | 19 Copyright © Cengage Learning. All rights reserved. LifeMatrix Segments (Exhibit 14.15)