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

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

3. Psychographics
“A description of consumers on the basis of their psychological and behavioral characteristics.”

4. Chapter Overview: Psychographics: Values, Personality, and Lifestyles (Exhibit 14.1)

5. Values
“. . . enduring beliefs [that] a given behavior or outcome is desirable or good.”
Value system
Values
Global
Terminal
Instrumental
Domain-specific

6. Values of Western Culture
Materialism
Home
Work and play
Individualism
Family and children
Health
Hedonism
Youth
Authenticity
The environment
Technology

7. Changing Values Why they change Influences on values Culture
Ethnic identification
Social class
Age

8. Culture and Values Individualism and collectivism
Uncertainty avoidance
Masculinity versus femininity
Power distance

9. 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. Example of Means-End Chain Analysis (Exhibit 14.8)

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

13. Trait Conception of Personality Types (Exhibit 14.10)

14. Do Personality Characteristics Affect Consumer Behavior?
Optimal stimulation level
Dogmatism
Need for uniqueness
Creativity
Susceptibility to influence
Frugality
Self-monitoring
National character
Competitiveness

15. “. . . manifestations or actual patterns
Lifestyles
“. . . manifestations or actual patterns
of behavior.”
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

16. Activities, Interests, and Opinions (Exhibit 14.13)

17. Combining Values, Personality, and Lifestyles
Values and Lifestyle Survey (VALS)
Other applied psychographic research
NOP World’s LifeMatrix
Yankelovich MindBase

18. VALS American Segments (Exhibit 14.14)

19. LifeMatrix Segments (Exhibit 14.15)