1. Chapter 5 Analyzing Your Audience
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2. Audience Demographics
Age
Gender
Ethnicity
Education
Religion
Economic Status
Group Membership

3. Levels of Influence
Behavior
Attitudes
Beliefs
Values

4. Maslow’s Hierarchy of Needs
Self-Actualization Needs
Esteem Needs
Belonging and Love Needs
Safety Needs
Physiological Needs
Abraham H. Maslow, Motivation and Personality, 2nd ed. (New York: Random, 1970)

5. VALS Typology Survivors Makers Strivers Believers
Descriptions of categories are adapted from the VALS Segment Profiles, 1997, Stanford Research Institute, 12 June 1999 <

6. VALS Typology cont. Experiencers Achievers Thinkers Innovators
Descriptions of categories are adapted from the VALS Segment Profiles, 1997, Stanford Research Institute, 12 June 1999 <

7. Specific Speaking Situations
Types of audiences
Audience disposition
Size of audience
Occasion
Physical environment
Time