Lecture 7: Consumer Psychographics Personality and Lifestyle Flashcards
Psychographics
lifestyle + personality + self-image
forms of psychographic analysis (4)
- lifestyle profile
- product-specific profile
- general lifestyle study
- product-specific
lifestyle profile
differentiates between users and nonusers of a product
product-specific profile
identifies a target group and profiles consumers based on product-related dimensions
general lifestyle study
segmentation places a large sample of respondents into homogeneous groups based on similarities of preferences
product-specific
segmentation tailors questions to a product category
lifestyles
mode of living, reflected in consumers unique patterns of attitudes, interests, and opinions
- traditional or contemporary
people sort themselves into groups on the basis of: (3)
- what they like to do
- how they spend leisure time
- how they spend disposable income
AIO analysis
activities, interests, opinions
personality
unique psychological makeup, how someone responds to their environment
Consumer decision making styles
a consumers approach to making shopping choices shows a particular mental orientation related to personality traits
type theory
various types of personality (rather than individual traits)
social character (3)
1 tradition - values and behaviour stem from the past
- inner - strong personal sense of what sort of behaviour is correct
- other - values, attitudes and behaviour largely acquired from others
self monitoring
degree to which an individual adapts to social environment
Self concept
how consumers perceive themselves, in their memory as an object
