Lecture 7 – HETEROGENEITY, VALUES, PERSONALITY Flashcards
values
= enduring beliefs about abstract outcomes & behaviours that are good or bad
value system
= our total set of values + their relative importance
3 types of values
- global
- terminal
- instrumental
global values
= most enduring, strongly held & abstract, hold in many situations
terminal values
= highly desired end state
instrumental values
= values needed to achieve goals
6 Hofstede dimensions
- collectivism - individualism
- uncertainty avoidance
- masculinity - femininity
- long vs short term orientation
- power distance index
- indulgence - restraint
limitations of Hofstede dimensions
- contradictions
- no way to look at small countries
LOV for consumers behaviour
(internal)
1. self-respect
2. warm relationships with others
3. sense of accomplishment
4. self-fulfillment
5. fun & enjoyment in lfie
6. excitement
(external)
7. sense of belonging
8. being well respected
9. security
personality
= general enduring differences between people in terms of behaviour patterns, feeling & thinking
trait
= distinguishable characteristic that describe one’s tendency to act in a consistent manner
!! are stable but interact with situations
lifestyle
= the way consumers live & spend their money
VALS types
= psychometric method that measures beliefs & other predictive attitudes in conjuction with behaviours & demographics for developing countrywide (USA) typologies
VALS types
- innovators
- thinkers
- believers
- achievers
- strivers
- experiencers
- makers
- survivors
