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MG308A > Psychographics > Flashcards

Psychographics Flashcards

1
Q

What is personality

A

Individual differences in characteristics patterns of thinking, feeling, and behaving
-Combination and interaction of various traits

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2
Q

Two types of personalities

A
  1. Consistency
  2. Enduring
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3
Q

Consistency (personality)

A

a recognizable order and regularity

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4
Q

Enduring (personality)

A

dispositions or long-term tendencies
-not that it never changes - it is stable enough to be measured in a meaningful way

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5
Q

How is personality distinct from identity

A

1.Personality = “to have”
Identity = “to be”
2. Personality is an observable process belonging to a distinct individual not the person themselves

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6
Q

Earliest known theory of personality

A

Hippocrates (400BC)

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7
Q

Hippocrates

A

Personality depends on the balance of 4 bodily fluids (humours) - affects temperature and health
-Remained influential in Western Europe throughout the medieval and Renaissance periods

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8
Q

Blood “Sanguine” (Hippocrates)

A

courageous, helpful, carefree, optimistic

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9
Q

Phlegm “Phlegmatic”

A

Calm, thoughtful, patient, peaceful, slow, lethargic

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10
Q

Yellow Bile “Chloleric”

A

ambitious, leader, restless, easily angered

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11
Q

Black bile “melancholic”

A

despondent, quiet, analytical, serious, sad

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12
Q

Psychodynamic theory of personality

A

Sigmund Freud (early 1900s)
-Three levels of awareness
-Three components of personality

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13
Q

Three levels of awareness - Frued’s structure of personality

A
  1. Conscious
  2. Preconscious
  3. Unconscious
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14
Q
  1. Conscious
A
  • Thoughts
  • Perceptions
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15
Q
  1. Preconscious
A
  • Memories
  • Stored knowledge
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16
Q

Unconscious

A
  • Fears and doubts
  • Violent motives
  • Unacceptable sexual desires
  • Irrational wishes
  • Shameful experiences
  • Selfish needs
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17
Q

Personality is result of the battle for control between….

A
  • id
  • ego
  • superego (biggest section on iceberg)
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18
Q

How the iceberg works - Id

A
  • Functions on the PLEASURE PRINCIPLE
  • Immediate gratification of needs to reduce tension and discomfort regardless of consequences
    -Often keep urges below the surface via repression
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19
Q

Superego

A
  • Functions on the IDEALISTIC PRINCIPLE
  • Our moral guide / conscience
  • Influenced by internalising our parent’s values and the voice of society
  • Works against the id by inflicting guilt
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20
Q

Ego

A

-Functions as the REALITY PRINCIPLE
- Serves to balance demands of the id and the superego
- Assesses what is realistically possible in satisfying the id and/or superego (what society deems acceptable)

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21
Q

Exams are approaching what do you do

A

Id = drinks
Superego = study
Ego = drinks and study

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22
Q

Marketing implications of Freudian Theory

A
  • Unconscious motives underlying purchases
  • Symbolism in products to compromise id and superego
    Advertising often targets the id via sex appeals
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23
Q

What do Trait theories of personality focus on

A

Differences between people

24
Q

Most popular trait theory: Big 5

A

OCEAN
Openness to experience
Conscientiousness
Extraversion
Agreeableness
Neuroticism

25
Q

Openness to experience

A

Curiosity, flexibility, imagination, artistic sensibility

26
Q

Conscientiousness

A

Discipline, organisation, dependable

27
Q

Extraversion

A

Outgoing, upbeat, friendly, assertive, gregarious

28
Q

Agreeableness

A

Sympathetic, trusting, cooperative, straightforward

29
Q

Neuroticism

A

Anxious, hostile, self-consious, insecure

30
Q

Application of personality and brands

A

Brands project a personality
Brands usually attract consumers with the same (or desired) personality

31
Q

What is brand personality

A
  1. Sincerity
  2. Excitement
  3. Competence: reliable, intelligent, successful
  4. Sophistication: upper class, charming
  5. Ruggedness: outdoorsy, tough
32
Q

What are values

A

Enduring beliefs about what is right/wrong, important, or good/bad

33
Q

Types of values (5)

A
  1. Human
  2. Cultural:
  3. Peer group
  4. Family
  5. Personal
34
Q
  1. Human
A

shared by virtually everyone, usually instinctual

35
Q
  1. cultural
A

shared by most members of society, learned at a young age

36
Q

3.Peer group

A

shared by the groups to which you belong

37
Q

4.Family

A

often strongly held, learned at a young age

38
Q
  1. Personal
A

yours alone

39
Q

What is a lifestyle

A

A pattern of behaviour that is reflected in and reflects the consumption of interrelated product clusters

40
Q

Product Constellations

A

Cluster of complementary products, interests, specific brands, or consumption activities
e.g. people with busy lives have a need for convenient meals

41
Q

Consumer lifestyle trends

A

1.Busy lives
“I want help managing and making
the most of the time I have”
2. Shared experiences
“I’m seeking experiences I can share with others, to enrich my daily life and escape life’s pressures”
3. Responsible living
“I want to live more responsibly
and make better choices that
make a difference without having
to compromise”
4. Health and wellbeing
“I want to achieve a holistic approach to physical health and emotional wellbeing”
5. Personal value seekers
“I’m willing to spend money on the
things that re valuable to me, and
am pursuing more creative ways of
getting what I want”
6. Keeping it real
“I’m looking for products and
brands that have real, authentic, and honest origins”

42
Q

Psychographics

A

A description of consumers based upon their psychological and behavioural characteristics
- Encompasses personality, lifestyle, and values
- Also describes an an AIO (activities, interests and opinions) measurement
-Provide a basis for segmentation

43
Q

Segmentation

A

Divide consumers intro groups on the basis of differences in lifestyle (i.e., how people live; this includes their AIO)

44
Q

Popular form of psychographic segmentation

A

VALS (Values and Lifestyles)

45
Q

VALS (values and lifesyles)

A

-Developed by Strategic Business Insights
- Draws upon the work of maslow
-Classifies consumers into 8 major segments

46
Q

What are the two basic dimensions of VALS

A
  1. Motivations: ideals, achievements, and self-expression
  2. Resources: age, income, and education, as well as personality traits such as energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity
47
Q

8 major segments of VALS

A
  1. Innovators - abundant resources
  2. Thinkers - motivated by ideals
  3. Believers - motivated by ideals
    4.Achievers-goal orientated lifestyle
  4. Strivers-goal orientated lifestyles
  5. Experiencers - self-expression
  6. Makers - self expression
  7. Survivors - live narrowly faces lives
48
Q

1.Innovators

A

-Enjoy the challenge of problem-solving;
science and RD are credible
– Successful, sophisticated, high selfesteem, curious, confident
– Most receptive to new ideas and tech

49
Q

2.Thinkers

A

-Value order, knowledge, and
responsibility (“analysis paralysis”)
– Educated and intellectual
– Buy proven products, use tech in
functional/practical ways

50
Q

3.Believers

A

– Conservative, conventional, tradition
– Have concrete beliefs surrounding
family, religion, community
– Choose familiar products and
established brands (loyal)

51
Q

4.Achievers

A

– Conservative, conventional, tradition
– Have concrete beliefs surrounding
family, religion, community
– Choose familiar products and
established brands (loyal)

52
Q

5.Strivers

A

– Imitative, fun-loving, trendy
– Concerned about the opinions and
approval of others, peer influence
– Shopping is a social activity and an
opportunity to demonstrate to peers their ability to pay

53
Q
  1. Experiencers
A

– Young, enthusiastic, impulsive, active, spontaneous, social, sensation-seeking
– Spend a comparatively high proportion of income on fashion, entertainment, and socializing

54
Q

7.Makers

A

– Experience the world by working on it: building a house, raising children, fixing a car, or canning vegetables
– Have skill and energy to carry out
projects
– Prefer value to luxury – buy basic
products, unimpressed by material
possessions

55
Q

8.Survivors

A

– live narrowly focused lives
– Few resources, often believe that the world is changing too quickly
– Oldest, thrifty, take comfort in
routine, familiar people, and places
– Cautious consumers, risk-averse,
loyal to favorite brands (nostalgic)

MG308A (12 decks)

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