Pyschographic Segmentation

Question 1

Demographic segmentation

Answer 1

Age, gender , income

Limited because consumers can share same demographics and still be very different

Question 2

Psychographic Segmentation

Answer 2

Segment the market based on consumers psychological characteristics.

Personality traits

Values and Lifestyles

Opinions

Interests

Question 3

Measuring personality traits

Answer 3

1. Need for Uniqueness scale
2. Big 5 Model of Personality- OCEAN

Question 4

Need for Uniqueness Scale

Answer 4

Meassured on Disagree-Agree scales

Question 5

Big 5 Model of Personality

5 Dimensions that determines personality type

Answer 5

O - Openess to Experience
C - Conscientiousness
E - Extraversion
A - Agreeableness
N - Neuroticsm

Question 6

Openess to Experience

Answer 6

Curiosity, Flexibility, Imagination, Artistic Sensibility

Question 7

Conscientiousness

Answer 7

Discipline, Organization , Dependable

Question 8

Agreeablenesss

Answer 8

Sympathetic , trusting , cooperative , considerate

Question 9

Neuroticsm

Answer 9

Anxious , hostile , self-conscious

Question 10

Attitude

Answer 10

A lasting, general evaluation of people , objects, places, behaviours or ideas

Question 11

3 Attitudes Components

Answer 11

1. Affective Component
2. Behavioural Component
3. Cognitive Component

Question 12

Affective Component

Answer 12

How consumers feel about an object

Question 13

Behavioural Component

Answer 13

Wether consumers intend to do something with an object

Question 14

Cognitive Component

Answer 14

Whar consumers believe about an object

Question 15

Meassuring Affective Component

Answer 15

How do you feel about…
How does XXX makes you feel…

Question 16

Meassuring Cognitive Component

Answer 16

How effective do you think XXX is
Do you believe XXX..

Question 17

Meassuring Behavioural Component

Answer 17

How likely are you to buy XXX
Would you recommend XXX

Question 18

Commitment to an Attitude

Answer 18

Compliance - Reward and Punishment (Low Involvement)

Internalization - Value system ( High-Involvement)

Question 19

Principle of Cognitive Consistency Theory

Answer 19

Consumers value harmony among their attitudes (beliefs,actions,feelings)

Question 20

Cognitive Dissonance

Answer 20

The uncomfortable tension, that occurs when we hold conflicting attitudes

Question 21

Rationalization

Answer 21

The Reduction of Cognitive Dissonance

Question 22

Balance Theory

Answer 22

People prefer balanced relationships among attitudes, brands, and people.
If an inconsistency exists, they adjust attitudes to restore balance.

Question 23

Brand Compatibility

Answer 23

Measures the extent to which the participant likes the same brand as their partner in different product categories.

Question 24

High-involvement Hierarchy

Answer 24

Cognition-Affect-Behavior

Question 25

Low Involvement HIerarchy

Answer 25

Behavior-Affect-Cognition

Question 26

How attitudes are shaped

Answer 26

1. Classical conditioning (Associations) 2. Instrumental Conditioning (Reward or punishment) 3. Cognitive Learning (Observation)

Question 27

Self-Perception Theory

Answer 27

Changing Attitudes to Match Behavior

Question 28

Social Judgement Theory

Answer 28

Consumers compare new information to their existin attitudes. If it aligns with their existing beliefs they accept it , if not they reject it

Question 29

Multi-Attribute Attitude Model

Answer 29

A consumer’s attitude toward an object (e.g., a grocery store) depends on multiple attributes.Beliefs, Attributes, Importance Weights

Question 30

Capitalize on Relative Advantage

Answer 30

If the brand is good in one attribute convince consumers that attribute is important

Question 31

Strengthen Brand Attribute Links

Answer 31

Improve perceptions by communicating brand streghts that consumers may overlook