Chapter 14
Psychographics: Values,
Personality, and Lifestyles
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Learning Objectives~ Ch. 14
1. Define values and the value system and show how they
can be described.
2. Identify some values that characterize Western cultures,
outline the main factors that influence values, and
describe how values can be measured.
3. Discuss the personality characteristics most closely
related to consumer behavior, and show why these are
important from a marketing perspective.
4. Explain how lifestyles are represented by activities,
interests, and opinions.
5. Describe how psychographic applications in marketing
combine values, personality, and lifestyle variables.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Values
“. . . enduring beliefs [that] a given behavior or
outcome is desirable or good.”
Value system
Values
– Global
– Terminal
– Instrumental
– Domain-specific
Think: what are your values & how do they reflect in
the marketplace?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Values of Western Culture
Materialism
Home
Work & play
Individualism
Family & children
Health
Hedonism
Youth
Authenticity
The environment
Technology
Any others you see?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Changing Values
Why values change: how are your generation’s
values different from your grandparents?
Influences on values
– Culture
– Ethnic identification
– Social class
– Age
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Culture & Values
Individualism & collectivism
Uncertainty avoidance
Masculinity versus femininity
Power distance
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Value Measurement
Inferring values from cultural milieu
Means-end chain analysis: Attributes of product are
important
Value questionnaires
– Rokeach Value Survey
– List of values
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Research Approaches
to Personality
Psychoanalytic—stages:
– Oral
– Anal
– Phallic
Trait theories
Phenomenological—locus of control
Social-psychological theories—compliant aggressive
versus detached
Behavioral
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Personality Characteristics & CB
Optimal stimulation
level
Dogmatism
Need for uniqueness
Creativity
Susceptibility to influence
Frugality
Self-monitoring
National character
Competitiveness
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Lifestyles
“. . . manifestations or actual patterns
of behavior.”
Activities, interests, & opinions
Market segmentation (e.g., golfers)
Communication (e.g., blogs for wine enthusiasts)
New product ideas (e.g., toe shoes)
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Values, Personality
& Lifestyles
VALSTM (formerly Values & Lifestyle Survey)
Responses to a proprietary survey place a consumer in
one of 8 categories (innovator, thinker, believer, achiever,
striver, experiencer, survivor, maker)
The survey is available at:
http://www.strategicbusinessinsights.com/vals/surveynew.
shtml
Other applied psychographic research
– Futures Company’s MindBase
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.