PERSONALITY AND PSYCHOGRAPHICS
PERSONALITY
patterns of behavior that characterize each individual's adaptation
to particular situations
Personality deals with relatively long-lasting personal qualities
that allow us to respond to the world around us.
Two common assumptions:
- That all individuals have internal characteristics or traits.
- That there are consistent and measurable differences between
individuals on those traits.
CONSUMER DEMOGRAPHIC PROFILE
- age
- gender
- occupation
- education
- marital status
- expenditures
- income
- location
- - etc.
CONSUMER SOCIAL PROFILE
- culture/subculture
- social class
- reference groups
- stage in family life cycle
- - etc.
CONSUMER PSYCHOLOGICAL PROFILE
- innovativeness
- perceived risk
- motivation
- attitudes/opinions
- class consciousness
- personality
- - etc.
AIO INVENTORY
Activities
- work
- hobbies
- social events
- vacation
- entertainment
- community
- shopping
- sports
- club membership
Interests
- family
- home
- job
- community
- recreation
- fashion
- food
- media
- achievement
Opinions
- themselves
- social issues
- politics
- business
- economics
- education
- products
- future
- culture
LIFESTYLE
how one lives
Lifestyle is a function of inherent individual characteristics
that have been shaped through social interaction as one moves through
the lifecycle.
Influenced by:
- values
- demographics
- social class
- reference groups
- family
- individual characteristics
- motives
- emotions
- personality
PSYCHOGRAPHICS
quantitative investigation of consumers' life-styles and personality
characteristics
a way of describing the psychological makeup or lifestyle of consumers
by assessing such dimensions as:
- attitudes
- values
- activities and interests
- demographics
- media patterns
- usage rates
PROBLEMS WITH SOCIAL AND PSYCHOLOGICAL MEASURES:
- difficult to measure
- somewhat subjective
- based on self-reports from consumers
- sometimes hidden from view
There are disputes over terms, misuse of data, and problems with reliability.
- - "TOUCHY FEELY" - -
Demographic data alone, however, are inadequate.
