Tyman-Space Online College - free online courses
  | SYLLABUS | TSOC Home | About | Fair Use | Privacy | Contact | SEARCH
  | SyKronix Marketing Portal | Marketing Forum | Sykronix White Papers
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:

  1. That all individuals have internal characteristics or traits.

  2. 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.