Psicografía

Elective Core Course III Consumer analysis

PSYCHOGRAPHY

VALUES, PERSONALITY AND LIFESTYLE

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What do you think psychography is?

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Personality, lifestyles and values in Marketing

Psychography

Psychography focuses on the measurement of lifestyles, but some of its more modern applications also include psychological structure, values, personality and behavior with respect to specific products. Marketers use psychographics to generate a more detailed understanding of consumer behavior than they would with demographic variables such as ethnicity, social class, age, gender and religion.

values

These are enduring beliefs about whether a particular behavior or outcome is good or bad. Our total set of values and their relative importance to us constitute our value system.

Conflict of values

Acculturation

How values can be described

Values can vary in terms of their specialty. At the most general level are global values, which represent the backbone of a person's system. These very persistent, deep-rooted and abstract values apply in numerous situations.

multiple ways of characterizing global values

Therefore

Among the 7 domains there are two types of global values: terminal and instrumental.

The global values are different from the domain-specific values.

Terminal values

Instrumental values

Values that characterize Western cultures

Since values have an important influence on behavior, companies need to understand some of those that characterize consumption in Western societies

Materialism

.Materialistic people when they attach great importance to the acquisition and possession of money and material goods; they seek pleasure in shopping, believe they would be happier if they had more things, and measure success in their lives based on the amount and type of material goods they have accumulated. There is evidence that materialistic people tend to spend more than they can afford, perhaps because they anticipate that the purchase will bring them more happiness than is actually the case.

The theory of terror management

Work and play

Not all people from different cultures share the same values of work and play. Consumers increasingly value their work because of its instrumental role in achieving other values, such as a comfortable lifestyle, family security and attainment of life goals.

Individualism

The traditional "genuine individualist" consumer values independence and autonomy, and tends to consider the needs and rights of the individual as a higher priority than the needs and rights of the group. In an individualistic society, generally speaking, there are collectivistic or allocentric consumers who prefer interdependence and social relationships. In contrast, individualistic, or idiocentric, consumers tend to emphasize individual freedom and assertiveness.

Family and children

Cultures also differ in the value they place on their families and children. U.S. consumers continue to place a very high value on their children. Companies have increased the number of weeks of paid maternity and paternity leave, and some recognized leaders have increased the number of weeks of paid maternity and paternity leave. In doing so, brands face limitations and strict marketing guidelines in some product categories.

Many consumers place a high value on health, due to self-esteem and their interest in longevity and survival. The value of health is reflected in the popularity of foods low in fat, calories, carbohydrates, sugar, salt or cholesterol, as well as those with special nutritional benefits. Consumers who value health tend to be less price-sensitive than those who do not

Health

Consumers are increasingly operating on the principle of hedonism, or pleasure-seeking, by seeking goods, services and experiences that simply make them feel good, such as luxury cars, delicious food and beverages, digital innovations and exciting vacations.

Hedonism

Youth

Compared to other cultures, the United States has long placed a high value on youth, as evidence of a wide range of offerings to combat or reduce the signs of aging. Cosmetic surgery is one of the fastest growing medical specialties for both men and women. Beauty items are riding the wave of emphasis on youth.

People generally value authentic things, whether it is the original item or a faithful reproduction. Counterfeits or cheap imitations tend to be less valued. Consumers may feel a strong attachment to brands they perceive as "authentic" and discard, or even discredit, those that no longer appear authentic.

Authenticity

Environmental protection has become an important value among U.S. and European consumers, who are interested in conserving natural resources, preventing pollution and supporting environmentally friendly goods, services and activities.

Environment

Consumers across many cultures are fascinated by technological advances

• Technological change can be so rapid that we find it hard to keep up, leading to a renewed emphasis on simplicity, or at least managing complexity.
• Products with automatic features are popular because they make it easier for consumers to use them properly.

Technology

Why do the values change?

Because societies and their institutions are constantly evolving, value systems also change. Value systems are not completely homogeneous in the world, which means that companies must work to understand the values of consumers in each market they are targeting.

Influence of values

Culture and values

Greert Hofstede found that cultures can vary based on four main axiological dimensions. • Individualism versus collectivism. The degree to which a culture focuses on the individuals rather than the group. • Aversion to uncertainty. The degree to which a culture prefers structured situations to unstructured ones • Masculinity versus femininity. The degree to which a culture prefers male values (as defined by Hofstede) • Power distance. Degree to which the members of a society are equal in terms of status.

Ethnic identity and values

Ethnic groups with a higher culture may have some different values than other ethnic subcultures. Consumers in different countries may have different ethnic values.

Social class and values

Different social classes have specific values, which in turn affects their purchasing and consumption patterns. An example is the consumers of the highest classes value giving something back to society,

Age and values

Members of one generation often share values similar to those of other generations. However, there are differences by virtue of age or group, but both influence the way we behave as consumers.

Impact on marketing

Consuming patterns

Consumers often buy, use, and dispose of products consistent with their values. So companies can learn more about what consumers like if they understand their values

Market Segmentation

Firms can identify groups of consumers who have a common set of values ​​that differ from other groups, a process called value segmentation

Ideas for new products

Values ​​can also influence consumer reactions to new and different products. The more consistent a product is with values ​​important to the consumer, the greater its chances of success.

Ad development strategies

Examining the profile of the target value segment can help companies design more attractive ads. Ads that contain values ​​can encourage consistent values-based behavior

personality

Personality consists of distinctive patterns of behavior, tendencies, qualities, or personal dispositions that make one person different from another and cause a consistent response to environmental stimuli. These patterns are internal characteristics that we are born with or that result from the way we have been raised.

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PERSONALITY RESEARCH METHOD

Psychoanalytic approach

Based on psychoanalytic theories, personality arises from a set of dynamic and unconscious internal struggles within the mind, the psychoanalyst Sigmund Freud pointed out that in the formation of our priority we go through several stages of development.

Trait theory

Trait theorists propose that personality is made up of characteristics that describe and distinguish people. Research in social psychology has revealed that the top five personality traits tend to explain most variations in personality: affability, conscientiousness, emotional stability or awareness in behavior, when combined with the introversion / extroversion dimension can be used as a basis for representing various personality types.

METHODS PHENOMENOLOGICAL APPROACHES

The methods of phenomenological approaches propose that the personality is shaped above all by the interpretation of the life events that the person performs. The locus of control or the interpretations that people make of why specific things happen and are attributed to the person or others is a key concept of phenomenological methods. The externally controlled persons attribute the responsibility to other people, events or places and not to themselves, as a consequence, they can attribute the failure of the product to poor manufacturing or packaging.

Psychosocial Theories

They propose that people act in social situations to satisfy their needs. Karen Horney believed that behavior can be characterized by three fundamental orientations measured by the CAD scale:

Docile people

Aggressive people

Isolated people

In psychosocial theory, two consumers are distinguished:

State-oriented consumers

They tend more to rely on subjective norms to guide their behavior

Consumers vary in terms of their attention to information that helps them compare themselves to other people.

Action-oriented consumers

Their behavior is based more on their attitudes

Behavioral approaches

They propose that differences in personality are a function of how people have been rewarded or punished in the past.

negative reinforcement

Positive reinforcement

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People are more likely to have traits or to engage in behaviors for which they have been rewarded

VS

How to determine if personality characteristics affect consumer behavior.

Stimulation level Dogmatism Need for uniqueness Creativity Cognitive need Susceptibility to influence Frugability Self-monitoring behavior National character Spirit of competition

Optimal level of stimulation

• Some activities have the power to offer a certain kind of psychological arousal
• Things that are physically stimulating, energizing, or emotionally new have the power to induce arousal.
• In general, people prefer moderate levels of stimulation, they differ in the level of arousal that they consider moderate or optimal

High level of stimulation

Low level of stimulation

• Tendency of a person to resist change and new ideas

• Dogmatic or closed-minded consumers are relatively new to new products, promotions, and advertisements

Dogmatism

Need for uniqueness

Consumers seeking novelty through the acquisition, use, and disposal of goods and services present a need for uniqueness.It covers three dimensions

• • Counter-conformity of creative choice
• • Against unpopular election conformity
• • Avoidance of similarity

Creativity

• Away from the conventional practice of consumption in a new and functional way
• Improves the mood of consumers
• Different environmental factors can affect how creative we are

Consumers who enjoy thinking about things like products, attributes and benefits have a high need for cognition. Consumers with a high need for cognition do not like to think and prefer to take shortcuts or trust their feelings.

Need for cognition

Influence susceptibility

Frugality

Consumers also vary in their susceptibility to persuasion attempts, especially short-term ones, and they become resourceful in using goods and services to achieve long-term goals.

Degree to which consumers take a disciplined approach to short-term decisions and become resourceful in using goods and services to achieve long-term goals

Self-monitoring behavior

People differ in the degree to which they turn to others for clues about how to behave.

People with high self-superstition

People with low self-supervision

National character

Personality traits can sometimes be used to stereotype people from a given country as having a national character.

Competitiveness

It is associated with the desire to surpass others through the conspicuous high of material things It is a factor in consumers' desire to outperform others directly or indirectly.

Lifestyles

Lifestyles are closely related to consumer values and personality Lifestyles are manifestations of actual behavior patterns

Lifestyle behavior patterns

Political opinions, ideology, and involvement can also affect acquisition, use, and disposal decisions. Lifestyle research can help companies understand how a product conforms to general consumer behavior patterns.

Voluntary simplicity

Consciously limit acquisition and consumption to obtain a less materialistic and more environmentally friendly lifestyle. Voluntary simplicity is a lifestyle for consumers who do not want to accumulate possessions to focus on their lives.

Psychography: Combination of values, personalities and lifestyle

Values and Lifestyle Survey, property of "Strategic Business Insights". VALS analyzes the behavior of US consumers by creating segments based on two factors • Means • Main motivation

VALS

MONITOR MindBase

It is a psychographic segmentation system with nine broad segments MindBase determines how consumers behave and why they behave in each segment, based on their attitudes, stage of the life cycle they are in, gender, age and other data. This data is interpreted for marketing purposes.

Conclusions

As marketers, it is very important to know the personality and lifestyle of the consumer to understand what brand or product they identify with.

Personality characteristics have an important relationship with consumer behavior patterns and are extremely important in marketing

Bibliography

Hoyer, W. D., Maclnnis, D. J., & Pieters, R. (2018). Comportamiento del consumidor (Septima ed.). Cengage Learning.

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