Chapter 14

• Psychographics: Values, Personality, and Lifestyles is a chapter in the book "Consumer Behavior" by Cengage Learning.
• Consumers' behavior is used to create segments based on resources and motivation, resulting in segments such as Innovator, Thinker, Achiever, Experiencer, Believer, Striver, Maker, and Survivor.
• Futures Company's MONITOR MindBase includes nine broad segmentations.
• Values are enduring beliefs about abstract outcomes and behaviors that are good or bad.
• The value system is the total set of values and their relative importance.
• Values can be global (strongly held and abstract), terminal (highly desired end states), instrumental (needed to achieve the desired end states), or domain-specific (apply to a particular area).
• Values that characterize consumption include materialism, home, work and play, individualism, family and children, health, hedonism, youth, authenticity, environment, and technology.
• Influences on values include culture, ethnicity, social class, and age.
• Dimensions of culture include individualism and collectivism, uncertainty avoidance, masculinity versus femininity, and power distance.
• VALS analyzes the U.S. and global markets through 22 values segments.
• Lifestyle research helps marketers understand consumers' behavior patterns.
• Behavioral theory suggests that individuals are more likely to engage in behaviors for which they have been rewarded.
• Means-end chain analysis explains how values link to attributes in products.
• and global markets through 22 values segments VALS is a tool used by marketers to understand consumers' values and lifestyles.
• Value laddering determines the root values related to product attributes that are important to consumers.
• Rokeach Value Survey (RVS) measures instrumental and terminal values.
• Social-psychological theories suggest that behavior can be characterized as compliant, aggressive, or detached.
• Exhibit 14.10 presents the Trait Conception of Personality Types.
• Lifestyles are manifestations or actual patterns of behavior, including activities, interests, and opinions (AIOs).
• Psychoanalytic theory suggests that personality arises from a set of dynamic, unconscious internal struggles within the mind.
• Consumers in different countries may have characteristic lifestyles.
• Voluntary simplicity is a choice for consumers who do not want the accumulation of possessions to be the focus of their lives.
• Value Measurement involves inferring values from the cultural milieu.
• Phenomenological theory focuses on the locus of control, which is people's tendency to attribute the cause of events to the self or not the self.
• VALS is a tool used by marketers to understand consumers' values and lifestyles.
• Trait theories suggest that personality is composed of a set of characteristics.
• List of Values (LOV) is a survey instrument that measures nine principal values driving consumer behavior.