18 - Psychographics:Values, Personality,andLifestyles:...

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Psychographics: Values,  Personality, and Lifestyles:  Part I Marketing 3250 November 18, 2009
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Marketing McDonald’s Menu  Makeover Targeting health conscious consumers Illustrates influence of values, personality  and lifestyles on consumer behavior
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Psychographics Psychographics: Describing consumers  based on their psychological and  behavioral characteristics.  Values, Personality, Lifestyle Gives a more detailed understanding of  consumer behavior than demographic  information
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Values Values:  “enduring beliefs that a given  behavior or outcome is desirable or  good” As enduring beliefs, our values serve as  standards that guide our behavior across  situations and over time Value systems:  “our total set of values  and their relative importance” The way we behave in a given situation is  influenced by how important one value is  relative to another
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Conflicting Values Vs.           Vs. 
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This note was uploaded on 09/22/2010 for the course MKTG 3250 at Colorado.

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18 - Psychographics:Values, Personality,andLifestyles:...

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