6-2Lecture ObjectivesWhen you finish this lecture, you should understand why:•A consumer’s personality influences the way he or she responds to marketing stimuli. •Consumers’ lifestyles are key to many marketing strategies.•Psychographics go beyond simple demographics to help marketers reach different segments.•Identifying patterns of consumption is superior to knowledge of individual purchases when a marketer crafts a lifestyle marketing strategy.
Personality•Described as the psychological characteristics that both determine and reflect how a person responds to his or her environment.•Personality tends to be consistent and enduring•But may change abruptly due to major life events or gradually over a period of time. 6-3
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