demographicsandpsychographics英文(編輯修改稿)
2025-01-24 07:54 本頁面
【文章內(nèi)容簡介】 and society ?Three orientations of human behavior: plaint, aggressive, and detached ?Social variables (rather than biological instinct) are most important in shaping personality ?Person may buy a product that symbolizes unattainable or unacceptable goal” forbidden desire” 18 TraitFactor Theory ?Personality made up of traits: any distinguishable, relatively enduring way in which individuals differ from one another ?Understanding consumer traits can be useful in marketing plans ?Practical application is brand personality: the personality consumers interpret from a brand 19 Personality? Can We Predict Consumer Behavior from ?Yesat least to some extent ?Theory needs to be relevant and product specific ?Some variables that predict behavior: ? Innovativeness ? Need for cognition (NFC) ? Selfmonitoring ? Locus of control 20 Values Values: enduring beliefs about life and acceptable behavior 21 Social Values and Personal Values ?Social values define “ normal” behavior for a society or group ?Personal values define “ normal” behavior for an individual ?Social values of groups to which an individual belongs, influence personal values ?Values help explain how consumers answer the question, “ Is this product for me?” 22 Measuring Values: Rokeach Value Scale ?Values are concerned with goals and ways of behaving to obtain them ?RVS asks people to rank importance of a series of goals and ways of behaving ?can be used to
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