demographicsandpsychographics英文-在線瀏覽
2025-02-07 07:54本頁面
【正文】 le 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 segment groups based on values systems 23 Rokeach Value Scale Instrumental (Modes of Conduct) Terminal Values (End States) Ambition Broadminded Capable Cheerful Clean Courageous Fiving Honest Im
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