demographicsandpsychographics英文-閱讀頁
2025-01-16 07:54本頁面
【正文】 aginative Independent Intellectual Logical A fortable life An exciting life Equality Family security A world at peace Freedom A world of beauty Happiness National security Pleasure Inner harmony Mature love 24 Measuring Values: Schwartz Value Scale ?Designed to measure a prehensive set of values thought to be held by nearly everyone ?Values are transsituational goals that serve the interest of individuals or groups and express one of ten universal motivations or value types ?The ten values and four higherorder value domains represent a continuum of related motivations Structural Relation of Motivational Value Types 26 Values and The Decision Process ?Laddering: indepth probing directed toward uncovering higherlevel meanings at both the benefit level and the value level ?It seeks linkages between product attributes, personal outes, and values ?Identifying which product attribute appeals to which valuebased segment can guide advertising and marketing appeals 27 Laddering and the MeansEnd Chain Attributes Consequences Values Large engine Fast acceleration Performance Feeling of power Selfesteem 28 Lifestyles ?Lifestyle: patterns in which people live and spend time and money ?Psychographics: an operational technique to measure lifestyles (traditional definition of psychographics) ?Demographics focus more on who buys products
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