MKTG 322 Lecture Notes - Lecture 5: Prosocial Behavior, Psychographic, Acculturation
3 Feb 2020
School
Department
Course
Professor
Document Summary
Psychographics: the description of consumers based on their psychological and behavior characteristics. Values, personality, and lifestyles constitute the basic components of psychographics. Marketers use psychographics to gain a more detailed understanding of consumer behavior than they can get from demographic variables. Lifestyles: behavioral patterns that are manifestations of values and personality. Values: enduring beliefs about abstract outcomes and behaviors that are good or bad, such as health, independence, family life, and peace. Values serve as standards that guide your behavior across situations and over time. Value system: our total set of values and their relative importance. Value conflict: when you do something that is consistent with one value but inconsistent with another equally important value. Acculturation: the process by which individuals learn the values and behaviors of a new culture. Example: immigrants arriving in the us learn new values to acculturate to american life, and transit some of their own values back.
