COMM 362 Chapter Notes - Chapter 6: Karen Horney, Self-Concept, Animism
Document Summary
Personality: a person"s unique psychological makeup and how it consistently influences the way he or she responds to the environment. Personality of positioning: a brand personality is also a statement about how the brand is positioned, may want to reposition. Psychographics: the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market to make a particular decision about a product, person, ideology etc. Aios: activities, interests, opinions, to determine how people spend their time, what they find interesting and important, and how they view themselves and the world about them, plus demographic information. Psychographic segmentations typologies: using a mixture of aios and other items relating to their perception of specific brands etc. Geodemography: analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live to identify consumers who share common consumption patterns.
