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Psychographics
attempt to classify consumers in terms of psychological variables such as personality, values and lifestyles
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Aspects typically considered in psychographics include:
- Personality traits and the concept of self
- Values systems
- Attitudes toward experiences and brands
- Lifestyles - acitvites, interests and opinions
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What is the use of psychographics in tourism?
Predicting how tourist and leisure participants will behave
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What is the objective of psychographics
to assess consumers' lifestyles so that meaningful conxumer typoligies can be identified
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How can psychographics increase the effectiveness of marketing?
- targeting the approprate audience
- focusing hte message on their needs
- sleecting the appropriate media
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Personality: Freudian theory
personality stems from conflict between the desire to satisfy physical needs and the necessity to function as a responsible member of society
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Freudian theory personalities
- Id - immediate gratification (pleasure) - primitave
- Superego - social moral and ethical inhibitions (conscience)
- Ego - mediates between id and superego - considers consequences
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How is freudian theory useful to marketers?
- appeal to Id - ads emphasisng the pleasure and self indulgent aspects of product or service offerings
- appeal to superego - emphasising social amenities, ehtics, tradition
- appeal to ego - free offers as well as employing leisure, freedom, escape, and fantasy appeals ("its ok to take some time off, you deserve it")
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Traits theorys' 5 personality traits:
- Extroversion - outisde oriented (interraction with others)
- Emotional stability - the degree of consitency/inconsistency (aka neurotocism)
- Agreeableness - being friendly rahter than reserved
- Consientiousness - being dependable and commited, taking intiative
- Openness to experience - new ideas and change
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