Psychographics: Values, Personality, and Lifestyles
By Lidia Alcantara
Consumers learn to value objects differently. It can be because they are a very known brand or because you see others wear or use the brand. This feeling of wanting to fit in with everyone else which leads to consumers' values development. Everyone on this planet is unique and has their own personality traits which fall under:
1. the psychoanalytic approach, which sees personality as the result of unconscious struggles to complete key stages of development;
2. trait theories, which attempt to identify personality characteristics that describe and differentiate individuals;
3. phenomenological approach, which proposes that personality is shaped by an individual's interpretation of life events;
4. social-psychological theories, which focuses on how individuals act in social situations;
and
5. behavioral approaches, which view personality in terms of behavioral responses to past rewards and punishments.
Marketers look into this and try to know their audience as much as possible They also look into consumers' lifestyles and what their patterns are of interests, behaviors, and opinions are. This makes it easier for marketers to target the audience they want and makes it a more likely chance that their audience is hooked by their advertising. Audi targets, upper-middle-class and upper social class who are in the middle of their careers. these consumers often have more than enough money and feel like showing off a new car and if it's an Audi even better. These consumers value what they are seen driving around in and take it very seriously. They want to be seen as someone that has their life together at such a younger age instead of waiting when they are older to buy the car.
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