How can marketers use an understanding of consumers personalities to market their products quizlet?

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One value that has become increasingly prevalent in Western culture is materialism.

-In a materialistic society, people gauge satisfaction of what they have or have not acquired in life in terms of desired possessions.
~In contrast, symbolic items such as a mother's wedding gown, family mementos, and photos are more important to those low in materialism.

-Materialistic consumers might believe that they would be happy if they has a bigger house, a nicer care,or more expensive clothes---beliefs that can lead to stress if family or life changes disrupt their finical situation.
~Yet research actually indicates a weak connection between material possessions and happiness.

-During the recent recent recession, finally strapped consumers who previously place a high value on materialism began shifting away from this value.
~Refocusing on experiences makes sense because the happiness associated with acquired possessions fades quickly, while the positive feelings associated with experiences lingers longer.
~Another explanation for the movement away from materialism is that the value conflict between the individual orientation of materialism and the group orientation of family-oreinted values is associated with a reduced sense of well-being.

-In a materialistic society, consumers will be receptive to marketing tactics that facilitate the acquisition of goods, such as phone-in or online orders, special pricing, convent distribution, and communications that associate acquisition with achievement and status, like ads for a Rolex watch.
~Consumers also want to protect their possessions, creating opportunities for services such as insurance and security companies that protect consumers against loss, theft, and damage.

Not everyone in every culture shares the same values of work and play.

In the United States, consumers are working harder and longer than ever before, partly due to corporate downsizing and an emphasis on productivity.
~In fact, when career-minded consumers go on vacation, nearly half regularly communicate with work colleagues through cell phone, e-mail, and fax.
~However, consumers increasingly value work for its instrumental function in achieving other values such as a comfortable lifestyle, family security, and accomplishing their life goals.

-When people work longer hours, they value leisure time as much as they value money, and they will pay for services so that they can spend more non work time on leisure activities.
~For instance, the online grocery retailer Peapod, owned by the Dutch supermarket company Royal Ahold, has built multimillion-dollar business catering to U.S. consumers who have better things to go than go to the supermarket to pick out tomatoes and tissues.

-Many consumer make leisure-time choices with the express purpose of getting completely away form work, a goal that has made remote vacation spots and spas more popular in recent years.

One of the most widely known psychographics tools is VALS, formerly known as Values and Lifestyles, and is owned by Strategic Business Insights.

-VALS analyzes the behavior of U.S. consumers to create segments based on two factors.
1.) Resources, including income, education,self-confidence, health, eagerness to buy, intelligence, and energy level.
2.) Primary motivation.

Responses to a proprietary survey place a consumer in one of 8 categories (innovator, thinker, believer, achiever, striver, experiencer, survivor, maker)
The survey is available at:

-NOP World's LifeMatrix

-Yankelovich MindBase:
Based on attitudes, life-stage data, gender, age, and other input, MindBase determines how consumers in each segment behave and why, and then interprets this information for marketing purposed.

-Some researchers question whether psychographics techniques fully capture all the variation in consumers' lifestyle.
~Rather than replying in the traits measured in the preceding research, one researcher identifies some consumption patterns that do not fit into the VALS framework.

-Another researcher warns that segments can shift with societal changes, economic changes, technologic changes, and competitive changes.

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