In this section, we will learn about , lifestyle, and the self and how marketers design strategies using psychographic factors such as activities, interests, and opinions.
Upon completing this section, students should:
- Define “self concept” and the various associative concepts related to it.
- Give examples of how marketers use self-concept in marketing strategies.
- Explain what is meant by psychographic profiling and how a marketer goes about constructing one.
- Discuss the origins of personality research and how marketers develop “brand personality” in consumer marketing.
A way to describe the various human characteristics that make us all different from one another.
Marketing campaigns designed to influence, persuade, and appeal to a consumer's "AIO's", values, worldviews, and personality identity.