Professional Documents
Culture Documents
Mod 2 Personality and Lifestyle
Mod 2 Personality and Lifestyle
Mod 2 Personality and Lifestyle
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006 1
Pearson Education Canada Inc
Opening Vignette
Do you see yourself as beautiful?
Only1% of all women see themselves as
beautiful
Most ads portray an ideal image that is
unattainable
Dove’s ‘Campaign for Real Beauty’
http://www.dove.ca
Actual Self-
Ideal Self-Image
Image
Expected
Self-Image
Expected Self-Image
– How you expect to be in the future
“Ought-to” Self
– The qualities that you think you should
possess
Psychographic Segmentation
– Segmenting consumers on the basis of
their activities, interests and opinions
Psychographic-demographicprofiles
Geodemographic segmentation