A description of consumers based on their psychological
Activities, interests,
and opinions (AIOs)
·
The three components
of lifestyles
Dogmatism
·
A tendency to be
resistant to change or new ideas
Domain specific values
·
Values that may only
apply to a particular area of activities
Global values
·
A person's most
enduring, strongly held, and abstract values that hold in many situations
Hedonism
·
The principle of
pleasure seeking
Instrumental values
·
The values needed to
achieve the desired end states such as ambition and cheerfulness
Lifestyles
·
People's patterns of
behavior
List of values (LOV)
·
A survey that measures
nine principal values in consumer behavior
Locus of control
·
How people interpret
why things happen (internal versus external)
Materialism
·
Placing importance on
money and material goods
Means-end chain
analysis
·
A technique that can
help to explain how values link to attributes in products and services
National character
·
The personality of a
country
Need for cognition
·
A trait that describes
how much people like to think
Need for uniqueness
(NFU)
·
The desire for novelty
through the purchase, use, and disposition of products and services
Personality
·
An internal
characteristic that determines how individuals behave in various situations
Psychographics
·
A description of
consumers based on their psychological and behavioral characteristics
Rokeach Value Survey
(RVS)
·
A survey that measures
instrumental and terminal values
Terminal values
·
Highly desired end
states such as social recognition and pleasure
Value segmentation
·
The grouping of
consumers by common values
Value system
·
Our total set of
values and their relative importance
USA 
India