Intro
In this blog I will be considering how parts of our social psychology influence consumer-related behavior choices. We make choices every single day and we know that each of these choices are influenced by all the stimuli around us. Specifically, we as humans are influenced primarily by who we are. This includes our lifestyle choices, personality traits, and demographics.
Research Tools
Many researcher use tools like the VALS survey or the Claritas PRIZM to measure where people are align in psychographic tendencies. For example, someone labeled in “Upscale Mature w/o Kids” in the claritas PRIZM segment is likely to own a Lexus, visit Alaska, and listen to CBS conservative. These tools that help classify people are powerful in the marketing world because we can better match a consumer to a product. The more accurately we can match the two the more likely we will get a high ROI.
My Results
After taking the VALS test I was placed in the “consumer group”. Members in this group tend to be into the latest trends, see themselves as very social, are spontaneous and have a heightened sense of visual stimulation. Knowing this information, marketers can craft an ad that appeals to what I like. This could be a trendy new clothing ad, or an inspirational spontaneous adventure ad. I am way more likely to respond to ads like these (according to the test).
Conclusion
To conclude, the emotions, lifestyle choices, personality traits, and psychographics in human beings all come together to form who we are as people. These things are the most important things marketers must tap into in order to evoke a response from the consumer.
