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14 Psychographicsvalue, personality, and life style
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Which coffee do you want
Starbucks or can coffee
What is your choice
And why
Psychographics
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1. VALUE
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What is value
Value
Enduring beliefs regarding ��쁶hat is good or bad��� served as standards that guide your behavior
1. VALUE
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Value system
Value conflict
How important one value is to you relative to others
Acculturation
Process by which individuals learn the values of a new culture
1. VALUE
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How values can be described
Global Values
MATURITY
Mature love
True friendship
Wisdom
+ Courageous
SELF-DIRECTION
Accomplishment + Imaginative
Self-respect + Independent
+ Intellectual
ACHIEVEMENT
Social recognition
An exciting life
+���(�깮�왂)
2. PERSONALITY
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Personality
Q
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Different Behavior
Different Personality
Men and melons are hard to know
2. PERSONALITY
Why do we categorize our Personality
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Different Behavior
Different Personality
CONSUMPTION
2. PERSONALITY
Why do we categorize our Personality
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Value A
Value B
Value X
Value C
Consumption Culture
Personality A
Personality B
Personality X
Personality C
2. PERSONALITY
Why do we categorize our Personality
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Value A
Value B
Value X
Value C
Consumption Culture
Personality A
Personality B
Personality X
Personality C
2. PERSONALITY
Why do we categorize our Personality
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AMIABLE
ANALYTICAL
EXPRESSIVE
ASSERTIVE
Attitude
Personal
activity oriented
Businesslike
detail oriented
Personal
Relationship oriented
Businesslike
power oriented.
Use of Time
Undisciplined
slow paced
Disciplined
slow paced
Undisciplined
fast paced
Disciplined
fast paced
Quest
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