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Navigable Slide Index

1. Introduction
2. Overview
3. Personality
4. Freudian theory
5. Motivational research
6. Motivational research and consumption motives
7. Pros and cons of motivational research
8. Neo-freudian theorists
9. Trait theory
10. Problems and promise of trait theory
11. Brand personality
12. What is brand personality?
13. Considering brands in human terms
14. Imparting personalities to brands
15. The importance of brand personality
16. Brand personality dimensions
17. Lifestyles: how we live our lives and who we are
18. Lifestyles and consumption patterns
19. Contextualized consumption styles
20. Occupation and consumption constellation
21. Usefulness of a lifestyle marketing perspective
22. Psychographics (1)
23. Psychographics (2)
24. Psychographic analysis – luxury car market
25. Several forms of psychographic analyses
26. AIOs
27. Lifestyle dimensions
28. Uses of psychographic segmentation
29. Psychographic analysis in action
30. The VALS framework
31. VALS profiles
32. Geodemographic segmentation
33. Food cultures
34. European food cultures
35. Behavioral targeting
36. Behavioral targeting in financial institutions
37. In summary
38. Thank you

Topics Covered

• Personality research
• Freudian theory
• Motivational research and consumption motives
• Neo-Freudian theories
• Trait theory
• Brand personality
• Animism and anthropomorphization
• Lifestyles and consumption patterns
• Lifestyle marketing perspective
• Psychographic analysis
• AIO dimensions
• VALS framework
• Geodemographic segmentation
• Food cultures
• Behavioral targeting

Links

Series:

• Why We Buy: Understanding Consumer Behavior

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on August 26, 2013