Comportements des consommateurs Cours 3: L

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Comportements des consommateursCours
3Lapproche psychographique

• Jacques Nantel Ph.D.
• winter 1995

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Valeurs et psychographie plusieurs systèmes

• Vals (USA)
• PMB (Canada)
• http//pmb.com

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Un exemple dapproche psychographique
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VALS Values and lifestyleshttp//future.sri.com
/vals/valsindex.html
action
status
principles
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Self-Orientation People pursue and acquire
products, services, amd experiences that provide
satisfaction and give shape, substance,
and character to their identities. They are
motivated by one of three powerful
self-orientations principle, status, and
action. Principle-oriented consumers are guided
in their choices by abstract, idealized criteria,
rather than by feelings, events, or desire for
approval and opinions of others. Status-oriented
consumers look for products and services that
demonstrate the consumers' success to their
peers. Action-oriented consumers are guided by a
desire for social or physical activity,
variety, and risk taking.
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Resources Resources refer to the full range of
psychological, physical, demographic, and
material means and capacities people have to draw
upon. It encompasses education, income,
self-confidence, health, eagerness to buy things,
intelligence, and energy level. It is a continuum
from minimal to abundant. Resources generally
increase from adolescence through middle age but
decrease with extreme age, depression, financial
reverse, and physical or psychological impairment.
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PMBPrint Measurement Bureauhttp//www.pmb.ca/fr
ame.html
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Lapproche psychographique de PMB
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Psychographie et bénéfices recherchés