http://catdir.loc.gov/catdir/toc/ecip0819/2008024353.html
“She learned Maslow’s heirarchy of needs, which was the order in which people optimally satisfied different types of desires ( food-safety-love-status-enlightenment). She learned that leverage over people’s desire for knowledge was called »informational social influence», while leverage over people’s desire to be liked was »normative social influence». She learned that you could classify a person’s personality into one of 228 pyschographic categories with a small number of well-directed questions plus observation, and this was called »segmentation.”
— Lexicon
Mainstreamers: Domestic or orthodox and prefer value for money and ‘family’ brands. Tend to follow the latest trends. SEEKS SECURITY.
Aspirers: Materialistic and geared towards image and fashion; are youthful people. SEEKS STATUS.
Succeeders: High aims, confident, strong work ethic; brand choice based on self-reward and prestige — only the best brands. Typically take on professional roles such as top management roles. SEEKS CONTROL.
Resigned: Strict, authoritarian and prejudiced, more geared toward traditional values and resigned roles. Brand choice emphasizes safety, familiarity and economy. Tend to be older people. SEEKS SURVIVAL.
Explorers: Energetic, search for new experiences and challenges. Brand choice reflects difference and adventure; the first to try new brands. Typically younger people. SEEKS DISCOVERY.
Strugglers: Disorganized, typically only have mechanical and physical skills. Tend to be heavy consumers of alcohol, junk food, etc. Brand choice reflects impact and sensation. SEEKS ESCAPE.
Reformers: Socially aware, free from restrictions, make independent judgments, acceptance of complexity, anti-materialistic but unaccepting of poor taste. Known to be inquisitive and support the growth of new products. Favor brands of natural simplicity. Like the idea that ‘small is beautiful’. SEEKS ENLIGHTENMENT.
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