Psychographics Course in Rio
Psychographics –Alternate Approaches to consumer Segmentation
Rio de Janeiro, Brazil, August 16, 2013
Dr. Herb Meiselman (herb@herbmeiselman.com)
Course Fee $900 (or $2500 for two courses with Emotions Course)
To register, please email herb@herbmeiselman.com
This course provides an alternative to, and an extension to, consumer segmentation using standard demographics. This one day course on Psychographics presents a large number of standard measures of consumer feelings and attitudes which can be useful in describing consumer populations, and in segmenting consumer populations. Many of these Psychographics are thought to be traits, and hence, are stable over time.
This course is fast paced, with twelve 30-minute lectures. Within each lecture will be multiple questionnaires for consumer description and segmentation of a specific variable (e.g. variety seeking). These questionnaires are easily collected in person, in the laboratory, at home or via internet. These questionnaires require no professional administration or scoring. They are an ideal addition to many sensory and consumer tests.
Lectures:
1. Test theory and scale development and validation.
Changing items and scales.
Response scales.
-Rating scales
-Check all that apply (CATA)
2. Exploratory behavior, Sensation seeking and Variety seeking.
Baumgartner and Steenkamp, Exploratory buying behavior tendencies.
Zuckerman, Sensation Seeking Scale, Form V, 40 items
Gray and Wilson’s English correction to SSS, Form V
Arnett, Inventory of Sensation Seeking, 20 items
Shorter Scales of Sensation Seeking, 18, 9, 4, 2 items
Alcohol and Sensation Seeking
3. Values
SRI, VALS and VALS2 (Values and Lifestyles)
Kahle, LOV (List of Values)
Herche, MILOV (Multiple Item Values)
4. General neophobia and Food neophobia.
General neophobia, Pliner and Hobden
Example: Measurement of general neophobia in Finland
Pliner and Hobden, Food Neophobia, 10 items
Dovey, Picky Fussy Eating
National measures of food neophobia
Do neophobics volunteer for consumer testing?
Cox & Evans, Food Technology Neophobia Scale, 13 items
5. Involvement with Product, Purchase, Brand.
Involvement profiles, 5 antecedents or components of involvement
Zaichkowsky, PII
RPII and revised RPII
Mittal, Purchase Decision Involvement (PDI)
Modified and shortened Involvement Scales
Bell and Marshall, Food Involvement Scale
6. Emotions
Watson, Clark, etc., Positive Affect Negative Affect Scale (PANAS), 20 and 60 items
Richins, Consumption Emotion Set (CES), 47 items.
Emotions in real-life food service
Haidt et al, Disgust scale
7. Pricing perception. Willingness to pay, etc.
Lichtenstein et al, Price perception scales, Value consciousness, Price consciousness, Price-quality schema
Price sensitivity measures – lots of energy examples (gas, electric,etc)
Willingness to pay
8. Environmental concern
McNabb and Galbraith, Environmental and social issues questionnaire
Bailer et al, Chemical Odor Sensitivity Scale (COSS)
The General Environmental Sensitivity Scale (GESS)
9. Restrained eating
Herman and Polivy, Restraint Scale
Stunkard and Messick, The Eating Inventory
Van Strien, Dutch Eating Behavior Questionnaire
10. Wellness/Health consciousness
Roininen and Tuorila, Health and Taste Attitude Scales
Grunert, Satisfaction with Food related Life (SWFL)
WHOQUOL
Self Assessment of Change (SAC)
11. Country image
Shimp and Sharma, Ethnocentrism Scale (CETSCALE), 17 items, 10 items
CETSCALE in different countries and demographics.
Martin and Eroglu, Country image scale
Pisharodi and Parmeswaran, Country of origin scale
12. Interactions of variables/measures.
