Young and Rubicam used maslows theorys to develop links between brands and character types. They developed this information into one huge marketing tool. They also found that people from different countries were influenced by differing cultural backgrounds so they removed the effect of these backgrounds. It was called Cross Cultural Consumer Characterisation (4C's).
The 4C's divides everyone into 7 types depending on their motivation.
1)The Explorer - These are people driven by a need for new discovery, challenge and new frontiers. Their core need is 'discovery'.
2)The Aspirer - Materialistic, acquisitive people who are driven by other's perceptions of them rather than by their own values. Their core need is 'status'
3)The Succeeder - They possess self-confidence, have strong goal orientation and tend to be very organised. Their core need is 'Control'.
4)The Reformer - Reformers are anti-materialistic and are often seen as intellectual. They seek 'Enlightenment'.
5)The Mainstream - These are people who live in the world of domestic and the everyday.
They seek 'security'.
6)The Struggler - Strugglers live for today and rarely plan for tomorrow. They seek 'Escape'.
7)The Resigned - These are people with unchanging views over time. They seek to 'Survive'.
After studying and analysing the 7 types i'd say that i would fall under the category 'Mainstream'. My life revolves around the people close to me and i often find myself saying 'we' rather than 'me'. I respond most to big established and trustworthy brands and value for money. I also agree that my core need in life is security.
I then watched a music video without the sound and tried to identify the type of person that would watch it. I chose 'Where's Your Head At?' by Basement Jaxx.
http://www.youtube.com/watch?v=a4hFwJm41h4
(FINISH OFF)!!!!
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