Contribution of typological studies to the elaboration of an advertising strategy

Date of publication: June 15, 1976

Abstract:

Interest has been shown for some years now in psycho-sociological studies ("Life Style"). What we are presenting in the following pages is an illustration of the interesting features and of the operational use of this type of approach, when its theoretical ambition is limited and when specialized in a particular field, in this case the food sector. After a brief description of the six psychological types of nutritional behaviour which we have met and after applying to a consumer panel this instrument which gives the following simultaneous information for each person: - His category; - His consumption of the product in question; - His media consumption; - His expectation from advertising.

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