This presentation is about health and well-being!Wellness is also a state of mind, an integration of body, spirit, and culture where good health goes along with good mood. That's why more Europeans than Africans or Americans feel unwell. Moreover, Americans perception of wellness seems not much linked to their weight control. Younger males are confident about their body fitness but this confidence drops year after year till the reach of the age of 44. In fact, the age of 44 is the watershed between feeling still young and the consciousness of growing older, finally accepted reaching 56 years old. We start feeling old around 60. The challenge for the future is to understand how to maintain engaged the senior population in the society taking advantages of their competences, healthiness and good mood. Active aging and conncedt health are both hot topic on which sector companies are developing strategies and communication- where market research industry can be a key partner.
Researchers are forever looking for newer ways of engaging and understanding consumers. In this paper, I will be discussing how Dramaturgy, a concept borrowed from the study of theatre and introduced to sociology, can be applied in consumer research to gain deeper insights into their life-worlds. Dramaturgy has the potential to be the overarching research philosophy that influences how we collect, analyse and interpret data. Dramaturgy, or the theatric metaphor, has a special connect with people in the Indian subcontinent who have been nurtured on a diet of Bollywood. These films, whose origin lies in India's traditional drama forms (e.g. Yatra) are widely known for their high voltage dramatic contents and emotional impact. People in India are passionate about Bollywood and view it as a consolidation of their everyday lives. This paper celebrates the Indian passion for drama and explores how it can be harnessed and leveraged in consumer research through a case study on women and their multiple identity roles.
The study demonstrates that the concept of Dramaturgy can be successfully applied in consumer research to explore complex phenomenon such as multiple identities and relate these with needs, aspirations and behaviour. It is an effective substitution of ethnography and apt for a range of studies that include explaining the concept of Dramaturgy with the help of Bollywood, people across cultures will be able to relate to the concept as it is based on the fundamental human instinct of impression management and identity projection.
This paper illustrates non-verbal and psychology oriented test procedures to elucidate modes of self-experience relative to preferences for sensory stimuli, in particular for scents. As a result of these tests, a Spectrum of Positive Moods and Images will be presented, specifying seven potential target groups or personality clusters for perfumes. The two- and three-dimensional color-shape figuration in this spectrum in relation with particular fragrance preferences can serve as an orientation help for designing fragrance concepts as well as for fragrance consulting. A large-scale test using this material is presented as an exemplification of how present mood trends in our society and corresponding target groups, as well as subsequent fragrance concepts, can be analyzed.
This paper will firstly deal with a new type of man as consequence of women's liberation in the 60's and 70's. His different attitudes towards fragrance and are illustrated. An innovative psychological test method to analyse clusters of personalities among male fragrance users is explained and test results from European markets and the US are presented. It will be shown how men will select a cologne or after- shave according to an ideal-self they picture to them- selves . Basic personality clusters in Europe and the US and their aesthetical preferences will be interpreted and possible future fragrance trends discussed.
This paper investigates the way that women respond to female images in advertising for fashion and beauty products. It sets out to analyse the kinds of portrayal of women which were most liked and therefore, by implication, which are probably the most motivating and persuasive. The study took as its starting point earlier work which suggests that women are more persuaded by advertising which shows them in a modern, multi-faced role rather than in that of the traditional chore burdened housewife.
This paper presents an instrument which serves to identify opinion leaders, a simple "strength of personality scale" developed by the Institut fur Demoskopie Allensbach and sponsored by the Spiegel Publishing Company. Testing the instrument with a log-linear procedure demonstrates that the strength of personality variable differentiates at least as well as or better than the variables sex, age and socio-economic status. It is also shown that the instrument demonstrates a high degree of reliability and that it can be validated by an external criterium.
This paper presents an instrument which serves to identify opinion leaders, a simple "strength of personality scale" developed by the Institut fur Demoskopie Allensbach and sponsored by the Spiegel Publishing Company. Testing the instrument with a log-linear procedure demonstrates that the strength of personality variable differentiates at least as well as or better than the variables sex, age and socio-economic status. It is also shown that the instrument demonstrates a high degree of reliability and that it can be validated by an external criterium.
The paper presents the design and experience so far of a project aimed at the development of methods to estimate simultaneously changes in objective resources, the effect of these changes on the individual's or household's subjective perception of these changes. Throughout the project a differentiation is made between objective resources and the individual's subjective perception - or subjective resources. Young couples expecting their first child are selected to represent individuals subjected to change. The objective and subjective resource situation of the couples, as a couple and individually, are estimated before the arrival of the child and at two stages after its birth. A combination of cross-sectional and longitudinal measurements of 100 couples are employed. Overtime measurement methods have changed from personal unstructured interviews to mailed questionnaires and respondents' own registration of both hard and soft data.
We thus set out to find a panel of Self Determined Men in the U.K. whose life style, leisure activities, interests, values, attitudes, opinions, self-image, shopping, media habits and personality type we could study. Getting to know the personality, values and interests of this sample was particularly relevant since the creative team had already idealised their Self Determined Man. He was to them a combination of an assertive, successful, secure dominate pragmatist and the Existential Man - self aware, adventurous, philosophical, aesthetic, sensitive and intuitive attracted to the unknown the unorganised and the unexplored, whether nysticism or self analysis, and actively searching out all of his various selves - ideal, future, social past and present. With all due respect to Maslow, with rare exceptions these two sets of qualities are contradictory, although they represent a current ideal type and perhaps the self image of creative people. The second task involved setting up a diary study with a panel of Self Determined Men in order to monitor the purchasing patterns and frequencies across a range of relevant product categories and to build a profile of work and leisure activities.