seven types of people
University of San Carlos – Technological Center
College of Architecture and Fine Arts
Fine Arts Department
AA 329 Advertising Theory and Practice
Human Communication Process
Introduction:
Whilst the rest of the world was partying in 1969, Dr. Abraham Maslow was studying monkeys. Monkeys, he found, always made sure they weren’t thirsty before looking for shelter, and always ensured they had shelter before they look for love and companionship. Dr. Maslow then went on to study the human beings around him.
Humans, he found, acted in much the same way. No human worried about love before they feel secure. No human sought control before they felt respected by their peers.
Thus was born Dr. Maslow’s famous Hierarchy of Needs. Young and Rubicam took this hierarchy, and designed a probing research tool to find out where people stood within it.
The result was a segmentation system powerful enough to segment all mankind, and deep enough to understand all mankind’s basic motivations.
Because Young and Rubicam also asked what brands people bought and how they felt about them, the system also became a way of understanding the deeper appeals of those brands.
The system accepted that people from different countries were influenced by their differing cultural backgrounds, and removed the effect of those backgrounds.
And so it was named the Cross Cultural Consumer Characterization, or ‘4Cs’ for short.
4Cs divides people into seven types, depending on their core motivation. Shades of grey within the types come from the secondary motivations of their members.
Below is a description of the seven types. You can find out what type you are by taking the short online test at http://www.4Cs.yr.com/diys
Reference:
Young & Rubicam Booklet. There are seven kinds of people in the world.
College of Architecture and Fine Arts
Fine Arts Department
AA 329 Advertising Theory and Practice
Human Communication Process
Introduction:
Whilst the rest of the world was partying in 1969, Dr. Abraham Maslow was studying monkeys. Monkeys, he found, always made sure they weren’t thirsty before looking for shelter, and always ensured they had shelter before they look for love and companionship. Dr. Maslow then went on to study the human beings around him.
Humans, he found, acted in much the same way. No human worried about love before they feel secure. No human sought control before they felt respected by their peers.
Thus was born Dr. Maslow’s famous Hierarchy of Needs. Young and Rubicam took this hierarchy, and designed a probing research tool to find out where people stood within it.
The result was a segmentation system powerful enough to segment all mankind, and deep enough to understand all mankind’s basic motivations.
Because Young and Rubicam also asked what brands people bought and how they felt about them, the system also became a way of understanding the deeper appeals of those brands.
The system accepted that people from different countries were influenced by their differing cultural backgrounds, and removed the effect of those backgrounds.
And so it was named the Cross Cultural Consumer Characterization, or ‘4Cs’ for short.
4Cs divides people into seven types, depending on their core motivation. Shades of grey within the types come from the secondary motivations of their members.
Below is a description of the seven types. You can find out what type you are by taking the short online test at http://www.4Cs.yr.com/diys
Reference:
Young & Rubicam Booklet. There are seven kinds of people in the world.