Young and Rubicam's 4C theory divides consumers into 7 groups based on their core motivation: 1) Explorers are motivated by discovery and enjoy trying new experiences and ideas. 2) Aspires are motivated by status and focus on materialism and other people's opinions of them. 3) Succeeders are motivated by control and have self-confidence and strong goal orientation. 4) Performers are motivated by enlightenment, value their own judgement, and are anti-materialistic.

1. Young and Rubicam’s 4 Consumers
THE 4 C’S – standsfor CrossCultural ConsumerCharacterisation.Thistheorydividespeople
into7 separate groups,dependingontheir“core motivation.”The 7 groupsare described
below:
The Explorer
 Look forchallenge anddiscovery
 Enjoyto try our newexperiencesandideas
first– innovators
 Differentfromothers
 Core motivationisfordiscovery
The Aspirer
 Materialistic
 Focusmore onpeople’sopinionsand
perceptionsof themratherthantheir
ownvalues
 Focuson othersideasof superficial
valuese.g.appearance
 Appearance ismore importantthan
personalitytothem
 Core motivationis status
The Succeeder
 Self confidence
 Veryorganised
 Stronggoal orientation
 Oftenhave anaggressive attitude tolife
 Core motivationis control
The performer
 Value theirownjudgement –focuson
theirownwantsand needs
 Anti-materialistic
 Intellects
 A lotof tolerance
 Core motivationisforenlightenment
The mainstream
 Dailyroutinesare fundamental
 Largestof the 7 groups– 40% of people
 Copyothers/ are stronglyinfluencedby
others
 Share many ideas,attitudesandactivities
withmostpeople
 Regardedas“normal”
 Core motivationis security
The Struggler
 “Live for the day.”
 Othersoftenview thisgroupasvictims
or ‘losers’
 Relyonluck ratherthan judgement
 Oftenheavyconsumersof thingssuch
as alcohol
 Core motivationis escape
The Resigned
 Predominatelyolderpeople with
unchangingvalues
 Enjoytraditional rolesandlives
 Preferthe knownratherthanthe new
 Core motivationisto survive