Psychographic

Psychographic
Psychographics is the study of personality, values, attitudes, interests, and lifestyles.[1] Because this area of research focuses on interests, activities, and opinions, psychographic factors are also called IAO variables. Psychographic studies of individuals or communities can be valuable in the fields of marketing,[2] demographics, opinion research, futuring, and social research in general. They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and organizational demographics variables (sometimes called firmographic variables), such as industry, number of employees, and functional area. Psychographics should not be confused with demographics, for example, historical generations may be defined both by demographics, such as the years in which a particular generation is born or even the fertility rates of that generation's parents, but also by psychographic variables like attitudes, personality formation, and cultural touchstones. For example, the traditional approaches to defining the "Baby Boom Generation" have relied on both demographic variables (classifying an individual as a "boomer" based on age) and psychographic variables (such as attitudes and behaviors). When a relatively complete profile of a person or group's psychographic make-up is constructed, this is called a "psychographic profile". Psychographic profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include: activity, interest, opinion (AIOs) attitudes values behavior

Psychographics can also be seen as an equivalent of the concept of "culture" when it is used for segmentation at a national level.

References External links

Forget Demographics. Target Communities Instead (Marketing) (http://www.pidesc.com/ forget-demographics-target-communities-instead) www.netmba.com/marketing/market/segmentation (http://www.netmba.com/marketing/market/segmentation/ ) www.strategicbusinessinsights.com/vals/ustypes.shtml (http://www.strategicbusinessinsights.com/vals/ ustypes.shtml) Lee and Psychography (http://leearchive.wlu.edu/reference/books/bradford/12.html), appendix to Lee the American by Gamaliel Bradford

Article Sources and Contributors

Article Sources and Contributors

Psychographic Source: http://en.wikipedia.org/w/index.php?oldid=559042507 Contributors: A. Parrot, Aboluay, Alansohn, AlchemistOfJoy, Alphachimp, Andrewaskew, Antoin, AubreyEllenShomo, Callidior, Cygnature, Doczilla, Donner60, Dtaw2001, Fgegypt, Garion96, Glyphin, Gosolowe, GrayShade, Hu12, Jenday, LookingGlass, MER-C, Marcelo1229, Marumari, Materialscientist, Mato, Mattisse, Mydogategodshat, NRTurner, Nanodance, Narom, O.Koslowski, Ozabod, Percyblakeney, Rglass2222, Rjwilmsi, Ronz, Sam mishra, Satellizer, Simetrical, SmartGuy Old, Smithandteam, Snow Blizzard, Steven Zhang, The Thing That Should Not Be, Titodutta, Tom harrison, Tomchiukc, Typeform, Vpuleo70, ZeframCochrane, 105 anonymous edits

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