Showing papers on "Psychographic published in 1977"
TL;DR: The role that segmentation can play in the formulation of marketing strategy for either products or services, consumer or industrial is discussed and a new approach to segmentation is described nontechnically.
207 citations
TL;DR: In this article, psychographic scales can be used to operationalize and test Feldman and Thielbar's contentions about vacation life styles, and the approach involves use of the leisure...
Abstract: This paper suggests that psychographic scales can be used to operationalize and test Feldman and Thielbar's contentions about vacation life styles. The approach involves use of the leisure ...
65 citations
TL;DR: This paper presented detailed demographic breakdowns of the responses to 10 travel-and vacation-related AIO statements and showed that responses to these statements can be predictive of reported expenditures on entertainment, recreation, and vacations/vacation travel.
Abstract: While the term psychographics is subject to numerous interpretations, it is typically implemented through what has become known as Activity, Interest and Opinion (AIO) statements or measures. This article presents detailed demographic breakdowns of the responses to 10 travel- and vacation-related AIO statements. Further analysis of the interrelationships among these statements precedes some evidence that responses to these statements can be predictive of reported expenditures on entertainment, recreation, and vacations/vacation travel.
24 citations
TL;DR: This article examined the predictive ability of life style variables in comparison to more traditional market descriptors in a service market, using a random example of 1000 applicants for selected bank services, a psychographic profile was constructed through factor analysis, and combined models were developed with discriminant analysis to predict patterns of bank credit card usage.
Abstract: Research efforts exploring the benefits of life style variables over the more traditional market descriptors have for the most part ignored the question of prediction. If, as has been suggested, psychographics offer the researcher all of the advantages of demographic description combined with the richness and dimensionality of psychological characteristics and depth research, then they should prove to be superior predictors of market behavior. This research examines the predictive ability of life style variables in comparison to more traditional predictor variables in a service market. Using a random example of 1000 applicants for selected bank services, a psychographic profile was constructed through factor analysis. Psychographic, demographic, and combined models were developed with discriminant analysis to predict patterns of bank credit card usage. Results show life style variables to be excellent predictors of user patterns, superior to demographic variables.
4 citations
TL;DR: For instance, this article found that audiences of the various media do exhibit distinct psychographic characteristics and that the psychographic profiles of media audiences are insufficient for completely guiding advertisers in the complex tasks of developing and coordinating creative and media strategies.
Abstract: Although the specific guidelines suggested by this study are interesting, perhaps the most significant conclusion that can be drawn from this research is that audiences of the various media do exhibit distinct psychographic characteristics. While the psychographic profiles of media audiences presented here are insufficient for completely guiding advertisers in the complex tasks of developing and coordinating creative and media strategies, these results may be useful in future research dealing with psychographic dimensions of media audiences. Hopefully, this will reduce the exploratory work needed in subsequent research which will ultimately provide advertising managers with a more complete characterization of audiences for the various media.
1 citations