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Showing papers on "Psychographic published in 2008"


Journal ArticleDOI
TL;DR: For example, the authors found that personal self-consciousness and a sense of personal and social responsibility appeared to be important predictors of consumer support for corporate cause-related marketing efforts.
Abstract: Using a nationally representative sample, this study demonstrated the importance of psychographics in profiling cause-related marketing advocates. For specific social causes relating to minorities, public self-consciousness and a sense of personal and social responsibility appeared to be important predictors. For charitable causes, along with the two factors just mentioned, several other psychographic factors including interpersonal trust, religious belief, social networks, external locus of control, and advertising skepticism had positive relationships with consumer attitudes toward cause-related marketing. Previous prosocial activities such as charitable contributions and civic engagement also affected consumer support for corporate cause-marketing efforts. Practical and theoretical implications were discussed.

165 citations


Journal ArticleDOI
TL;DR: In this paper, a survey of 1000 Australians indicated that market segments based on past environmentally friendly behaviour at the destination represent distinct groups with respect to psychographic, behavioural and socio-demographic personal characteristics.

157 citations


01 Jan 2008
TL;DR: In this paper, a survey of 1000 Australians indicated that market segments based on past environmentally friendly behaviour at the destination represent distinct groups with respect to psychographic, behavioural and socio-demographic personal characteristics.
Abstract: The natural environment represents the main resource for many tourism destinations and tourists are increasingly interested in spending their vacation in unspoilt natural areas. Consequently, destination managers are under increased pressure to implement ecologically sustainable practices. Selective targeting of tourists has been proposed as one approach to sustainable destination management, but the feasibility of this approach remains untested. Therein lies the contribution of this study. Results from a survey of 1000 Australians indicated that market segments based on past environmentally friendly behaviour at the destination represent distinct groups with respect to psychographic, behavioural and socio-demographic personal characteristics. These explanatory variables contributed substantially to explaining pro-environmental behaviour. It was concluded that selective target marketing represents a feasible complement to current sustainable tourism management techniques which focus on tourists at the destination who may not necessarily be interested in protecting the local environment.

144 citations


Journal ArticleDOI
TL;DR: In this article, the authors present the findings of a study designed to identify which demographic factors are linked to fraudulent returning and present a conceptual model of the psychographic antecedents of fraudulent returning proclivity.

110 citations


Journal Article
TL;DR: Psychographics and matched messages are reviewed as specific strategies for targeting and tailoring messages, respectively, in developing health communications to market health services.
Abstract: Healthcare marketers aim to meet the wants, needs, and interests of consumers when developing campaigns to sell health services. Designing campaigns customized to consumer profiles can seem daunting and costly as the wants, needs, and interests of consumers vary greatly. But healthcare marketers need only turn to emerging social marketing literature for insight on maximizing resources and effectively reaching potential consumers. According to Kelly Brownell, author of Food Fight and director of Yale University’s Rudd Center for Food Policy and Obesity, in 2001 Coca-Cola and PepsiCo spent $3 billion promoting their products in the United States alone. That same year, the “5 A Day” fruit and vegetable campaign from the National Cancer Institute operated with a mere $2 million advertising budget. The largest amount of money that had ever been dedicated to a national antismoking effort – the American Legacy Foundation’s “The Truth” ads – was only $185 million. For health communication campaigns, competing against high-volume advertisers like the soft-drink and tobacco industries means creating quality messages that effectively and efficiently influence the thoughts, feelings, and behaviors of a targeted audience. To this end, many social marketing researchers have found that customizing messages to a particular audience maximizes their strength and influence. Two methods to customize health messages are particularly prominent in health communication research. Message targeting customizes messages to shared characteristics of population subgroups, such as lifestyle factors like recent college graduates in emerging careers in small cities or physically active retirees living in the suburbs. Message tailoring, in contrast, fits messages to individual characteristics, such as personality factors like coping styles or preferences for thinking extensively about choices. This article reviews psychographics and matched messages as specific strategies for targeting and tailoring messages, respectively. Particular attention is given to optimizing resources and effectiveness when using these strategies in developing health communications to market health services.

105 citations


Journal ArticleDOI
TL;DR: In this article, the authors examined whether promoted brands and private labels attract different or similar consumers through psychographics and store image that drive purchase attitudes for these brands, and they concluded that the impacts of demographics on the two types of purchase attitudes are weakly funneled through psychographic.
Abstract: This work examines whether promoted brands and private labels attract different or similar consumers through psychographics and store image that drive purchase attitudes for these brands. The results using regression analysis demonstrate that these attitudes are driven by differences in psychographics and store image. Attitude toward promoted brands is characterised by positive store image, smart shopper self-perception, need for affiliation, and money attitude regarding power-prestige and anxiety. Private label attitude is characterised by more positive store image, and money attitude regarding retention and distrust. Noticeably, the conclusion of Ailawadi et al. (2001) regarding the indirect effect of demographics on the feasibility of using store brands and national brand promotions via psychographics appears weak, since we conclude that the impacts of demographics on the two types of purchase attitudes are weakly funneled through psychographics.

101 citations


Journal ArticleDOI
TL;DR: In this paper, the authors carried out a profile of the current buyer of store brands in Spain and analyzed socio-demographic and psychographic variables to identify store-brand consumers.
Abstract: Purpose – This paper seeks to carry out a profile of the current buyer of store brands in Spain.Design/methodology/approach – In the characterization of store brand consumer, the paper analyses socio‐demographic and psychographic variables. The psychographics considered are based on the study developed by Ailawadi, Neslin and Gedenk in the USA. A self‐administrated questionnaire was applied to a sample of 425 grocery shoppers.Findings – The results of the study show that socio‐demographics are not powerful in identifying store brand consumers. However, psychographic traits are much more related to this behaviour. For example, these consumers are characterized by being market mavens, store loyal and price conscious; but they are not quality conscious.Practical implications – The results of the present study have a practical interest and can be useful to both manufacturers and retailers. Manufacturers can develop strategies to retain no store brand prone consumers. Retailers should pay special attention to ...

79 citations


Patent
16 Jun 2008
TL;DR: In this paper, a system and method for leveraging personal information published on social networking sites leverage gleaned psychographic profile information to produce revenues for both social networks sites and content producers.
Abstract: A system and method for leveraging personal information published on social networking sites leverage gleaned psychographic profile information to produce revenues for both social networking sites and content producers. Personal information on every web page of the site is analyzed automatically to categorize publishers as belonging to one or more psychographic profiles that correspond to marketed products. Advertisers can then cater advertisements to psychographic profiles to better target a market audience, and information on psychographic profiles can be improved by tracking changes to the personal information over time. Psychographic profiling can also help filter desired media content towards publishers and/or advertisers.

79 citations


Patent
09 Jul 2008
TL;DR: A digital ad targeting system is adapted to operate with respect to expressly provided profiles of and relating to consumers as mentioned in this paper, which may include psychographic information of and related to consumers, and the system may include an application, a database, and/or an interface.
Abstract: In embodiments of the present invention improved capabilities are described for delivering targeted advertising to users. A digital ad targeting system is adapted to operate with respect to expressly provided profiles of and relating to consumers. The expressly provided profiles may include psychographic information of and relating to consumers. The system may include an application, a database, and/or an interface. Related methods are disclosed.

59 citations


Journal ArticleDOI
TL;DR: In this paper, the authors discuss the results of an empirical test that compared a somewhat cumbersome but well-established testing method with a relatively new scale created to serve as an alternative.
Abstract: Tourism marketers and managers must be sensitive to those psychographic characteristics that distinguish their visitors and potential visitors. A growing list of psychographic characteristics has interested tourism researchers through the years. One such personality trait is the concept of sensation seeking. It is widely accepted that some vacationers seek higher levels of arousal than do others and that the appropriate matching of the trait to the destination or product is an important element of successful tourism marketing. But how does one measure sensation seeking? This article discusses the results of an empirical test that compared a somewhat cumbersome but well-established testing method with a relatively new scale created to serve as an alternative. The findings validate the new, simplified approach.

53 citations


Journal ArticleDOI
TL;DR: In this article, an online survey of 507 US consumers was used to compare consumers' reactions with a variety of labelling schemes for wool product attributes, including animal-friendly, organic and environmentally friendly production.
Abstract: The notable growth of the market in recent years indicates apparel consumers' interest in organic fibre products. Yet less is understood about how apparel consumers would respond to labelling for other credence attributes associated with animal-fibre products, such as animal welfare or eco-friendliness. An online survey of 507 US consumers was used to compare consumers' reactions with a variety of labelling schemes for wool product attributes, including animal-friendly, organic and environmentally friendly production. Consumer segments were created based on frequency of label choice, and analysis of variance and multinomial logit regression were used to identify and characterize the demographics and psychographics of the consumer segments that found labelling for animal welfare or environmental concerns appealing. The study identified a segment of consumers (19% of the sample) who were motivated to purchase apparel products labelled for animal welfare. These animal-focused consumers could be identified with relatively high accuracy from the demographic and psychographic variables in the model. The model variables, which included familiarity with organic products and self-perceived knowledge about environmental damage related to apparel production, were not effective in identifying the environment-focused apparel consumers. The results also demonstrated the ability of a general belief in animal rights to motivate the apparel consumers in the sample, suggesting that acting on a concern for animals could be a more powerful motivation for consumer behaviour than acting on a concern for the environment.

Journal ArticleDOI
TL;DR: In this article, the authors investigated whether the urban Indian population would be interested in clothing with eco-labels and found that there is a segment of consumers who are positively motivated towards eco-label garments.
Abstract: India has witnessed rapid strides of development at sustained growth rates of more than 8% and has seen a huge spurt in consumption. Consequently, it has been estimated that the increased consumption may result in the country becoming one of the leading offenders relating to environmental pollution. The textiles industry in India is traditionally one of the worst offenders of pollution, with its small units following outdated technology processes. One opportunity to reduce the environmental impact of clothing industry in India is to concentrate textile production within environmentally certified or eco-labelled clothing. In the absence of existing research, this study investigates whether the urban Indian population would be interested in clothing with eco-labels. The results suggest the existence of a segment of consumers who are positively motivated towards eco-labelled garments. This segment profile is described in terms of demographic and psychographic variables. Managerial implications and future directions are suggested.

Journal ArticleDOI
TL;DR: In this paper, four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands.
Abstract: Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands. Regression analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance.

Journal ArticleDOI
TL;DR: In this paper, the authors examined interest in fitness tests and related supporting services and found that consumers desire supporting services, distinct bundles of supporting services can be identified, and consumers desiring distinct bundle of services are have distinct demographic and psychographic profiles.

Journal ArticleDOI
TL;DR: The tobacco industry used psychographic segmentation of the population and developed advertising strategies focused on youth in Argentina, and researchers and advocates must be able to address these strategies in counter-marketing interventions.
Abstract: Background/aim: Argentina has one of the highest cigarette smoking rates among both men and women in the Americas and no legislated restrictions on tobacco industry advertising. The tobacco industry has traditionally expanded markets by targeting adolescents and young adults. The objective of this study was to determine whether and how the tobacco industry promotes cigarettes to adolescents in Argentina. Methods: We conducted a systematic search of tobacco industry documents available through the internet dated between 1995 and 2004 using standard search terms to identify marketing strategies in Argentina. A selected review of the four leading newspapers and nine magazines with reported high readership among adolescents was completed. The selected print media were searched for tobacco images and these were classified as advertisements if associated with a commercial product or as a story if not. Results: The tobacco industry used market segmentation as a strategy to target Argentinean consumers. British American Tobacco (BAT) undertook a young adult psychographic study and classified them as “progressives”, “Jurassics” or “conservatives” and “crudos” or “spoiled brats”. BAT marketed Lucky Strike to the “progressives” using Hollywood movies as a vehicle. The tobacco industry also targeted their national brands to the conservatives and linked these brands with “nationalistic values” in advertising campaigns. Philip Morris promoted Marlboro by sponsoring activities directed at young people and they launched the 10 cigarettes packet as a starter vehicle. Conclusions: The tobacco industry used psychographic segmentation of the population and developed advertising strategies focused on youth. Tobacco control researchers and advocates must be able to address these strategies in counter-marketing interventions.

Journal ArticleDOI
TL;DR: This study explored how mothers grouped into clusters according to multiple psychographic food decision influencers and how the clusters differed in nutrient intake and nutrient content of their household food supply and predicted dietary quality.

Journal ArticleDOI
TL;DR: This article explored whether donors/nondonors and volunteers/nonvolunteers can be uncovered in the Taiwanese context using demographic, socio-economic, psychographic, and attitudinal variables suggested by the interdisciplinary literature.
Abstract: Giving to charities comes in two major forms: time and money. This study explores whether donors/nondonors and volunteers/nonvolunteers can be uncovered in the Taiwanese context using demographic, socio-economic, psychographic, and attitudinal variables suggested by the interdisciplinary literature. Data were collected by a large-scale telephone survey examining the statistical significance of the aforementioned variables of individual differences. The overall results suggest that variables affecting volunteering are intrinsic determinants including psychographic- or attitudinal-based factors. The results indicate that monetary donations are likely to be determined by extrinsic variables such as age, gender, income, marital status, and family loading. The canonical correlation analysis suggests that volunteering is not a replacement for giving monetary donations, but rather it is complementary to the donation of money. The findings shed light on the nature and characteristics of donors giving time and money in order to offer new insights for practitioners in charity marketing and fund raising.

Journal ArticleDOI
TL;DR: In this article, the authors report the results of a survey conducted amongst 560 respondents in the five metropolises of India to segment the metropolitan consumers on behavioral aspects and to understand their consumption pattern.
Abstract: Since 1991, India is emerging as a key destination for marketers from across the globe However, little work of relevance has been undertaken to understand the Indian Consumers It is believed that the Indian metropolitan consumers are fairly homogeneous in nature In this paper, we report the results of a survey conducted amongst 560 respondents in the five metropolises The objective was to segment the metropolitan consumers on behavioral aspects and to understand their consumption pattern The study, designed on the basis of VALS, uses cluster analysis to segment the Indian metropolitan consumers into six behavioral categories, namely Well Settled, Strugglers, Enjoyers, Conservatives, Self Concerned and Realist The segments have been profiled in terms of their product ownership, Activities and Interests, Financial Investment avenues and Media habits Implications for marketing and government policy have been discussed

01 Jan 2008
TL;DR: In this article, the authors conducted an end-use survey of 4,191 residential customers with 60 attitudinal and behavioral questions in regards to electricity and conservation, and a multi-disciplinary project team determined via k-means statistical analysis that the market at both at the bill payer and household level could be most effectively represented by six psychographic segments based on the criteria of them being measurable, substantial, accessible, differentiable and actionable.
Abstract: Marketing programs and strategies based on conventional demographic and geographic segmentations have limitations in that customers in traditional categories often have very diverse attitudes, values, motivations, beliefs and lifestyles. Psychographic segmentation overcomes these limitations by uncovering groups of people homogeneous in terms of how they think, feel and act – not what they look like, what they possess or where they live. In turn, strategies and campaigns can be developed such that unique segments receive marketing support and messaging that truly resonates and engages them, thus reinforcing the desired objective of, in this case, changing the way they think about and use electricity. In June 2006, BC Hydro completed a territory-wide end-use survey of 4,191 residential customers that was supplemented with a set of 60 attitudinal and behavioral questions in regards to electricity and conservation. A multi-disciplinary project team determined via k-means statistical analysis that the market – both at the bill payer and household level – could be most effectively represented by six psychographic segments based on the criteria of them being measurable, substantial, accessible, differentiable and actionable. Subsequent analysis of the six segments by household electricity consumption patterns lends credibility to respondents’ attitudes and self-reported behaviors in the survey, and validity to the developed segmentation model.

Journal Article
TL;DR: In this article, the authors examined the effect of demographic consumer groups on decision-making related to high quality and expectation of the services in higher educational institutions in Malaysia, and found that the demographic consumer group has a significant effect on the decisionmaking styles of higher educational services among Malaysians.
Abstract: The Malaysian education system is ready for a quantum leap that would bring about changes and create Malaysia as a regional hub as well as a center of education excellence. Hence, there is a need to ensure that the educational services are relevant and useful to potential users. The study attempts to determine the decision-making styles for higher educational services among Malaysians. Specifically, the objectives of this research are to delineate the dimensions of decision-making style of Malaysian consumers as well as to examine the effect of demographic consumer groups on decision-making related to high quality and expectation of the services in higher educational institutions. A total 149 usable questionnaires were collected and analyzed. Factor analysis is the main statistical test used in this study apart from the Independent Sample T-Test. Eight-factor solution was obtained which explained 61.52 percent of the variance. The study found six dimensions of "price equal quality" consumers, "price conscious, value for money" consumers, "novelty and quality conscious" consumers, "convenience, variety choice conscious" consumers, "confused by over choice" consumers, and "promotional conscious" consumers. It is found that the demographic consumer group has a significant effect on the decision-making styles related to high quality and expectation of services. Malays and Chinese, the two major ethnic groups in Malaysia also showed significantly different decision-making styles. Keywords: Decision-making styles; Educational services; Consumer dimensions; Higher education; Demographic group. I. INTRODUCTION The Malaysian higher education sector has undergone substantial growth as a result of efforts taken by the Ministry of Education to expand the education industry. It is the government's long-term goal to make Malaysia a regional center of excellence in education. The growth of higher education in Malaysia can be seen in several areas: increase in students' enrolment, increase in number of higher education institutions (HEIs), increase in government spending, additional government policies in promoting education, and the country's continuous need for human resources. Decision making in selecting educational services is more complex and even more important for consumers today than in the past. Consumers are besieged by advertisements, news articles and direct mails that provide abundant information on education services, much of it with mixed messages. It has broadened the sphere for consumers' choice and has complicated decision-making (Hafstrom, et al., 1992). Although many factors influence consumers' decision making, consumers are thought to approach the market with certain basic decisionmaking styles. For example, consumers have been categorized as quality, novelty-fashion, price comparison shoppers, information seekers and habitual or brand loyal consumers (Thorelli, et al., 1975; Miller 1981; Sproles, 1985). Identifying the basic characteristics styles is central to the consumers' interest studies. This identification helps to profile an individual's consumer styles, educate consumers about their specific decision-making characteristics and counsel families on financial management (Sproles and Kendall 1986). The consumer literature suggested three ways to characterize consumers' styles. First, psychographics or lifestyle approach identifies over 100 characteristics relevant to consumers' behavior (Lastovicka, 1982; Wells, 1974). Second, consumer typology approach attempts to define general consumers' "types" (Darden and Ashton, 1975; Moschis, 1976). Third, consumer characteristics approach focuses on cognitive and affective orientations specifically related to consumer decision-making (Sproles, 1985; Sproles and Kendall, 1986). The consumer characteristics approach, however, is one of the most promising and explanatory as it deals with the mental orientation of consumers in making decisions. …

Journal Article
TL;DR: In this article, the authors investigate the ethnocentric tendency among urban consumers in Malaysia and identify the psychographic and demographic characteristics of ethnocalentric and non-ethnocentric consumers.
Abstract: The globalization of markets presents considerable challenges and opportunities for domestic and international marketers. This has ledto a renewed interest in the effects of consumer ethnocentrism onbuying behaviour. The main objective of this paper is to investigatethe ethnocentric tendency among urban consumers in Malaysia.Specifically, the paper endeavours to identify the psychographic anddemographic characteristics of ethnocentric and non-ethnocentricconsumers. This study employs a survey approach. In terms of datacollection technique, the study utilizes self-administeredquestionnaires. The study finds that five out of six demographiccharacteristics are significant to differentiate between the twoethnocentric groups. In terms of lifestyle dimensions, six out of eightdimensions are found to be significant. In general, the research resultsshow that ethnocentric consumers tend to be Malay, married, female,have a low income and are mostly blue collar. They tend to be familyand home concerned as well as price conscious.Keywords: Consumer Behaviour; Ethnocentrism; Demographic; Lifestyle ProfilesJEL classification: M31

Book Chapter
01 Jan 2008
TL;DR: Kehal et al. as mentioned in this paper reviewed the literature in the country-of-origin and services marketing areas to highlight key concepts and theories relevant to this area and showed how offshore outsourcing of customer services may influence consumer perceptions about service quality, brand image and brand loyalty on one hand and impact customer satisfaction, complaint behavior and repurchase intentions on the other.
Abstract: Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in many developed countries. However, there is hardly any research on how outsourcing of customer services may influence individual consumers, their perceptions, attitudes and behaviors. In this chapter, the authors first review the extant literature in the country-of-origin and services marketing areas to highlight key concepts and theories relevant to this area. Next, they show how offshore outsourcing of customer services may influence consumer perceptions about service quality, brand image and brand loyalty on one hand and impact customer satisfaction, complaint behavior and repurchase intentions on the other. The role of several relevant demographic and psychographic variables IDEA GROUP PUBLISHING This paper appears in the publication, Outsourcing and Offshoring in the 21st Century: A Socio-Economic Perspective edited by Harbajan Kehal and Varinder Singh © 2006, Idea Group Inc. 701 E. Chocolate Avenue, Suite 200, Hershey PA 17033-1240, USA Tel: 717/533-8845; Fax 717/533-8661; URL-http://www.idea-group.com ITB12347

Proceedings ArticleDOI
TL;DR: The role of various psychographical variables on the subjective evaluation of audiovisual video quality was investigated in two different experiments and showed that quality evaluations were affected by almost all background factors.
Abstract: In the product development of services it is important to adjust mobile video quality according to the quality requirements of potential users. Therefore, a careful participant selection is very important. However, in the literature the details of participant selection are often handled without great detail. This is also reflected in the handling of experimental results, where the impact of psychographic factors on quality is rarely reported. As the user attributes potentially have a large effect to the results, we investigated the role of various psychographical variables on the subjective evaluation of audiovisual video quality in two different experiments. The studied variables were age, gender, education, professionalism, television consumption, experiences of different digital video qualities, and attitude towards technology. The results showed that quality evaluations were affected by almost all background factors. The most significant variables were age, professionalism, knowledge of digital quality features and attitude towards technology. The knowledge of these factors can be exploited in careful participant selection, which will in turn increase the validity of results as the subjective evaluations reflect better the requirements of potential users.

Journal Article
TL;DR: In this article, the authors compared two types of tourists holidaying simultaneously in the same area: nature-based tourists (NBTs) and beach tourists (BTs), and the main goal was to verify whether NBTs are more sensitive to environmental quality, have different attitudes toward local produce and more positive economic impacts on host communities and destinations than BTs.
Abstract: IntroductionThe many problems triggered by "mass" tourism have led to a call for "alternative" tourism (Brohman, 1996; Weaver, 1991; Butler, 1990; Dernoi, 1981), broadly defined as "forms of tourism that are consistent with natural, social and community values and which allow both hosts and guests to enjoy a positive and worthwhile interaction and shared experiences" (Smith and Eadington, 1995, p. 3)1. One of the most debated and investigated forms of alternative tourism is nature-based tourism2, which represents a significant and rapidly growing share of the tourist industry (Mehmetoglu, 2005; Nyaupane et al., 2004; IES, 2000; Lindberg, 1998). The WTO estimates that it generates approximately 20% of all international travel expenditures (Newsome et al., 2002)3. This figure, together with the different attitudes and behavioral patterns that are assumed to characterize tourists who practice this type of tourism, justifies the attention that policy makers have recently been devoting to this segment of the tourist market.Echoing the principles that define them, the nature-based tourists (NBTs) are supposed to have less negative socio-cultural and environmental impact on host communities, and to bring greater benefits to the economy of destinations (Epler Wood, 2002, Wallace and Pierce, 1996; Silverberg et al., 1996; Smith and Eadington 1995; Butler 1990; Ceballos-Lascurain, 1988) than other types of tourist (Jafari, 1990; Wight, 1993; Wallace and Pierce 1996). According to the definition, nature-based tourists prefer small, family-run facilities, are more sensitive to natural and cultural resources, are more interested in local and "green" products and engender a greater multiplier effect (see Wurzinger and Johansson, 2006; Macleod, 2003; Blamey and Braithwaite, 1997; Wight, 1996b; Cazes, 1989).In order to verify such issues, more empirical simultaneous comparative studies are required. Unfortunately, as noted by Xiao and Smith (2006), few studies on tourism have adopted a comparative approach and, according to Hvenegaard (2002), most use a data-driven approach (a posteriori segmentation)4 which gives rise to the problems highlighted by Weaver (2002). These aspects are even wider in studies on nature-based tourism.Although there have been different types of segmentation studies on tourism (Bonn et al. 2005; McKercher, 2001; Kashyap and Bojanic, 2000; Baloglu and McCleary, 1999) and the association between types of alternative tourist and conservation motivations (Lou and Deng, 2008) and/or economic and social impacts (Aylward, and Lutz, 2003, Taylor et al., 2003, Wallace and Pierce, 1996; Lindberg et al., 1996) have been examined, to the author's knowledge no simultaneous comparative analysis based on an a priori segmentation has been documented so far in the literature on NBT5.In an attempt to narrow this gap, the present research compared two types of tourists holidaying simultaneously in the same area: nature-based tourists (NBTs) and beach tourists (BTs). The main goal was to verify whether NBTs are more sensitive to environmental quality, have different attitudes toward local produce and more positive economic impacts on host communities and destinations than BTs6. It also investigated whether and to what extent tourists behavioral patterns depend on the type of tourist one belongs to (psychographic information), rather than on socioeconomic characteristics (enabling conditions a la Sen), as some economic theoretical models show (for example those on the Environmental Kuznets Curve, see Bimonte 2002; Magnani 2000).This being the purpose of the research, the first step was to define the two types of tourist and choose a way of segmenting them. An a priori and activity-based segmentation method was selected to carry out the analysis. This appeared to be the most appropriate method because the starting point of the research was not the entire population of tourists or a specific segment to further split into data-driven groups according to a particular variable. …

Book
30 Jul 2008
TL;DR: Xiumei Liu et al. as mentioned in this paper explored Chinese consumers by applying the geographic, demographic, and psychographic bases typically used for segmentation decisions, and provided insights into how segmentation can be implemented strategically.
Abstract: Go east, young man. Sell one tube of toothpaste to every person in China, and you will become rich. That sounds simple. However, this book tells you otherwise: China is a vast nation with great diversity. How people act and what they buy may differ greatly from north to south, rich to poor, young to old, suburban to rural. Understanding Chinese consumers and marketing to them effectively requires market segmentation - the process of dividing a total market into separate groups. This book explores Chinese consumers by applying the geographic, demographic, and psychographic bases typically used for segmentation decisions. Additionally, it provides insights into how segmentation can be implemented strategically. In this very informative book, author Xiumei Liu elaborates useful guidelines on how to apply the art of segmentation, which enables a company to serve the right customers at the right time, with the right products and at the right price. It is of interest to international marketers, practitioners, scholars, and those seeking to understand the Chinese consumers while doing or intending to do business in China.

Posted ContentDOI
01 Jan 2008
TL;DR: For example, this article found that the average consumer's WTP was higher for US wool gloves compared to acrylic gloves, if consumers read information on husbandry practices and lower for Australian wool gloves.
Abstract: Choice experiments were conducted to assess US consumer demand for woolproduct attributes. The average consumer's WTP was higher for US wool gloves compared to acrylic gloves. For Australian wool gloves, WTP was lower if consumers read information on husbandry practices. Demand for attributes varied across socioeconomic and psychographic characteristics.

Journal ArticleDOI
TL;DR: Findings from initial analyses are integrated with media and purchase data from each audience segment to propose distinct, tailored program suggestions for reinventing social marketing programs focused on increasing fruit and vegetable consumption in each segment.
Abstract: Fruit and vegetable consumption affects the etiology of cardiovascular disease as well as many different types of cancers. Still, Americans' consumption of fruit and vegetables is low. This article builds on initial research that assessed the validity of using a consumer-based psychographic audience segmentation in tandem with the theory of planned behavior to explain differences among individuals' consumption of fruit and vegetables. In this article, we integrate the findings from our initial analyses with media and purchase data from each audience segment. We then propose distinct, tailored program suggestions for reinventing social marketing programs focused on increasing fruit and vegetable consumption in each segment. Finally, we discuss the implications of utilizing a consumer-based psychographic audience segmentation versus a more traditional readiness-to-change social marketing segmentation. Differences between these two segmentation strategies, such as the ability to access media usage and purchase data, are highlighted and discussed.

Journal ArticleDOI
TL;DR: In this article, the authors explore the mechanism that builds brand personality through means of communication, such as advertising and word of mouth, and present viable propositions as managerial implications for building a brand's personality while taking the variables of marketing communication into consideration.
Abstract: Brand equity is built around brand personality as one of its core dimensions. The psychographic variables, such as emotions, associated with a brand's image constitute the brand's personality. Although consumers' experiences with the brand cultivate such a personality, advertising plays a dominant role in its creation. This paper attempts to explore the mechanism that builds brand personality through means of communication, such as advertising and word of mouth. The discussions in the paper integrate advertising variability concepts with brand personality and present viable propositions as managerial implications for building a brand's personality while taking the variables of marketing communication into consideration. The hypotheses set within the integrated framework lead to the construct of an advertising model that is cohesive to brand personality measures. In building this framework, analyses of the concepts of brand equity and advertising, communication, personality and loyalty have been c...

Patent
21 Aug 2008
TL;DR: In this article, a system and methods for customizing direct marketing mail pieces are described, where information relating to an advertiser is customized using demographic, psychographic, addressee, and/or individual profile data.
Abstract: Systems and methods for customizing direct marketing mail pieces are described. In one configuration, information relating to an advertiser is customized using demographic, psychographic, addressee, and/or individual profile data. In another configuration, environmental data is utilized to customize direct mail pieces using a two part printing process.

Journal Article
TL;DR: In this article, a study of consumers' use of surrogate advisors for financial decision-making found significant sex differences on a variety of measures related to financial attitudes and likelihood of relying upon a surrogate Implications for financial marketing strategies and future research are discussed.
Abstract: This paper presents results from a study of consumers' use of surrogates (professional advisors) for financial decision- making In a national survey of executives, male and female usage patterns were found to differ, with women the heavier users of financial planners Psychographic differences in orientation toward surrogate usage, such as financial anxiety, desire for control, and risk-aversiveness were examined Results indicated significant sex differences on a variety of measures related to financial attitudes and likelihood of relying upon a surrogate Implications for financial marketing strategies and future research are discussed