Showing papers on "Psychographic published in 2018"

Me first, then the environment: young Millennials as green consumers

Abstract: This research aims to shed greater light on millennials’ green behavior by examining four psychographic variables (selfless altruism, frugality, risk aversion, and time orientation) that may be relevant to millennials’ motives to engage in environmental activities.,Data were collected from a sample of younger millennials (n = 276; age = 18 to 30) using a self-administered questionnaire. The data were then analyzed using structural equation modeling (SEM) technique.,Overall, the results of the study reveal that rational and self-oriented rather than emotional and others-oriented motives lead millennials to act pro-environmentally.,The findings of this study have implications for environmental advocates, policymakers and green marketers. For instance, the findings suggest that environmental regulators and lawmakers should continue their efforts to provide economic incentives to encourage pro-environmental purchases among millennials. Additionally, marketers of green products may pursue self-directed targeting strategies in promoting green products among millennials.,Millennials grasp the environmental consequences of their actions and have the education, motivation and social awareness to participate in the green movement. However, they have not truly begun to fully integrate their beliefs and actions. The present study is an initial attempt to address this issue by investigating various psychological factors that are relevant to the millennials’ core behavioral motives.

Segmentation by push motives in health tourism destinations: A case study of Polish spa resorts

Abstract: The aim of the paper is to segment tourists visiting medical (traditional) spa resorts and examine the underlying factors that motivate them. Survey data were collected from 2050 tourists to spa resorts in Poland, using a self-administered questionnaire. A factor-clustering method used in the study identified three groups of push motives: treatment, prevention and tourism, as well as three distinct segments of tourists to Polish spa resorts: treatment seekers, wellness and treatment seekers, and tourism, treatment and wellness seekers. The results indicated that the segments differ from each other with respect to socio-demographic, behavioural and psychographic factors. The segments delineated have important implications for scholars, allowing them to understand the socio-demographic profile of tourists visiting spa resorts, their behaviours and the way they evaluate services, infrastructure and attractiveness of spa resorts, as well as for local governments and enterprises engaged in marketing and development in European medical spa resorts.

Tourist motivation: an integral approach to destination choices

Abstract: Purpose The purpose of this study is to discuss prevalent socio-psychological models which examine how tourists’ needs and motivations affect their destination choices by collectively considering Plog’s (1974) psychographic profiles, Cohen’s (1979) tourist typology and Peace’s (1988) travel career ladder. The current study argues that no single model can adequately explain tourists’ destination selection process as well as travel behaviors and introduces a new integrated perspective of existing psychological models. Design/methodology/approach Examining responses from 202 Hong Kong residents who have travel experience, this study divides the respondents’ psychographics into three types. Findings Using multinomial logit model (MNL) analysis, the study finds that tourists’ travel motivations and destination settings can be varied by their psychographics types. The findings also reveal that tourist’s psychographic types can be varied by demographics, travel type, frequencies, duration, purpose and destination setting. Originality/value The study provides implications for tourism marketers as well as the tourism literature by suggesting an integrative approach for a better understanding of tourist motivations.

Understanding the path to smart home adoption : segmenting and describing consumers across the innovation-decision process

Abstract: The burgeoning smart home market brings opportunities for home energy management systems (HEMS). Despite hundreds of smart HEM products on the market and many invested stakeholders, consumer adoption is lagging behind expectations. Past research in this space has focused on smart home technology (SHT) in general, rather than particular products with HEM potential. Conflating smart HEMS with all SHT is problematic because there is a wide range of smart home products and functions, toward which consumers may have varying attitudes. Past work has also rarely distinguished between various stages of the adoption process that lead up to smart HEMS purchase (Knowledge, Persuasion, and Decision Stages). This research used a Diffusion of Innovations framework and survey data from 709 California utility customers to assess the current market and barriers to HEM smart hardware adoption. Cluster analysis based on consumer awareness, interest, and ownership of HEMS revealed four consumer segments at different positions along the path to adoption: Unfamiliar, Unpersuaded, Persuaded, and Owners. Each group had a unique demographic and psychographic profile with implications for different sets of relevant barriers to adoption.

Possibilities of blitz-psychograms as a tool for human resource management in the supporting system of hardiness of company

Abstract: The article describes the psychogram method as a tool for human resource management. The article describes the psychogram method as a tool for human resource management, the use of which is provided by the availability of platform technologies in the modern digital economy. The presence in the market space of firms that provide platform services for complex psychological diagnosis enables the manager to adequately assess the required behavioral competencies of the applicant, using as a standard the system of basic parameters corresponding to this position. The system of basic parameters is formed on the basis of the method of blitz-psychogram after passing by professional employees of this firm professional tests based on platform technologies. This allows the company to identify the character traits, motivation, preferred activities and role in the team with efficient employees with minimal own expenses. Applicants who meet the parameters of a psychographic portrait will be internally motivated for this type of activity. This will further reduce the risk of staff turnover, increase the effectiveness of training and the effectiveness of other actions of human resources management by activating the employee's internal motivation in this type of activity.

The influence of vehicle body type in shaping behavioural intention to acquire electric vehicles: A multi-group structural equation approach

Abstract: The study presents a multi-group structural equation modelling exercise to identify differences in the mindset of individuals towards electric vehicles (EVs) across seven vehicle body types in Canada. The study utilizes a sample of 15,392 households and grounds the psychographic orientation of potential EV adopters on an extended version of the Theory of Planned Behaviour. Specifically, the study measures the impact of five latent constructs; environmental concerns, attitude, subjective norm, personal moral norm, and perceived behavioural control on the intention to adopt EVs along with socio-economic-demographic (SED) variables. The results highlight that both attitude and perceived behaviour control are the strongest factors influencing individual intention to adopt EVs. However, the multi-group invariance analysis indicates that the psychographic orientation and the SED traits of potential adopters of different EV body types are significantly different, with particular standouts in the luxury and pickup truck classes. We follow this up with an analysis of mindshare towards EVs over the seven vehicle types. Insights derived from the analysis can help define potential submarkets for EVs and accelerate their adoption.

Dimensions of human capital and firm performance: Micro-firm context

Abstract: The objective of the paper is twofold: first, to examine the dimensions of human capital with respect to a measurement model; second, to test the direct and mediating relationships between human capital dimensions and firm performance. A mixed method research design was used. Results suggest a formative construct of demographic and psychographic factors. We found a positive effect of demographic and psychographic factors on firm performance, as also a positive effect of demographic factor on psychographic factor. Further, results indicate the mediation effect of psychographic factor on firm performance. Finally, this study discusses several theoretical and practical implications of the findings.

Residents’ place image: a meaningful psychographic variable for tourism segmentation?

Abstract: While there has been a considerable body of research on tourists’ place image, there remains limited attention on residents’ place image, specifically, in relation to its segmentation utility This study seeks to address this oversight by a) clustering the local residents based on the image held of a tourism place, and b) exploring the extent to which the identified image-based resident clusters share similar (dissimilar) demographic characteristics and attitude towards tourism development Empirical analysis was based on a sample of 481 residents of a Greek city The findings support the utility of residents’ place image as a psychographic segmentation variable revealing the existence of three distinct resident groups - termed “Nature Loving”, “Apathetic” and “Advocate” Results also suggest that these resident groups exhibit dissimilar demographic characteristics and dissimilar attitude towards tourism In comparison with other segments, the Apathetic exhibits the least favourable image and the least supportive attitude towards tourism

The scant science behind Cambridge Analytica’s controversial marketing techniques

Abstract: Nature peers into the evidence for ‘psychographic targeting’. Nature peers into the evidence for ‘psychographic targeting’.

Associating Facebook Measurable Activities with Personality Traits: a Fuzzy Sets Approach

Abstract: In this study we identify potential associations between people’s personality (utilizing the popular Big Five personality model) and measurable Facebook activities such as number of likes received, number of posts, number of comments on posts. Extant literature suggests that personality can be manifested through different features of the Facebook profiles but under an implicit assumption that those users may belong in a single psychographic group. However, it has been shown that people may share characteristics, common acts and behaviors of more than one psychographic group. In this study we aim to address limitations of previous studies, by adopting a fuzzy set approach which is capable to handle users’ membership in multiple psychographic groups. Furthermore, fsQCA offers equifinality, which means that research can end up to the same outcome, beginning from different initial combinations of data. The work presented here provides empirical evidence concerning the association between Facebook activities and users' personalities in a novel way indicating the significance of this relationship and providing alternative combinations that lead to the same output. Furthermore, it paves the ground towards predicting social platforms' measurements, other than Facebook, relying on users' personalities, using the same technique but on different fields of study and social media platforms.

Green Consumer Segmentation: Managerial and Environmental Implications from the Perspective of Business Strategies and Practices

Abstract: With the new millennium, environmental concern entered a new phase, with stricter governmental regulations and incentives. Currently, within environmental issues, there is a broader challenge to commitment with economic and social goals. This is motivating companies and organizations to participate in transformation processes with the aim of minimizing the negative impacts of their activities. Within this context, new business philosophies, emerged empowering organizations to consider sustainability issues that have come to be viewed as an innovative and differentiating factor, providing competitive advantages (Fraj-Andres, Martinez-Salinas, & Matute-Vallejo. Journal of Business Ethics, 88, 263–286, 2009; Leipziger. The corporate responsibility code book. Greenleaf Publishing Limited, 2016; Leipziger. The corporate responsibility code book. Greenleaf Publishing Limited, 2016). Therefore, organizations have begun incorporating these concerns in their processes, adopting green management policies, and including green marketing strategies in order to remain competitive (Straughan & Roberts. Journal of Consumer Marketing, 16(6), 558–575, 1999; Rivera-Camino. European Journal of Marketing, 41, 1328–1358, 2007). From the marketing perspective, the importance of understanding green consumer behaviour in order to develop better segmentation and targeting strategies is highlighted. Green consumers are changing significantly. Consumers, although with some reluctance, are moving to greener products. The Mintel organization reported that the number of consumers buying green has tripled in recent years. Furthermore, it found that the number of consumers that never bought green products have decreased. These results show that widespread environmental awareness had an important role in purchasing behaviour, with more consumers considering the environmental impact of their buying decisions and looking for a greener alternative to their conventional purchasing options. The existing literature suggests that previous research regarding the green consumer profile has different perspectives. The first group of researchers attempted to characterize green consumer profile using sociodemographic variables such as age, gender, education, income and occupation. In turn, the second group of researchers used psychographic variables instead of sociodemographic ones (Mainieri, Barnett, Valdero, Unipan, & Oskamp. Journal of Social Psychology, 137(2), 189–204, 1997). This chapter aims to better explore the importance of green consumer segmentation and its implications from a management point of view. More specifically, the aim is to analyze which variables better characterize green consumers (sociodemographic and psychographic). At the end, a theoretical framework is proposed to enable and support organizations to better understand green consumer profile. It also enables managers and marketers to target and develop better marketing strategies for these segments.

Ecological literacy and psychographics: lifestyle contributors to ecological knowledge and understanding

Abstract: Knowledge and understanding about how the ecological systems of the Earth support life form the foundation for ecological literacy, which, in turn, is of critical importance for sustainability There is widespread concern that levels of ecological literacy within many contemporary human societies are too low to enable effective decision-making about how to live sustainably This paper presents and discusses the findings of an ecological literacy assessment of South Australian adults The assessment tested for knowledge and understanding of ecological systems and interconnections with human society Analyses revealed significant relationships between assessment scores and a range of value-based and behavioural characteristics Such characteristics included the value placed on nature, time spent outdoors and in nature, involvement in nature-based activities, and perceived sources of ecological knowledge and understanding Higher average scores were correlated with higher values accorded to involvement in outdoor activities, importance of the outdoors to enjoyment of life, importance of nature in the household, volunteer environmental activity and growing food Higher scores were also correlated with higher education, research activities, outdoor lifestyles, place-based experiences, volunteer activities, mentors and colleagues, and books and magazines Lower scores were achieved by those who considered media, natural disasters and environmental marketing to be major contributors to their ecological knowledge These findings contribute to a broader study of the relationships between ecological literacy and a range of both socio-demographic and psychographic characteristics They invite serious consideration from any society that values the participation of an informed population with the capacity to make sustainable environmental decisions

Market segmentation for a leverage revitalization of China’s inbound tourism: the case of US leisure tourists

Abstract: China’s inbound tourism currently faces a tough choice between a niche strategy and a wide-range tourist attraction. The derivative concept of ‘leverageable market’ provides a reasonable method to solve the problem. This study, thus, attempts to conduct market segmentation for identifying a core crowd in the leisure tourism market of US near-venturers that leverages revitalization. A mixed segmentation method was adopted that combined ‘a posterior approach’ with ‘a priori approach’ in an overall multi-stage framework. ‘Venturesomeness’ in Plog’s psychographic model was the first principle segmentation variable used, which is intrinsically pertinent to the connotation of a leverageable market. ‘Activity participation’ was added to further partition the near-venturers identified, yielding refined management strategies. The data first indicated an obvious shift of China’s psychographic destination position from ‘near-venturer’ to ‘mid-centric’. Cluster analysis further identified four activity-based near-ven...

Empirical Study of Heterogeneous Behavior at the Base of the Pyramid: The Influence of Demographic and Psychographic Factors

Abstract: This paper aims to empirically investigate heterogeneous consumer behavior at the base of the pyramid (BoP) and to examine how this heterogeneity can be explained by individual characterist...

A taxonomy of prestige-seeking university students: strategic insights for higher education

Abstract: This study explores the importance of psychographic characteristics as potential segmentation bases in the higher education sector. In particular, we develop a taxonomy of university students based on their achievement orientation and prestige sensitivity. The study analyses the survey data obtained from 948 respondents using cluster analyses and multiple analysis of variance (MANOVA), indicating interesting findings. Three distinct clusters emerge, namely Strivers, Modest Achievers and Prestige-seeking Innovators. Findings reveal that Prestige-seeking Innovators have a more positive attitude towards the university, whereas Strivers have the strongest sense of regret over their decision to enrol at their current university and would seize the opportunity to enrol in a more prestigious university. The taxonomy is highly relevant to marketers of higher education institutions as it gives insights into potential bases for segmentation, positioning and communication strategies targeting the specific ch...

Customizing persuasive messages; the value of operative measures

Abstract: This paper aims to examine whether estimates of psychological traits obtained using meta-judgmental measures (as commonly present in customer relationship management database systems) or operative measures are most useful in predicting customer behavior.,Using an online experiment (N = 283), the study collects meta-judgmental and operative measures of customers. Subsequently, it compares the out-of-sample prediction error of responses to persuasive messages.,The study shows that operative measures – derived directly from measures of customer behavior – are more informative than meta-judgmental measures.,Using interactive media, it is possible to actively elicit operative measures. This study shows that practitioners seeking to customize their marketing communication should focus on obtaining such psychographic observations.,While currently both meta-judgmental measures and operative measures are used for customization in interactive marketing, this study directly compares their utility for the prediction of future responses to persuasive messages.

Chapter 3 Plog’s Model of Personality-Based Psychographic Traits in Tourism: A Review of Empirical Research

Abstract: One of the most well-known, seminal models in the tourism marketing field is the one proposed more than 40 years ago by Stanley Plog. His venturesomeness model has been widely cited in journal articles, textbooks, and has also been used as a reference for planning and designing tourism marketing projects. However, empirical research on Plog’s psychographic model has yielded varied, inconclusive results, and the postulates of his conceptual framework are still subject to academic scrutiny. While some empirical investigations have corroborated the model, others have found partial or no support for it. Therefore, the purpose of this chapter is to offer an exhaustive review of 26 studies in the literature which have employed Plog´s venturesomeness concept to examine travellers’ personality traits, attitudes, and behaviour, as a way to synthetise empirical findings and draw conclusions from the cumulative results. A discussion of the model’s contribution to the current body of knowledge and managerial implications for tourism marketing practitioners are presented.

Plog’s and Butler’s Models: a critical review of Psychographic Tourist Typology and the Tourist Area Life Cycle

Abstract: This paper attempts to examine the two popular cited theories in tourism studies, Psychographic Tourist Typology by Stanley Plog and the Tourism Area Life Cycles (TALC) by Richard Butler, which have been widely accepted and applied by scholars worldwide and have retained their relevance more than three decades as the pioneer concepts in Tourism. By capturing and reviewing scholarly articles, this paper identifies some key absent issues that should be concerned when use theories in future tourism research.

Yeşil Pazarlama Faaliyetlerinin Yeşil Marka Farkındalığı ve Tüketici Satın Alma Niyeti Üzerindeki Aracılık Etkisi

Abstract: This paper aims to investigate the link between green brand awareness and consumer purchasing intentions in green marketing activities. This is a quantitative based descriptive study in relational model. The gathered data explored the mediating effect of the variables using the partial least squares (PLS) approach for the analysis of structural equation model. A field study was conducted on 387 individuals living in Ankara by using a survey technique. The outcomes of the literature reviews and hypothesis analyzes indicate that consumers' purchasing behavior is affected by the green awareness of brands and green marketing activities. Also, the results acquired with the PLS method stated that green marketing activities in the retail market products mediates the link between the green brand awareness and the consumer purchasing intention. Besides, consumer's education level and income situation, partially mediates the relationship between green brand awareness and consumer buying intention. It should be noted that there are many sub-elements which may lead to the change of terms in these relations. Such as, consumer’s brand awareness level and the interest about the benefits and features of the green brand concept are the important indicators. The demographic and psychographic characteristics of the consumers have also contributed to the research in understanding these relationships.

Electronic service quality and customer satisfaction in South African online stores: The role of psychographics on perceptions

Abstract: In recent years, the South African online shopping industry has experienced remarkable growth which has attracted multi-national online stores to operate in the South African market thus creating competitive pressure for domestic online stores. Consequently, this presence of competition from well-resourced and recognisable online store brands it is critical that domestic online stores adopt measures to protect their competitive positions and to pursue competitive advantage. An adoption of a customer-centred approach focused on increasing customer satisfaction is one strategy for online stores to consider. This study had as its primary objective to develop a theoretical model of psychographic influences on customer satisfaction with electronic service quality. The associated objectives were to develop a theoretical model to (i) assess online shopping customers’ perceptions of electronic service quality, (ii) illustrate the effect of electronic service quality on customer satisfaction, (iii) measure the effect of customer satisfaction on customer behavioural intentions, and (iv) determine how customers’ perceptions of electronic service quality differ across different customer psychographic profiles. A quantitative descriptive cross sectional study was conducted to address the research objectives. Data was collected through a questionnaire from a sample of 344 South African online store customers. Statistical descriptive and inferential analyses were performed including mean values, structural equation modelling and analysis of variance. The findings included that, i) customers have negative perceptions of electronic service quality in South African online stores, ii) the constructs of electronic service quality, efficiency and contact, have a significant positive effect on customer satisfaction, iii) customer satisfaction has a significant positive effect on customer behavioural intentions, and iv) a significant difference in the perceptions of electronic service quality was found to exist among customers with different psychological profiles. Based on the study findings it is recommended that South African online stores should improve electronic service quality and apply market segmentation on the basis of customer psychological profiles in order to gain competitive advantage.

The effect of lifestyle on the demand for alternative tourism

Abstract: Tourism demand was strongly affected by cultural, social, personal, and psychological characteristics. Lifestyle is one of the personal and psychographic characteristics and this study was designed to investigate whether life style affects the demand for alternative tourism. This study was conducted in Aksaray, Turkey and study data were gathered from 402 participants, determined through convenience sampling method, via a questionnaire. Results of the multiple regression analyses demonstrated the effect of lifestyle on the demand for alternative tourism. Thus, this study revealed the importance of alternative tourism as a tourism product diversification tool according to target markets' lifestyle. http://dx.doi.org/10.17130/ijmeb.2018137581

The determinants of life insurance ownership : the mediating effect of risk perception

Abstract: The conventional life insurance and family Takaful market penetration rate was at 54.6 percent in 2015 indicating that about half of the Malaysian population is still uninsured. This study is conducted to investigate (a) the relationship of life insurance ownership with demographic and psychographic factors, and (b) the mediating effect of risk perception on the relationship between psychographic factors (i.e. personal value, risk attitude and trust) and life insurance ownership. A stratified random sampling technique was used to collect data from July to December 2015 in the four states located at the Northern regions of Malaysia, namely Kedah, Perlis, Penang and Perak. A total of 408 individuals approached at their work places and shoppers intercepted in the malls were surveyed. The data collected were analysed using binary logistic and multiple regressions. The respondents in their 20’s and 30’s are found more likely to own life insurance as compared to the respondents aged below 20 years old. Most of the life insurance policyholders are males, Chinese and Indian, and those who are middle income earners. The findings on psychographic factors show that trust has a significant positive relationship with life insurance ownership, and there is a significant mediating effect of risk perception on the relationship between trust and life insurance ownership. The respondents who trust their life insurance agents are found to have low risk perception of the purchase of life insurance. Thus, they tend to own life insurance. This study proposes that extensive ownership promotions of family Takaful and micro-insurance be targeted to Muslim individuals and low-income earners. The actions in fulfilling prospective policyholders’ needs, building trust in life insurance agents and creating awareness about the importance of life insurance are vital to encourage those who do not own life insurance to purchase life insurance.

The Effects of Medical Service Recovery and Revisiting Intention According to Customer's Psychographic Attitudes Towards Complaining

Abstract: The effective recovery of medical services contributes to reduction in marketing costs for new customer attraction and improvement in the business performance of long term. So it is needed to research many different factors that may affect the medical service recovery. In this sense, the purpose of this study was to determine the effects of medical service recovery and revisiting intention according to customer's psychographic attitudes towards complaining. The study conducted a questionnaire survey of persons who had ever used medical services with complaint experience. From the survey, 223 sheets of the questionnaire as filled-in were collected, and analyzed The data analysis by SPSS 19.0 and AMOS 21.0. The findings of Received(July 7, 2018), Review Result(July 27, 2018), Accepted(August 10, 2018), Published(October 31, 2018) (Lecturer) 660-751, College of Nursing, Gyeongsang National Univ. Jinju, Korea email: hstorylab@naver.com (Professor, Corresponding Author) 660-751, College of Nursing, Institute of Health Sciences, Gyeongsang National Univ. Jinju, Korea email: msjung@gnu.ac.kr The Effects of Medical Service Recovery and Revisiting Intention According to Customer's Psychographic Attitudes Towards Complaining Copyright c 2018 HSST 424 this study can be summarized as follows. Individualism and Conservatism were found to have significant effects on distributive justice, procedural justice. Sense of Justice was found to have significant effects on distributive justice, procedural justice and interactional justice. Self-Confidence was found to have significant effects on procedural justice. Distribution justice and procedural justice have a significant effect on revisiting intention. These findings overall suggest that medical service providers’ service recovery effort based on their prediction of customers’ psychographic attitudes towards complaining could be a differentiate strategy that effectively realizes the recovery of medical services.

STP Analysis in Marketing Pigmented Rice as Functional Food

Abstract: The trend of people changing to healthier lifestyle has contribution to increase consumption of healthy food including pigmented rice. Demand for pigmented rice in the special province of Yogyakarta has risen but farmers are still having difficulties in marketing their produce. This research aimed (1) to identify segments of targeted consumers for pigmented rice sales, and (2) to develop marketing strategy for pigmented rice as a functional food. The research was conducted in districts of Yogyakarta, Sleman, and Bantul. Consumers were grouped based on their psychographic aspects i.e. motivation, health awareness, and lifestyle. It seemed that farmers needed to do rebranding upon their products and focusing on consumers with high awareness toward their health. Keywords: Functional Food; Marketing Strategy; Pigmented Rice; STP Analysis

Mixed Devices in Online Surveys: Prevalence, Determinants, and Consequences

Abstract: One overall aim of this chapter is to identify the prevalence rates of mixed-devices (especially smartphones and tablets) in a representative online panel survey in Germany between 2014 and 2016. Moreover, demographic and psychographic determinants of device type usage for online survey participation across time are identified, along with selected consequences of device usage on nonresponse indicators, survey duration, and evaluative judgments regarding the respective surveys. We found that a substantial share of online survey participants do actually use mobile devices, and that nonresponse is most pronounced among smartphone users. We also found that smartphone users perceive surveys as longer and evaluate them less favorable compared to PC/Laptop participants. The presence of others is another characteristic associated with mobile device survey participants, representing a potential source of bias for collecting data on topics sensitive to social influences. The collection of findings presented in this chapter converge against the claim to systematically align the communication strategy, the survey fielding process, and the incentive scheme with the devices used for survey participation.