Showing papers on "Psychographic published in 2023"

Tourist profiles and intra-destination visiting preferences in a mature coastal destination: More than beach

Abstract: This paper aims to explore if the presence of diverse tourist profiles staying in the same accommodation hub of a mature Mediterranean coastal destination also implies specific intra-destination visiting preferences. The study uses Latent Class Analysis (LCA) to detect tourist profiles according to their socio-demographic and psychographic factors, as well as their trip organisation characteristics. Then, selection corrected estimations are used to focus on the side trips each profile is more willing or reluctant to make from the accommodation hub. Results show a wide range of tourist profiles with a high level of heterogeneity regarding individual characteristics and intra-destination visiting preferences. This provides further understanding of tourist choices at a destination and empirical evidence that allows breaking away from the traditional static, beach-focused view of coastal tourists. In turn, this informs the destination and its stakeholders so that they can apply the appropriate planning, management and branding tools to adapt the destination and its products and services to the different tourism targets. The implementation of this kind of studies and the use of their results by local stakeholders as strategy for diversification and competitiveness growth would make the whole destination more competitive.

A Study on Impulsive Buying Behaviour in Online Shopping

Abstract: Purpose: The present study aims to provide a broad overview of impulsive buying through literature review, find stimuli that triggers Impulse buying during online shopping, analyze the influence of respondents’ demographic and psychographic factors on impulsive buying and to construct and validate regression model. Theoretical framework: The study extensively reviewed available literature pertaining to various theories affecting consumer while purchasing goods online and offline. It largely conforms to the existing models of consumer behavior such as learning model (peer influence per se), psychoanalytical model (Eg: mood upliftment) and economic model (like seeking discounts and offers). It also embraces Maslow’s theory of need hierarchy (Ready to Eat products (RTE) were found to be bought most impulsively). Design/methodology/approach: The study has been taken up in select locations of Bangalore City, India, which is a hub for different types of e-commerce players and large consumer base with diverse background. The present study used both primary and secondary data. A structured questionnaire was administered online as well as in person with target respondents in select locations of Bangalore following area sampling method. A total of 600 respondents were contacted and complete information was obtained from 171 respondents during 2021-22. Qualitative analysis has been done from the responses captured through open ended questions in the instrument. Findings: Results show significant association between income and impulsive buying, different categories of products and tendency for impulsive buying, and Discount and offers are found to be most significant factors driving impulsive buying online along with tendency to buy online for mood upliftment and an urge to gratify the needs instantly. The model predicts impulsive buying with adjusted R2 value of .671 which is statistically significant. Research, Practical & Social implications: The study leaves major implications for the marketers as well as the consumers, apart from enriching the existing body of knowledge. Discounts become imperative for the marketers to drive sales and revenues which is not going to be a sustainable phenomenon. Customers get overused to discounts and churn when the discounts cease to exist. It may even prompt the marketers to portray that they are offering discounts, which may be fake and illusive, and finally would deceive the consumers. Originality/value: The model predicts impulsive buying with adjusted R2 value of .671 which is statistically significant.

Consumers Psychographic Intention and Purchasing Behavior: A Marketing Framework for Local Tourism Products

Abstract: Marketing is an effective tool in promoting and enhancing the image of any tourism destination. If properly planned and implemented, it will provide very good profit and investment. Using descriptive-correlational research, this study explored of determining if there is a significant relationship between consumers' psychographic intention and purchasing behavior, targeted the domestic and international tourists traveling to Guiuan, Eastern Samar and purchasing local products. A convenience sampling method was utilized to determine the number of respondents. There was a total of 332 tourists participated in the study. Frequency counts, percentages, weighted mean, and Pearson’s correlation was used in the analysis of the results. From the findings, it was revealed that consumers are after to quality of products and service delivery. They are particular to price and the value it can give to the amount they paid for. Information about the products must be available online for easy access of information. Accordingly, it is recommended that local government must work with other agencies in assisting how local owners can enhance their delivery of service. Maintaining the culture of hospitality is highly recommended to create a positive image. Consumers’ data must be gathered for reference in future decision-making from their buying patterns and behavioral purchase. The marketing framework will support different local product manufacturers in developing marketing strategies to enhance the marketability of their products and customer loyalty.

The effects of targeted digital advertising on consumer welfare

Abstract: Prior research has focused on societal and regulatory issues related to digital advertising, yet there is a gap in understanding the unique consumer welfare implications of different types of digital ad targeting. This paper outlines key benefits, unintended risks, and potential for manipulation across the three major types of targeting: demographic/psychographic, behavioral, and geographic with the goal of understanding how to maximize the benefits of targeted digital advertising while minimizing harm to consumer welfare. Because regulatory issues are complex as digital ad targeting practices continue to evolve, we consider similarities and differences across ad targeting types. We also make suggestions for future research to address pressing issues of relevancy, transparency, consent, autonomy, and vulnerability in digital ad targeting, by examining intricacies in the collection and dissemination of demographic/psychographic, behavioral, and geographic consumer data. This research provides a framework to protect consumers in the digital age by informing industry and public policy regulatory practices.

Using social marketing strategies to develop and pretest PrEP education materials for transgender women

Abstract: Purpose The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP. Design/methodology/approach This study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: n = 5, 34 participants) and quantitative (surveys: n = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these ( n = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies. Findings Using segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake. Originality/value To the best of the authors’ knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.

Does Food Shopping Behaviour Determine Food Waste Vulnerability in Private Households? Quantitative Analysis on Case Studies from Germany

Abstract: The discussion about food waste is conducted from many different scientific perspectives. Studies from the perspective of retail geography have hardly been part of this so far. Within the framework of own empirical studies 2020–2022 for case studies from Germany, postal and online surveys were conducted in urban and rural areas in order to correlate psychographic attitudes according to self-assessment about food and shopping with practical shopping and disposal behaviour. Four different clusters can be distinguished, demonstrating that food waste realities are associated with characteristic attitude sets of groups of people as either unconscious wasters or conscious savers. Waste baskets are visualised via relational networks, which help to capture the complexity and completeness of sources of food waste in private households. This approach makes it possible to expand the causes of food waste not only in private households themselves, but also from upstream purchasing practices and the retail geographical characteristics of individual business formats. This study shows that the differences between groups and their receptiveness to the issue of food waste do not diverge systematically, but that niche-like variations in attitudes or purchasing behaviour can make a big difference.

MSME Market Segmentation Analysis for Dessert Culinary Products in Malang Raya

Abstract: The increasingly fierce competition in the culinary industry requires MSMEs to make various innovations. Hence, it is necessary to study market segmentation to map out market conditions and consumer profiles. This study aimed to analyze the MSME market segment for dessert, culinary products in Malang Raya based on geographic, demographic, and psychographic segmentation. The type of research applied is quantitative research. The object of this study is My Dessert Box, which is a new start-up business and has a sales area covering the Malang Raya area. The sample in this study was determined using the purposive sampling technique. The data collection method in this study employed a questionnaire, while the data analysis method employed cross-tabulation and k-mean analysis. The results reveal that in geographic and demographic segmentation cluster 1 in Malang City was dominated by female consumers aged 21-30 years, cluster 2 in Malang Regency had an equal number of female and male consumers with the age range of 21- 30 years, and cluster 3 in Batu City is dominated by female consumers aged 17-20 years. Psychographic segmentation is divided into three clusters as follow, cluster 1 consists of consumers who seek information through testimonies before making a purchase, cluster 2 consists of consumers who consider prices and attractive offers before purchasing dessert products, and cluster 3 consists of consumer who emphasizes product innovation such as variation of flavors. The findings of this study could be used as a reference for MSMEs to map out market segmentation and consumer profiles.

Pro-Environmental Conclusions of Consumers' Enduring Involvement with Recycled Products: Eco-Aware Purchasing Behavior and Psychographics

Abstract: The environmental awareness movement that started towards the end of the twentieth century has continued expanding. Recycling, or reusing waste materials as raw materials in manufacturing with varied methods, is an essential subject for today's society and the business world. Operating eco-friendly is the primary concern of green, social, and sustainable marketing. According to scholars, environmental sustainability should not be an individualistic concern for a person or a government; instead, it should be a global consideration. Recycling and environmental issues are also essential topics in Türkiye. Related to the constantly growing volume of processed waste and the disposal and recovery facilities in Türkiye, this empirical study aims to contribute to this challenging global subject to clarify Turkish consumers' involvement with recycled products and the impacts of their participation on their pro-environmental behavior. The moderating effect of sociodemographic variables on the bond between personal involvement and pro-environmental behavior is also questioned in this inquiry. A descriptive study is realized via an online questionnaire distributed to 422 participants. A structural equation model is constructed, and the hypotheses are tested with AMOS 21. The personal significance and hedonic involvement components of the personal involvement inventory influence consumers' pro-environmental purchasing activities and psychographics. Gender, age, marital status, education, profession, and family size moderate the bond between personal involvement and consumers' pro-environmental behavior for the examined sample in Türkiye.

Positive experience and further prospects for online education

Abstract: The article focuses on the positive aspects of online education and discusses the lessons learned and effective practices that can be brought back into conventional face-to-face classes. Unlike numerous studies pointing out disadvantages of distance education, the authors contend that online education during the pandemic was quite efficient, enabling them to take away a lot of useful findings, techniques, and experiences. The paper describes the results of the study conducted among freshmen and sophomores, as well as lecturers of the Department of the English language and the administration of Baikal International Business School of Irkutsk State University. Using student and teacher questionnaires, a dean interview, and observation, the authors collect multiple psychographic, motivational, and behavioral data allowing to find out preferences and opinions of online education. As a result of their research, the authors come to the conclusion that the main outcomes of online teaching are more collaboration for course development and preparation of student assessment, the integration of MOOCS into conventional courses, the use of numerous interactive technologies and videoconferencing platforms for various purposes, more reflection on teaching and student learning, and more opportunities for professional growth. Overall, teachers report becoming more knowledgeable, better equipped, and more competent. Besides professional benefits, after overcoming the challenges of online teaching, the instructors seem to have become more stress-resistant and resourceful.

Pengunaan Big Data dan Dampaknya di Dalam Dunia Politik: Munculnya Sikap Hopeful Ignorance Dalam Ragam Relasi Antarmanusia

Abstract: The advent of digital technology has brought significant changes to political life, particularly in the use of big data for election campaigns. However, the use of psychographics in data analysis raises concerns about the manipulation of human behaviour and the potential harm it may cause. This article aims to explore the impact of psychographics on society in the digital era and the need for multiculturalism in computer programming. This study aims to examine the use of psychographics in political campaigns and its impact on society. Additionally, the study aims to highlight the need for multiculturalism in computer programming and the importance of data protection. The research method used in this study is book analysis, focusing on politics, technology, and big data. The study analyses the case of Cambridge Analytica and how it used psychographics to manipulate human behaviour. The study shows that the use of psychographics can lead to the creation of paradigms that promote hopeful ignorance, leading to a homogeneous society that may be vulnerable to societal explosions. Furthermore, the study highlights the importance of multiculturalism in computer programming to avoid bias and the need for data protection through cryptography. The study concludes that the use of psychographics in data analysis must be critically examined to avoid manipulation and harm to society. Furthermore, computer programs must embrace multiculturalism to avoid bias, and data protection must be prioritized to maintain privacy and security. Additionally, political candidates should be investigated thoroughly to reveal their authenticity beyond their ethos.

Consumer perception of restaurant and ready-to-eat cheese dips.

Abstract: Cheese dips are an expanding category sold as ready to eat (RTE) in grocery stores or served hot in restaurants (RST). The purpose of this study was to determine key consumer attributes for cheese dips and evaluate if key drivers of purchase for cheese dips were distinct between grocery store or restaurant purchase. An online survey (n = 931) was conducted. Participants were asked two different sets of questions based on the location they most frequently purchased and consumed cheese dip in the past 6 months, at a restaurant (n = 480) or from a grocery store (n = 451). Consumers first evaluated psychographic and agree/disagree questions regarding cheese dip and then completed maximum difference exercises focused on color and other extrinsic cheese dip attributes. Finally, an adaptive choice-based conjoint was used to determine the relative importance of cheese dip attributes. Clustering of conjoint utility scores revealed differences in preference for spiciness, but similar preferences for other attributes within both consumer groups. RTE and RST consumers indicated that their ideal cheese dip was white in color, moderately thick, and of medium spiciness with small visible pepper pieces and jalapeno pepper flavor. For both consumer groups, spiciness was the most important characteristic of cheese dips, followed by package for RTE consumers and pepper flavor and consistency for RST consumers. Regardless of consumption context, consumers have similar ideal characteristics for cheese dips. PRACTICAL APPLICATION: The primary drivers of purchase for cheese dip consumers are similar, regardless of context. Segmentation of consumer preferences reveals opportunities for product innovation. The data collected will aid in product development of cheese dips that better meet the needs of consumers.

Strategi Komunikasi Pemasaran Digital Brand Fashion Melalui Media Sosial Instagram

Abstract: Abstract. This research is entitled Digital Marketing Communication Strategy for Fashion Brands Through Instagram Social Media (Case Study on Instagram Brand @fabricthejeans). The purpose of this research is to find out the marketing communication strategy carried out by Fabric The Jeans through Instagram and the Instagram features used for marketing on Instagam. The subjects of this research are the founder and owner of Fabric The Jeans, marketing and admin of Instagram Fabric The Jeans, and followers of the Instagram account Fabric The Jeans. The data collection techniques of this research were observation and interviews. Data analysis techniques used in this research are data reduction, data presentation, verification and conclusion drawing. The results of this study are market segmentation conducted by Fabric The Jeans based on demographics, namely among teenagers aged between 16 years to 24 years with a male-only market. Segmentation based on geography or region, namely Bandung, Jakarta, Bekasi, and Cianjur. There are also countries such as Indonesia, Malaysia, Germany, and the United States. Segmentation based on psychographics, namely people who are in style with denim. Fabric The Jeans target market in general is people who have an interest in the metal music genre and extreme sports such as skateboarding and bmx. The specific target market determined by Fabric The Jeans is motorcycle children, especially custom motorcycles. Fabric The Jeans wants to position itself as a specialist motorcycle denim brand by producing basic casual style products and carrying navy or dark blue colors in every Instagram upload that is close to indigo color as the basic color of denim fabric. The reason why Fabric The Jeans conducts digital marketing communications on Instagram is because it is free and easy to use because it only has photos and videos using the feeds and insta story features which are uploaded two to three times in one day, has many users, one of which is children. young people or teenagers, can connect with other social media such as Facebook and can display links to other platforms such as WhatsApp, Tokopedia, and Shopee. Abstrak. Penelitian ini berjudul Strategi Komunikasi Pemasaran Digital Brand Fashion Melalui Media Sosial Instagram (Studi Kasus Pada Instagram Brand @fabricthejeans). Tujuan dilakukannya penelitian ini adalah untuk mengetahui segmentasi pasar, target pasar, dan positioning Fabric The Jeans melalui Instagram. Subjek penelitian ini adalah pendiri sekaligus pemilik Fabric The Jeans. Teknik pengumpulan data penelitian ini adalah observasi dan wawancara. Teknik analisis data yang digunakan dalam penelitian ini adalah reduksi data, penyajian data, verifikasi dan penarikan kesimpulan. Hasil penelitian ini adalah segmentasi pasar yang dilakukan Fabric The Jeans berdasarkan demografis yaitu kalangan anak remaja rentang usia antara 16 tahun hingga 24 tahun dan khusus laki-laki. Segmentasi berdasarkan geografis atau wilayah yaitu Kota Bandung, Jakarta, Bekasi, dan Cianjur. Juga ada negara Indonesia, Malaysia, Jerman, dan Amerika Serikat. Target pasar Fabric The Jeans secara umum yaitu orang yang memiliki ketertarikan di bidang musik bergenre metal dan cabang olahraga ekstrim seperti skateboard dan bmx. Target pasar khusus yang ditentukan oleh Fabric The Jeans yaitu kalangan anak motor terutama motor custom, semi trail, dan adventure. Segmentasi berdasarkan psikografis yaitu orang yang senang bergaya dengan denim. Fabric The Jeans ingin memposisikan dirinya sebagai brand denim motor specialist dengan menghasilkan produk bergaya basic casual dan menampilkan feeds dengan warna navy atau biru tua di setiap unggahan Instagramnya yang mendekati warna indigo sebagai warna dasar kain denim. Alasan mengapa Fabric The Jeans melakukan komunikasi pemasaran digital di Instagram dikarenakan pemakaiannya yang gratis dan mudah dalam penggunaannya karena hanya bermodal foto dan video menggunakan fitur feeds dan insta story yang dilakukan dua hingga tiga kali unggahan dalam satu hari, memiliki banyak pengguna yang salah satunya kalangan anak muda atau remaja, bisa terhubung dengan media sosial lainnya seperti facebook dan bisa menampilkan tautan platform lain seperti whatsapp, tokopedia, dan shopee.

Predicting Virtual Garment Fitting Size with Psychographic Characteristics and 3D Body Measurements Using Artificial Neural Network and Visualizing Fitted Bodies Using Generative Adversarial Network

Abstract: 3D virtual garment simulation technology is widely used in apparel industry nowadays with computer-aided manufacturing systems for the earlier stages of apparel design and product development process. The technological advances have brought convenience in garment product fitting procedures with virtual fitting environment, and eventually enhance the supply chain in the aspects of social, economic, and environmental aspects. Many studies have addressed the matters related to non-standardized selection on garment sizing, ease allowance for different selected groups, and use of 3D avatars for virtual fitting in the design and pre-production stages. Nevertheless, the current practice for designers is difficult for them to recognize the customers’ motivation and emotions towards their preferred fit in the virtual environment, leading to a hard time for the designers to determine the appropriate ease allowances for the end users. The present study is to investigate the variations on the ease preferences for the apparel sizes according to the body dimensions and psychological orientation of the subjects by developing a virtual garment fitting prediction model using artificial neural network (ANN). One hundred and twenty adult subjects were recruited to conduct 3D body scans and questionnaire survey for retrieving their body dimensions and psychographic characteristics. Segmentations were performed and each cluster was asked to evaluate the fitting preferences in a co-design interview on virtual garment simulation with a commercial software called Optitex. The results demonstrated that the ANN model is effective in predicting ease preferences from the body measurements and the psychological orientation of the subjects with high correlation coefficients, showing that a non-linear relationship is modelled among pattern parameters, body dimensions and psychographic characteristics. The results were visualized using generative adversarial network (GAN) to generate 3D samples. This new approach is significant to predict the garment sizes and pattern parameters with a highly accurate ANN model. Visualization of the predicted size with the implementation of GAN model is valuable to envision the garment details from 2D to 3D. The project has achieved the conception of mass customization and customer orientation by providing the perfect fit to the end users. Eventually, new size fitting data is generated for improved ease preference charts and augments end-user satisfaction in garment fit.

Young People’s Perception of the Danger of Risky Online Activities: Behaviours, Emotions and Attitudes Associated with Their Digital Vulnerability

Abstract: Digital leisure has become the main reason young people make use of the Internet and social media. Previous research shows the danger of certain activities in the online environment. Of particular concern are those of a recreational nature, which are more socially accepted by young people; among them one can find: online gambling and betting, online shopping and eGames, and the consumption of content on social media. This study aims to identify the behavioural and psychographic variables which impact the probability that young people will perceive the danger of these risky activities. We have carried out a descriptive and causal investigation with non-experimental cross-cutting analysis through a computer-assisted phone survey on a sample of 1500 young people aged between 18 and 35. The results show that all the activities are perceived as dangerous by the majority of those questioned, but a large percentage of young people do not perceive any risk in online gambling, betting and eGames. We have determined several psychographic and behavioural variables to help predict the perception of risk among young people to help define formal and informal policies for reducing their vulnerability in the event of the inappropriate use of the studied activities.

Rsesearch on Plant-Based Food Market Implications and Opportunities

Abstract: Believing that PBMA (Plant-Based Meat Alternatives) can bring benefits to both the quality of life and subject well-being, people resort to veganism/ vegetarianism for sociological and economic reasons. The trending of veganism/ vegetarianism brings huge potentials to the US market. Plant-based product market has been increased annually since 2018 and reached $7.4 billions in 2021. Vegetarianism/ veganism takes up a big share of the food market and it has numerous market opportunities since theres a great need for meat alternatives. In this research paper, the market value of PBMA market, market opportunities and competitive marketing strategies will be investigated, and market opportunities and competitive marketing strategies. First, the demographics of vegans and what markets need will be presented and the analysis will focus on both the demographics and psychographics of vegans/vegetarians to further look into their motivations, needs, and values. Furthermore, the articles will look at the effects of veganism and vegetarianism in the US market and how plant-based alternatives have changed the game, allowing companies to deal with the rising trend of veganism and vegetarianism in the US and profit from it. Finally, the fact that PBMA market is lack of diversified and tasty PBMA food will be an alluring reason for entrepreneurs to initiate competitive marketing strategies for food service industries. This research will be useful in understanding the PBMA market and the potential market opportunities it offers.

Characteristics of Recipients

Abstract: The effectiveness of communication in promoting healthy and sustainable eating habits depends largely on personalizing the communication according to the psychosocial characteristics of the recipients. Therefore, profiling (or segmentation) is crucial in the field of public nutrition communication, as it helps to understand how people differ and how they process and respond to nutrition recommendations addressed to them. Profiling makes it possible to design advertising campaigns and communication strategies that are tailored to the needs of a well-defined target group and can therefore be effective. Profiling can be based on socio-demographic, geographic, psychographic, and behavioral characteristics. Socio-demographic and geographic profiles are useful to determine the target audience of a public campaign, but they are often not sufficient to understand what makes people behave in a certain way. Psychographic characteristics include regulatory focus, motives, skills, attitudes, and self-efficacy. Finally, behavioral characteristics include information about past behaviors and the stage of change that the recipients of the message are in.

Analyzing Factors Affects Taxpayer Compliance: The Role of Theory of Planned Behavior, Demographic and Psychographic Variables in Banjarmasin, Indonesia

Abstract: Purpose: This research aimed to analyze the factors that most taxpayers consider when complying, using the variables of the Theory of Planned Behavior, which include attitude, subjective norms, and behavior control. Additionally, it explored the use of demographic and psychographic variables as intervening factors in compliance behavior. Theoretical framework: This research employs the Theory of Planned Behavior (TPB) to investigate the behavior of Motor Vehicle Taxpayers, by analyzing their attitudes, perceptions, subjective norms, as well as demographic and psychographic factors. Methodology: This research uses quantitative methods in the form of an experimental design to explicate phenomena and test existing hypotheses. The ultimate aim is to establish causal relationships between independent variables, including attitude, subjective norms, behavior control, intention, taxpayer behavior, and demographic and psychographic factors. The research population comprises taxpayer from the Kalimantan Selatan province, consisting of 267 respondents. Findings: The result showed that (1) attitude variables has no significant effect on intention and behavior of paying taxes, (2) behavior control variables has a significant effect on intention but has no effect on behavior, (3) subjective norms have a significant effect on intention and behavior of paying taxes, (4) demographic variables have a significant effect on intention, and (5) psychographic variables only affects intention but do not have a significant effect on behavior of paying taxes. Research, Practical & Social implications: This research employs the Theory of Planned Behavior (TPB) to investigate the behavior of Motor Vehicle Taxpayers, by analyzing their attitudes, perceptions, subjective norms, as well as demographic and psychographic factors. Originality: The novel findings of this research are in the context of taxpayer behavior to enhance subjective variables of societal norms on variables.

Selected Characteristics of Home Schools and Parents Who Operate Them

Abstract: Problem: The home school movement in America presents a rapidly-emerging alternative to conventional educational systems. The purpose of this study was to identify selected characteristics of home schools and the parents who operate them. Method: The population used in this descriptive research was drawn from the files of the Hewitt Research Foundation, Berrien Springs, Michigan. Potential respondents were parents indicating recent experience or interest in home school operations. The study was designed to develop a profile of home schools and home school operators by identifying central tendencies in the respondent data. A mailed questionnaire asked the parents questions in five areas: 1. Reasons for operating home school 2. General nature of home schools 3. Essential elements for home school success 4. Psychographic characteristics of home school operators 5. Demographic characteristics of home school operators. Findings. Data analysis produced the following findings: 1. Major reasons expressed by parents for operating home schools (in order of importance) were: concern about the moral health and character development of their children; detrimental effect of rivalry and ridicule in conventional schools; parent-perceived poor quality of public school education; and the desire to extend parent-child contact. 2. General nature of home schools revealed by responses indicate these typical home school characteristics: a small, family enterprise, averaging two children and sponsored by both parents; informal, child-centered, relatively flexible program. 3. Parent-perceived success factors (in order of importance): love of children, strong parental determination, family unity in enterprise, support from friends and others, economic ability to afford the additional expenses. 4. The psychographic profile indicated that parents were, for the most part, politically conservative and attend church regularly. Home school operators expressed concern over violence in public schools, and excess government control. They reported themselves as occasional travelers and moderately active in community affairs. 5. The demographic profile indicated the following characteristics: home school operators, for the most part, live in small or rural areas; come from diverse, non-traditional religious backgrounds; and tend to have small families. Generally, operators were homemaking mothers whose spouses were professionals or skilled workers, with a household income ranging between $15,000 and $20,000 per year. Parents typically have attended between one and three years of college. Conclusions and Recommendations: These parent profiles identify a segment of the U.S. population likely to initiate and operate home schools. They tend to be individualistic, law-abiding, concerned about their parent role, dissatisfied with available options in contemporary education, and actively engaged in implementing their own solution. They desire to reestablish the home as the basic unit in a free enterprise society and are willing to confront social opposition in order to meet their personal goals. State boards of education should restudy the home school as a valid method of education. It is recommended the provisions be made for home schools to be given experimental school status, with home school students being made part of the local school pupil count. This would encourage local schools to play a more encouraging role toward home schools.

Conditionality of Visiting a Tourist Destination by the Degree of Environmental Risk and Attractiveness

Abstract: In recent years, more and more attention has been paid to the behavior of tourists and their intention to travel after certain natural disasters or social unrest. The aim of the research was to establish the influence of psychological profiles of tourists on their decision to choose a tourist destination, using three psychographic techniques BFI-10 (Big Five Inventory), AIO (Activities, Interests, Opinions), and VALS 2 (Values and lifestyle), and a freely determined six-level scale of risk and tourist attractiveness of the imagined destinations. By analyzing the results through structural modeling-path analysis, it was determined that almost all psychographic orientations derived from lifestyles negatively perceive destinations with a high degree of risk and attractiveness, while with the VALS 2 technique, only members of the action orientation tend to accept the risk and challenge of visiting high-risk destinations. The results of the research have a degree of innovation in the application of the combination of the mentioned models, as well as in the theoretical and applied aspects in supplementing the building and strategic planning of the future business.

Status Consumption in Cultural Context: Psychographic Antecedents

Abstract: Many of our consumption decisions are motivated by our desire for status. The underlying mechanism of status consumption can be understood by focusing on cultural orientation at the individual level, the lifestyle of health and sustainability (LOHAS), and materialism. Drawing on the means-end theory of lifestyle, we examine the roles of the LOHAS lifestyle in linking an individual's cultural orientation to status consumption. 204 survey data were collected in the U.S. The results show that individualism and collectivism are positively related to the LOHAS lifestyle, which in turn leads to status consumption. Furthermore, materialism moderates the relationship between the LOHAS lifestyle and status consumption. These findings contribute to the existing literature on status consumption and provide insights for marketing managers on how to position status-oriented products in the marketplace.

Independent Restaurants’ Pandemic Survival Toolkit: Thriving on Community Resilience: An Abstract

Abstract: This research explores community resilience and its impact on the survival skills and coping abilities of independently owned restaurants in response to the COVID-19 pandemic. This rare phenomenon has provided an opportunity to investigate survival strategies during a pandemic. The Community resilience theory and related index provide the conceptual lens through which we analyzed the social and organizational systems that enabled restaurants to adapt, change, and evolve their operations post-pandemic to survive the unplanned, dramatic effects experienced by the restaurant industry. Our qualitative investigation with in-depth, semi-structured interviews of fifteen restaurant owners from multiple U.S. markets uses the means-end approach through the usage of the laddering technique. This study demonstrates both attitudinal and behavioral impacts on the restaurants and their owners, that were tempered by social capital i.e., the relationships that they had with community members including dedicated employees who were often viewed as extended family. Independent restaurant owners identified themselves as a separate, vulnerable group in the restaurant industry that not only had a high need for financial resources but also the resource of knowledge, collective organization, and a high need for a large social network. Content analysis conducted via NVivo connects the five community resilience facets: economic, infrastructure, community, institutional, and social. The findings determined that community resilience goes beyond independent restaurant owners, employees, and consumers. The significant theoretical implications extend community resilience to pandemics and beyond small rural communities that are typically impacted by natural disasters like hurricanes, tornadoes, and floods. Practical implications indicate that independent restaurants (i.e., small to medium size businesses) can utilize community resilience to guide continued marketing efforts surrounding the recovery of the restaurant industry through world-of-mouth and information sharing, as well as future policies and support from key stakeholders including local and national government. Governments could consider both employee support services and financial support solely for independent restaurants and other vulnerable small to medium size businesses.

A Segmentation Analysis of American Sports Bettors by Involvement

Abstract: Sports betting in the United States is exploding in popularity and has the potential to change the way sports fans interact with sports properties and sports content. However, not all sports bettors are the same, and market segmentation research provides a resource for more targeted communication and marketing strategies. Utilizing behavioral and psychographic data, the current study segmented 1,077 sports bettors by involvement. The segments were then contrasted on a number of factors within the framework of Mowen’s 3M model of motivation and personality. A sample of 513 nonbetting sports fans was also included as a segment within the analyses. Statistically significant differences were found at the motivational, elemental, compound, and surface trait levels between the betting segments and between the betting and the nonbetting sports fans. The findings point to a strong emotional draw regardless of involvement yet a clear need for the betting industry to educate on issues related to jurisdictional legality and common language.