Psychographic

About: Psychographic is a research topic. Over the lifetime, 1307 publications have been published within this topic receiving 39696 citations.

The Psychology of Consumer Profiling in a Digital Age

Abstract: Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

A profile of travelers who are willing to stay in environmentally friendly hotel.

Abstract: The purpose of this study is to describe travelers that have indicated they are willing to stay in green hotel in order to better understand the market segment. There is very little knowledge about these types of travelers, thus making it difficult for hoteliers to know how to create marketing campaigns that target them. Data were collected via an online survey company. Behavior characteristics provided a more distinguishing profile of the traveler than did demographics or psychographics. Most travelers were willing to pay the same amount for a green hotel as a traditional hotel. Implications, future research, and limitations are discussed.

A New Role for Psychographics in Media Selection

Abstract: Most media selection problems involve some kind of matching between media audience and target market membership. As a rule, this matching is done indirectly, using demographics as mediating variables. Recent studies have suggested that psychographics might also be used for this purpose. This study evaluates the performance of a standard set of psychographic variables as mediators of the media-market relationship. It then discusses the implications of this performance for media selection theory.

The interplay between prior knowledge, perceived risk and the tourism consumer decision process: a conceptual framework

Abstract: When potential tourists engage in the decision-making process, there are a range of factors that can play a role in influencing their destination choice and the final travel outcome. This paper proposes a framework on how tourists' cognitive/ psychological factors play a role in their behavioural decision process. More specifically, this paper incorporates tourist risk perceptions, their prior knowledge and sensation seeking propensity as important psychographic attributes, and explains their possible interplay in various stages of the tourist decision-making model. This paper proposes a relationship between tourist prior knowledge, risk perceptions and subsequent information search behaviour, which has been overlooked in previous tourist decision-making models. Theoretical and practical implications are presented.