Psychographic

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

Classification of senior tourists according to personality traits

Abstract: This research aims to conduct a cross cultural study of Mainland Chinese and the United States (U.S.) seniors’ personality traits and identify how they affect motivation, preferences, sociodemograp...

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.

Generational Differences in Attitudes about Unions: A Segmented Dispositional Marketing Approach

Abstract: Labor union membership as a percentage of the U.S. workforce continues to decline, down to 12.4 percent in 2004 compared to 12.9 percent in 2003. This downward trend is most notable when compared to 1983 data (the first year that comparable data are available), at which time membership stood at 20.1 percent (Bureau of Labor Statistics, 2005). As noted by Bernstein (2004), labor leaders such as Andy Stern believe that a top-to-bottom overhaul of the AFL-CIO is necessary to address this steady decline. Stern and his colleagues in the New Unity Partnership, a small group of influential unions, believe that constitutional and top leadership changes are needed in the AFL-CIO. They call for consolidation of the AFL-CIO's 60 unions to 15 or 20, in order to increase clout and lift wages; however, while a detailed roadmap of their plan is beyond the scope of this article, and while they believe a "full and vigorous debate" is necessary, it appears their preliminary suggestions are tactical rather than strategic.Strategic marketers would likely argue that to attract new members and increase membership, unions need to develop messages and campaigns that tap the hearts and minds of their audiences, moving beyond the tactical messages of policy and procedures. As Ries and Trout (1986: 5) argued, "The basic approach of positioning is not to create something new and different, but to manipulate what's already up there in the mind, to retie the connections that already exist." Marketers speak in terms of values and emotional benefits that can be communicated directly to the particular niche of interest. Further, Meyers (1996) explains that segmentation is based upon the proposition that markets are not monolithic. Sub-markets exist with individuals with relatively homogeneous needs and wants, but they respond in unique ways to particular stimuli. Lifestyle research, also called psychographics, includes understanding consumers, beyond their basic demographics or benefits desired, by linking the message to an understanding of their activities, interests, opinions, personality, and values (Meyers, 1996). Although the marketing literature naturally focuses on consumers, labor unions are clearly organized around "producer interests," i.e., the individual as a worker rather than as a consumer (Jarley & Fiorito, 1990; Perlman, 1928). Thus, in melding a segmented marketing approach and a labor relations perspective on worker support for unions, this paper adopts concepts from marketing but adapts these concepts to a producer (worker) rather than consumer perspective.A similar adaptation of a market segments concept is supported by Flood, Turner, and Willman's (2000: 108) work, who noted,a key feature in understanding union participation is the segmented nature of members' participation in union-related activities. The bulk of empirical investigations of union participation tend to treat the union membership in general rather than specific categorical terms.Despite his clear success in winning over service workers (Bai, 2005), the tactic suggested by Stern, of merging smaller unions into larger units, is moving labor from niche organizations with separate identities to larger "melting pots" of members. While this may benefit bargaining power, the loss in identity may outweigh the benefits. Marketers have realized that individual differences in attitudes and emotions can be powerful mechanisms to tap and leverage one's message, and that mass marketing may not always fit one's strategic marketing plan. As an observed analolgy, the U.S. may no longer be perceived as a melting pot, but a salad with unique, but complementary, ingredients.The purpose of this research is to analyze attitudes about union representation from a segmented marketing perspective. Specifically, it uses marketing concepts that tap into the generational differences between age cohorts-Matures (born between 1909 and 1945), Baby Boomers (born between 1946 and 1964), and Generation X (born after 1964)-each purported to require unique marketing strategies based upon their cohort (Moschis, 2003). …

Segmenting B2B Technology Markets via Psychographics: An Exploratory Study

Abstract: This article examines how marketing executives employ psychographics as part of their target marketing strategy in business technology markets. In spite of the increased attention in the recent business-to-business segmentation literature, psychographics is not used as a major segmentation dimension (only one in five companies used this base). Psychographic thinking without formal analysis, however, was a commonly used strategy evidenced by 59% of the companies. While there was no difference in target marketing success found between formal and informal psychographics, both approaches fared significantly better than firms not bringing a psychographic mindset to their segmentation strategy. Firmographic and demographic variables did not impact the use of organizational psychographics. Motivation, relationship and risk variables were used by marketing managers as psychographic inputs. Implications for management practice and a research agenda for segmentation scholars are presented.

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.