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Psychographic

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


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Journal ArticleDOI
TL;DR: In this article, a path analysis model was proposed to explain consumer attitude and behavior toward the promoted brand and the retailer store, which combines the effect of experiential marketing with psychographic characteristics, such as the tendency to socialize and extrinsic cues.
Abstract: Experiential marketing is a technique through which companies enhance their promotional marketing with extensive sensory and imagery appeal in order to intensify consumers' experience. The purpose of this current empirical study is to address this strategy and suggests a conceptual framework to explain consumer attitude and behavior toward the promoted brand and the retailer store. Consumers' psychographic characteristics were added to enhance the novelty of the study.,An experiential stimulating environment was created in a real retail store location. The study employs data collected during the experiential demonstration.,The path model suggests that the intensity of the experience evokes an affective response toward the promoted brand and an indirect response toward the hosting retailer. Psychographic characteristics, such as the tendency to socialize and extrinsic cues, were found to moderate the effect of experiential marketing.,Product manufacturers and suppliers can use experiential marketing techniques to improve affective and cognitive responses toward their products and brands. Experiential promotion should also be strategically encouraged by retailers because it creates a recreational shopping experience that enhances the retailer's image.,The study is among the few empirical works that examine real-life settings and the double impact of experiential marketing on brand image and the retailer's store image. The study contributes to the existing literature by suggesting a path analysis model toward brand and store images, which combines the effect of experiential marketing with psychographic characteristics.

10 citations

Journal ArticleDOI
TL;DR: In this article, the authors employed demographics and other measures to improve our understanding of prospective green buyers and to learn how to encourage more green behaviors, and they employed two on-line metrics: demographics and demographic information.
Abstract: Many studies have tried using demographics and other measures to improve our understanding of prospective green buyers and to learn how to encourage more green behaviors. This study employed two on...

10 citations

Journal ArticleDOI
TL;DR: In this article, a research study testing Plog's psychographic model of traveler motivation is critically examined, with specific rejoinders to comments made by a number of researchers, including the authors themselves.
Abstract: A research study testing Plog’s psychographic model of traveler motivation is critically examined, with specific rejoinders to comments made by a number of researchers.

10 citations

Journal ArticleDOI
TL;DR: In this article, the authors used AIO (Attitude, interest, opinions) psychographic factors to measure consumer lifestyles before mapping into multiple segments and used the planned behavior theory (TPB) to find out the factors that influence consumer in making decisions to purchase sharia mortgages.
Abstract: The objectives of this study are 1) Analyze sharia mortgage market segment based on demographic and psychographic, 2) Analyze the factors that influence the type selection of sharia mortgage, 3) Formulate the managerial implications to increase market share sharia mortgage. This study used two approaches, the first approach is to use AIO (Attitude, Interest, Opinions) psychographic factors to measure consumer lifestyles before mapped into multiple segments. The second approach is to use the planned behavior theory (TPB). TPB is used to find out the factors that influence consumer in making decisions to purchase sharia mortgages. The data used is primary data that is quantitative. The primary data was obtained from questionnaires by consumers who will buy a house through mortgage facilities. The sample is determined intentionally (convenience sampling). The respondents are 150 people. The results showed that consumers are going to buy a house through mortgage facilities divided into 3 clusters. The first cluster is respondents who chose a sharia mortgage have monotonous, introvert, conservative and conformist personalities. The second cluster are respondents who chose conventional mortgages and have dynamic, extrovert, risk-taker and rationalist personalities. Meanwhile, the third cluster is respondents who chose conventional and sharia mortgages simultaneously and have dynamic, extrovert, risk-taker and universalist personalities. Based on the multiple regression analysis it shows that the output evaluation factor (X2) significantly affects the respondents’ interest in proposing a sharia mortgage, while the trust behavior factor (X1), the trust control (X3), the motivation (X4), the trust control (X5), power factor control (X6) have no significant effect. This study implies that sharia bank management should focus on 3rd clusters because it has a big potential market through generic strategies, market challenge strategies and marketing mix strategies.

10 citations

Journal ArticleDOI
TL;DR: In this article, the authors used the Nominal Group Technique to segment the self-employed based on personality traits and the benefits they receive from an entrepreneurial career, and classified them into four distinct groups: exemplars, generals, moms and dads, and altruists.
Abstract: Although it is well established in the academic literature that entrepreneurs share common traits, there has been limited research dedicated to evaluating psychographic profiles of the self-employed. Using the Nominal Group Technique, the authors gleaned insight from a panel of experts in an effort to segment the self-employed based on personality traits and the benefits they receive from an entrepreneurial career. The findings show that self-employed individuals can be classified into four distinct segments: Exemplars, Generals, Moms and Dads, and Altruists. Each group derives different benefits from self-employment. Understanding these benefits can greatly assist entrepreneurship educators and marketers of small business oriented products and services.

10 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
202350
2022121
202156
202049
201960
201866