Psychographic

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

Productive Play 2.0: The Logic of In-game Advertising

Abstract: Online video games are helping to pioneer the use of interactive advertising that targets consumers based on information about their behaviour, consumption patterns, and other demographic and psychographic information. This article draws on the example of in-game ads to explore some of the ways in which advertisers harness virtual worlds to marketing imperatives, and equate realism and authenticity with the proliferation of commercial messages. Since video games have the potential to serve as a model for other forms of marketing both online and off, the way in which they are being used to exploit interactivity as a form of commercial monitoring has broader implications for the digital economy.

The Influence of Psychographic Variables on the Theory of Exit, Voice, and Loyalty of Customer Complaints Behaviour in Banks

Abstract: This paper analyses Customer Complaints Behaviour (CCB) using psychographic factors and the Theory of Exit, Voice and Loyalty. Prior studies on the continent of Africa have explored customer dissatisfaction, service failure, complaints handling and complaint attitudes, but not in association with psychographic factors. This research gap is addressed with a new conceptual understanding that integrates psychographic variables and the Theory of Exit, Voice and Loyalty in a single study. In total, 171 valid questionnaires were gathered from customers of two public banks in Accra chosen randomly, and a convenience sampling method was used for the respondents. This study has revealed that assertiveness, conservatism, attitude towards complaints, sense of justice, service attribute significantly influence the theory of Exit, Voice and Loyalty of CCB. What is more, the findings have also shown that there is a statistical difference between complainers and non-complainers. Complainers are more likely to stay loyal, and are less likely to voice out or leave their bankers. We suggest that banks should not only center CCB strategies towards complainers, but should also take into account non-complainers as they are equally important to businesses.

Demographic and Psychographic Variables Associated with Hispanic Business Majors Intending to Pursue Graduate Studies: Marketing Implications

Abstract: Increasing shifts in population proportions have led to an increasing demand on education institutions to recruit Hispanics. A random and stratified national sample was used to answer the following questions: (1) What are the psychographic typologies that are likely to identify Hispanic students by their desire to pursue or not to pursue graduate education? (2) What relationship, if any, does income of the parents play in a Hispanic student's decision to pursue graduate education? (3) Is there a direct relationship between the parents' level of education and Hispanic students' decision to pursue graduate work? This paper attempts to dissolve myths about the variables associated with Hispanics' participation in graduate education, and to make recommendations for effective appeals to encourage Hispanic students to attend graduate programs.

Predicting Personal Mobility Data Disclosure

Abstract: Personal data has multiple categories, such as demographic, firmographic (organizational), behavioral and psychographic data. Mobility data is one of the behavioral pattern information, for example, location tracking. Disclosing mobility data is a privacy concern of individuals as their location and physical moving pattern can be uncovered and potentially be misused by third parties. Despite the privacy concern, exposing mobility data can be beneficial for individuals to gain advantages of getting customized services from service providers. On the other hand, companies get benefit from mobility data by providing value added services to individuals. Several influential factors of individual’s intention in personal data disclosure have been identified based on existing literature. However, we argue that contextual aspects play an important role in effecting the intention. Therefore, in this research we seek to investigate if the identified factors by prior studies are significantly influential in Malaysian context. Additionally, from a different perspective, our research focuses on mobility data instead of personal data in general using Structural Equation Modelling analysis method. Based on our research finding, we identified an unexplored factor that can be used to predict the intention to disclose mobility data, and our result also confirmed that context aspects such as demographics and different personal data categories (e.g. mobility data) do have impact on the disclosure attention.