Psychographic

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

Behavioral Finance: A Study on Gender Based Dilemma in Making Investment Decisions

Abstract: According to various conventional financial theories human beings behave rationally while making financial decisions. However, various studies have brought out that there are situations wherein human behavior gets influenced by moods and emotions which make humans behave in an unpredictable or irrational manner affecting their decision making. Whether the demographic and psychographic characteristics of the individuals in any way influence the behavioral investment decision making remains an unexplored area. This research takes up an important demographic variable gender and attempts to investigate the extent to which the variable influences investment decision making. The objective of the study is to find out whether gender differentiation plays an important role in influencing investment decisions and up to what extent men and women investors are influenced by behavioral bias. The study has implications for the finance industry as it attempts to analyze how behavioral and psychological factors influence different investors based on their basic gender differentiation and would also help to customize the portfolio with regard to their investment preferences.

The post-Brexit donor: segmenting the UK charitable marketplace using political attitudes and national identity

Abstract: Prior attempts to segment charitable donors have utilized a range of demographic, psychographic and behavioral factors. However, such work has not factored in an individual’s level of national identity or their attitudes to political issues, which appear especially relevant given the current United Kingdom (UK) political and social landscape. The current study segments charitable donors in the post-Brexit marketplace, with emphasis on charities that serve local, national and international beneficiaries. A survey methodology based was employed on a broadly representative sample of 1004 respondents. A k-means cluster analysis led to the identification of six distinct donor segments based upon their national identity, political attitudes and charitable giving preferences, with post-hoc analysis of both the cluster variables and donor demographics providing further cluster definition. Whilst some segments demonstrate clear preferences for domestic charities and nationalistic tendencies (Anti-EU Nationalists), others have more internationalist worldviews and heightened support of international charities (Educated Liberals). The findings underline the influential role that an individual’s political attitudes (particularly their views on Brexit and overseas development aid) and national identity have on their charitable giving, and therefore offers new insights to fundraisers seeking to target donors efficiently.

Connotative meanings of sustainable mobility: A segmentation approach using cultural sentiments

Abstract: Changing people’s travel behaviours and mode choices is an important mitigation option to reduce greenhouse gas emission in transport. Previous studies have shown that symbolic meanings associated with new low-emission vehicles and travel services influence people’s willingness to adopt these innovations. However, little is known about the symbolic meanings of many upcoming transport innovations, which often influence habitual decision-making and their stratification within the population. This study thus examines cultural affective meanings of a broad range of conventional and novel transport mode options in a nationally representative German sample. Cluster analysis of affective meanings of travel modes identified six unique traveller segments. These consumer groups differ significantly in their intention to adopt low-emission travel modes and are characterized by specific psychographic, socio-demographic and behavioural profiles. The results demonstrate that affective meanings of choice options are predictive regarding the attitudes and (intended) behaviour of traveller segments. Moreover, the invariant positive meanings of conventional cars across segments indicate the strong cultural embeddedness of this mode in society. We discuss the implications of our approach for the development of government strategies for sustainable transport.

Profiling Green Consumers with Data Mining

Abstract: Concern about the environment has led to a new segment of consumers called green consumers. Because not all the consumers are equally green, using target marketing for persuading them to buy green product is essential. The first step in target marketing strategy is to segment the market and then develop profiles of the resulting market segments. This study aims to identify distinct green market segments based on demographic, psychographic, and behavioral variables and also investigate the relationship between each variable and green consumer behavior. This study uses self-organizing maps (SOM) to segment and then develop profiles of Iranian green consumers. Based on the results, four market segments have been identified and were named intense greens, potential greens, egoist browns, and intense browns based on profiles of consumers in each segment. The results of this study also indicate that the level of education and income together with egoistic value and environmental unfriendly habits correlate negatively with the greenness (intent and intense of green behaviors) of Iranian consumers and the age of consumers together with environmental attitude and knowledge, biospheric and altruistic values, and religiosity correlate positively.