Psychographic

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

Psychographic Insights from a Malaysia Tourism Industry

Abstract: An investigation of Malaysia tourism development was conducted to identify the psychographic character of travellers in each phase of development. Resulted from analysing the secondary data (obtained from government archives, local newspapers and journals) and informal conversation with the government experts revealed that from the First until the Fifth Plan, the Malaysia tourism industry appealed mostly to allocentric and near allocentric travellers. As the demand increase and destination development become more tourist-oriented, the destination attracted the mid-centric tourist (in Sixth to Seventh Plans). Finally, in the Eighth and Ninth Plans, it appealed more to the psychocentric tourist than the allocentric tourist. The results indicate qualified support for Plog’s psycographic model within a country setting.

An investigation of the motivations for second-hand clothing donation and purchase

Abstract: The purpose of this research was to investigate the motives of second-hand clothing consumers who both purchase from and donate to the retail outlet associated with one charitable organization. More specifically, individuals' motivations for donating clothing were compared to their motivations for purchasing second-hand clothing from the same location using the hedonic/utilitarian framework. Furthermore, the demographic and social psychological factors affecting individuals' motivations for donating to and purchasing second-hand clothing from a charitable organization's retail outlet were examined. Little research has been conducted in the area of clothing donation and second-hand clothing purchase, and no research could be located in which both processes were examined in the same study. The present study aimed to see if there is a connection among the two processes. By considering both processes within one retail context, a more complete understanding of the whole consumption process, from problem recognition through disposal, is obtained. Qualitative research using in-depth interviews was used for this project. Due to the lack of previous research in this area, the research was exploratory in nature. Because the purpose of this study was to gain a deeper understanding of the complex relationship that may exist between consumers' motivations for donating clothing to and purchasing clothing from one retail location, face-to-face in-depth interviews were used to uncover information about the clothing donation and second-hand clothing consumption experience of participants. Open-ended questions pertaining to the research objectives were developed so that the participants could divulge as much information about their experiences as possible. Eighteen members of the Junior League of Winston-Salem who had donated second-hand clothing to and purchased second-hand clothing from the Rummage Sale were purposively selected. Each interview lasted approximately 30 to 90 minutes, was audio-recorded, and was transcribed verbatim. Each interview transcript was read in its entirety several times, and a thematic analysis was performed. The majority of participants were categorized as either treat seekers (hedonic purchasers/hedonic donors) or rational helpers (utilitarian purchasers/hedonic donors). Only two participants were categorized as reward seekers (hedonic purchasers/utilitarian donors), and two participants were categorized as planners (utilitarian purchasers/utilitarian donors). Important demographic characteristics that influenced purchase and donation behavior included age of participants and the age of children living at home. Important social psychographic characteristics that influenced purchase and donation behavior included need for uniqueness, individuality, creativity, price consciousness, need for convenience, clothing attachment, and voluntary simplification. Additional themes related to the impact of liminality and organizational involvement on donation and purchase behavior also emerged. Limitations to this research and ideas for further research were discussed.

Attitudinal and behavioral characteristics predict high risk sexual activity in rural Tanzanian youth

Abstract: The incidence of HIV infection in rural African youth remains high despite widespread knowledge of the disease within the region and increasing funds allocated to programs aimed at its prevention and treatment. This suggests that program efficacy requires a more nuanced understanding of the profiles of the most at-risk individuals. To evaluate the explanatory power of novel psychographic variables in relation to high-risk sexual behaviors, we conducted a survey to assess the effects of psychographic factors, both behavioral and attitudinal, controlling for standard predictors in 546 youth (12-26 years of age) across 8 villages in northern Tanzania. Indicators of high-risk sexual behavior included HIV testing, sexual history (i.e., virgin/non-virgin), age of first sexual activity, condom use, and number of lifetime sexual partners. Predictors in the statistical models included standard demographic variables, patterns of media consumption, HIV awareness, and six new psychographic features identified via factor analyses: personal vanity, family-building values, ambition for higher education, town recreation, perceived parental strictness, and spending preferences. In a series of hierarchical regression analyses, we find that models including psychographic factors contribute significant additional explanatory information when compared to models including only demographic and other conventional predictors. We propose that the psychographic approach used here, in so far as it identifies individual characteristics, aspirations, aspects of personal life style and spending preferences, can be used to target appropriate communities of youth within villages for leading and receiving outreach, and to build communities of like-minded youth who support new patterns of sexual behavior.

Motivations for Social Internet Use

Abstract: Studies on general Internet use indicate that Internet use for social purposes in an increasing phenomenon (Papacharissi and Rubin, 2000; Joines, Scherer and Scheufele, 2003). However, to date there has been no study on the motivations for social Internet use and the way in which they differ based on user characteristics (such as demographics, psychographics and usage levels). This paper identifies different social uses and gratifications on the Internet. The results of a factor analysis indicates that exchanging information was the most salient motivation for social Internet use, whilst passing time, being entertained and performing altruistic actions were also significant motivators for social Internet use. These findings raise questions as to what marketers should and can do to cater their online products and services in such a way as to satisfy these social motivations. Furthermore this study also identifies individual differences in the importance of these social uses and gratifications by demonstrating that that motivations for social Internet use differed depending on the user characteristics of the sample. This finding is of particular value to marketers as it reveals that some motivations are more relevant for particular target markets.

Understanding Consumer Reactions to Offshore Outsourcing of Customer Services

Abstract: Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in many developed countries. However, there is hardly any research on how outsourcing of customer services may influence individual consumers, their perceptions, attitudes and behaviors. In this chapter, the authors first review the extant literature in the country-of-origin and services marketing areas to highlight key concepts and theories relevant to this area. Next, they show how offshore outsourcing of customer services may influence consumer perceptions about service quality, brand image and brand loyalty on one hand and impact customer satisfaction, complaint behavior and repurchase intentions on the other. The role of several relevant demographic and psychographic variables IDEA GROUP PUBLISHING This paper appears in the publication, Outsourcing and Offshoring in the 21st Century: A Socio-Economic Perspective edited by Harbajan Kehal and Varinder Singh © 2006, Idea Group Inc. 701 E. Chocolate Avenue, Suite 200, Hershey PA 17033-1240, USA Tel: 717/533-8845; Fax 717/533-8661; URL-http://www.idea-group.com ITB12347