Psychographic

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

Towards a psychographic user model from mobile phone usage

Abstract: Knowing the users' personality can be a strategic advantage for the design of adaptive and personalized user interfaces. In this paper, we present the results of a first trial conducted with the aim of inferring people's personality traits based on their mobile phone call behavior. Initial findings corroborate the efficacy of using call detail records (CDR) and Social Network Analysis (SNA) of the call graph to infer the Big Five personality factors. On-going work includes a large-scale study that shall refine the accuracy of the models with a reduced margin of error.

Trust‐based segmentation: Preliminary evidence from technology‐enabled bank channels

Abstract: Purpose – Trust has proven to be a key variable in understanding and predicting consumer behavior in the self‐service technology and e‐commerce contexts. However, it has never been examined as a segmentation variable. This study seeks to investigate the possibility of using trust in two self‐service bank channels: internet, and phone banking, to segment potential users of these channels.Design/methodology/approach – Using data from a survey of 762 real bank customers discriminant analysis is used to test variables differentiating two groups of customers having, respectively, “high” and “low” trust in internet and phone banking.Findings – Results show that the groups of “high” and “low” channel‐trustors are different in a number of attitudinal, behavioral and psychographic criteria. In addition, the two groups react differently in terms of intention to use internet, and phone banking.Research limitations/implications – This work contributes to existing literature on trust by opening an additional use of an...

An Investigation into the Psychographics of Senior Nature-Based Travellers

Abstract: Nature-based travellers are usually assumed to be a homogeneous group of travellers, but several studies have begun to identify certain different segments in this market. The purpose of the current study was to identify differences and similarities in the senior nature-based traveller market, and to assess whether there is more than one segment within the senior market for nature-based travel. The study was conducted in the United States and included seniors 55 years of age or older. The mail survey method generated data that supported the contention that psychographic segments are useful to differentiate the senior nature-based market. Also, the study revealed that there are distinct segments within the senior market that are very useful to marketers of nature-based travel products.

Advances in Segmentation Modeling for Health Communication and Social Marketing Campaigns

Abstract: Large-scale communication campaigns for health promotion and disease prevention involve analysis of audience demographic and psychographic factors for effective message targeting. A variety of segmentation modeling techniques, including tree-based methods such as Chi-squared Automatic Interaction Detection and logistic regression, are used to identify meaningful target groups within a large sample or population (N=750-1,000+). Such groups are based on statistically significant combinations of factors (e.g., gender, marital status, and personality predispositions). The identification of groups or clusters facilitates message design in order to address the particular needs, attention patterns, and concerns of audience members within each group. We review current segmentation techniques, their contributions to conceptual development, and cost-effective decision making. Examples from a major study in which these strategies were used are provided from the Texas Women, Infants and Children Program's Comprehensi...

Characterisation of Spanish store brand consumers

Abstract: Purpose – This paper seeks to carry out a profile of the current buyer of store brands in Spain.Design/methodology/approach – In the characterization of store brand consumer, the paper analyses socio‐demographic and psychographic variables. The psychographics considered are based on the study developed by Ailawadi, Neslin and Gedenk in the USA. A self‐administrated questionnaire was applied to a sample of 425 grocery shoppers.Findings – The results of the study show that socio‐demographics are not powerful in identifying store brand consumers. However, psychographic traits are much more related to this behaviour. For example, these consumers are characterized by being market mavens, store loyal and price conscious; but they are not quality conscious.Practical implications – The results of the present study have a practical interest and can be useful to both manufacturers and retailers. Manufacturers can develop strategies to retain no store brand prone consumers. Retailers should pay special attention to ...