Psychographic

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

Psychographic and Demographic Profiles of State Lottery Ticket Purchasers

Abstract: Data from a national mail panel are used to develop psychographic and demographic profiles of heavier, lighter, and nonpurchasers of state lottery tickets. The research is limited to the sixteen states that offered a lottery at the time the study was completed. The resulting profiles indicate that each of the groups has identifiable characteristics. The findings tend to dispel some of the stereotyped characteristics of lottery players—that they are poor, uneducated, and unemployed.

Predicting Consumer Behavior and Media Preferences: The Comparative Validity of Personality Traits and Demographic Variables

Abstract: It is common practice for organizations selling a product to divide potential consumers into segments to allow them to target those most likely to buy their products. Two broad approaches to market segmentation can be delineated. The most common approach relies on segmenting by demographic variables (e.g., age, gender). The second approach (known as “psychographics”) identifies market divisions in terms of psychological variables such as values, attitudes, and personality traits. There has been little research comparing the efficacy of the two approaches. Based on analyses of over 45,000 participants, the present research empirically compares the effectiveness of the two approaches among segmentation variables ranging from cell phones and lottery tickets to newspapers and television shows. Overall, both approaches explained surprisingly small amounts of variance in consumer behavior. Nonetheless, for the variance that was predictive, the relative contribution of demographics and psychographics varied dramatically across consumer behaviors; for some behaviors (e.g., electronic purchases), demographics had superior predictive potential but for others (e.g., television shows) psychographics were more useful. Therefore, an approach that integrates both methods is recommended. C

One Size (Never) Fits All: Segment Differences Observed Following a School-Based Alcohol Social Marketing Program

Abstract: BACKGROUND: According to commercial marketing theory, a market orientation leads to improved performance. Drawing on the social marketing principles of segmentation and audience research, the current study seeks to identify segments to examine responses to a school-based alcohol social marketing program. METHODS: A sample of 371 year 10 students (aged: 14-16years; 51.4% boys) participated in a prospective (pre-post) multisite alcohol social marketing program. Game On: Know Alcohol (GO:KA) program included 6, student-centered, and interactive lessons to teach adolescents about alcohol and strategies to abstain or moderate drinking. A repeated measures design was used. Baseline demographics, drinking attitudes, drinking intentions, and alcohol knowledge were cluster analyzed to identify segments. Change on key program outcome measures and satisfaction with program components were assessed by segment. RESULTS: Three segments were identified; (1) Skeptics, (2) Risky Males, (3) Good Females. Segments 2 and 3 showed greatest change in drinking attitudes and intentions. Good Females reported highest satisfaction with all program components and Skeptics lowest program satisfaction with all program components. CONCLUSION: Three segments, each differing on psychographic and demographic variables, exhibited different change patterns following participation in GO:KA. Post hoc analysis identified that satisfaction with program components differed by segment offering opportunities for further research.

Segmentation of Reward Program Members to Increase Customer Loyalty: The Role of Attitudes Towards Green Hotel Practices

Abstract: Many organizations use reward programs to cultivate and retain loyal customers Most programs classify customers into tiers and provide standard benefits at each level Customers within each tier may have different psychographic and attitudinal characteristics even though their visitation frequency is similar This study segments hotel reward program members using a matrix approach that classifies loyalty on attitudinal and behavioral dimensions It introduces a new psychographic dimension, attitudes towards green hotel practices, which are becoming increasingly important in industry and society Six clusters were produced and validated All tier levels were present within each segment, and even upper tiers contained members who lacked elements of loyalty The findings suggest that hotel companies can enhance reward program effectiveness by using a refined segmentation process that allows them to tailor benefits to the characteristics of each segment Companies can promote sustainable practices by identif

A Comparative Study of Chinese Consumers in Asian Markets-A Lefestyle Analysis

Abstract: This paper attempts to use psychographic research by means of AIO (Activities, Interests, and Opinions) variables to compare the lifestyles of Hong Kong and Singapore consumers. Some significant differences in the lifstyles of the two markets were found. Singapore respondents were generally more home-oriented, placed a higher value on education and were more concerned towards the environment. They showed a positive attitude towards advertising, and were more concerned with the quality of a product than its price. Hong Kong respondents were generally more traditional and conservative and adhered strongly to the cultural values such as "Mien-tsu" (face) and tended to have a strong belief in "Yuarn" (fate). They were more fashion conscious and less optimistic about the future economy due to the uncertainty of the political environment. Both groups exhibited similar activity patterns and buying practices.