Topic
Psychographic
About: Psychographic is a research topic. Over the lifetime, 1307 publications have been published within this topic receiving 39696 citations.
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TL;DR: In this paper, four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands.
Abstract: Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands. Regression analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance.
36 citations
TL;DR: The findings suggest that combining supportive and informative discussions is more beneficial than attending to only one type of discussion, and stress the importance of informative discussions.
Abstract: Most previous studies on online communities (peer-to-peer support groups) dedicated to people with depression related to members as a homogeneous group, and none examined differences between segments based on psychographic measures. Such segmentation may be most helpful in understanding members' participation patterns and explaining the benefits members gain from participation. This study aimed to explore whether members of online depression communities vary in their interests in issues discussed in the communities, and if so, whether groups with different interests also differ with regard to the benefits gained from participation. The study was based on an online survey of 793 members of 16 online depression communities. Results identified four member groups: concerned about daily living, information seekers, interested in all topics, and relatively less involved. There were very few differences between the groups in background characteristics, participation patterns, and level of depression. However, re...
36 citations
TL;DR: In this article, an integrative framework using the key constructs of motivation and cognitive ability is developed that conceptualizes the influences of and outcomes from information acquisition, by studying information acquisition within the context of the interactions between motivation and ability, normative insights can be gained on the likelihood of management's active participation in information search.
Abstract: Purpose – The most commonly used segmentation approach to understand information acquisition behavior in the exporting context is to group individuals/firms on a variety of demographic and psychographic variables. This paper argues that while psychographic and demographic segmentation provide descriptive information about who are likely to engage in information search, they are insufficient to provide insights into why individuals search.Design/methodology/approach – Drawing upon the applied psychology literature, an integrative framework using the key constructs of motivation and cognitive ability is developed that conceptualizes the influences of and outcomes from information acquisition.Practical implications – By studying information acquisition within the context of the interactions between motivation and ability, normative insights can be gained on the likelihood of management's active participation in information search. The author develops a typology for the nature of information acquisition to ex...
36 citations
TL;DR: This article used consumer-supplied similarity measures of housing alternatives to develop a multidimensional perceptual "map" of the way consumers view housing choices and found that the major evaluative criteria in the perceptual process generally agree with those found in the literature based on objective measurements.
Abstract: The value of single–family housing is a function of demographic, economic and psychographic variables. Much work has been done on the objectively measurable criteria, but virtually none on the subjective, perceptual criteria. This study uses consumer-supplied similarity measures of housing alternatives to develop a multidimensional perceptual “map” of the way consumers view housing choices. The dimensions of this perceptual space represent the evaluative criteria utilized, consciously or unconsciously, during the housing evaluation process. The analysis, although exploratory in nature, suggests that all perceptually defined market segments use the same evaluative construct; that market segments may be defined in terms of differences in the relative importance of each criterion; that market segments do not necessarily correspond to simple demographic measures; and that the major evaluative criteria in the perceptual process generally agree with those found in the literature based on objective measurements.
36 citations
TL;DR: In this paper, the authors explored the process of identifying psychographic risk segments in purchasers of consultancy services by taking the reader stepwise through the necessary statistical procedures and found that three potential risk segments exist which differ demographically and in their risk perceptions.
Abstract: As marketing knowledge and market competition increase, so too does the need for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the process of identifying psychographic risk segments in purchasers of consultancy services by taking the reader stepwise through the necessary statistical procedures. Part 1 considers factor and cluster analysis, while Part 2 looks at multiple discriminant analysis. The analysis shows that three potential risk segments exist which differ demographically and in their risk perceptions.
35 citations