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Topic

Psychographic

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


Papers
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Journal ArticleDOI
TL;DR: In this paper, the authors identify the role of psychographic characteristics in apparel store selection among Indian youth of a tier-II city and identify four psychographic clusters: Get Going Adopters, Disinterested Introverts, Confused Followers and Independent Life Lovers.
Abstract: Purpose – The current study aims to identify the role of psychographic characteristics in apparel store selection among Indian youth of a tier‐II city.Design/methodology/approach – The research instrument was based on focus group discussions and in‐depth interviews of young people and retailers. It consisted of a psychographic scale and a store scale. Data were collected from young students aged between 19 and 24 years.Findings – Cluster analysis found four psychographic clusters: “Get Going Adopters”, “Disinterested Introverts”, “Confused Followers” and “Independent Life Lovers”, and the differences between these segments were found to be statistically significant. The findings suggest that “Independent Life Lovers’ consider apparel shopping to be a recreational activity, whereas “Get Going Adopters” prefer to spend less time in stores; both these segments were driven by layout, ambience and the availability of the latest designs and styles in apparel store selection. “Confused Followers”, who struggle t...

23 citations

Journal ArticleDOI
13 Sep 2017-eLife
TL;DR: A novel hybrid behavioral-psychographic segmentation approach to segment stakeholders on potential barriers to a target behavior is described and applied in a case study of demand generation for voluntary medical male circumcision among 15–29 year-old males in Zambia and Zimbabwe.
Abstract: Companies invest a significant amount of time and money into market research that helps them to understand the behaviors, beliefs and motivations of their potential customers. By then “segmenting” people into groups according to these characteristics, marketing messages can be produced that target specific groups more effectively. Most public health efforts are either mass communication campaigns or target particular age groups. However, some public health organizations are starting to study whether the segmenting tactics used by companies could also help to promote healthy behaviors. For example, male circumcision has been shown to reduce the transmission of HIV in Africa. Identifying the beliefs, emotions, motivations or other barriers that stop men from getting circumcised and then targeting specific messages to different groups could help to increase the number of men who opt for circumcision. Sgaier et al. now present evidence that suggests that segmentation could help to promote circumcision in Zimbabwe and Zambia. 4,000 men from these countries answered a survey that had been designed based on previous research that investigated how men make the decision whether to be circumcised. Analyzing the results using k-means clustering, a machine learning algorithm, enabled Sgaier et al. to identify six distinct segments in the men from Zimbabwe and seven in the men from Zambia. Further analyses found that the risk of contracting HIV also varied by segment. Sgaier et al. then demonstrated that field workers could use a series of questions to allocate men to each of the groups with an accuracy of over 60%. The segmentation method therefore looks like a promising tool that could be applied to a wide range of public health campaigns. As well as targeting specific groups of people with messaging that resonates specifically with them, segmentation could also highlight those people who are likely to be most easily convinced by a particular health intervention. More research is now needed to improve the usability of the tools that field workers can use to segment their audience.

23 citations

Journal ArticleDOI
TL;DR: This paper found that visitors' and nonvisitors' evaluations of two environmental factors in museums-comfort and caring-were related to their leisure values, leisure activity participation, and demographics.
Abstract: Differences in responses to museums by frequent, occasional, and hardly ever visitors primarily reflect their psychographic characteristics, as measured by their valuing of six basic leisure concepts. Visitors' and nonvisitors' evaluations of two environmental factors in museums-comfort and caring-are related to their leisure values, leisure activity participation, and demographics. Examples of impediments to audience satisfaction, when museums do not emphasize comfort and caring, illustrate the difficulties both occasional and hardly ever visitors have in coping with the museum environment. Findings about the relationship between museum environmental factors and visitor and nonvisitor behavior and attitudes have developed from a series of in-museum and community studies.

23 citations

Patent
23 May 2012
TL;DR: In this paper, a system and method for recommending contextual recommendations, advertisements or commercial offers to mobile users based on their interest graph and spacio-temporal map of each user's mobile activities and behavioral patterns is presented.
Abstract: Aspects of embodiments of the present invention pertain to a system and method for supplying targeted contextual recommendations, advertisements or commercial offers to mobile users based on their interest graph and spacio-temporal map of each user's mobile activities and behavioral patterns. A novel powerful likely intent score is computed based on leveraging both the interest graph and computing persona similarities based on psychographic analysis and spacio-temporal activity maps.

22 citations

Journal ArticleDOI
TL;DR: In this paper, a prima facie case exists for the suitability of astrology as a segmentation variable with the potential to combine the measurement advantages of demographics with the psychological insights of psychographics and to create segments which are measurable, substantial, exhaustive, stable over time, and relatively accessible.
Abstract: Demographic segmentation variables are cheap and easy to measure, while psychographic variables are more expensive and harder to measure, but can provide more insight into consumers’ psychology. Suggests that a prima facie case exists for the suitability of astrology as a segmentation variable with the potential to combine the measurement advantages of demographics with the psychological insights of psychographics and to create segments which are measurable, substantial, exhaustive, stable over time, and relatively accessible. Tests the premise empirically using results from a Government data set, the British General Household Survey. The analyses show that astrology does have a significant, and sometimes predictable, effect on behavior in the leisure, tobacco, and drinks markets. Discusses managerial implications of the results in terms of market segmentation and promotion.

22 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
202350
2022121
202156
202049
201960
201866