Psychographic

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

Promoting the Network Brand: An Exploration of Network and Local Affiliate On-Air Promotion during the Super Bowl, 2001–2006

Abstract: The audience for the Super Bowl is a diverse one, both in terms of demographics and psychographics. Such a diverse captive audience presents an opportunity for the networks and affiliates to showcase the best programming they have to offer. They do this by airing on-air promotions during the telecast. This research analyzes the promotions aired over six years to explore how the different networks and local affiliates present their brands. The most important result, that the significant difference is really between the networks and the affiliates, is interesting given that it undermines the point of branding: differentiation. In an era where networks are faced with more intense competition from other networks and cable television, it is interesting to note that the two do not offer significantly different on-air promos.

Location Decision Making: The Case of Retail Service Development in a Closed Population

Abstract: Extant literature on site selection highlights the need for scientific research to aid location decisions. In spite of this call, most published research on site selection utilizes neither a well-developed theory of consumer behavior nor considers the influence of competitors' outlets on location decision. This research employs spatial interaction theory, customer density estimates and minimax decision criterion to address site selection issues for a new coffee shop at a university campus. The decision-support model specified in this paper should be of interest to practitioners. (ProQuest: ... denotes formulae omitted.) BACKGROUND Consider the following scenario about a meeting involving facilities planners in a university: "I think there is a need for coffee shop on campus", quipped a senior manager. "What if we built a state-of-the-art coffee shop on campus and nobody came", said another. "Location is the key", replied another. "Let us have it in the newly planned constructions within the Medical School precinct. That should attract the most customers" was the conclusion of the meeting. The above scenario appears to be a common tactic among managers for selecting locations or sites for businesses ranging from small coffee shops to multi-million dollar establishments (Quirk et al. 2002). Specifically, management intuition tends to replace market research in selecting new locations. More than four decades ago Applebaum (1965) highlighted the need for scientific research to replace intuition in site selection decisions. In spite of this call, most published research on site selection utilizes neither a well-developed theory of consumer behavior nor considers the influence of competitors' outlets on location decision (Lilien et al. 1992; Gonzalez-Benito et al. 2005). While Geographie Information Systems (GIS) do provide opportunities for spatial analysis for site selection purposes (Joerger et al. 1999; Lilien & Rangaswamy 2002), there is evidence in the literature that its usage is skewed towards large firms (Garry 1 996; Hernandez & Biasiotto 200 1 ; Rushton 2003). Furthermore, GIS driven geo-information processing functions do not provide the analyst with an opportunity to specify a theoretical model of consumer behavior to predict new business success at the marketplace. For instance, the GIS software "Enlighten for Retailers" employs demographics and psychographics to profile the population in trade areas (Garry 1996). However, as aptly observed by Rossiter (1 987), psychographics and demographics are far removed from actual customer behavior. To illustrate, consider two customers with similar activities, interests, and opinions (psychographics). While "imitation" or "aspiration" is said to cause or push people with similar psychographics towards a common behavior (Best 2005), it is unlikely that all individuals with similar psychographics will have the same reference group. Further, reference group theory, with "aspiration" as the energizer of behavior, should help better predict sales of socially conspicuous products such as mobile phones and cars; not all types of products. As regards demographics, the literature is replete with failures of demographic variables to differentiate preference for brands (see for example, Sheth & Mittal 2004). Finally, and more importantly, GIS is often unavailable for closed populations such as university campuses. This makes it difficult for managers in such settings to employ off-the-shelf spatial analyses software for site selection purposes. This research is an attempt to assist site selection decisions in such contexts. Specifically, it employs spatial interaction theory, customer density estimates and minimax decision criterion to address site selection issues for a new coffee shop at a university campus. In all, two research questions guided the construction of the paper: * Given full awareness of coffee shops, what fraction of a population would prefer each outlet, and * Which location will produce an optimum share of market potential, and minimum hazard for future sales erosion? …

A Lifestyle Analysis of Healthy Retirees and Their Interest in Moving to a Retirement Community

Abstract: This study measured the degree of interest of 418 healthy, middle income individuals over age 60 in relocating to a proposed retirement community. Level of interest in moving into the community varied by both psychographic the demographic variables. The lifestyle segment expressing the greatest degree of interest was characterized by a high degree of social venturesomeness, physical activity, self-reliance and a need for physical and financial security. The demographic segments expressing the highest level of interest included those individuals who were single, widowed or divorced and those who rented, rather than owned, their home. The study also explored the reasons for which a move would be considered and the perceived difficulties associated with making such a move.