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In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic variables (such as industry, seniority and functional area).

When a relatively complete assessment of a person or group's psychographic make-up is constructed, this is called a psychographic profile. Psychographic profiles are used in market segmentation as well as in advertising.

Some categories of psychographic factors used in market segmentation include:

  • Activity, Interest, Opinion (AIO)
  • Attitudes
  • Values

Psychographics can also be seen as an equivalent of the concept of "culture" as used most commonly in national segmentation. "Psychographics is the study of personality, values, attitudes, interests, and lifestyles" "Who Is Your Next Customer?". Booz Allen Hamilton Inc, Strategy+Business. 28 September 2007. http://www.strategy-business.com/press/enewsarticle/enews092807. 

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Wiktionary

Up to date as of January 15, 2010

Definition from Wiktionary, a free dictionary

Contents

English

Etymology

psycho- + -graphic

Adjective

psychographic (not comparable)

Positive
psychographic

Comparative
not comparable

Superlative
none (absolute)

  1. (social sciences) Based on individual psychological characteristics, rather than demographic or other factors
    • 1988 August 5, Michael Miner, “End of Page?; Writers in the Sky; Arts Smarts”, Chicago Reader:
      Another suggestion was to create psychographic profiles of target readers, then display large photographs of archetypes around the newsroom, to remind reporters of the public for whom they toiled.

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