Psychographic

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, Attitudes, and Opinions). They can be contrasted with demographic variables (such as age and gender), and behavioral variables (such as usage rate or loyalty).

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 and advertising.

Some categories of psychographic factors used in market segmentation include:

• Social class
• Lifestyle
• Behavior
• 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" (28 Sep 2007) "Who Is Your Next Customer?". Booz Allen Hamilton Inc, Strategy+Business. 

This psychology-related article is a stub. You can help Wikipedia by expanding it.

This article is licensed under the GNU Free Documentation License. It uses material from Wikipedia