Psychographics
segmenting markets into groups based on attitude, interests and opinion clusters (see Value, Attitude and Life Styles). | ||||
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Psychographics Definition from Encyclopedia Dictionaries & Glossaries
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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).
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