Comm 362 Personality and Lifestyles

Their reasons to make a particular decision about a

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Unformatted text preview: reflecting a person’s choices of how he or she spends time and money Psychographics – the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market, and their reasons, to make a particular decision about a product, person, ideology or otherwise hold an attitude or use a medium - - - Helps us understand why people buy Uses AIO’s to group consumers (Activities, Interests, Opinions) o Related to personality but easier to measure since external (less deep) Uses of psychographic segmentation o Define the target market o Create a new...
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