This article presents case histories of five somewhat different uses of psychographic research, and it critically reviews the status of research in this field.
Get full access to this article
View all access options for this article.
References
1.
A Psychographic View of the Los Angeles Marketing Area.Los Angeles, Calif.: Los Angeles Times,1972.
2.
AhmedSadrudin A.“Prediction of Cigarette Consumption Level With Personality and Socioeconomic Variables,”Journal of Applied Psychology, 56(October 1972), 437–8.
3.
AlpertMark I.“Personality and the Determinants of Product Choice,”Journal of Marketing Research, 9(February 1972), 89–92.
4.
AppelValentine, and WarwickKenneth. Procedures for Defining Consumer Market Targets.New York: Grudin/Appel Research Corporation, 1969.
5.
Are There Consumer Types?New York: Advertising Research Foundation,1964.
6.
ArmstrongJ. Scott. “Derivation of Theory by Means of Factor Analysis, or Tom Swift and His Electric Factor Analysis Machine,”American Statistician, 21(December 1967), 17–21.
ArnoldStephen J., and TigertDouglas J.“Canadians and Americans: A Comparative Analysis,” paper delivered at the Annual Convention of the American Psychological Association, Montreal, Canada, 1973.
9.
BassFrank M.“The Theory of Stochastic Preference and Brand Switching,”Journal of Marketing Research, 11(February 1974), 1–20.
10.
BassFrank M., TigertDouglas J., and LonsdaleRonald F.“Market Segmentation: Group Versus Individual Behavior,”Journal of Marketing Research, 5(August 1968), 264, 70.
11.
Behavior Science Corporation.Developing the Family Travel Market.Des Moines, Iowa: Better Homes and Gardens, 1972.
12.
BernayElayn K.“Life Style Analysis as a Basis for Media Selection,” in KingCharles, and TigertDouglas, eds., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 189–95.
13.
BirdwellAl B.“A study of the Influence of Image Congruence on Consumer Choice,”Journal of Business, 41(January 1968), 76–88.
14.
BitherSteward W., and DolichIra J.“Personality as a Determinant Factor in Store Choice,”Proceedings. Third Annual Conference, Association for Consumer Research, 1972, 9–19.
15.
BrodyRobert P., and CunninghamScott M.“Personality Variables and the Consumer Decision Process,”Journal of Marketing Research, 5(February 1968), 50–7.
16.
BrunoAlbert V., and PessemierEdgar A.“An Empirical Investigation of the Validity of Selected Attitude and Activity Measures,”Proceedings. Third Annual Conference, Association for Consumer Research, 1972, 456–74.
17.
BurgerPhilip C., and SchottBarbara. “Can Private Brand Buyers Be Identified?”Journal of Marketing Research, 9(May 1972), 219–22.
18.
BurosOscar K.The Seventh Mental Measurements Yearbook.Highland Park, N.J.: The Gryphon Press, 1972.
19.
CampbellDonald T., and FiskeDonald W.“Convergant and Discriminant Validation by the Multitrait-Multimethod Matrix,”Psychological Bulletin, 56(March 1959), 81–105.
20.
CarmanJames M.“Correlates of Brand Loyalty: Some Positive Results,”Journal of Marketing Research, 7(February 1970), 67–76.
21.
ClaycampHenry J.“Characteristics of Owners of Thrift Deposits in Commercial Banks and Savings and Loan Associations,”Journal of Marketing Research, 2(May 1965), 163–70.
22.
CooleyW. W., and LohnesP. R.Multivariate Procedures in the Behavioral Sciences.New York: John Wiley, 1962.
23.
ConeyKenneth A.“Dogmatism and Innovation; A Replication,”Journal of Marketing Research, 9(November 1972), 453–5.
24.
CoulsonJohn S.“How Much Has The Consumer Changed?” paper presented at the Meeting of the American Association for Public Opinion Research, 1974.
25.
CunninghamWilliam H., and CrissyWilliam J. E.“Market Segmentation by Motivation and Attitude,”Journal of Marketing Research, 9(February 1972), 100–2.
DardenWilliam R., and ReynoldsFred D.“Predicting Opinion Leadership for Men's Apparel Fashions,”Journal of Marketing Research,9 (August 1972), 324–8.
28.
DardenWilliam R., and ReynoldsFred D.“Backward Profiling of Male Innovators,”Journal of Marketing Research, 11(February 1974), 79–85.
29.
DembyEmanuel. “Psychographics: Who, What, Why, When, Where and How,” in KingCharles, and TigertDouglas, eds., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 196–9.
30.
DardenWilliam R., and ReynoldsFred D.“Psychographics and From Whence It Came,” in WellsWilliam D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 9–30.
31.
DichterErnest. Handbook of Consumer Motivations.New York: McGraw-Hill, 1964.
32.
DonnellyJames H.Jr.“Social Character and Acceptance of New Products,”Journal of Marketing Research, 7(February 1970), 111–3.
33.
DornyLester R.“Observations on Psychographics,” in KingCharles, and TigertDouglas, eds., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 200–1.
34.
EinhornHillel J.“Alchemy in the Behavioral Sciences,”Public Opinion Quarterly, 36(Fall 1972), 367–78.
35.
EngelJames F., KollatDavid T., and BlackwellRoger D.“Personality Measures and Market Segmentation,”Business Horizons, 12(June 1969), 61–70.
36.
EntwisleDoris R.“To Dispel Fantasies about Fantasy-Based Measures of Achievement Motivation,”Psychological Bulletin, 77(June 1972), 377–91.
37.
EvansFranklin B.“Psychological and Objective Factors in the Prediction of Brand Choice: Ford vs. Chevrolet,”Journal of Business, 32(October 1959), 340–69.
38.
FiskeDonald W.“Can A Personality Construct Be Validated?”Psychological Bulletin, 80(August 1973), 89–92.
39.
FrankRonald E.“Predicting New Product Segments,”Journal of Advertising Research, 12(June 1972), 9–13.
40.
FrankRonald E., and GreenPaul E.“Numerical Taxonomy in Marketing Analysis: A Review Article,”Journal of Marketing Research, 5(February 1968), 83–94.
41.
FrankRonald E., MassyWilliam F., and LodahlThomas M.“Purchasing Behavior and Personal Attributes,”Journal of Advertising Research, 9(December 1969), 15–24.
42.
FrankRonald E., and StrainCharles E.“A Segmentation Research Design Using Consumer Panel Data,”Journal of Marketing Research, 9(November 1972), 385–90.
43.
FryJoseph N.“Personality Variables and Cigarette Brand Choice,”Journal of Marketing Research, 8(August 1971), 298–304.
44.
GardnerDavid M.“An Exploratory Investigation of Achievement Motivation Effects on Consumer Behavior,”Proceedings. Third Annual Conference, Association for Consumer Research, 1972, 20–33.
45.
GarfinkleNorton. “The Value and Use of Psychographic Information in Decision Making,” in KingCharles W., and TigertDouglas, ed., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 206–10.
46.
GoodWalter S., and SuchslandOtto. Consumer Life Styles and Their Relationship to Market Behavior Regarding Household Furniture.East Lansing, Mich.: Michigan State University Research Bulletin, No. 26, 1970.
47.
GottliebMorris J.“Segmentation by Personality Types,” in StockmanLynne H., ed., Advancing Marketing Efficiency.Chicago: American Marketing Association, 1959, 148–58.
48.
GreenPaul E., and TullDonald S.Research for Marketing Decisions, second edition.Englewood Cliffs, N.J.: Prentice-Hall, 1970.
49.
GreenoDaniel W., SommersMontrose S., and KernanJerome B.“Personality and Implicit Behavior Patterns,”Journal of Marketing Research, 10(February 1973), 63–9.
50.
GrubbEdward L., and HuppGregg. “Perception of Self, Generalized Stereotypes and Brand Selection,”Journal of Marketing Research, 5(February 1968), 58–63.
51.
GruenWalter. “Preference for New Products and Its Relationship to Different Measures of Conformity,”Journal of Applied Psychology, 44(December 1960), 361–4.
52.
HellerHarry E.“Defining Target Markets by Their Attitude Profiles,” in AdlerLee, and CrespiIrving, eds., Attitude Research on the Rocks.Chicago: American Marketing Association, 1968, 45–57.
HustadThomas P., and PessemierEdgar A.“Segmenting Consumer Markets with Activity and Attitude Measures,” Institute Paper No. 298, Krannert Graduate School of Industrial Administration, Purdue University, 1971.
55.
HustadThomas P., and PessemierEdgar A.“The Development and Application of Psychographic, Life-Style and Associated Activity and Attitude Measures,” in WellsW. D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 31–70.
56.
HustadThomas P., and PessemierEdgar A.“Will the Real Consumer Activist Please Stand Up: An Examination of Consumers’ Opinions About Marketing Practices,”Journal of Marketing Research, 10(August 1973), 319–24.
57.
InglisJim, and JohnsonDouglas. “Some Observations on, and Developments in, the Analysis of Multivariate Survey Data,”Journal of the Market Research Society, 12(April 1970), 75–98.
58.
JacobsonEugene, and KossoffJerome. “Self-Percept and Consumer Attitudes Toward Small Cars,”Journal of Applied Psychology, 47(August 1963), 242–5.
59.
JacobyJacob. “Personality and Consumer Behavior: How Not to Find Relationships,” Purdue Papers in Consumer Psychology, No. 102, 1969.
60.
JacobyJacob. “Personality and Innovation Proneness,”Journal of Marketing Research, 8(May 1971), 244–7.
61.
JohnsonRichard M.“How Can You Tell if Things are ‘Really’ Clustered?” paper read at a joint meeting of the New York chapters of the American Statistical Association and American Marketing Association, New York, 1972.
JoyceTimothy, and ChannonC.“Classifying Market Survey Respondents,”Applied Statistics, 5(November 1966), 191–215.
64.
KassarjianHarold H.“Social Character and Differential Preference for Mass Communication,”Journal of Marketing Research, 2(May 1965), 146–53.
65.
KassarjianHarold H.“Personality and Consumer Behavior: A Review,”Journal of Marketing Research, 8(November 1971), 409–18.
66.
KassarjianHarold H.“Personality and Consumer Behavior: A Way Out of the Morass,” paper presented at the 1973 meeting of the American Psychological Association.
67.
KayHerbert. Important News About Prime-Prospect Service.Montclair, N.J.: Herbert Kay Research, Inc., 1969.
68.
KingCharles W.“Social Science, Pragmatic Marketing Research and Psychographics,” in KingCharles W., and TigertDouglas J., eds., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 228–31.
69.
KingCharles W., and SprolesGeorge B.“The Explanatory Efficacy of Selected Types of Consumer Profile Variables in Fashion Change Agent Identification,” Institute Paper No. 425, Krannert Graduate School of Industrial Administration, Purdue University, 1973.
70.
KingCharles W., and SummersJohn O.“Attitudes and Media Exposure,”Journal of Advertising Research, 11(February 1971), 26–32.
71.
KinnearThomas C., TaylorJames R., and AhmedSadrudin A.“Socioeconomic and Personality Characteristics as They Relate to Ecologically-Constructive Purchasing Behavior,”Proceedings. Third Annual Conference, Association for Consumer Research, 1972, 34–60.
72.
KinnearThomas C., TaylorJames R., and AhmedSadrudin A.“Ecologically Concerned Consumers: Who Are They?”Journal of Marketing Research, 38(April 1974), 20–4.
73.
KollatDavid T., and WillettRonald P.“Customer Impulse Purchasing Behavior,”Journal of Marketing Research, 1(September 1960), 6–12.
74.
KoponenArthur. “Personality Characteristics of Purchasers,”Journal of Advertising Research, 1(September 1960), 6–12.
75.
KuelperRobert. “The Pit and the Pendulum,” internal memo, Chicago: Leo Burnett Company, 1970.
76.
LessigV. Parker, and TollefsonJohn O.“Market Segmentation Through Numerical Taxonomy,”Journal of Marketing Research, 8(November 1971), 480–7.
77.
Life Style of the WWD Subscriber.New York: Women's Wear Daily,1971.
78.
“Life Style Portrait of the Hunter,”Journal of Leisure Research, in press.
79.
LovellM. R. C.“European Developments in Psychographics,” in WellsW. D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 257–76.
LunnJ. A.“Empirical Techniques in Consumer Research,” in PymD., ed., Industrial Society: Social Sciences in Management.Baltimore: Penguin Books, 1968, 401–25.
82.
MassyWilliam F., FrankRonald E., and WindYoram. Market Segmentation.Englewood Cliffs, N.J.: Prentice-Hall, 1972.
83.
MayEleanor G.“Psychographics in Department Store Imagery,” Working Paper P-65. Cambridge, Mass.: Marketing Science Institute, 1971.
84.
McNemarQuinn. Psychological Statistics, second edition.New York: John Wiley & Sons,1955.
85.
MichaelsPeter W.“Life Style and Magazine Exposure,” in BeckerBoris W., and BeckerHelmut, eds., Combined Proceedings: Marketing Education and the Real World and Dynamic Marketing in a Changing World.Chicago: American Marketing Association, 1973, 324–31.
NelsonAlan R.“Psyching Psychographics: A Look at Why People Buy,” in KingCharles W., and TigertDouglas J., eds., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 181–8.
92.
New Information on Sugar User Psychographics.Chicago: Leo Burnett,1972.
OverallJ. E., and KlettC. J.Applied Multivariate Analysis.New York: McGraw-Hill, 1971.
95.
PernicaJoseph. “The Second Generation of Market Segmentation Studies: An Audit of Buying Motivation,” in WellsW. D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 277–313.
96.
PessemierEdgar A., and TigertDouglas J.“A Taxonomy of Magazine Readership Applied to Problems in Marketing Strategy and Media Selection,” Institute Paper No. 195, Krannert Graduate School of Industrial Administration, Purdue University, 1967.
97.
PessemierEdgar A., BurgerPhilip C., and TigertDouglas J.“Can New Product Buyers Be Identified?”Journal of Marketing Research, 4(November 1967), 349–54.
98.
PessemierEdgar A., and BrunoAlbert. “An Empirical Investigation of the Reliability and Stability of Activity and Attitude Measures,” Reprint Series No. 391, Krannert Graduate School of Industrial Administration, 1971.
99.
PetersWilliam H., and FordNeil M.“A Profile of Urban In-Home Shoppers: The Other Half,”Journal of Marketing, 36(January 1972), 62–4.
100.
PetersonRobert A.“Psychographics and Media Exposure,”Journal of Advertising Research, 12(June 1972), 17–20.
101.
PetersonRobert A., and PenningtonAllan L.“SVIB Interests and Product Preferences,”Journal of Applied Psychology, 53(August 1969), 304–8.
102.
PlummerJoseph T.“Life Style Patterns and Commercial Bank Credit Card Usage,”Journal of Marketing, 35(April 1971), 35–41.
103.
PlummerJoseph T.“Learning About Consumers as Real People: The Application of Psychographic Data,” paper presented to the Montreal Chapter, American Marketing Association, November 1971.
104.
PlummerJoseph T.“Life Style Patterns: A New Constraint for Mass Communications Research,”Journal of Broadcasting, 16(Winter 1971–72), 79–89.
105.
PlummerJoseph T.“The Theory and Uses of Life Style Segmentation,”Journal of Marketing, 38(January 1974), 33–7.
106.
PlummerJoseph T.“Life Style and Social Change: Evolutionary—Not Revolutionary,” paper read at the 20th Annual AMA Management Seminar, Toronto, 1973.
107.
PlummerJoseph T.“Life Style Portrait of the Hunter,”Journal of Leisure Research (in press).
108.
PlummerJoseph T.“Applications of Life Style Research to the Creation of Advertising Campaigns,” in WellsW. D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 157–69.
109.
Psychographics: A Study of Personality, Life Style, and Consumption Patterns.New York: Newspaper Advertising Bureau,1973.
110.
ReiserRichard J.“Psychographics: Marketing Tool or Research Toy?”Chicago Marketing Scene, (October 1972), 8–9.
111.
ReynoldsFred D.Psychographics: A Conceptual Orientation. Research Monograph No. 6. Athens, Ga.: Division of Research, University of Georgia, College of Business Administration, 1973.
112.
ReynoldsFred D.“An Analysis of Catalog Buying Behavior,”Journal of Marketing, 38(July 1974), 47–51.
113.
ReynoldsFred D., and DardenWilliam R.“Mutually Adaptive Effects of Interpersonal Communication,”Journal of Marketing Research, 8(November 1971), 449–54.
114.
ReynoldsFred D., and DardenWilliam R.“Intermarket Patronage: A Psychographic Study of Consumer Outshoppers,”Journal of Marketing, 36(October 1972), 50–4.
115.
ReynoldsFred D., and MartinWarren S.“The Store Loyal Consumer: A Life Style Analysis,”Journal of Retailing, in press.
116.
RobertsonThomas S., and MyersJames H.“Personality Correlates of Opinion Leadership and Innovative Buying Behavior,”Journal of Marketing Research, 6(May 1969), 164–8.
117.
RoperElmo, and associates. Movers and Shakers.New York: Harper-Atlantic Sales, 1970.
118.
RossIvan. “Self-Concept and Brand Preference,”The Journal of Business, 44(January 1971), 38–50.
SimmonsW. R.“Overall Impressions of Psychographics,” in KingCharles A., and TigertDouglas J., eds., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 215–9.
121.
SkellyFlorence, and NelsonElizabeth. “Market Segmentation and New Product Development,”Scientific Business, 4(Summer 1966), 13–22.
122.
SparksDavid L., and TuckerW. T.“A Multivariate Analysis of Personality and Product Use,”Journal of Marketing Research, 8(February 1971), 67–70.
123.
SummersJohn O.“The Identity of Women's Clothing Fashion Opinion Leaders,”Journal of Marketing Research, 7(May 1970), 178–85.
124.
TelekiMargot. “The Research Go-Round,”Media-Scope, (March 1970), 27–32, 38–40.
125.
The Lifestyles of English and French Canadian Women.Toronto: Vickers and Benson Ltd., Marketing Services Department,1972.
126.
TigertDouglas J.“Psychometric Correlates of Opinion Leadership and Innovation,” unpublished working paper, University of Chicago, 1969.
127.
TigertDouglas J.“A Research Project in Creative Advertising Through Life Style Analysis,” in KingCharles W., and TigertDouglas J., eds., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 223–7.
128.
TigertDouglas J.“Life Style Analysis as a Basis for Media Selection,” in WellsW. D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 171–201.
129.
TigertDouglas J., and WellsWilliam D.“Life Style Correlates of Age and Social Class,” paper presented at the First Annual Meeting, Association for Consumer Research, Amherst, 1970.
130.
TigertDouglas J., LathropeRichard, and BleegMichael. “The Fast Food Franchise: Psychographic and Demographic Segmentation Analysis,”Journal of Retailing, 47(Spring 1971), 81–90.
131.
TuckerW. T., and PainterJohn J.“Personality and Product Use,”Journal of Applied Psychology, 45(October 1961), 325–9.
132.
VitzPaul C., and JohnstonDonald. “Masculinity of Smokers and the Masculinity of Cigarette Images,”Journal of Applied Psychology, 49(June 1965), 155–9.
133.
WellsWilliam D.“Segmentation by Attitude Types,” in KingRobert L., ed., Marketing and the New Science of Planning.Chicago: American Marketing Association, 124–6.
134.
WellsWilliam D.“Life Style and Psychographics: Definitions, Uses and Problems,” in WellsW. D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 315–63.
135.
WellsWilliam D., and BeardArthur D.“Personality and Consumer Behavior,” in WardScott, and RobertsonThomas S., eds., Consumer Behavior: Theoretical Sources.Englewood Cliffs, N.J.: Prentice-Hall,1973, 141–99.
136.
WellsWilliam D., and TigertDouglas J.“Activities, Interests, and Opinions,”Journal of Advertising Research, 11(August 1971), 27–35.
137.
WestfallRalph. “Psychological Factors in Predicting Product Choice,”Journal of Marketing, 26(April 1962), 34–40.
138.
“What's Their Life Style?”Media Decisions, (September 1969), 34–35, 70, 72.
139.
WilsonClark L.“Homemaker Living Patterns and Marketplace Behavior—A Psychometric Approach,” in WrightJ. S., and GoldstuckerJ. L., eds., New Ideas for Successful Marketing.Chicago: American Marketing Association, 1966, 305–47.
140.
WindYoram, and GreenPaul E.“Some Conceptual, Measurement, and Analytical Problems in Life Style Research,” in WellsW. D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 97–126.
141.
WindYoram, GreenPaul E., and JainArun K.“Higher Order Factor Analysis in the Classification of Psychographic Variables,”Journal of the Market Research Society, 15(October 1973), 224–32.
142.
YoellWilliam. “Causes of Buying Behavior: Mythology or Fact?” in MorinMernard A., ed., Marketing in a Changing World.Chicago: American Marketing Association, 1969, 241–8.
143.
YoungShirley. “Psychographics Research and Marketing Relevancy,” in KingCharles A., and TigertDouglas J., eds., Attitude Research Reaches New Heights.Chicago: American Marketing Association, 1971, 220–2.
144.
YoungShirley. “Research Both for Strategic Planning and for Tactical Testing,”Proceedings. 19th Annual Conference,Advertising Research Foundation, New York, 1973, 13–6.
145.
YoungShirley. “The Dynamics of Measuring Unchange,” in HaleyRussell, ed., Attitude Research in Transition.Chicago: American Marketing Association, 1972, 49–82.
146.
ZiffRuth. “Psychographics for Market Segmentation,”Journal of Advertising Research, 11(April 1971), 3–10.
147.
ZiffRuth. “Closing the Consumer-Advertising Gap Through Psychographics,”Combined Proceedings: Marketing Education and the Real World and Dynamic Marketing in a Changing World.Chicago: American Marketing Association, 1973, 457–61.
148.
ZiffRuth. “The Role of Psychographics in The Development of Advertising Stragegy,” in WellsW. D., ed., Life Style and Psychographics.Chicago: American Marketing Association, 1974, 127–55.
