Psychographics

Psychographic constructs have been used by marketers to help describe the consumers of products and services since the early to middle part of the 20th century. The typical motivation to use such variables is to flesh out the description of consumers beyond what typical demographics can accomplish. That is, although demographics can provide information about the age, gender, income, and family size of consumers, psychographics can go beyond what might be a relatively sterile demographic description and potentially provide insights about motivations. Given that environmental concerns would be expected to relate to a person's attitudes and values, psychographics can be helpful in understanding [Page 365]individuals' propensity to engage in environmentally responsible behaviors. In addition, understanding consumer motivations allows marketers and public policy actors to tailor ...