Psychographics in Politics

Psychological variables or data have been used to measure personality of political actors and analyze the beliefs, attitudes, or values of voters that may affect their political behaviors. Psychographics in politics is a method of political market segmentation that divides the entire political market into several relatively homogeneous groups with similar views.

The term psychographics derives from a combination of psychology and demographics. Psychographics adds the analysis of psychological motivations to the dimension of demographics. Psychographics was first broadly defined as beliefs, attitudes, socioeconomic status, and general patterns of living that influence buying decisions in marketing. Psychographics later drew distinctions among geographic, demographic, or behavioristic segmentations. Scholars focused on the personality profiles in psychographics. More recent researchers have emphasized the concept of lifestyle and values with ...