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Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" [1] The term psychographics is derived from the words "psychological" and "demographics" [2] Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS).
There are many different theories regarding how consumers make decisions. These can be applied to try to explain why there is a value-action gap for some behaviors. For example, as Sammer and Wüstenhagen (2006:188) point out microeconomic theory (consumer theory) states that, “humans make decisions that maximize their utility”. [34]
Instrumental values are beliefs or conceptions about desirable modes of behavior that are instrumental to the attainment of desirable end points, such as honesty, responsibility, and capability. Terminal values are beliefs or conceptions about ultimate goals of existence that are worth surviving for, such as happiness, self-respect, and freedom ...
Rokeach's RVS is based on a 1968 volume (Beliefs, Attitudes, and Values) which presented the philosophical basis for the association of fundamental values with beliefs and attitudes. [5] His value system was instrumentalised into the Rokeach Value Survey in his 1973 book The Nature of Human Values .
Expectancy–value theory has been developed in many different fields including education, health, communications, marketing and economics. Although the model differs in its meaning and implications for each field, the general idea is that there are expectations as well as values or beliefs that affect subsequent behavior.
Circle chart of values in the theory of basic human values [1] The theory of basic human values is a theory of cross-cultural psychology and universal values developed by Shalom H. Schwartz. The theory extends previous cross-cultural communication frameworks such as Hofstede's cultural dimensions theory. Schwartz identifies ten basic human ...
It is based on attitude toward the behavior, subjective norm, and perceived behavioral control, with each predictor weighted for its importance in relation to the behavior and population of interest. Behavior: an individual's observable response in a given situation with respect to a given target. Ajzen advanced the view that a behavior is a ...
Value theory, also known as axiology and theory of values, is the systematic study of values.As the branch of philosophy examining which things are good and what it means for something to be good, it distinguishes different types of values and explores how they can be measured and compared.