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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).
Psychographic segmentation groups consumers by shared values, beliefs, emotions, personalities, interests and lifestyles. Understanding consumers' unarticulated needs and motivations empowers marketers to develop more compelling messaging. Difficult to target consumers within a population unless individuals participate in a psychographic survey. 1
The Big Five personality traits accounted for 14% of the variance in GPA, suggesting that personality traits make some contributions to academic performance. Furthermore, reflective learning styles (synthesis-analysis and elaborative processing) were able to mediate the relationship between openness and GPA.
A personality trait directly linked to emotion and empathy where gender differences exist (see below) is scored on the Machiavellianism scale. Individuals who score high on this dimension are emotionally cool; this allows them to detach from others as well as values, and act egoistically rather than driven by affect, empathy or morality.
VALS (Values and Lifestyle Survey) [1] is a proprietary research methodology used for psychographic market segmentation. Market segmentation is designed to guide companies in tailoring their products and services in order to appeal to the people most likely to purchase them.
The Big Five personality traits are Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. [1] The Big Five Personality is a test that people can take to learn more about their personality in relation to the five personality traits. [1]
Traits are expressed in work behavior as responses to trait-relevant situational cues; Sources of trait-relevant cues can be grouped into three broad categories or levels: task, social, and organizational; and; Trait expressive work behavior is distinct from job performance, the latter being defined in the simplest terms as valued work behavior.
Download as PDF; Printable version; In other projects Wikimedia Commons; Wikidata item; ... Personality traits are based on Trait theory in personality psychology.