Understanding how consumers choose between different products and
services is a crucial part of professional marketing. Targeting
brands at the consumers most likely to be interested in them is
another critical aspect of business success. Marketers need to know
what consumers think about brands, why they like them and what
purposes they serve. This means delving into the psychology of the
consumer to find ways of differentiating between consumers and
matching brands to consumer niches at the level of consumers'
relationships with brands. Using psychology to segment consumers
has been regarded as a valuable adjunct to standard geo-demographic
definitions of market segments. The Psychology and Consumer
Profiling in a Digital Age examines how this field of
'psychographics' has evolved, the different approaches to
psychological segmentation of consumers, the different ways in
which it has been applied in consumer marketing settings, and
whether psychographics works. It draws upon research from around
the world and incorporates its analysis of the use of
psychographics with an examination of major shifts in marketing in
a digital and global era.
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