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What is Psychographics?

   Psychographics is "the use of psychological, sociological, anthropological factors to construct market segments" (Solomon). It is "dividing markets into segments on the basis of consumer lifestyles, attitudes and interests" (Peter and Olson). "In fact psychographics and lifestyle are frequently used interchangeably. Psychographic research attempts to place consumers on psychological - as opposed to purely demographic - dimensions" (Hawkins, Best & Coney,1995). This concept is crucial for figuring out the consumer behavior in global advertising and marketing. These are the following provocative ads, published after certain psychographic research.


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