The Progression of Psychographic Research in Marketing Strategies over Time
This paper strives to identify the changes and continuations in psychographic research that have occurred over time by reviewing multiple studies. By comparing the studies to a past review on the subject (Wells, 1975), significant trends and shifts in psychographic usage were recognized. Analysis methods were found to shift from general lifestyle analyses to more product-specific ones. While seen as a supplement to demographics in earlier years, psychographies began to stand out as an individual technique that could be used on its own. Researchers recognized that it is not wise to utilize a single technique. Many should be implemented at a time to acquire the best results. When this idea was acted upon, psychographies proved itself to be reliable. Age and Internet usage are suggested topics for future research.
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