A consumer researcher who examines consumers' lifestyles and personalities is studying ____________.

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BlackTom AI · Accepted Answer

In this question, the focus is on how researchers categorize consumers based on their inner characteristics and life patterns. Psychographics is the study of consumers’ lifestyles, personalities, values, opinions, interests, and attitudes, which aligns exactly with the idea of examining lifestyles and personalities.

If we consider common alternative areas in consumer research, demographics would deal with external, countable traits like age, gender, income, and education rather than inner attributes; geodemographic analysis combines geographic location with demographic data and still centers on external descriptors rather than personal psychology; behavioral segmentation looks at actual consumer behaviors and decision processes rather than the deeper psychological makeup.

Given the prompt specifies lifestyles and personalities, psychographics directly captures these elements, whereas the other fields would miss or only partially address the focus on inner life and personal tendencies.

Note: the provided options list is missing, so this explanation references typical competing categories to illustrate why psychographics is the appropriate label for studying lifestyles and personalities.

MKTG205_S2 Quiz 2

A consumer researcher who examines consumers' lifestyles and personalities is studying ____________.

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