______________________ are a segmentation variable that looks at personalities and lifestyles.

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BlackTom AI · Accepted Answer

The prompt asks for a term that serves as a segmentation variable focusing on elements of personality and lifestyle.
First, consider common segmentation bases: demographic, geographic, behavioral, and psychographic variables. Demographics describe measurable characteristics like age, gender, income. Geographic looks at location. Behavioral focuses on actions and usage patterns. Psychographics, on the other hand, digs into values, attitudes, interests, opinions, and lifestyles, which are closely tied to personality and daily conduct.
When we say a variable that looks at personalities and lifestyles, psychographics is the most precise label. It captures motivational drivers, activities, opinions, and how people live their lives, beyond surface attributes.
If you were thinking of alternatives, geographic segmentation would not address personality or lifestyle traits, and demographic segmentation would center on quantifiable traits rather than internalized preferences or lifestyle choices. Behavioral segmentation would consider actions (like purchase history or brand interactions) but not necessarily underlying personality or lifestyle values.
In summary, psychographics are those segmentation variables that target the deeper psychological and lifestyle dimensions of consumers, rather than just where they live or how they behave.

MKTG 445 (003 - 12:20pm) EXAM # 2

______________________ are a segmentation variable that looks at personalities and lifestyles.

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