Diogenes
“ST. CYRIL AND ST. METHODIUS” UNIVERSITY OF VELIKO TARNOVO - UNIVERSITY PRESS

Psychography as method to Create User Profile through the Behavioral and the Psychological Charactersitics


Authors:
Velislava Chavdarova St. Cyril and St. Methodius University of Veliko Tarnovo, Bulgaria
Polina Docheva-Stoicheva

Pages: 102-113

Abstract:

The article presents the main aspects on psychographic researches as way to create detailed customer profile by the behavioral and the psychological characteristics. The text reveals the nature and the advantages that this method has to other methods. The leading focus is on the lifestyle of different people. The special emphasis is on the method VALS /Values, Attitude and Lifestyle System/ method, dividing people on different categories according to their core values.

Keywords:

psychographic, communication, segmentation, lifestyle, cognitive dissonance, motivation, habit, need, perception.

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