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The Psychology Of Consumer Profiling In A Digital Age

RRP $268.99

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Psychology and Consumer Profiling in the Digital Age is concerned with the use of psychological theories and methods to segment consumers. Historically, as consumer markets have evolved, professional marketers have become more and more interested in how consumers think and behave. As product and services ranges have expanded it has become equally important to know how to establish a niche within a crowded consumer marketplace. While market niches can be defined in part by the specific attributes and features of the brand being offered, these characteristics usually need to resonate with the perceived characteristics of the target consumers. Marketers might initially draw upon consumer demographics and geographical data to differentiate consumers, but such descriptive data cannot explain the reasons why consumers might find a brand appealing or not. This level of understanding requires an alternative approach that is linked more directly to an analysis of consumer psychology. Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers' relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments. Psychology and Consumer Profiling in the Digital Age examines how this field of 'psychographics' has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

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