Predicting consumer behavior and media preferences: The comparative validity of personality traits and demographic variables

Abstract

It is common practice for organizations selling a product to divide potential consumers into segments to allow them to target those most likely to buy their products. Two broad approaches to market segmentation can be delineated. The most common approach relies on segmenting by demographic variables (e.g., age, gender). The second approach (known as "psychographics") identifies market divisions in terms of psychological variables such as values, attitudes, and personality traits. There has been little research comparing the efficacy of the two approaches. Based on analyses of over 45,000 participants, the present research empirically compares the effectiveness of the two approaches among seg..