Cross-National Consumer Psychographics

by Lynn R. Kahle, Erdener Kaynak, Lynn R Kahle

What makes consumers behave as they do?Just as demographics examine the "who" of consumer behavior, psychographics examine the "why". Psychographics show the motivations that people have in regard to purchasing products and choosing a lifestyle. The measurement approaches of psychographics utilize a combination of the personality, social value, and demographic variables. Cross-National Consumer Psychographics demonstrates that as communication and...

• Format: Paperback
• Language: English
• ISBN: 0789009803
• ISBN13: 9780789009807
• Release Date: May 2000
• Publisher: Routledge
• Length: 156 Pages
• Weight: 0.58 lbs.
• Dimensions: 0.5" x 6.0" x 8.4"