psychographics

(noun)

The study of personality, values, attitudes, interests, and lifestyles; not to be confused with demographic variables such as age and gender

Examples of psychographics in the following topics:

  • Overall Psychology of Your Audience: Values, Beliefs, Attitudes, and Needs

    • Use psychographics of values, needs, attitudes, and beliefs to develop an audience profile and to tailor the speech's specific message.
    • The demographics of the audience gives the speaker one type of picture based on variables such as age, gender, sexual orientation, religion, culture, race, and ethnicity; however, there is another equally important picture based on the overall psychological make-up of the audience, or the psychographics of the audience.
    • Psychographics can be used to describe and develop a profile of the individuals in a given audience.
    • Speakers can also use psychographics to select an audience that meets a certain profile, and then tailor a message specifically to that profile.