From the course: Marketing: Customer Segmentation
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How consumers see themselves
From the course: Marketing: Customer Segmentation
How consumers see themselves
- [Instructor] Psychographic segmentation is the concept of segmenting customers based upon their values, opinions, attitudes, and lifestyles. Marketers have found that psychographic segmentation can be very powerful. There's a bit of psychology at work here, which makes sense. We are using the same root word, after all. All human beings are susceptible to some core concepts that help protect our egos. One of these is related to something called selective exposure. What this means is that our brains tend to pay more attention to messages or stimuli that are aligned with the way we see the world. If you're a big fan of Major League Baseball and don't follow professional soccer at all, you'll be more inclined to notice news stories about baseball and ignore those about recent developments in the world of soccer. A similar concept is called selective comprehension. What this means is that we interpret information in such a…
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