consumer characteristics

personality traits of consumers that can influence the planning of advertising campaigns. Most sophisticated studies of consumer characteristics go beyond age, sex, income, and neighborhood of residence and use established psychological techniques to analyze motives behind buying decisions. See also psychographics.

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Psychology term of the day

May 10th 2024

adaptometer

n. an instrument used to measure the time taken to adapt to a given amount of light, used in the diagnosis of night blindness and other visual disorders.