In the field of marketing, demographics, opinion research, and social research in general, psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Attitudes, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and bizographic variables (such as industry, seniority and functional area).

When a relatively complete assessment of a person or group's psychographic make-up is constructed, this is called a psychographic profile. Psychographic profiles are used in market segmentation as well as in advertising.

Some categories of psychographic factors used in market segmentation include:

• Social class
• Lifestyle
• Behavior
• Opinions
• Values

Psychographics can also be seen as an equivalent of the concept of "culture" as used most commonly in national segmentation. "Psychographics is the study of personality, values, attitudes, interests, and lifestyles"

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