Psychographics and the Engineering of Consent

In this week’s spotlight I wish to discuss psychographics. For a long time sellers of wares and ideas have relied on demographics for their targeted marketing efforts. Demographics reveal the statistical data of a population, especially those showing average age, income, education, and so forth. So if the target audience is female between the ages of 20 and 40, it is demographics that identify where to go with advertising dollars—whether the ad is designed to peddle a product or win a vote. Psychographics Now by way of further identification, we add the science of psychographics. Psychographics uses demographic information to determine ...