Shannon Is Considering Using Psychographics to Segment the Market for Her

question 74

Multiple Choice

Shannon is considering using psychographics to segment the market for her small travel agency. This approach to segmentation offers her an advantage because

• A)it is based on underlying motivations of target customers.
• B)it is easier to use than demographics.
• C)the travel business doesn't respond well to other approaches to segmentation.
• D)psychographics is the preferred method for service businesses.
• E)psychographic segmentation is the least expensive method.

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Definitions:

Egocentrism

In Piaget’s terms, the tendency to “center on oneself”—that is, to consider the world entirely in terms of one’s own point of view.

Centered On Oneself

Focused primarily on one's own needs, desires, or emotions, often to the exclusion of others.

Egocentrism

A cognitive bias in young children, and sometimes adults, where one has difficulty understanding or acknowledging perspectives other than one's own.

Decentered Thought

A cognitive ability to consider multiple aspects of a situation simultaneously, characteristic of more advanced stages of development.