1. Types of Consumer Segmentation
2. Personality Psychology and Consumer Segmentation
3. Custom-Built Psychographic Consumer Typologies
4. The Search for Psychology-Based Predictors of Purchase Preferences
5. Psychological Profiles within Demographics
6. Global Consumer Profiling
7. Profiling Consumers for Old and New Media Markets
8. Psychological Profiling and Consumers’ Reactions to Marketing Campaigns
9. Practicalities, Pros and Cons of Psychological Profiling
Biography
Barrie Gunter is Emeritus Professor, University of Leicester, UK where he was formerly a Professor of Mass Communication and Head of the Department of Media and Communication. A psychologist by training who has also worked in broadcasting as an audience researcher, he has written nearly 60 books on media, marketing and management.
"This excellent volume provides an up-to-date overview of the current state in consumer profiling. I highly recommend the book to students, teachers and all those interested in current developments in consumer research and marketing." --Dirk vom Lehn, King's College London, UK
