The Psychology of Consumer Profiling in a Digital Age: 1st Edition (Paperback) book cover

The Psychology of Consumer Profiling in a Digital Age

1st Edition

By Barrie Gunter


258 pages

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Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers’ relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic definitions of market segments.

The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.


"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

Table of Contents

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

About the Author

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.

About the Series

Routledge Studies in Marketing

This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice. 

It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.

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