心理變數 心理變數Psychographic是市場行銷學的一種技巧透過對人口進行問卷調查某個特定議題的內容問卷調查包括有一系列的心理特質命題Psychographic statements通常有大約條這些命題通常在選擇之時設問卷者心目中已有大概一系列認為可能會影響消費者進行消費的因素從受訪者對問卷內各項心理特質命題的傾向極同意同意中立不同意極不同意行銷者可以找出商品在不同層面的客戶在個性價值觀態度興趣生活態度等各項變數的差異從而更有效的針對特定客戶群而進行更有效的行銷策略 搜集得來的數據會先行進行factor analysis找出各項可能影響客戶消費的因素之後再進行cluster analysis把受訪者按照分析出來的因素來加以分類最後透過心理變數而劃分的市場區間Market segments稱為心理變數區間Psychographic segments 以下為某酒精生產商委托行銷機構進行調查後從數據產生出來的心理變數圖 Lazy  Complacent               Cheap             Always available in stores   Has no hangover Has no effects on body     Has just right alcohol kick   Has medicinal value  Conservative  Does not smell good Good for the body   Good tasting  High quality Genuine   Smooth on throat when taken neat Habitusual brand   Light on chest Worth the price Economical to drink   Macho drink  OpenMinded  Has an imported imagePopularWellknown brandMakes him more energetic  Workaholic    For drinking during payday Modern brand    AdaptableEasygoing For drinking alone   Has an advertisement I like No acrid taste   Passive Macho For the young For special occasions   Favorite brand of the barkada Does not have a strong smell   My type of drink   For people who drink moderately    Active Extrovert   For people who drink a lot    For all types of people   For drinking with friends         When one wants to relax             For drinking in a bar