心理变数

心理变数（Psychographic）是市场营销学的一种技巧，透过对人口进行问卷调查某个特定议题的内容。问卷调查包括有一系列的心理特质命题（Psychographic statements，通常有大约50条），这些命题通常在选择之时，设问卷者心目中已有大概一系列认为可能会影响消费者进行消费的因素。从受访者对问卷内各项心理特质命题的倾向（极同意、同意、中立、不同意、极不同意），行销者可以找出商品在不同层面的客户在个性、价值观、态度、兴趣、生活态度等各项变数的差异，从而更有效的针对特定客户群而进行更有效的行销策略。

搜集得来的数据会先行进行factor analysis，找出各项可能影响客户消费的因素；之后再进行cluster analysis，把受访者按照分析出来的因素来加以分类。最后透过心理变数而划分的市场区间（Market segments）称为“心理变数区间”（Psychographic segments）。

以下为某酒精生产商委托行销机构进行调查后从数据产生出来的心理变数图：

+--------------------------------------------Lazy & Complacent*-------------+----------------------------------+
|                                                                           |

| | | | | | | | | | | | Cheap* | | | | | | | | | | | | *Always available in stores | | Has no hang-over* *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*| Habit/usual brand* | | Light on chest* Worth the price* *Economical to drink | | *Macho drink | *Open-Minded | *Has an imported image-------------*Popular/Well-known brand---------Makes him more energetic*-----------------+

|                                                               Workaholic* |

| | *For drinking during payday *Modern brand | | | Adaptable/Easygoing* 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*-----------------------------+

参见

• VALS生活型态量表

外部链接

• VALS心理变数系统