ABSTRACT
The knowledge-based use of psychographics may be framed in such terms as what is used, who uses it, and the type of use. What is used may be seen in terms of various forms of measures that are designed to gain psychological insight into the consumer. Who uses them in the advertising setting consists of researchers who obtain the information from consumers and feed it to creatives to help them create advertising. It should be added that psychographic information thus translated into actual advertisements in turn influences consumers. The type of knowledge-based use of psychographics framed three possibilities: action-oriented use; knowledge-enhancing use; and affective use. The chapter focus on this year's Advertising & Consumer Psychology Conference on 'Values, Lifestyles, and Psychographics' implies that people need to know a great deal more about them. Psychographic research could use the suggestions made by Wells, especially his idea of investigating small area and trying to stay within the bounds of the real.
