Chapter 1: Psychographics and From Whence it Came

Chapter 1 of Life Style and Psychographics The chapter is written by Emanuel Demby, president of Motivational Programmers Inc., a firm that specializes in psychographic applications. Demby presents his views of the past, present, and future applications of psychographics in consumer-behavior research. He also illustrates his beliefs with descriptions of studies that have played supportive roles in his research.