A consumer researcher who examines consumers' lifestyles and personalities is studying ________.
A) demographics
B) psychographics
C) social class
D) usage rates

Question

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Psychographics refers to the study of consumers' lifestyles, personalities, values, and attitudes, which can provide insights into their purchasing behavior. Demographics (A) refer to characteristics such as age, gender, income, and education, while social class (C) is based on factors like occupation, income, and education. Usage rates (D) reflect how often consumers use a particular product or service.

A Consumer Researcher Who Examines Consumers' Lifestyles and Personalities Is