ABSTRACT

This chapter focuses on the nature and technique of customised psychological profiling of consumer markets. The earliest attempts to segment and classify consumers according to psychological criteria derived from the marketing industry’s interests in how consumer behaviour was motivated. This led to the application of classical psychological techniques and theories to measure and explain human behaviour in the context of consumerism. The central question recurs: do techniques and instruments often developed within clinical psychology generalise to this quite different area of human experience and activity?