Demographic: gender, age, nationality/ethnicity, marital status, location.
Psychographic: what people do, who they do it with, where they do it, what they spend their money on.
To Emotive Characteristics
Attitudes, Mindsets and Values: beliefs, behaviours, social norms, life stages, peer groups, priorities change.
- Aspirational Mirror - I am this but I aspire to be this.
- "This brand is rational that reminds me of emotive emotive."
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