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psychographics in politics  

Definition

  • Psychological variables or data have been used to measure personality of political actors and analyze the beliefs, attitudes, or values of voters that may affect their political behaviors. Psychographics in politics is a method of political market segmentation that divides the entire political market into several relatively homogeneous groups with similar views. [Source: Encyclopedia of Political Communication; Psychographics in Politics]

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https://concepts.sagepub.com/social-science/concept/psychographics_in_politics

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