Psychographics: Static or Dynamic?

Jeong-Yeol Park, University of Central Florida
SooCheong (Shawn) Jang


Plog has suggested that psychographics are determinants of travel patterns and preferences. However, given that satisfaction is an important factor determining revisit intention, this study questioned Plog's static model of psychographics. We proposed that allocentrics could have high revisit intentions if they are satisfied. Thus, this study attempted to verify whether Plog's psychographics are static or dynamic. Revisit intentions were compared among psychographics at different satisfaction levels, and the results showed that the revisit intention of allocentrics did not differ from psychocentrics when satisfied. The results provide evidence that psychographic segmentation may not be static, especially when satisfaction is considered