A form of market segmentation that tries to analyse the way in which the consumption of particular products relates to the rest of the consumer’s life. It adopts the viewpoint of psychology in its approach to understanding consumer behavior, and is concerned with such fundamental psychological factors as attitude change, learning, motivation, perception and patterns of personality. The objective of this form of segmentation is to gain some insight into what makes consumers tick and to arrive at individual profiles which capture the essence of a target consumer. Attempts at constructing consumer profiles usually concentrate on three areas of behavior: (1) activities (how do people spend their time?); (2) interests (what are people most interested in?); and (3) opinions (how do people view themselves and their world?).