Week 7 Reading Reflection

The most surprising part of this article was how unpredictable consumer behavior has become over the years, with regard to segmentation based on demographics. I was confused by the author's stance on phychographics because it seems like they work in some ways but still provide little useful information. I would ask the author what the best kind of segmentation is since he didn't seem to make it clear. If demographics and psychographics aren't good enough, then should marketers only explicitly look to behavior? I would also ask if he believes there is any potential bias in consumers' behaviors if they were in a simulation, being aware that they are in said simulation. I disagree that psychographics don't shed light on consumers' behavior because some behavior could be impulsive or anomalous whereas attitudes are maintained over a persons' life and shape how individuals make decisions.