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"How do I find information about consumers' lifestyle characteristics or psychographics (personality traits, beliefs, and attitudes)?"
answer:
A good source for psychographic information is The Lifestyle Market Analyst (HF5415.33 U6 L72 in Ready Reference). Using profiles of more than 12 million households, The Lifestyle Market Analyst combines lifestyle, demographic, and geographic data in one publication.
Consumer Dimensions (HC110 C6 C66 in Ready Reference) profiles the consumers of a large number of products and services and includes some hard-to-find data (i.e. "U.S. Adults Who Bought Greeting Cards by Select Demographics" or "Profile of Adults Who Attend Select Sporting Events").