Нагласи към риска и влиянието им върху психографските профили
Risk Attitudes and Their Influence on Psychographic Profiles

Author(s): Rossen Koutelov
Subject(s): Social Sciences, Gender Studies, Psychology, Communication studies, Sociology, Theory of Communication, Social psychology and group interaction, Evaluation research, Environmental interactions
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: psychographic profiles; gender; risk; communication; information society
Summary/Abstract: The central problem of the modern information society has become the question of how an individual can cope with the information avalanche in order to function successfully. The methodology for defining psychographic profiles has shown that a person starts an automated mechanism, with the valves of his communication channels letting through the information that is closest to his essence. The population is segmented into 4 groups that are clearly distinguished from each other, and include people with similar psychographic characteristics. These groups are constant as a species, but long-term consecutive studies have demonstrated that the volume of these groups varies. Gender differences in the dynamics of attitudes towards risk under the pressure of strongly negative processes and phenomena in certain periods turned out to be particularly significant. Knowledge of the principles of such transformations facilitates both economic entities and other social structures in building more successful communication to the desired recipients.

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