Psychographic Sourcebook - GfK MRI

PART 1: Survey of the American Consumer
I. Product and Service Category-Related Psychographics
C. Finance Attitudes
This series of questions explores various emotional, social, historical and practical components that contribute to the different ways consumers
spend and invest their money. The responses serve as a useful counterpoint to the data MRI collects about American’s economic activities:
personal and household income, home ownership, value of investments, credit card usage, and so forth.
Questions – Finance Attitudes: How much do you agree or disagree with each of the statements (agree completely, agree somewhat,
disagree somewhat, disagree completely)?
• I regularly read financial news or financial publications
• I hate to borrow money; I would much rather save up in advance of a purchase
• My parents tend/tended to be savers
• I would be happy to use the Internet to carry out day to day banking transactions
• I always know broadly how much is in my bank account at any one time
• There are one or two financial institutions that I always turn to first
• It is better for me to put my money in a low-risk investment, even if the return may not be as great
• The way I deal with my finances reflects how my parents dealt with theirs
• You are better off having what you want now, as you never know what tomorrow brings
• I like to take risks when investing for the chance of a high return
• I only save for a specific purpose
• Borrowing money makes me feel uncomfortable
• I hate having to go to the branch of my bank or savings institution
• I find the ups and downs of the financial markets exciting
• I’m happy to use the phone to carry out day to day banking transactions
• Investing in the stock market is too risky for me
• When I find a financial product or service that I like, I typically recommend it to people I know
• People often ask my advice when it comes to financial matters
6