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The potential identities that people possess are numerous and fluid varies over an individual's lifetime and across situations. For example, in a work setting, a person's professional identity might be dominant among others. Later, at home, his/her identity as a parent might move forefront. And on weekends, his/her identity as an outdoor enthusiast could take precedent. These identities cannot be captured by psychographic segmentation ignores this complexity of individual's identity or behavior differs from the situation they come across.
2) The authors suggest that some common marketing mistakes can be traced back to a misunderstanding of customer identity...
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