A Preliminary Investigation of Ego Dimensions

Comprehensive interdisciplinary ego development theories have been developed which explain the developmental processes of individuals. These theories have been concerned with the primary “why question” of the social sciences, the determination of the underlying processes which cause behavior. The “why question” is also important to market segmentation. Market segmentation can benefit from an understanding about “why” consumers make purchases and the type of segments and dimensions which explain purchase decisions. Therefore, this research empirically determines market segments based on ego development dimensions which can be used in marketing. The findings assist in the development of market segmentation studies which effectively attract consumers and enhance their long-term loyalty.