心理变量（Psychographic）是市场行销学的一种技巧，透过对人口进行问卷调查某个特定议题的内容。问卷调查包括有一系列的心理特质命题（Psychographic statements，通常有大约50条），这些命题通常在选择之时，设问卷者心目中已有大概一系列认为可能会影响消费者进行消费的因素。从受访者对问卷内各项心理特质命题的倾向（极同意、同义、中立、不同意、极不同意），行销者可以找出商品在不同层面的客户在个性、价值观、态度、兴趣、生活态度等各项变量的差异，从而更有效的针对特定客户群而进行更有效的行销策略。

Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, prediction, and social research in general. They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and organizational demographics variables (sometimes called firmographic variables), such as industry, number of employees, and functional area.