Table 1.
Psychographic Factors Across Market Segments of Female College Students.
| Variable | Total N = 2,480 M (SD) |
Safe Responsibles N = 953 M (SD) |
Stoic Individualists N = 8l5 M (SD) |
Thrill-Seeking Socializers N = 7l2 M (SD) |
p Value |
|---|---|---|---|---|---|
| Sensation seeking | 3.31 (0.89) | 3.31 (0.90) | 3.04 (0.86) | 3.61 (0.82) | <.001 |
| Big Five factors | |||||
| Extraversion | 8.87 (2.87) | 9.66 (2.51) | 6.26 (1.94) | 10.81 (1.87) | <.001 |
| Agreeableness | 10.10 (2.27) | 11.46 (1.83) | 9.49 (2.04) | 8.96 (2.10) | <.001 |
| Conscientiousness | 11.20 (2.42) | 12.68 (1.51) | 10.03 (2.48) | 10.57 (2.32) | <.001 |
| Emotional stability | 9.22 (2.74) | 11.57 (1.73) | 7.82 (2.19) | 7.70 (2.19) | <.001 |
| Openness | 10.89 (2.26) | 12.02 (1.74) | 9.12 (1.99) | 11.42 (1.90) | <.001 |
| Tobacco document assessments | |||||
| Rebelliousness | 2.96 (1.79) | 2.14 (1.49) | 3.10 (1.65) | 3.89 (1.82) | <.001 |
| Change of well-paying job | 4.11 (0.97) | 4.43 (0.80) | 3.72 (1.02) | 4.12 (0.95) | <.001 |
| Chance of happy family life | 4.30 (0.88) | 4.67 (0.63) | 3.91 (0.99) | 4.26 (0.81) | <.001 |
| Most friends drink alcohol | 3.42 (1.38) | 3.21 (1.45) | 3.31 (1.34) | 3.82 (1.23) | <.001 |
| Most friends go on dates | 3.75 (1.08) | 3.81 (1.11) | 3.55 (1.08) | 3.89 (1.02) | <.001 |
| Most friends have sexual relationships |
3.93 (1.14) | 3.90 (1.20) | 3.75 (1.14) | 4.19 (0.98) | <.001 |
| Most friends get good grades | 3.95 (0.86) | 4.15 (0.81) | 3.69 (0.89) | 3.97 (0.80) | <.001 |
| I frequently attend religious services |
3.04 (1.48) | 3.46 (1.45) | 2.80 (1.41) | 2.76 (1.46) | <.001 |
| My friends get into fights | 1.63 (0.97) | 1.44 (0.83) | 1.79 (1.02) | 1.71 (1.03) | <.001 |
Note. M = mean; SD = standard deviation.
Bonferroni post hoc comparisons indicated significant differences found among each group.