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In The Utne Reader, January/February 1992

	From American Demographics, Nov. 1991

	Psychographic marketing techniques helped Raid roach spray
	marketers discover that the reason low-income Southern women
	were the heaviest users of roach spray was that "a lot of their
	feelings about the roach were very similar to the feelings that
	they had about the men in their lives," said the advertising
	executive on the account.  They said the roach, like the man in
	their life, "only comes around when he wants food."  The act of
	spraying roaches and seeing them die was satisfying to this
	frustrated, powerless group.


--
Ray Harris                         
NCR Corp

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