Final answer:
Roper Starch's approach to psychographic segmentation focuses on Psychological Traits and Lifestyles. It helps companies understand consumer behavior and tailor marketing strategies to target audiences effectively.
Step-by-step explanation:
In psychographic segmentation, Roper Starch's approach focuses on Psychological Traits and Lifestyles (B). This means that when Roper Starch conducts market research, it segments consumers according to their attitudes, interests, personalities, values, and lifestyle choices. This approach helps companies better understand consumer behavior, tailor their marketing strategies, and target the right audience with the right products.