Presidential campaigns have long relied on demographics to hone their appeals to voters.

But basic demographics like age, gender, race and voting record only say so much about a person.

Today, what we punch at the ballot box and what we click online has led to even more targeted marketing.

It's called psychographics, and it's based on the idea that your personality has a correlation to your voting behavior. If demographics are quantitative and factual, psychographics are qualitative and linked to our values, attitude and beliefs.

A Martinez spoke to Gregory Huber to find out how campaigns are using psychographics. He's the author of the study "Big Five Personality Traits and Responses to Persuasive Appeals."

Click the blue audio player to hear the full interview.