Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Enquire: +1 512-212-4186. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. The paper (1) documents the internal inconsistency of contemporary definitions and operationalizations of lifestyle, (2) suggests an alternative definition, (3) provides a logical distinction between lifestyle and cognitive style, and (4) stresses the logical distinction between lifestyle and psychographic research. $1,873. Attitude formation and other types of subjective activity are not readily observable, but are behaviors nonetheless. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. J. Arndt, New York: Allyn and Bacon, 85-100. The analysis and classification of activity or behavioral reports from the consumer which are frequently classified as "psychographics", should be given their own distinct term, such as "lifestyle" (pp. Rik Pieters, Tilburg University, The Netherlands. THE LIFESTYLE CONCEPT IN THE SOCIAL SCIENCES The origins of the lifestyle concept are obscure, but its roots are traceable to the works of poets, naturalists, and philosophers writing as early as the sixteenth century (Ansbacher 1976, p. 196). Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. 226, University of Illinois at Urbana. When used in marketing campaigns, psychographics attempts to understand the values and emotions that persuade a potential customer to purchase a certain good or service. It accomplishes this by using data to analyze a consumer's spending habits, passions, ethics and other personal elements that may explain why they make the decisions they do. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. #3(Winter), 235-256. William D. Wells, Chicago, IL: American Marketing Association, 243-266. 125-337. A persistent thread through the marketing literature is the notion that lifestyle involves characteristic patterns of behavior (Andreasen 1967; Bernay 1971; Lazer 1963; Moore 1963; Myers and Gutman 1974). U.S. Census Bureau QuickFacts: Austin city, Texas QuickFacts Austin city, Texas QuickFacts provides statistics for all states and counties, and for cities and towns Levy, Sidney J. A persistent thread through the marketing literature is the notion that lifestyle involves characteristic patterns of behavior (Andreasen 1967; Bernay 1971; Lazer 1963; Moore 1963; Myers and Gutman 1974). Axelrod, Joel N. (1968), "Attitude Measurements that Predict Purchases," Journal of Advertising Research, vol. The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. 29, #4(October). Becoming an Association for Consumer Research member is simple. Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." Download Brochure. Psychographics: Analysis of consumer lifestyles to create a detailed customer profile. On the other hand, were all three consumer prospects included in the same lifestyle segment, targeting of marketing strategy would prove problematical because of contrast in cognitive style. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. As lifestyle analysis entered its adolescent phase of development in the marketing literature at the dawn of the 1970s, Dorny (1971) sought to distinguish psychographics from lifestyle research by: reserving the term "psychographics" for measures that are truly "mental" -- attitudes, beliefs, opinions, personality traits, etc. More serious, however, is the fact that contemporary definitions of lifestyle may lead to mistaken market segmentation and, hence, mistargeting of marketing strategy. Actions," Social Forces, vol. While Dorny's conceptual distinction, too, has apparently fallen on deaf ears, it at least recognizes a potential, if imperfect, symmetry between what he refers to as "mental" processes or properties (the province of psychographic research) and overt activities or behavior (the domain of lifestyle research). The paper (1) documents the internal inconsistency of contemporary definitions and operationalizations of lifestyle, (2) suggests an alternative definition, (3) provides a logical distinction between lifestyle and cognitive style, and (4) stresses the logical distinction between lifestyle and psychographic research. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. It details the logical symmetry and complimentarity between lifestyle and psychographic research, concluding that lifestyle and cognitive style can be usefully employed through sequential segmentation. A while back I bought some fancy sunscreen in Rice Village and then went to the WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms consumer analysis, Lazer's definition is tautological! Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. Substantial evidence points to a consistent positive relationship between cognitive processes and properties (cognitive style) and overt behavior (Lair 1965; Fencrich 1967; Udel 1965; Katona 1960, part II; Axelrod 1968). Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Consequently, in interpreting lifestyle to include both characteristic patterns of overt behavior and cognitive processes and properties, contemporary definitions of lifestyle frequently lead to operationalizations that are internally inconsistent. W. Thomas Anderson, Jr. and Linda L. Golden (1984) ,"Lifestyle and Psychographics: a Critical Review and Recommendation", in NA - Advances in Consumer Research Volume 11, eds. Psychographics focuses on opinions, behaviors, and attitudes. Thus, conceptually lifestyle is today generally defined to encompass both characteristic patterns of overt behavior and cognitive processes and properties, including such dimensions of personality as values, attitudes, opinions, and interests. Analysts who have preferred the term "lifestyle", on the other hand, have tended to focus either on broad cultural trends or on needs and values thought to be closely associated with consumer behavior (p. 319). WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. work from home jobs no experience part time / pharmakeia in hebrew. 5, pp. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. Conversely, the logical focus of lifestyle research may be described as the identification of characteristic patterns of overt behavior that may or may not be systematically linked to cognitive style. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. By defining lifestyle as overt behavior, lifestyle emerges as the characteristic behavioral consequence of the ongoing reconciliation of individual motivations and cognitive style with environmental constraints and opportunities, within the limits of enabling condition operating over time. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. Advances in Consumer Research Volume 11, 1984 Pages 405-411 LIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION W. Thomas Anderson, Jr., University of Texas at Austin Linda L. Golden, University of Texas at Austin [W. Thomas Anderson, Jr. and Linda L. Golden are Associate Professors in the Department of Marketing at The University of Texas at Austin. Yes and no. 13. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. Contemporary interpretations in the marketing literature generally define lifestyle to encompass both characteristic patterns of overt behavior and cognitive processes and properties (cognitive style), including such dimensions of personality as values, attitudes, opinions. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. It details the logical symmetry and complimentarity between lifestyle and psychographic research, concluding that lifestyle and cognitive style can be usefully employed through sequential segmentation. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. Lazer in 1963 echoed earlier convictions concerning the potential richness and synergistic value of the lifestyle concept for consumer analysis and coined the initial explicit definition of lifestyle appearing in the marketing literature. Segmenting first on the basis of parallel patterns of search, shopping and consumption behavior would result in lifestyle segments encompassing all potential prospects for the firm's products. The most significant demographic age group in this 305-347. In the above case, although exhibiting parallel search, shopping, or consumption behavior, one consumer would be excluded from the lifestyle characterizing the other two on the basis of contrasting cognitive style. The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. Yes and no. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. Writing at the same time, Levy (1963) proposed a contrasting concept of lifestyle, one reminiscent of Adler's conviction that a fictionalized goal or theme pervades one's life providing structure to both self-concept and behavior. Variously called "lifestyle", "psychographic", or "activity and attitude" research, this blend combines the objectivity of the personality inventory with the rich, consumer-oriented, descriptive detail of the qualitative motivation research investigation (p. 196). New York: Oxford University Press. Use of the lifestyle concept as an analytical construct dates from Thorstein Veblen's turn-of-the-century classic The Theory of the Leisure Class (1899) and from Max Weber's landmark studies of status (1946, 1947). Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. about 90 percent of the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $86,530. While Adler stressed the uniqueness of each individual, he nonetheless recognized similarities among individuals and their lifestyles (Ansbacher 1976. p. 192), suggesting the existence of lifestyle typologies (Ansbacher 1967, p. 203). beliefs and interests. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. Those are emotional issues that will They came together because "life style" seemed to be such an appropriate shorthand expression for what the activity, interest and opinion research was attempting to portray. 1, 21 (September), 6-12. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. Austin has an estimated population of 961,855 according to the 2020 U.S. Census. Linda L. Golden, University of Thus almost accidentally, the lifestyle concept has become operationalized among a certain group of researchers as activity, interest and opinion research conducted for a rather limited set of purposes and employing a rather limited set of techniques (p. 498). 900-901). Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. While knowledge of cognitive processes and properties may improve, understanding and predictions of overt behavior, and facilitate formulation of marketing strategy, the relationship is equivocal and imperfect, as recent research has demonstrated. Psychographic Consumer Profiling. W. Thomas Anderson, Jr., University of Texas at Austin. Variously called "lifestyle", "psychographic", or "activity and attitude" research, this blend combines the objectivity of the personality inventory with the rich, consumer-oriented, descriptive detail of the qualitative motivation research investigation (p. 196). Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. Weber's focus, like Veblen's, was upon collective lifestyles originated and perpetuated by status groups (Weber 1946, p. 187, 191, 300; Weber 1947, p. 429); however, lifestyle played only a minor role in Weber's writings. 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