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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 term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. beliefs and interests. 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. However, such an assumption flies in the face of the growing body of research examining their interaction. 33-38. Theyre facts that would be easy to understand. Hence, any given lifestyle segment would likely consist of subsegments consisting of consumers with common cognitive processes and properties or cognitive style (see Figure 2). Lifestyle cannot help one to understand consumer behavior if lifestyle variables are a disorderly, nongeneral, nonhierarchical, or atheoretical set of vaguely related traits whose casual relationships to each other and to anything else are unspecified. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. 78712 (512) 471-1128.]. The aggregate of consumer purchases, and the manner in which they are consumed, reflect a society's [or consumer's lifestyle (1963. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. In the restricted range, in respect to individuals, characteristic perceptual styles, also known as cognitive styles, and response styles, as well as complex response styles have been discerned (Emphasis added, 1967, p. 203). (1963), "Discussion," in Toward Scientific Marketing, ed. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. 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. 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. Professor Joe psychographic segmentation purpose of psychographics is to add attitude and behavior to demographics syndicated service vals offers marketers view Yes and no. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 405-411. W. Thomas Anderson, Jr., University of Texas at Austin Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. 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). While cognitive style may be reflected in overt behavior, the connection is imperfect and often asymmetrical because of the intervening of moderating influence of situational environmental variables or enabling conditions. Indeed, the search for such systematic links has been much of the motivation behind the intensifying interest in lifestyle and psychographic research in the past two decades. Yet, it would appear to be symptomatic of scientific pubescence, if not maturity, that the social sciences, and marketing in particular, periodically seek not only synthesis of findings, but also simplicity for the sake of conceptual and operational claritY. 125-337. Marketers are not selling isolated products which can be viewed as symbols; they are selling, or consumers are buying, a style of life or pieces of a larger symbol (p. 168). about 10 percent higher than the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $47,161. 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). It popped up in the 1970s, and its power to help marketers has been apparent from the get-go. You can use psychographics in marketing with the following steps: 1. Life-style is a systems concept. ", Journal of Marketing, vol. A logical and consistent implication of the above definition of lifestyle is that the domain of psychographic research by delimited in terms of cognitive style (cognitive processes or properties, including values, attitudes, beliefs, opinions, interests), that may be systematically linked to characteristic patterns of overt behavior. THE LIFESTYLE CONCEPT IN THE SOCIAL SCIENCES. Analysts continue to conjugate the term lifestyle to fit their own research purposes. 28, #3(Fall), 404-417. Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. 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. 200-201). Linda L. Golden, University of Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. 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. 78712 (512) 471-1128.] Attitude formation and other types of subjective activity are not readily observable, but are behaviors nonetheless. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. 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). 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. Hawkins, Del J., Kenneth A. Coney, and Roger J. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. 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. ----------------------------------------, 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. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. Kelley, Eugene J. In an unfashionable depiction of the ostentatious style of life (or "scheme of life," in Veblen's words) of the American noveau riche of the latter half of the nineteenth century, Veblen established a fashion of thinking about social, economic, and consumer behavior that has persisted (Mills 1953). Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. ed. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? 226, University of Illinois at Urbana. CONCLUSIONS AND IMPLICATIONS Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. An individual's life-style is a large complex symbol in motion. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). beliefs and interests. In the restricted range, in respect to individuals, characteristic perceptual styles, also known as cognitive styles, and response styles, as well as complex response styles have been discerned (Emphasis added, 1967, p. 203). The conceptual and operational confusion continues. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. about 1.5 times the amount in Texas: $34,717. This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. One final note: It would be erroneous to construe a plea for simplicity in the interpretation of lifestyle as an indictment of the legitimacy of psychographic 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. Chicago, IL: American Marketing Association. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. Enquire: +1 512-212-4186. Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. 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