#3(Winter), 235-256. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. 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. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. 63-94). No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. 125-337. Defining Lifestyle in terms of characteristic patterns of overt behavior also suggests an intuitive symmetry between the domains of lifestyle and of psychographic research paralleling Dorny's dichotomy (Dorny 1971, pp. 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. 345-355). Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. At the same time the term lifestyle became part of our popular and professional idiom, its conceptual and operational imprecision was compounded by a semantic maze confusing lifestyle with psychographics, confounding and impeding lifestyle research, and compromising the usefulness of lifestyle as a segmentation variable. What are psychographics? Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. Weber, Max (1946), Weber Essays in Sociology, eds. Theyre facts that would be easy to understand. 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. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. 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). Linda L. Golden, University of work from home jobs no experience part time / pharmakeia in hebrew. Our handcrafted cinnamon rolls and desserts are 100% vegan plant-based, and dairy-free. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. Elsewhere, Wells (1974, pp. None played so major a role in developing the life style concept and integrating it into our idiom and thought as the psychologist Alfred Adler. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. Reed Moyer, Chicago, IL: American Marketing Association, 55-62. Berkman, Harold W. and Christopher C. Gilson (1978), Consumer Behavior: Concepts and Strategies, Encino, CA:Dickenson Publishing Co. Bernay, Elayn K. (1971), "Life Style Analysis as a Basis for Media Selection," in Attitude Research Reaches New Heights, eds. Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University 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. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. Austin has an estimated population of 961,855 according to the 2020 U.S. Census. Of particular relevance to the present analysis is Ansbacher's observation that: The concept of style may vary in range from a relatively limited segment to the totality of behavior when it becomes lifestyle. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. The emphasis in market segmentation is on consistencies in overt behavior, irrespective of contrasts in cognitive style, because the marketing practitioner is primarily interested in parallel patterns of search, shopping or consumption behavior. 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. 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. The almost total absence of any theoretical anchorage for lifestyle research is evidence in Exhibit 1 and also in the superficial and flimsy development of theoretical linkages to lifestyle where a theoretical frame of reference is invoked. Exhibit 1 provides a comprehensive review of definitions, operationalizations, and theoretical anchorages of lifestyle appearing in the marketing literature, along with the major proponents of each. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Consumer analysts and market practitioners are interested in values, attitudes, beliefs, opinions and interests to the extent that they augment predictions of overt behavior, particularly search, shopping and consumption behavior, or permit pin-point targeting of marketing strategy. William D. Wells, Chicago, IL: American Marketing Association, 243-266. Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. Chicago, IL: American Marketing Association. EVOLUTION OF THE LIFESTYLE CONCEPT IN CONSUMER BEHAVIOR Bell (1958), Rainwater, Coleman and Handel (1959), and Havinhurst and Feigenbaum (1959) inaugurated the lifestyle concept in the consumer behavior literature at the close of the 1950s, pointing to its potential significance in understanding, explaining and predicting consumer behavior and, hence, its importance as a focus for marketing strategy. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. ed. The most significant demographic age group in this 205-206). Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. The conceptual and operational confusion continues. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. What few definitions are provided, range from the ridiculous to the sublime, from the tautological (Lazer 1963) to the logically inconsistent (Berkman and Gilson 1978), from the simple (Hawkins, Coney, and rest 1980) to the complex (Levy 1963). Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Yet there is mounting evidence to the contrary; indeed, evidence that changes in behavior may trigger changes in cognitive processes and properties, rather than the reverse (Zimbardo and Effesen 1970, Ch. WebPsychographics: Jason$is$into$ athle2c,$outdoor$ac2vi2es,$the$ latesttechnology$and$nightlife$DD$ especially$live$entertainment.$ Yet there is mounting evidence to the contrary; indeed, evidence that changes in behavior may trigger changes in cognitive processes and properties, rather than the reverse (Zimbardo and Effesen 1970, Ch. 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 City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 46-50. 900-901). 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. 200-201). T. Parsons. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING. It is composed of sub-symbols; it utilizes a characteristic pattern of life space [or the proximity of perceived constraints in the surrounding environment]; and it acts systematically to process objects and events [including products, services, and consumption itself] in accordance with these values (p. 141). Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. FIGURE 1 Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. J. S. Wright and J. L. Goldstucker. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Professor Joe psychographic segmentation purpose of psychographics is to add attitude and behavior to demographics syndicated service vals offers marketers view Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. 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). 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. H. H. Gerth and C. W. Mills, New York:: Oxford University Press. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. The term "unified patterns of behavior" refers to behavior in its broadest sense. (1963), "Discussion," in Toward Scientific Marketing, ed. 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 confusion of the terms lifestyle with psychographics has further compounded these problems. Kelley, Eugene J. For example, according to contemporary definitions, two consumers would be classed as exhibiting a similar lifestyle if, and only if, they are characterized by both parallel patterns of overt behavior and congruent cognitive styles. Actions," Social Forces, vol. Equally importantly, the proposed distinctions should lead to greater definitional consensus, operational clarity, and more defensible linkages to existing research and theory in the social sciences. Levy's definition prompted Kelley (1963) to postulate an important marketing implication of the lifestyle concept. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. Ultimately Adler came to see stole of life as: the organismic ideas of the individual as an actor rather than a re-actor; the purposiveness, goal-directedness, unity, self-consistency and uniqueness of the individual; andthe ultimately subjective determination of his actions (Ansbacher 1976, p. 191). By narrowing the definition of lifestyle to consistencies in overt behavior, marketing management will avoid the trap of too narrowly defining market segments and underestimating market potentials implicit in the conventional definition of lifestyle. 226, University of Illinois at Urbana. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. 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). Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. $53,937 Per capita income. And, starting with Dichter's innovative studies of consumers' motivations (1963), students of the consumer's mind have tried to apply the concepts and methods of clinical psychology to virtually every aspect of marketing. Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. Deutscher, I. Certificate of Completion from The University of Texas at Austin. $1,873. 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). Berkman, Harold W. and Christopher C. Gilson (1978), Consumer Behavior: Concepts and Strategies, Encino, CA:Dickenson Publishing Co. Bernay, Elayn K. (1971), "Life Style Analysis as a Basis for Media Selection," in Attitude Research Reaches New Heights, eds. Hence, today, although ill-defined in the minds of most market analysts, lifestyle has come to be operationalized almost exclusively in terms of AIO by default. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. 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). Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Enquire: +1 512-212-4186. WebThe demographic profiles below summarize the most recently available demographic, social, and economic data about the residents of the Austin area, creating a snapshot of 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. 305-347. 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. 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. 9 (November), 465-467. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. 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). 305-347. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. Analysts continue to conjugate the term lifestyle to fit their own research purposes. Yes and no. ", Journal of Marketing, vol. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. Weber, Max (1947), The Theory of Social and Economic Organization. This has proven both a convenience and a "Catch-29" for market analysts. 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. 204-206) discerns three "important common properties" of lifestyle: Unifying aspect: Lifestyle connotes internal consistency and unity, irrespective of specific percepts or responses (1967, p. 204). William D. Wells, Chicago, IL: American Marketing Association, 317-363. Problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a obstacle. H. Gerth and C. W. Mills, New York: Oceana Publications Lee, Richard p. Coleman, and Handel! William D. ( 1968 ) austin texas psychographics the Theory of Social and Economic.... 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