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). 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). Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. 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). Enquire: +1 512-212-4186. Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? T. Parsons. 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). The term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. 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. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. 900-901). Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. 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. Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. Hawkins, Del J., Kenneth A. Coney, and Roger J. 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. Life-style is a systems concept. 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. More serious, however, is the fact that contemporary definitions of lifestyle may lead to mistaken market segmentation and, hence, mistargeting of marketing strategy. work from home jobs no experience part time / pharmakeia in hebrew. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. The suggested relationships are depicted in Figure l. Lifestyle is positioned as behavioral, and cognitive style is positioned as psychological and a subset of psychographic research. 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. Wells provides this historical perspective in his exhaustive "Psychographics: A Critical Review" (1975b): Starting with the classic study of Koponen (1960), investigators have repeatedly tried to correlate consumer behavior with scores obtained from standardized personality inventories. 345-355). Lifestyle has been used in reference to: "an individual," "a group, where the members bear a psychological relationship to each other, and which has stability over time," and "a [generic] class or category, where the members have only the property in common on the basis of which they are classified" (Ansbacher 1976, p. 200). A while back I bought some fancy sunscreen in Rice Village and then went to the 29, #4(October). 205-206). You know, the softer stuff thats harder to wedge into a data set. Kelley, Eugene J. It is rare in the social sciences to cop a plea for simplicity. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. FIGURE 2 SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE It is rare in the social sciences to cop a plea for simplicity. 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. 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. Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. Tx. 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. Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. 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. Instead, to paraphrase from Talarzyk (1972, p. 465), "If you laid all of the people doing [lifestyle] research end-to-end, they would: (a) never reach a conclusion and (b) all point different directions." Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. 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. William D. Wells, Chicago, IL: American Marketing Association, 243-266. Implicit in the foregoing definitional distinctions is the realization that while cognitive style and lifestyle perhaps operate in imperfect symmetry, the domains of psychographic and lifestyle research are logically symmetrical and complementary (Dorny 1971; Loudon and Della Bitta 1979, p. 98). Chicago, IL: American Marketing Association. Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. Because there are a few Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. Implicit in the foregoing definitional distinctions is the realization that while cognitive style and lifestyle perhaps operate in imperfect symmetry, the domains of psychographic and lifestyle research are logically symmetrical and complementary (Dorny 1971; Loudon and Della Bitta 1979, p. 98). 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. 45, #3 (March), 347-355. Thus, the lifestyle concept has varied widely in content and in range in the social sciences, according to the unit of analysis or the analyst (Ansbacher 1976, p. 203). Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Weber, Max (1947), The Theory of Social and Economic Organization. Lifestyle has been used in reference to: "an individual," "a group, where the members bear a psychological relationship to each other, and which has stability over time," and "a [generic] class or category, where the members have only the property in common on the basis of which they are classified" (Ansbacher 1976, p. 200). While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. Psychographics refers to peoples qualitative characteristics. 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. 1, 21 (September), 6-12. 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. An individual's life-style is a large complex symbol in motion. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. By using psychographics and demographics together, you're able to better understand who your target consumer is. You can use the data to tailor your marketing campaign to them and boost your reach and sales opportunities. Here are some other examples of demographics and psychographics in marketing: 200-201). Online. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). J. S. Wright and J. L. Goldstucker. 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 persistent conceptual and operational imprecision of the lifestyle construct has not only handicapped lifestyle research, but has undermined its usefulness as a segmentation variable. 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). about 10 percent higher than the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $47,161. 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. An individual's life-style is a large complex symbol in motion. Yes and no. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING. 33-38. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. 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. 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. Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. 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). The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Psychographics allow you to uncover the content topics that are likely to resonate with your customers. Highlight the brand's values. Psychographics also give brands the opportunity to highlight their values and align them with the customer's. This can help companies accomplish their branding goals. Cinnaholic is the original, gourmet cinnamon roll bakery. W. Thomas Anderson, Jr., University of Texas at Austin. 9 (November), 465-467. 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. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). 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. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. 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. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. 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. Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. (1963), "Discussion," in Toward Scientific Marketing, ed. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. #3(Winter), 235-256. Linda L. Golden, University of Texas at Austin, NA - Advances in Consumer Research Volume 11 | 1984, Linda Hagen, University of Southern California, USA, Marta Pizzetti, Universit della Svizzera Italiana $230. Reed Moyer, Chicago, IL: American Marketing Association, 55-62. 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. SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. consumer analysis, Lazer's definition is tautological! Two problems emerge: On one hand, the conventional interpretation of lifestyle leads to an unnecessarily narrow definition of market segment boundaries and, hence, to underestimates of market potential. Instead, to paraphrase from Talarzyk (1972, p. 465), "If you laid all of the people doing [lifestyle] research end-to-end, they would: (a) never reach a conclusion and (b) all point different directions.". Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. 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. By 1839, Waterloo would adopt the name Austin and the frontier town would become the capital of the Republic of Texas. 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). about 90 percent of the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $86,530. 13, 82(December), 230-237. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. ", Journal of Marketing, vol. On the contrary, while simplicity may facilitate clarity and possibly lead to greater consensus concerning the proper domain of lifestyle research, psychographic research remains a viable focus for market analysis insofar as examinations of cognitive processes or dimensions of personality further the cause of understanding, explaining, and predicting overt behavior, and refining market segmentation and marketing strategy formulation. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). 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. 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). 46-50. Conversely, another consumer who behaves in the same fashion, yet holds quite different values, attitudes, beliefs, opinions of interests, would be designated as characterized by a contrasting lifestyle. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. 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. WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms Austin has an estimated population of 961,855 according to the 2020 U.S. Census. 194-196). Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. H. H. Gerth and C. W. Mills, New York:: Oxford University Press. The resolution and reconciliation of these two problems built into conventional definitions and operationalization of lifestyle lies in sequential segmentation: Segmenting first on the basis of consistencies in overt behavior, the on the basis of congruence in cognitive style. The term "unified patterns of behavior" refers to behavior in its broadest sense. The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). Complete List of All Publishers See Link to Nation newspaper story - Sealy: This lets us find the most appropriate writer for Our global writing staff includes experienced ENL & ESL academic writers in a variety of disciplines. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. LaPiere, R. T. (1934), "Attitudes vs. 305-347. FIGURE 1 Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. New York: Oxford University Press. 13, 82(December), 230-237. When used in Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University 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). 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). William D. Wells, Chicago, IL: American Marketing Association, 243-266. 125-337. $79,542 Median household income. about 1.5 times the amount in Texas: $34,717. 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. Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. Primary purpose of this paper is to revive lifestyle and cognitive style a Marketing or consumer point... Life-Style is a large complex symbol in motion cinnamon roll bakery T. 1934. 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