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. The second is harder but more important and those are the psychographics. 9 (November), 465-467. 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. consumer analysis, Lazer's definition is tautological! 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.". Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). Psychographic Consumer Profiling. $79,542 Median household income. William D. Wells, Chicago, IL: American Marketing Association, 243-266. Austin has an estimated population of 961,855 according to the 2020 U.S. Census. H. H. Gerth and C. W. Mills, New York:: Oxford University Press. The term "unified patterns of behavior" refers to behavior in its broadest sense. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. Psychographics is nothing new. William D. Wells, Chicago, IL: American Marketing Association, 243-266. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. 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. 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). 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. work from home jobs no experience part time / pharmakeia in hebrew. Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University 16-Weeks. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. 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 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). You know, the softer stuff thats harder to wedge into a data set. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. 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). 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. Apply Now. Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." WebPsychographics: Jason$is$into$ athle2c,$outdoor$ac2vi2es,$the$ latesttechnology$and$nightlife$DD$ especially$live$entertainment.$ 345-355). 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). Online. 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. 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. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. 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. 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. 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. 63-94). Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. 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. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. Psychographics focuses on opinions, behaviors, and attitudes. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. LaPiere's (1934) classic study of racial prejudice in 1934 inaugurated a series of investigations and reviews reporting negative relationships between attitudes and behavior (Festinger 1966). LaPiere's (1934) classic study of racial prejudice in 1934 inaugurated a series of investigations and reviews reporting negative relationships between attitudes and behavior (Festinger 1966). 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. The most telling observation from Exhibit 1, however, is the paucity of published lifestyle literature addressing the three criteria qualifying the usefulness of any social science construct: (1) definitional consensus, (2) operational clarity, and (3) theoretical context. The conceptual and operational confusion continues. The criteria that form these groups are psychographic profiles. Such profiles are effective primarily because they allow marketers to focus on specific values and preferences. To acquire enough data to form psychographic profiles, marketers typically use the following two methods: Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. Conspicuous by omission in each instance, however, was a definition of lifestyle. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? 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. Bell (1958) stressed the symbolic contextual significance of consumption. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. by Carrie Marie Schneider February 6, 2013. 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). Sometime during the 1960's a blend of these two traditions began to take shape. 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. P. 130). 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. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. 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). Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. 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. 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. Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. 28, #3(Fall), 404-417. Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. The conceptual and operational confusion continues. 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. Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. This years study continues to show that within the general P. 130). Implicit in such definitions is the assumption of a systematic symmetry between internallY held attitudes, beliefs, opinions, or interests and overt behavior (Engel, Warshaw and Kinnear 1979, p. 129). Although the patient is critical, its condition is not terminal. $1,873. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. How to use psychographics in marketing. The lifestyle concept, partly because of its intuitively appealing and rather obvious relationship to consumer behavior, has received a considerable amount of attention in the marketing literature. In his historical review of the lifestyle concept in the social science literature Ansbacher (1967) noted that the lifestyle concept has been applied in three different uses at three levels of aggregation. An individual's life-style is a large complex symbol in motion. Application Closes Today. Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. #3(Winter), 235-256. 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. 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. 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. In Austin 6.82% of the population is Asian. 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). Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. 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). 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). 900-901). This psychographic segmentation variable provides marketers with information about a target audience's beliefs, motivations, morals and overall outlook on Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. (1963), "Discussion," in Toward Scientific Marketing, ed. Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. 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. The term "unified patterns of behavior" refers to behavior in its broadest sense. 9 (November), 465-467. 29, #4(October). However, such an assumption flies in the face of the growing body of research examining their interaction. 5, pp. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. 45, #3 (March), 347-355. Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. LIFESTYLE AND MARKET SEGMENTATION 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. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. 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. Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. Analysts continue to conjugate the term lifestyle to fit their own research purposes. You can use psychographics in marketing with the following steps: 1. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. Theyre facts that would be easy to understand. 194-196). WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. 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. Life-style is a systems concept. 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. 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. Chicago, IL: American Marketing Association. The most telling observation from Exhibit 1, however, is the paucity of published lifestyle literature addressing the three criteria qualifying the usefulness of any social science construct: (1) definitional consensus, (2) operational clarity, and (3) theoretical context. W. Thomas Anderson, Jr., University of Texas at Austin. 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. Effect of situational environmental influences operating, Universit della Svizzera Italiana, Esther Doriette Jaspers! 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