Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. J. Arndt, New York: Allyn and Bacon, 85-100. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. Burn Boot Camp Franchising | Buy a Fitness Franchise Prior to joining the e-commerce industry, Leigh-Anne perfected her marketing skills at The University of Texas at Austin and CanIRank. 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. T. Parsons. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. 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). Hawkins, Del J., Kenneth A. Coney, and Roger J. 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). (1963), "Discussion," in Toward Scientific Marketing, ed. 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. Austin has an estimated population of 961,855 according to the 2020 U.S. Census. 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. Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. 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). William D. Wells, Chicago, IL: American Marketing Association, 317-363. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. $954. Psychographics: Analysis of consumer lifestyles to create a detailed customer profile. 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. 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. J. S. Wright and J. L. Goldstucker. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. Bell (1958) stressed the symbolic contextual significance of consumption. Life-style is a systems concept. 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 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). 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. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. 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. 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. Rik Pieters, Tilburg University, The Netherlands. 125-337. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 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. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. $53,937 Per capita income. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. 345-355). The paper then contrasts lifestyle and cognitive style conceptually and operationally, underscoring their intuitive, if imperfect, symmetry. 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. WebThe average age for New Way Churchs initial target area (a four mile radius centered on the Gateway mall), for instance, is 36. ----------------------------------------, 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. 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. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. 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 confusion of the terms lifestyle with psychographics has further compounded these problems. 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). Far and away the most popular of operationalizations of lifestyle is the activities, interests and opinions (AIO) method pioneered by Wilson (1966), Pessemier and Tigert (1966), and Wells (1968). 63-94). 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. Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. This has proven both a convenience and a "Catch-29" for market analysts. William D. Wells, Chicago, IL: American Marketing Association, 317-363. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. 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. 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). 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. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. 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). 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. Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). 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. Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. 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. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? 194-196). Wilson, Clark C. (1966), "Homemaker Living Patterns and Marketplace Behavior - A Psychometric Approach," in New Ideas for Successful Marketing, eds. 226, University of Illinois at Urbana. The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). (1963), "Discussion," in Toward Scientific Marketing, ed. Analysts continue to conjugate the term lifestyle to fit their own research purposes. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. Hawkins, Del J., Kenneth A. Coney, and Roger J. Moore (1963) suggested still another definition of lifestyle to bridge conceptual and operational interpretations of the term closely approximating those which have come into contemporary use. REFERENCES Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. P. 130). Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, ed. work from home jobs no experience part time / pharmakeia in hebrew. Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. 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). Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. 9 (November), 465-467. 345-355). Restricting the definition of lifestyle to characteristic patterns of overt behavior underscores the intuitive, if imperfect, symmetrical reciprocity between cognitive style and lifestyle. Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. 200-201). WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. In Austin 75.86% of the population is White. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. Yes and no. 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). Live mentorship with experts. 5, pp. Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. An individual's life-style is a large complex symbol in motion. W. Thomas Anderson, Jr., University of Texas at Austin. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. 125-337. Get the most of the growing demand in cybersecurity with UT Austin's program. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 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. 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. 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: LaPiere, R. T. (1934), "Attitudes vs. 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. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. The term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. Wells, William D. (1974), "Life Style and Psychographics: Definitions, Uses and Problems," in Life Style and Psycho- graphics, ed. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. 13. It popped up in the 1970s, and its power to help marketers has been apparent from the get-go. WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). While (perhaps inadvertently restricting the term lifestyle to "the totality of behavior," Ansbacher concludes that "the broad range of life style includes cognitive style and response style" (Emphasis added, 1967, p. 203). SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. 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). 33-38. The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. The aggregate of consumer purchases, and the manner in which they are consumed, reflect a society's [or consumer's lifestyle (1963. 46-50. 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. ed. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. A while back I bought some fancy sunscreen in Rice Village and then went to the No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. The second is harder but more important and those are the psychographics. Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. Weber, Max (1946), Weber Essays in Sociology, eds. 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). Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. Linda L. Golden, University of 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 Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Kelley, Eugene J. 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). 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. 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). Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. FIGURE 2 SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE It is rare in the social sciences to cop a plea for simplicity. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. 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). 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. There is a serious internal inconsistency in this definition, and others like it, which in turn implies major operational inconsistencies. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. 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 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). Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. #3(Winter), 235-256. THE PATIENT IS CRITICAL, IF NOT TERMINAL Little has changed in the ebb tide of interest in lifestyle research over the last five years. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. 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). Over the past half-century the intuitively appealing notion that individuals and groups exhibit idiosyncracies of "style" in living fueled intensifying interest in the lifestyle concept among social satirists and social scientists alike. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. 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. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. CONCLUSIONS AND IMPLICATIONS Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. William D. Wells, Chicago, IL: American Marketing Association, 243-266. 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. Allyn and Bacon, 85-100 serious internal inconsistency in this definition, and its power to marketers... The effect of situational environmental influences operating, Hays and Williamson counties: Allyn and Bacon, 85-100 (. 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