William D. Wells, Chicago, IL: American Marketing Association, 317-363. Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. 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. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. 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). Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, ed. 28, #3(Fall), 404-417. (1963), "Discussion," in Toward Scientific Marketing, ed. The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). The most significant demographic age group in this Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. This has proven both a convenience and a "Catch-29" for market analysts. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. Our handcrafted cinnamon rolls and desserts are 100% vegan plant-based, and dairy-free. 13. $954. Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. 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). The conceptual and operational confusion continues. 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. beliefs and interests. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. P. 130). 46-50. 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. ----------------------------------------, 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. 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. 16-Weeks. 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. Yes and no. 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). Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. 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. In Austin 7.56% of the population is Black. 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). Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. Psychographic Consumer Profiling. This years study continues to show that within the general J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. 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). No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. Conducting research and reviewing trends and personal statistics, like psychographic data, can help marketers learn what their ideal customer likes and cares Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. 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. 29, #4(October). 29, #4(October). EXHIBIT 1 LIFESTYLE AND PSYCHOGRAPHICS Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. 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. 5, pp. Income. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. 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. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. 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. Levy's definition prompted Kelley (1963) to postulate an important marketing implication of the lifestyle concept. 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. 28, #3(Fall), 404-417. #3(Winter), 235-256. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Wells, William D. (1974), "Life Style and Psychographics: Definitions, Uses and Problems," in Life Style and Psycho- graphics, ed. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. Although the patient is critical, its condition is not terminal. WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. about 1.5 times the amount in Texas: $34,717. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. 305-347. 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. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. 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