205-206). Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? The second is harder but more important and those are the psychographics. 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). Psychographic Consumer Profiling. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. 900-901). Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. 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). 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. Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. 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. Reed Moyer, Chicago, IL: American Marketing Association, 55-62. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. 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. 194-196). 29, #4(October). 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. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. 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. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. 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. 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). P. 130). Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). 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. Weber, Max (1946), Weber Essays in Sociology, eds. 16-Weeks. T. Parsons. Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. 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). Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." 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. 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. about 1.5 times the amount in Texas: $34,717. 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. $230. #3(Winter), 235-256. 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. Yes and no. 5, pp. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. J. Arndt, New York: Allyn and Bacon, 85-100. W. Thomas Anderson, Jr., University of Texas at Austin. Psychographics is a form of market segmentation that groups consumers based on psychological traits that influence their consuming behaviors. providing more than simple data reports of psychographic and psychographic trends, the retail coach goes well beyond other retail consulting and market research firms offerings by combining current national and statewide psychographics and trend data with real-world, on-the-ground information gathered through extensive visits to our clients 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. Conspicuous by omission in each instance, however, was a definition 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). 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). J. S. Wright and J. L. Goldstucker. The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). Analysts continue to conjugate the term lifestyle to fit their own research purposes. REFERENCES Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? Apply Now. 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. 13. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. 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). 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). Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). Effective use of sequential segmentation requires clarification and differentiation of terms, consistent with contemporary consumer research findings on the relationship between cognitive processes and properties and overt behavior. 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. Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. 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). Reed Moyer, Chicago, IL: American Marketing Association, 55-62. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. 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. 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. Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. 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. 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). (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. 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. 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. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. 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. 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). $79,542 Median household income. 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). Hawkins, Del J., Kenneth A. Coney, and Roger J. ", Journal of Marketing, vol. 800.851.0962 | INFO@THERETAILCOACH.NET | THERETAILCOACH.NET | AUSTIN, TEXAS TUPELO, MISSISSIPPI 4 Income Range of Lifemode Summary Groups Bastrop, Texas + L1 AFFLUENT ESTATES Established wealth educated, well-traveled married couples + L2 UPSCALE AVENUES Prosperous, married couples in higher density neighborhoods 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. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. 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. Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. 125-337. How to use psychographics in marketing. 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. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. Conducting research and reviewing trends and personal statistics, like psychographic data, can help marketers learn what their ideal customer likes and cares 9 (November), 465-467. CONCLUSIONS AND IMPLICATIONS Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. 8, #1 (March), 3-17. 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. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). This years study continues to show that within the general 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. 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). An individual's life-style is a large complex symbol in motion. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. Writing at the same time, Levy (1963) proposed a contrasting concept of lifestyle, one reminiscent of Adler's conviction that a fictionalized goal or theme pervades one's life providing structure to both self-concept and behavior. Psychographics: Analysis of consumer lifestyles to create a detailed customer profile. 63-94). 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. Effective use of sequential segmentation requires clarification and differentiation of terms, consistent with contemporary consumer research findings on the relationship between cognitive processes and properties and overt behavior. Analysts continue to conjugate the term lifestyle to fit their own research purposes. 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. 226, University of Illinois at Urbana. William D. Wells, Chicago, IL: American Marketing Association, 317-363. Although the patient is critical, its condition is not terminal. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. 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). 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. 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). Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. 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. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 405-411. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. Bell (1958) stressed the symbolic contextual significance of consumption. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. 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. Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. 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. The term "unified patterns of behavior" refers to behavior in its broadest sense. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. Although the patient is critical, its condition is not terminal. 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). 78712 (512) 471-1128.]. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. New York: Oxford University Press. Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. 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). 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. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. 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. 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. 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. Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. Theyre facts that would be easy to understand. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. Wilson, Clark C. (1966), "Homemaker Living Patterns and Marketplace Behavior - A Psychometric Approach," in New Ideas for Successful Marketing, eds. 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.". Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. 125-337. Rik Pieters, Tilburg University, The Netherlands. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. 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). 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). Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? 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. 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