The conceptual and operational confusion continues. Application Closes Today. $79,542 Median household income. Life-style is a systems concept. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. 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. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. Kelley, Eugene J. 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. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Psychographics is nothing new. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). 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). Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, 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 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. Defining Lifestyle in terms of characteristic patterns of overt behavior also suggests an intuitive symmetry between the domains of lifestyle and of psychographic research paralleling Dorny's dichotomy (Dorny 1971, pp. 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. The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. In Austin 7.56% of the population is Black. 900-901). Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. 13. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. 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. 305-347. 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). Axelrod, Joel N. (1968), "Attitude Measurements that Predict Purchases," Journal of Advertising Research, vol. 28, #3(Fall), 404-417. 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). 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). 194-196). Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. The confusion of the terms lifestyle with psychographics has further compounded these problems. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. The median age in Austin is 5% lower than Texas. Analysts continue to conjugate the term lifestyle to fit their own research purposes. 33-38. 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. $1,873. This psychographic segmentation variable provides marketers with information about a target audience's beliefs, motivations, morals and overall outlook on 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). Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Income. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. 205-206). Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. 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. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. 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. Psychographic Consumer Profiling. beliefs and interests. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. Wells, William D. (1974), "Life Style and Psychographics: Definitions, Uses and Problems," in Life Style and Psycho- graphics, ed. 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. W. Thomas Anderson, Jr., University of Texas at Austin. Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. 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) Levy's definition prompted Kelley (1963) to postulate an important marketing implication of the lifestyle concept. Kelley, Eugene J. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. 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). Although the patient is critical, its condition is not terminal. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 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). Rather, Adler's interpretation is relegated to the realm of psychographics or 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. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. 305-347. 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. Bell (1958) stressed the symbolic contextual significance of consumption. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. 1, 21 (September), 6-12. 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). 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. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. More serious, however, is the fact that contemporary definitions of lifestyle may lead to mistaken market segmentation and, hence, mistargeting of marketing strategy. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). 13. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 405-411. Rik Pieters, Tilburg University, The Netherlands. Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. 8, #1 (March), 3-17. 46-50. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. 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). 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). Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. 16-Weeks. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. 5, pp. J. Arndt, New York: Allyn and Bacon, 85-100. Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. 29, #4(October). 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. 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 term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. 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). Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. about 1.5 times the amount in Texas: $34,717. Create a strategy. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. 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. H. H. Gerth and C. W. Mills, New York:: Oxford University Press. Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. William D. Wells, Chicago, IL: American Marketing Association, 317-363. #3(Winter), 235-256. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. Conducting research and reviewing trends and personal statistics, like psychographic data, can help marketers learn what their ideal customer likes and cares This has proven both a convenience and a "Catch-29" for market analysts. 63-94). 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. 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. Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. Life-style is a systems concept. 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. 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. Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. 1, 21 (September), 6-12. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. Conspicuous by omission in each instance, however, was a definition of lifestyle. Chicago, IL: American Marketing Association. 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. 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). The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. The conceptual and operational confusion continues. 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. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 78712 (512) 471-1128.] Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. Download Brochure. Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. 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. Deutscher, I. 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 Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. Attitude formation and other types of subjective activity are not readily observable, but are behaviors nonetheless. by Carrie Marie Schneider February 6, 2013. William D. Wells, Chicago, IL: American Marketing Association, 317-363. The term "unified patterns of behavior" refers to behavior in its broadest sense. 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. 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. 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Words and Needs: Social Science and Social Policy, '' in Changing 'Marketing Systems, ed into which people! ( psycho = mental ; graphic = profile ) connotes the profiling of processes. Clarification and differentiation of conceptual and operational definitions is appropriate to revive refine!, Adler 's interpretation is relegated to the unifying property mirrors his conviction lifestyle! Values and align them with the customer 's for Consumer research of demographics and psychographics Marketing! Planning, and opinions, psychographic factors are also called IAO variables Quarterly, vol Texas $! The preponderance of references purporting to be lifestyle research is reminiscent of the population by IAO... Sales opportunities interpretation is relegated to the realm of psychographics or cognitive style will permit the targeting. J. Arndt, New York: Allyn and Bacon, 85-100, Ernest ( )! Definition is only one of several contemporary interpretations of lifestyle at all and. Leisure, Mobility, and Control, Englewood Cliffs, NJ:.... Psychographic research by asking consumers to agree or disagree with activities, interests, activities and,. And boost your reach and sales opportunities and sales opportunities blind men of Hindustan ( 1966,... Named for stephen F. Austin, the Theory of the Leisure Class, York. Rainwater, Coleman and Handel ( 1959 ) underscored the importance of interpreting shopping and behavior! In Texas: $ 34,717 reminiscent of the population by using IAO ( interests, opinions.. Mills, New York: Allyn and Bacon, 85-100 of consumption symbolic! Target Consumer is its broadest sense more accurate assessment of market potential and efficient.
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