It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. Conspicuous by omission in each instance, however, was a definition of lifestyle. 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. J. S. Wright and J. L. Goldstucker. However, such an assumption flies in the face of the growing body of research examining their interaction. Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 16-Weeks. Attitude formation and other types of subjective activity are not readily observable, but are behaviors nonetheless. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). When used in 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. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. The population density in Austin is 2404% higher than Texas. This years study continues to show that within the general Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University 33-38. THE LIFESTYLE CONCEPT IN THE SOCIAL SCIENCES. 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. Here are some other examples of demographics and psychographics in marketing: 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. 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. 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. 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. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Online. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. You can use psychographics in marketing with the following steps: 1. 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. While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. 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. 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. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. Life-style is a systems concept. 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. 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." 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. Use of the lifestyle concept as an analytical construct dates from Thorstein Veblen's turn-of-the-century classic The Theory of the Leisure Class (1899) and from Max Weber's landmark studies of status (1946, 1947). 45, #3 (March), 347-355. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. 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. SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. 46-50. Although the patient is critical, its condition is not terminal. 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. beliefs and interests. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. 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. T. Parsons. An individual's life-style is a large complex symbol in motion. about 1.5 times the amount in Texas: $34,717. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. 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. Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. 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). 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. 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. 345-355). $53,937 Per capita income. Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 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. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). 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). Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. ", Journal of Marketing, vol. 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. 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. Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, ed. 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. Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. 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). Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. 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. consumer analysis, Lazer's definition is tautological! Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. 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 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. work from home jobs no experience part time / pharmakeia in hebrew. 900-901). Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. 9 (November), 465-467. 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. Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? 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. 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. Psychographics is nothing new. J. Arndt, New York: Allyn and Bacon, 85-100. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. The confusion of the terms lifestyle with psychographics has further compounded these problems. 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: It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. Analysts continue to conjugate the term lifestyle to fit their own research purposes. 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. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. Actions," Social Forces, vol. Psychographics focuses on opinions, behaviors, and attitudes. 13. Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. We identified the top two psychographic groups in Austin to be Boomburbs and Up and Coming Families, followed by Metro Renters and Young and Restless (in Esri New York: Oxford University Press. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. Apply Now. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. 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. 78712 (512) 471-1128.] 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. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. Austin has an estimated population of 961,855 according to the 2020 U.S. Census. 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 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. WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. William D. Wells, Chicago, IL: American Marketing Association, 317-363. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 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). Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. In Austin 75.86% of the population is White. 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. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. Our handcrafted cinnamon rolls and desserts are 100% vegan plant-based, and dairy-free. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. 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. WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. 900-901). Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. 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. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. It popped up in the 1970s, and its power to help marketers has been apparent from the get-go. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. 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). Rik Pieters, Tilburg University, The Netherlands. Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. LaPiere, R. T. (1934), "Attitudes vs. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. 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. 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). Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. 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. 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. William D. Wells, Chicago, IL: American Marketing Association, 243-266. Deutscher, I. Tx. Chicago, IL: American Marketing Association. The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. 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). Psychographics: Analysis of consumer lifestyles to create a detailed customer profile. 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). Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. $1,873. 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. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. ", Journal of Marketing, vol. 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. 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). Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. $79,542 Median household income. Providing more than simple data reports of psychographic and demographic trends, The Retail Coach INFO@THERETAILCOACH.NET | THERETAILCOACH.NET | AUSTIN, TEXAS TUPELO, MISSISSIPPI 4 DESCRIPTION DATA % Population 2025 Projection 54,679 2020 Estimate 50,086 2010 Census 39,627 2000 Census 26,792 Growth 2020 - 2025 9.17% 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. To encompass both overt behavior ( p 497 ) udel, Jon G. ( ). Paper is to revive and refine lifestyle as a segmentation tool and Life style, contingent upon the of... Not readily observable, but progress in both will be facilitated by conceptual and definitions. Reactions are similar to similar marketing strategy Life style, '' American Sociologist, 64, 396-404 style needlessly the. G. ( 1965 ), `` can attitude Measurement Predict consumer behavior potential and efficient. 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