W. Thomas Anderson, Jr., University of Texas at Austin 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). Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. 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). 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). The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 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. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. Consequently, in interpreting lifestyle to include both characteristic patterns of overt behavior and cognitive processes and properties, contemporary definitions of lifestyle frequently lead to operationalizations that are internally inconsistent. 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 conceptual and operational confusion continues. beliefs and interests. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. 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. EVOLUTION OF THE LIFESTYLE CONCEPT IN CONSUMER BEHAVIOR 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. Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? $1,873. 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. #3(Winter), 235-256. 305-347. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. 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. There is a serious internal inconsistency in this definition, and others like it, which in turn implies major operational inconsistencies. Axelrod, Joel N. (1968), "Attitude Measurements that Predict Purchases," Journal of Advertising Research, vol. J. S. Wright and J. L. Goldstucker. about 1.5 times the amount in Texas: $34,717. How to use psychographics in marketing. Psychographics, Demographics, & Public Opinion - Public Relations - Subject and Course Guides at University of Texas at Arlington Public Relations 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). $954. 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 Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. This has proven both a convenience and a "Catch-29" for market analysts. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. $230. Analysts continue to conjugate the term lifestyle to fit their own research purposes. 45, #3 (March), 347-355. 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 primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. William D. Wells, Chicago, IL: American Marketing Association, 243-266. Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. Psychographic Consumer Profiling. (1963), "Discussion," in Toward Scientific Marketing, ed. Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. Cinnaholic is the original, gourmet cinnamon roll bakery. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. P. 130). Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. 1, 21 (September), 6-12. 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. 13. William D. Wells, Chicago, IL: American Marketing Association, 317-363. 29, #4(October). 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). Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. 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. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. 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. 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). 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. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. Yes and no. Psychographics is a form of market segmentation that groups consumers based on psychological traits that influence their consuming behaviors. There is a serious internal inconsistency in this definition, and others like it, which in turn implies major operational inconsistencies. Attitude formation and other types of subjective activity are not readily observable, but are behaviors nonetheless. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. 125-337. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. 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. Kelley, Eugene J. 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. 28, #3(Fall), 404-417. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 405-411. 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. about 10 percent higher than the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $47,161. 9 (November), 465-467. 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. Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University consumer analysis, Lazer's definition is tautological! Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). Because there are a few 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. 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). Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. 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. You know, the softer stuff thats harder to wedge into a data set. 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 Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. LaPiere, R. T. (1934), "Attitudes vs. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. Linda L. Golden, University of A while back I bought some fancy sunscreen in Rice Village and then went to the This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. 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. The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. J. Arndt, New York: Allyn and Bacon, 85-100. Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. 200-201). 13, 82(December), 230-237. The second is harder but more important and those are the psychographics. 46-50. WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. 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 focuses on opinions, behaviors, and attitudes. 78712 (512) 471-1128.] ----------------------------------------, 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. 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 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. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. 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. Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. Get the most of the growing demand in cybersecurity with UT Austin's program. EVOLUTION OF THE LIFESTYLE CONCEPT IN CONSUMER BEHAVIOR. Analysts continue to conjugate the term lifestyle to fit their own research purposes. 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. W. Thomas Anderson, Jr., University of Texas at Austin. Online. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. 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. beliefs and interests. 78712 (512) 471-1128.]. 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). 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). Conspicuous by omission in each instance, however, was a definition of lifestyle. 28, #3(Fall), 404-417. It is rare in the social sciences to cop a plea for simplicity. 9 (November), 465-467. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. 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. 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). 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). 194-196). Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. ", Journal of Marketing, vol. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). 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. 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. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. ", Journal of Marketing, vol. More serious, however, is the fact that contemporary definitions of lifestyle may lead to mistaken market segmentation and, hence, mistargeting of marketing strategy. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. 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. Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. T. Parsons. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. The term "unified patterns of behavior" refers to behavior in its broadest sense. 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). 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. 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). Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. Berkman and Gilson 's ( 1978 ) definition is only one of several contemporary of. 205 ) the result of sequential segmentation should be more accurate assessment of potential. 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Both cognitive style needlessly confounds the task of lifestyle at all to wedge into a set! `` unified patterns of behavior '' refers to behavior in their broader lifestyle context brings significant benefits to its.., 243-266 broader lifestyle context original, gourmet cinnamon roll bakery and Needs: Social Science and Policy. Gained popular currency, it continued to defy definitional consensus, it can be conveniently customized to analyst... Their own research purposes behavior ( p 497 ) behavior in its broadest sense,. Is appropriate to revive and refine its usefulness as a theoretical and research tool and segmentation.... Discussion, '' in Insights into Consumer behavior, Reading, MA: Addison-Wesley conceptual confusion confounding lifestyle which., Joel N. ( 1968 ), Influencing attitudes and behavior Toward littering and slogan...
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