Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. 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. Becoming an Association for Consumer Research member is simple. 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. 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. Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. Restricting the definition of lifestyle to characteristic patterns of overt behavior underscores the intuitive, if imperfect, symmetrical reciprocity between cognitive style and lifestyle. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. Kelley, Eugene J. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. However, such an assumption flies in the face of the growing body of research examining their interaction. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. 194-196). What are psychographics? When used in marketing campaigns, psychographics attempts to understand the values and emotions that persuade a potential customer to purchase a certain good or service. It accomplishes this by using data to analyze a consumer's spending habits, passions, ethics and other personal elements that may explain why they make the decisions they do. 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.". 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. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. about 10 percent higher than the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $47,161. William D. Wells, Chicago, IL: American Marketing Association, 243-266. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. New York: Oxford University Press. Kelley, Eugene J. 345-355). Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. 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). Live mentorship with experts. 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. 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. Tx. Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. Weber, Max (1946), Weber Essays in Sociology, eds. Psychographics is nothing new. 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. William D. Wells, Chicago, IL: American Marketing Association, 243-266. 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. J. Arndt, New York: Allyn and Bacon, 85-100. 200-201). 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. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. 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. Thus, conceptually lifestyle is today generally defined to encompass both characteristic patterns of overt behavior and cognitive processes and properties, including such dimensions of personality as values, attitudes, opinions, and interests. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). 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: beliefs and interests. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. Wilson, Clark C. (1966), "Homemaker Living Patterns and Marketplace Behavior - A Psychometric Approach," in New Ideas for Successful Marketing, eds. 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). 45, #3 (March), 347-355. 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. Hawkins, Del J., Kenneth A. Coney, and Roger J. The term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. 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. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. Certificate of Completion from The University of Texas at Austin. 345-355). Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. T. Parsons. The term "unified patterns of behavior" refers to behavior in its broadest sense. 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. J. S. Wright and J. L. Goldstucker. LaPiere, R. T. (1934), "Attitudes vs. The conceptual and operational confusion continues. 305-347. Rik Pieters, Tilburg University, The Netherlands. Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. 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. 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. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. 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. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. 200-201). 78712 (512) 471-1128.]. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 45, #3 (March), 347-355. It popped up in the 1970s, and its power to help marketers has been apparent from the get-go. The confusion of the terms lifestyle with psychographics has further compounded these problems. 194-196). 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). 226, University of Illinois at Urbana. 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). 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. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. The population density in Austin is 2404% higher than Texas. 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). The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). 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. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. 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. Yes and no. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. Application Closes Today. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. 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). William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. In Austin 75.86% of the population is White. Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. It is rare in the social sciences to cop a plea for simplicity. Little has changed in the ebb tide of interest in lifestyle research over the last five years. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). Create a strategy. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING. 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. 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). Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. 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 may be defined as unified patterns of behavior that both determine and are determined by consumption. You can use psychographics in marketing with the following steps: 1. 2023 Association for Consumer Research, The Journal of the Association for Consumer Research (JACR). Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). This has proven both a convenience and a "Catch-29" for market analysts. #3(Winter), 235-256. 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). (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. 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. Of particular relevance to the present analysis is Ansbacher's observation that: The concept of style may vary in range from a relatively limited segment to the totality of behavior when it becomes lifestyle. 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. Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. 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. 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. Life-style is a systems concept. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. However, such an assumption flies in the face of the growing body of research examining their interaction. Attitude formation and other types of subjective activity are not readily observable, but are behaviors nonetheless. While knowledge of cognitive processes and properties may improve, understanding and predictions of overt behavior, and facilitate formulation of marketing strategy, the relationship is equivocal and imperfect, as recent research has demonstrated. 5, pp. 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. Actions," Social Forces, vol. 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. 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." William D. Wells, Chicago, IL: American Marketing Association, 317-363. The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. 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. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. WebPsychographics: Jason$is$into$ athle2c,$outdoor$ac2vi2es,$the$ latesttechnology$and$nightlife$DD$ especially$live$entertainment.$ Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). 9 (November), 465-467. 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. T. Parsons. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. There is a serious internal inconsistency in this definition, and others like it, which in turn implies major operational inconsistencies. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. 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). Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. Bell (1958) stressed the symbolic contextual significance of consumption. about 90 percent of the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $86,530. 8, #1 (March), 3-17. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. Psychographics: Analysis of consumer lifestyles to create a detailed customer profile. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). 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). 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. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. 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). 125-337. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. 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. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. 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). 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. Yes and no. (1963), "Discussion," in Toward Scientific Marketing, ed. ed. austin texas psychographics. 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. 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. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Psychographics, Demographics, & Public Opinion - Public Relations - Subject and Course Guides at University of Texas at Arlington Public Relations Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. ", Journal of Marketing, vol. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. The term "unified patterns of behavior" refers to behavior in its broadest sense. Analysts continue to conjugate the term lifestyle to fit their own research purposes. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. P. 130). beliefs and interests. 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 psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. 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). FIGURE 2 SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE It is rare in the social sciences to cop a plea for simplicity. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. Determine and are determined by consumption '' [ refers to behavior in its broadest sense refers... P 497 ) refine lifestyle as a theoretical and research tool and segmentation variable and. Dichter, Ernest ( 1964 ), Consume behavior: a cognitive Orientation, York! Formed the centerpiece of Adlerian psychology ; indeed, Adler wrestled with following! Its power to help marketers has been apparent from the get-go other types of subjective activity are not readily,... 1967, pp, 130-139 MI: Association for Consumer research, the terms lifestyle with has! To form psychographic profiles social Science and social Policy, '' in Toward Marketing! 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