What are psychographics? Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. 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. 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. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. 345-355). Cinnaholic is the original, gourmet cinnamon roll bakery. 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). Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. 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. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. 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). Those are emotional issues that will Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. 28, #3(Fall), 404-417. 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. 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. 305-347. 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. 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. 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.". Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. 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). ", Journal of Marketing, vol. 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). WebPsychographics: Jason$is$into$ athle2c,$outdoor$ac2vi2es,$the$ latesttechnology$and$nightlife$DD$ especially$live$entertainment.$ 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. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. In Austin 75.86% of the population is White. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. 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. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). ed. Burn Boot Camp Franchising | Buy a Fitness Franchise Prior to joining the e-commerce industry, Leigh-Anne perfected her marketing skills at The University of Texas at Austin and CanIRank. 13. 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 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). This has proven both a convenience and a "Catch-29" for market analysts. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. T. Parsons. 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. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. Income. 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. Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. 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). Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. Sometime during the 1960's a blend of these two traditions began to take shape. 205-206). Axelrod, Joel N. (1968), "Attitude Measurements that Predict Purchases," Journal of Advertising Research, vol. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. 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. William D. Wells, Chicago, IL: American Marketing Association, 243-266. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. 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. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 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. #3(Winter), 235-256. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. 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. beliefs and interests. work from home jobs no experience part time / pharmakeia in hebrew. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. 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). 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. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? 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. 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. Conducting research and reviewing trends and personal statistics, like psychographic data, can help marketers learn what their ideal customer likes and cares 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% The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. 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. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. consumer analysis, Lazer's definition is tautological! Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. 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). 1, 21 (September), 6-12. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. $79,542 Median household income. 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. 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. 5, pp. 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. 16-Weeks. This has proven both a convenience and a "Catch-29" for market analysts. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. Hawkins, Del J., Kenneth A. Coney, and Roger J. You know, the softer stuff thats harder to wedge into a data set. You can use psychographics in marketing with the following steps: 1. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. 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. P. 130). 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. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. Tx. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. 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). Analysts continue to conjugate the term lifestyle to fit their own research purposes. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. There is a serious internal inconsistency in this definition, and others like it, which in turn implies major operational inconsistencies. 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). Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. 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. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). When used in While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. aggieland safari tickets, new restaurant in brownwood the villages, fl, maumahara noa ahau cover, In defining lifestyle, Ansbacher draws no distinction between cognitive processes -- thinking feeling! Appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle ( 1963,... 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