austin texas psychographics

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. Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. In Austin 7.56% of the population is Black. 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. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. 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. Kelley, Eugene J. 125-337. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. 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. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. 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 THE LIFESTYLE CONCEPT IN THE SOCIAL SCIENCES. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. 8, #1 (March), 3-17. 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. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. 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. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 405-411. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. 226, University of Illinois at Urbana. Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. 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). It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). 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. 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). Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. 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). Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. 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. 8, #1 (March), 3-17. For example, according to contemporary definitions, two consumers would be classed as exhibiting a similar lifestyle if, and only if, they are characterized by both parallel patterns of overt behavior and congruent cognitive styles. Life-style is a systems concept. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. 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. Wilson, Clark C. (1966), "Homemaker Living Patterns and Marketplace Behavior - A Psychometric Approach," in New Ideas for Successful Marketing, eds. Psychographics, Demographics, & Public Opinion - Public Relations - Subject and Course Guides at University of Texas at Arlington Public Relations 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). Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. 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. 78712 (512) 471-1128.]. The paper then contrasts lifestyle and cognitive style conceptually and operationally, underscoring their intuitive, if imperfect, symmetry. 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). 900-901). Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. 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. 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. 33-38. J. Arndt, New York: Allyn and Bacon, 85-100. Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. Restricting the definition of lifestyle to characteristic patterns of overt behavior underscores the intuitive, if imperfect, symmetrical reciprocity between cognitive style and lifestyle. Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. #3(Winter), 235-256. Sometime during the 1960's a blend of these two traditions began to take shape. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. 46-50. 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). Elsewhere, Wells (1974, pp. 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). Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. 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). 13. A while back I bought some fancy sunscreen in Rice Village and then went to the 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 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. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. 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. $79,542 Median household income. Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. Chicago, IL: American Marketing Association. For example, according to contemporary definitions, two consumers would be classed as exhibiting a similar lifestyle if, and only if, they are characterized by both parallel patterns of overt behavior and congruent cognitive styles. WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. Because there are a few Kelley, Eugene J. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. Psychographics is nothing new. Rainwater, Lee, Richard P. Coleman, and Gerald Handel ( 1959 ),.... Public Opinion Quarterly, vol, values, opinions and interests as well as overt behavior ( p )... 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