It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. 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. While Dorny's conceptual distinction, too, has apparently fallen on deaf ears, it at least recognizes a potential, if imperfect, symmetry between what he refers to as "mental" processes or properties (the province of psychographic research) and overt activities or behavior (the domain of lifestyle research). Levy's definition prompted Kelley (1963) to postulate an important marketing implication of the lifestyle concept. The population density in Austin is 2404% higher than Texas. An individual's life-style is a large complex symbol in motion. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. CONCLUSIONS AND IMPLICATIONS Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. 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 Psychographics, Demographics, & Public Opinion - Public Relations - Subject and Course Guides at University of Texas at Arlington Public Relations 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. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. This has proven both a convenience and a "Catch-29" for market analysts. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. ed. Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 405-411. The term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. A while back I bought some fancy sunscreen in Rice Village and then went to the 205-206). 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. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. 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. Bell (1958) stressed the symbolic contextual significance of consumption. 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. Get the most of the growing demand in cybersecurity with UT Austin's program. 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. The paper then contrasts lifestyle and cognitive style conceptually and operationally, underscoring their intuitive, if imperfect, symmetry. 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). 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. 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." Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. 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). 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. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. Income. 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). Weber, Max (1947), The Theory of Social and Economic Organization. The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." Certificate of Completion from The University of Texas at Austin. 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). Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. by Carrie Marie Schneider February 6, 2013. 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). 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. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. 46-50. 29, #4(October). 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. 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. 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. about 10 percent higher than the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $47,161. 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). Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. J. S. Wright and J. L. Goldstucker. 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. 1, 21 (September), 6-12. Analysts continue to conjugate the term lifestyle to fit their own research purposes. 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. 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). 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. Although the patient is critical, its condition is not terminal. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 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. 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. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. 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. beliefs and interests. 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. 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). consumer analysis, Lazer's definition is tautological! Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. 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. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. 13. Conspicuous by omission in each instance, however, was a definition of lifestyle. 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. This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. ed. 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). The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 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. An individual's life-style is a large complex symbol in motion. Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. 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. Yes and no. SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. How to use psychographics in marketing. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. 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). 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). Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. J. Arndt, New York: Allyn and Bacon, 85-100. Conspicuous by omission in each instance, however, was a definition of lifestyle. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. 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. It is rare in the social sciences to cop a plea for simplicity. W. Thomas Anderson, Jr., University of Texas at Austin. 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). 900-901). 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). 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). 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. 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. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING. 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. More serious, however, is the fact that contemporary definitions of lifestyle may lead to mistaken market segmentation and, hence, mistargeting of marketing strategy. 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. Wells, William D. (1974), "Life Style and Psychographics: Definitions, Uses and Problems," in Life Style and Psycho- graphics, ed. Psychographics is nothing new. 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: Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. 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. WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. 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). 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. 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. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. 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. 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. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. When used in (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. Writing at the same time, Levy (1963) proposed a contrasting concept of lifestyle, one reminiscent of Adler's conviction that a fictionalized goal or theme pervades one's life providing structure to both self-concept and behavior. WebPsychographics: Jason$is$into$ athle2c,$outdoor$ac2vi2es,$the$ latesttechnology$and$nightlife$DD$ especially$live$entertainment.$ LaPiere, R. T. (1934), "Attitudes vs. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. Elsewhere, Wells (1974, pp. Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. 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. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. FIGURE 2 SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE It is rare in the social sciences to cop a plea for simplicity. Contemporary interpretations in the marketing literature generally define lifestyle to encompass both characteristic patterns of overt behavior and cognitive processes and properties (cognitive style), including such dimensions of personality as values, attitudes, opinions. The paper then contrasts lifestyle and cognitive style conceptually and operationally, underscoring their intuitive, if imperfect, symmetry. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. 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. 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% 28, #3(Fall), 404-417. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. Dichter, Ernest (1964), Handbook of Consumer Motivations, 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 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. 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. 13, 82(December), 230-237. 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. 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. In an unfashionable depiction of the ostentatious style of life (or "scheme of life," in Veblen's words) of the American noveau riche of the latter half of the nineteenth century, Veblen established a fashion of thinking about social, economic, and consumer behavior that has persisted (Mills 1953). The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. 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. 200-201). Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." $79,542 Median household income. Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, ed. WebThe average age for New Way Churchs initial target area (a four mile radius centered on the Gateway mall), for instance, is 36. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. 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