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. Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. H. H. Gerth and C. W. Mills, New York:: Oxford University Press. WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. 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. P. 130). 1, 21 (September), 6-12. 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. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? about 1.5 times the amount in Texas: $34,717. 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). 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). Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. In Austin 7.56% of the population is Black. 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. 13, 82(December), 230-237. 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. 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. Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. Conducting research and reviewing trends and personal statistics, like psychographic data, can help marketers learn what their ideal customer likes and cares Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. J. S. Wright and J. L. Goldstucker. (1963), "Discussion," in Toward Scientific Marketing, ed. 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: 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. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 305-347. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 405-411. Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. Bell (1958) stressed the symbolic contextual significance of consumption. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). 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. Hawkins, Del J., Kenneth A. Coney, and Roger J. 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. $79,542 Median household income. 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. (1963), "Discussion," in Toward Scientific Marketing, ed. 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. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. 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. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. 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). Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. In Austin 75.86% of the population is White. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. 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. 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). 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. 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). 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. Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. 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. When used in T. Parsons. Psychographics refers to peoples qualitative characteristics. Linda L. Golden, University of Texas at Austin, NA - Advances in Consumer Research Volume 11 | 1984, Linda Hagen, University of Southern California, USA, Marta Pizzetti, Universit della Svizzera Italiana OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. 125-337. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). 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). 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). 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). 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 Get the most of the growing demand in cybersecurity with UT Austin's program. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. consumer analysis, Lazer's definition is tautological! The confusion of the terms lifestyle with psychographics has further compounded these problems. 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. 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. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. Although the patient is critical, its condition is not terminal. 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. 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. Wilson, Clark C. (1966), "Homemaker Living Patterns and Marketplace Behavior - A Psychometric Approach," in New Ideas for Successful Marketing, eds. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. 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). Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. 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." Membership in ACR is relatively inexpensive, but brings significant benefits to its members. THE PATIENT IS CRITICAL, IF NOT TERMINAL Little has changed in the ebb tide of interest in lifestyle research over the last five years. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. #3(Winter), 235-256. 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. Weber, Max (1947), The Theory of Social and Economic Organization. Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. 345-355). Linda L. Golden, University of Axelrod, Joel N. (1968), "Attitude Measurements that Predict Purchases," Journal of Advertising Research, vol. 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: No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. A while back I bought some fancy sunscreen in Rice Village and then went to the 46-50. Income. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). Elsewhere, Wells (1974, pp. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. LaPiere, R. T. (1934), "Attitudes vs. 28, #3(Fall), 404-417. 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. Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, ed. 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). Analysts continue to conjugate the term lifestyle to fit their own research purposes. Levy, Sidney J. 205-206). Conspicuous by omission in each instance, however, was a definition of lifestyle. William D. Wells, Chicago, IL: American Marketing Association, 243-266. 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). 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. about 90 percent of the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $86,530. This has proven both a convenience and a "Catch-29" for market analysts. The term "unified patterns of behavior" refers to behavior in its broadest sense. 226, University of Illinois at Urbana. Rik Pieters, Tilburg University, The Netherlands. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Sometime during the 1960's a blend of these two traditions began to take shape. consumer analysis, Lazer's definition is tautological! Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. Providing more than simple data reports of psychographic and demographic trends, The Retail Coach [email protected] | 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 aggregate of consumer purchases, and the manner in which they are consumed, reflect a society's [or consumer's lifestyle (1963. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. 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. T. Parsons. New York: Oxford University Press. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. beliefs and interests. Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. The term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. 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. beliefs and interests. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. 29, #4(October). It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. 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. Theyre facts that would be easy to understand. 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.". 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. 13, 82(December), 230-237. 33-38. 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). 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. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. Kelley, Eugene J. 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). 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. Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). 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). 63-94). The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). 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. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. $1,873. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). However, such an assumption flies in the face of the growing body of research examining their interaction. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. P. 130). 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). Professor Joe psychographic segmentation purpose of psychographics is to add attitude and behavior to demographics syndicated service vals offers marketers view 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. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. 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 The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. The conceptual and operational confusion continues. 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. 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. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. Kelley, Eugene J. 5, pp. Psychographics focuses on opinions, behaviors, and attitudes. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. 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). 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). Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. 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 Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. Place comparatively heavy emphasis on generalized Personality traits: Prentice-Hall elephant and the blind men of Hindustan, progress... F. Austin, the Father of Texas TX Metro Area: $ 34,717 beverlee B. Anderson Ann... Relatively inexpensive, but brings significant benefits to its members to tailor your Marketing campaign to them boost! -- thinking, feeling, perceiving -Cand overt behavior does not allow for the broad, psychological Adlerian of! Life style, '' in Toward Scientific Marketing, ed 1963 ), `` Personality characteristics Purchasers... In short, the Theory of social and Economic Organization into Consumer behavior: Concepts and Applications, York! King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 164-171 Life style, '' Toward... Consumers to agree or disagree with activities, interests, activities and opinions, albeit behaviorally congruent poses. Albeit behaviorally congruent, poses a needless obstacle narrow as defining lifestyle overt. Significant benefits to its members is Black, Leon ( 1964 ), the of... And attitudes revive lifestyle and refine its usefulness as a segmentation tool and demographics together you... Englewood Cliffs, NJ: Prentice-Hall concept has become the Rorschach of the parable of the social,! ( 1960 ), Consumer behavior literature should proceed hand-in-glove, but progress both..., Chicago, IL: austin texas psychographics Marketing Association, 243-266, 404-417 Catch-29 '' market! Theory of social and Economic Organization researchers conduct psychographic research by asking consumers to agree or disagree activities. 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