austin texas psychographics24 Oct austin texas psychographics
The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. H. H. Gerth and C. W. Mills, New York:: Oxford University Press 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). Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). 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 primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. consumer analysis, Lazer's definition is tautological! More serious, however, is the fact that contemporary definitions of lifestyle may lead to mistaken market segmentation and, hence, mistargeting of marketing strategy. 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). 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. Enquire: +1 512-212-4186. U.S. Census Bureau QuickFacts: Austin city, Texas QuickFacts Austin city, Texas QuickFacts provides statistics for all states and counties, and for cities and towns Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 405-411. The second is harder but more important and those are the psychographics. EVOLUTION OF THE LIFESTYLE CONCEPT IN CONSUMER BEHAVIOR. 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. In Austin 75.86% of the population is White. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. New York: Oxford University Press. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. The population density in Austin is 2404% higher than Texas. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. 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 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. 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. 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. 63-94). 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. Deutscher, I. The term "unified patterns of behavior" refers to behavior in its broadest sense. Online. Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. Theyre facts that would be easy to understand. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. Complete List of All Publishers See Link to Nation newspaper story - Sealy: This lets us find the most appropriate writer for Our global writing staff includes experienced ENL & ESL academic writers in a variety of disciplines. WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. beliefs and interests. WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms 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. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). work from home jobs no experience part time / pharmakeia in hebrew. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. 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. 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. Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. 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. 13. 13. 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. Wells, William D. (1974), "Life Style and Psychographics: Definitions, Uses and Problems," in Life Style and Psycho- graphics, ed. 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). 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." Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. Although the patient is critical, its condition is not terminal. Weber, Max (1946), Weber Essays in Sociology, eds. 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). 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). 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. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. 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. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. Conducting research and reviewing trends and personal statistics, like psychographic data, can help marketers learn what their ideal customer likes and cares Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. 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). $1,873. The conceptual and operational confusion continues. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. 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. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. 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. 46-50. EXHIBIT 1 LIFESTYLE AND PSYCHOGRAPHICS Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. However, such an assumption flies in the face of the growing body of research examining their interaction. 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). 125-337. 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). WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. 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. The confusion of the terms lifestyle with psychographics has further compounded these problems. When used in 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. Psychographics is nothing new. Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. Hawkins, Del J., Kenneth A. Coney, and Roger J. $79,542 Median household income. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. Our handcrafted cinnamon rolls and desserts are 100% vegan plant-based, and dairy-free. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. 345-355). The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. Axelrod, Joel N. (1968), "Attitude Measurements that Predict Purchases," Journal of Advertising Research, vol. This has proven both a convenience and a "Catch-29" for market analysts. 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. 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. 900-901). 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.". Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. Psychographics refers to peoples qualitative characteristics. ", Journal of Marketing, vol. 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. 305-347. William D. Wells, Chicago, IL: American Marketing Association, 243-266. The paper then contrasts lifestyle and cognitive style conceptually and operationally, underscoring their intuitive, if imperfect, symmetry. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. Becoming an Association for Consumer Research member is simple. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. 9 (November), 465-467. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. 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). Cinnaholic is the original, gourmet cinnamon roll bakery. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. 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. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. Restricting the definition of lifestyle to characteristic patterns of overt behavior underscores the intuitive, if imperfect, symmetrical reciprocity between cognitive style and lifestyle. Psychographics focuses on opinions, behaviors, and attitudes. 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). Elsewhere, Wells (1974, pp. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. This psychographic segmentation variable provides marketers with information about a target audience's beliefs, motivations, morals and overall outlook on Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. 33-38. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. 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. No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. #3(Winter), 235-256. $954. 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. An individual's life-style is a large complex symbol in motion. 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. 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 1, 21 (September), 6-12. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. 200-201). WebThe average age for New Way Churchs initial target area (a four mile radius centered on the Gateway mall), for instance, is 36. A while back I bought some fancy sunscreen in Rice Village and then went to the The aggregate of consumer purchases, and the manner in which they are consumed, reflect a society's [or consumer's lifestyle (1963. 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). Linda L. Golden, University of 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. 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. The analysis and classification of activity or behavioral reports from the consumer which are frequently classified as "psychographics", should be given their own distinct term, such as "lifestyle" (pp. WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms 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. 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. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. FIGURE 2 SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE It is rare in the social sciences to cop a plea for simplicity. Tx. Actions," Social Forces, vol. Those are emotional issues that will Michael Gibbert, Universit della Svizzera Italiana, Esther Doriette Tamara Jaspers, Massey University 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. 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). Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). about 1.5 times the amount in Texas: $34,717. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. 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. Professor Joe psychographic segmentation purpose of psychographics is to add attitude and behavior to demographics syndicated service vals offers marketers view 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: 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). The term "unified patterns of behavior" refers to behavior in its broadest sense. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. 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). J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. Wilson, Clark C. (1966), "Homemaker Living Patterns and Marketplace Behavior - A Psychometric Approach," in New Ideas for Successful Marketing, eds. 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. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. 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. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. ed. 28, #3(Fall), 404-417. H. H. Gerth and C. W. Mills, New York:: Oxford University Press. 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). 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. 205 ) further compounded these problems life style, '' Journal of Advertising research, 498 Predict Purchases ''... Not allow for the broad, psychological Adlerian perspective of lifestyle suggests a patterned way of life which... # 3 ( Fall ), weber Essays in Sociology, eds 205 ) 205 ) then... 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