Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. 5, pp. 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. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. 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). Psychographics: Analysis of consumer lifestyles to create a detailed customer profile. 28, #3(Fall), 404-417. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. Kelley, Eugene J. 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: Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. 78712 (512) 471-1128.] SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. 46-50. Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. Professor Joe psychographic segmentation purpose of psychographics is to add attitude and behavior to demographics syndicated service vals offers marketers view This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. 2023 Association for Consumer Research, The Journal of the Association for Consumer Research (JACR). Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. 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. This years study continues to show that within the general beliefs and interests. Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. Chicago, IL: American Marketing Association. Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. 78712 (512) 471-1128.]. 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. austin texas psychographics. In Austin 6.82% of the population is Asian. 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. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. Chicago, IL: American Marketing Association. 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. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. 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. W. Thomas Anderson, Jr., University of Texas at Austin. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. H. H. Gerth and C. W. Mills, New York:: Oxford University Press. 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% Actions," Social Forces, vol. Download Brochure. CONCLUSIONS AND IMPLICATIONS Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. 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. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. 29, #4(October). Yet, it would appear to be symptomatic of scientific pubescence, if not maturity, that the social sciences, and marketing in particular, periodically seek not only synthesis of findings, but also simplicity for the sake of conceptual and operational claritY. 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. $230. By defining lifestyle as overt behavior, lifestyle emerges as the characteristic behavioral consequence of the ongoing reconciliation of individual motivations and cognitive style with environmental constraints and opportunities, within the limits of enabling condition operating over time. 63-94). Psychographics focuses on opinions, behaviors, and attitudes. Wilson, Clark C. (1966), "Homemaker Living Patterns and Marketplace Behavior - A Psychometric Approach," in New Ideas for Successful Marketing, eds. Use of the lifestyle concept as an analytical construct dates from Thorstein Veblen's turn-of-the-century classic The Theory of the Leisure Class (1899) and from Max Weber's landmark studies of status (1946, 1947). The most significant demographic age group in this ", Journal of Marketing, vol. Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. FIGURE 2 SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE It is rare in the social sciences to cop a plea for simplicity. 125-337. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Apply Now. Yet, it would appear to be symptomatic of scientific pubescence, if not maturity, that the social sciences, and marketing in particular, periodically seek not only synthesis of findings, but also simplicity for the sake of conceptual and operational claritY. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. The population density in Austin is 2404% higher than Texas. LaPiere, R. T. (1934), "Attitudes vs. Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. Accordingly either psychographic or lifestyle research may focus upon individuals, groups, or society as the unit of analysis depending upon the researcher's purposes. Conspicuous by omission in each instance, however, was a definition of lifestyle. Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. LIFESTYLE AND MARKET SEGMENTATION The persistent conceptual and operational imprecision of the lifestyle construct has not only handicapped lifestyle research, but has undermined its usefulness as a segmentation variable. 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. 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 Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. 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. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. 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. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. WebThe average age for New Way Churchs initial target area (a four mile radius centered on the Gateway mall), for instance, is 36. Life-style is a systems concept. 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. 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. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. 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. 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). What are psychographics? 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). 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. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING 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. 13. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. Berkman, Harold W. and Christopher C. Gilson (1978), Consumer Behavior: Concepts and Strategies, Encino, CA:Dickenson Publishing Co. Bernay, Elayn K. (1971), "Life Style Analysis as a Basis for Media Selection," in Attitude Research Reaches New Heights, eds. $1,873. Little has changed in the ebb tide of interest in lifestyle research over the last five years. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. 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). William D. Wells, Chicago, IL: American Marketing Association, 317-363. 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. Although the patient is critical, its condition is not terminal. 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. 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. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. William D. Wells, Chicago, IL: American Marketing Association, 243-266. 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 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). It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. 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. 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. Life-style is a systems concept. In Austin 75.86% of the population is White. Live mentorship with experts. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Actions," Social Forces, vol. New York: Oxford University Press. 29, #4(October). 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. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. 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. Restricting the definition of lifestyle to characteristic patterns of overt behavior underscores the intuitive, if imperfect, symmetrical reciprocity between cognitive style and lifestyle. 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. Sometime during the 1960's a blend of these two traditions began to take shape. #3(Winter), 235-256. Our handcrafted cinnamon rolls and desserts are 100% vegan plant-based, and dairy-free. 33-38. 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. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. 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. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. You know, the softer stuff thats harder to wedge into a data set. Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. The aggregate of consumer purchases, and the manner in which they are consumed, reflect a society's [or consumer's lifestyle (1963. Elsewhere, Wells (1974, pp. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. 33-38. 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