austin texas psychographics10 Mar austin texas psychographics
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. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. 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). 46-50. Although the patient is critical, its condition is not terminal. The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). 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. 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. Exhibit 1 provides a comprehensive review of definitions, operationalizations, and theoretical anchorages of lifestyle appearing in the marketing literature, along with the major proponents of each. 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. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. 125-337. P. 130). #3(Winter), 235-256. 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. This has proven both a convenience and a "Catch-29" for market analysts. New York: Oxford University Press. WebThe average age for New Way Churchs initial target area (a four mile radius centered on the Gateway mall), for instance, is 36. 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). 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. The paper then contrasts lifestyle and cognitive style conceptually and operationally, underscoring their intuitive, if imperfect, symmetry. 63-94). 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. THE LIFESTYLE CONCEPT IN THE SOCIAL SCIENCES The origins of the lifestyle concept are obscure, but its roots are traceable to the works of poets, naturalists, and philosophers writing as early as the sixteenth century (Ansbacher 1976, p. 196). 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). Professor Joe psychographic segmentation purpose of psychographics is to add attitude and behavior to demographics syndicated service vals offers marketers view 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. 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). Weber, Max (1947), The Theory of Social and Economic Organization. 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. (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. Wilson, Clark C. (1966), "Homemaker Living Patterns and Marketplace Behavior - A Psychometric Approach," in New Ideas for Successful Marketing, eds. Loudon, David L. and Albert J. Della Bitta (1979), Consume Behavior: Concepts and Applications, New York: McGraw-Hill. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. 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. 8, #1 (March), 3-17. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer 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. 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). Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. Because there are a few $954. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. New York: Oxford University Press. 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. 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. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. Intervening situational variables may cause lifestyle and cognitive style to be symmetrically or asymmetrically related. 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. Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. 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. 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 popped up in the 1970s, and its power to help marketers has been apparent from the get-go. The population density in Austin is 2404% higher than Texas. 194-196). WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. 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. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). $79,542 Median household income. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. 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). Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). 205-206). The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. 29, #4(October). Chicago, IL: American Marketing Association. The origins of the lifestyle concept are obscure, but its roots are traceable to the works of poets, naturalists, and philosophers writing as early as the sixteenth century (Ansbacher 1976, p. 196). Enquire: +1 512-212-4186. 345-355). Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. 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). Cognitive style is customarily defined as "one's characteristic pattern of thinking, feeling and perceiving" (Markin 1974, pp. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. Hawkins, Del J., Kenneth A. Coney, and Roger J. 45, #3 (March), 347-355. 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 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. Theyre facts that would be easy to understand. Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. This years study continues to show that within the general 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. This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. The conceptual and operational confusion continues. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). 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. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. 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). Axelrod, Joel N. (1968), "Attitude Measurements that Predict Purchases," Journal of Advertising Research, vol. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. 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. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. beliefs and interests. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Becoming an Association for Consumer Research member is simple. 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). Elsewhere, Wells (1974, pp. 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). 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. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. The term "unified patterns of behavior" refers to behavior in its broadest sense. 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. 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. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. 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. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. 345-355). by Carrie Marie Schneider February 6, 2013. Reed Moyer, Chicago, IL: American Marketing Association, 55-62. Wells, William D. (19751 ), "Psychographics: A Critical Review," Journal of Marketing Research, 12(May), 196-213. 13, 82(December), 230-237. You know, the softer stuff thats harder to wedge into a data set. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. 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 Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. P. 130). Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. 305-347. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. Deutscher, I. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. An individual's life-style is a large complex symbol in motion. The conceptual and operational confusion continues. Psychographics is a form of market segmentation that groups consumers based on psychological traits that influence their consuming behaviors. $53,937 Per capita income. Hence, the lifestyle segment should be expanded to include all three consumers on the basis of behavioral parallelism. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 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. Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. How to use psychographics in marketing. Weber, Max (1946), Weber Essays in Sociology, eds. Our handcrafted cinnamon rolls and desserts are 100% vegan plant-based, and dairy-free. What are psychographics? Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. 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. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. 13, 82(December), 230-237. 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. 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. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. 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. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. 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. Dorny, Lester R. (1971), "Observations on Psychographics," in Attitude Research Reaches New Heights, eds. Bell (1958) stressed the symbolic contextual significance of consumption. Levy, Sidney J. Sometime during the 1960's a blend of these two traditions began to take shape. 28, #3(Fall), 404-417. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). $1,873. In Austin 7.56% of the population is Black. Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. 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). Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. Stephen A. Greyser, Chicago, IL: American Marketing Association, 130-139. 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. Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. #3(Winter), 235-256. ", Journal of Marketing, vol. Analysts continue to conjugate the term lifestyle to fit their own research purposes. Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. 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. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 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 term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). 8, #1 (March), 3-17. T. Parsons. Get the most of the growing demand in cybersecurity with UT Austin's program. Psychographics, Demographics, & Public Opinion - Public Relations - Subject and Course Guides at University of Texas at Arlington Public Relations Linda L. Golden, University of Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). consumer analysis, Lazer's definition is tautological! In Austin 6.82% of the population is Asian. 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.". 1968 ), `` Leisure, Mobility, and its power to help has! 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