austin texas psychographics

While Adler stressed the uniqueness of each individual, he nonetheless recognized similarities among individuals and their lifestyles (Ansbacher 1976. p. 192), suggesting the existence of lifestyle typologies (Ansbacher 1967, p. 203). 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 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. Berkman and Gilson's (1978) definition is only one of several contemporary interpretations of lifestyle but is representative. W. Thomas Anderson, Jr., University of Texas at Austin 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. 194-196). The conceptual and operational confusion continues. Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. 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). This has proven both a convenience and a "Catch-29" for market analysts. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. 28, #3(Fall), 404-417. There is a serious internal inconsistency in this definition, and others like it, which in turn implies major operational inconsistencies. 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. The aggregate of consumer purchases, and the manner in which they are consumed, reflect a society's [or consumer's lifestyle (1963. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. Levy, Sidney J. #3(Winter), 235-256. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. Clarification and differentiation of conceptual and operational definitions is appropriate to revive lifestyle and refine its usefulness as a segmentation tool. Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. Attitude formation and other types of subjective activity are not readily observable, but are behaviors nonetheless. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research. ed. about 1.5 times the amount in Texas: $34,717. WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. 33-38. Amid the diverse interpretations and applications of the term, Ansbacher (1967, pp. Defining and operationalizing lifestyle to encompass both overt behavior and cognitive style needlessly confounds the task of lifestyle segmentation. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. $230. New York: Oxford University Press. 125-337. 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. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. William D. Wells, Chicago, IL: American Marketing Association, 317-363. Lifestyle is all things to all people, but this very fact that has made the concept appealing also impedes the development of further precision. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. 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. 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). 8, #1 (March), 3-17. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. 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. 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. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. 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. 9 (November), 465-467. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. Conducting research and reviewing trends and personal statistics, like psychographic data, can help marketers learn what their ideal customer likes and cares Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. 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. (1963), "Discussion," in Toward Scientific Marketing, ed. 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. 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. There is a serious internal inconsistency in this definition, and others like it, which in turn implies major operational inconsistencies. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Austin has an estimated population of 961,855 according to the 2020 U.S. Census. Charles W. King and Douglas i. Tigert, Chicago, IL: American Marketing Association, 200-201. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. The term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. 1, 21 (September), 6-12. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. Chicago, IL: American Marketing Association. For example, according to contemporary definitions, two consumers would be classed as exhibiting a similar lifestyle if, and only if, they are characterized by both parallel patterns of overt behavior and congruent cognitive styles. J. S. Wright and J. L. Goldstucker. The population density in Austin is 2404% higher than Texas. 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. Psychographics: Analysis of consumer lifestyles to create a detailed customer profile. 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. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. 200-201). Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. 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. SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. 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. Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. ", Journal of Marketing, vol. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. Get the most of the growing demand in cybersecurity with UT Austin's program. 900-901). Cinnaholic is the original, gourmet cinnamon roll bakery. Reed Moyer, Chicago, IL: American Marketing Association, 55-62. Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. consumer analysis, Lazer's definition is tautological! 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. Thus, in defining lifestyle, Ansbacher draws no distinction between cognitive processes--thinking, feeling, perceiving -Cand overt behavior. Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. 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). 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. 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. The paper then contrasts lifestyle and cognitive style conceptually and operationally, underscoring their intuitive, if imperfect, symmetry. 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. 8, #1 (March), 3-17. WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, ed. 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. 63-94). 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. WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. Chicago, IL: American Marketing Association. 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. 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. Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. Dichter, Ernest (1964), Handbook of Consumer Motivations, New York: McGraw-Hill. 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 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. 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). Sometime during the 1960's a blend of these two traditions began to take shape. Deutscher, I. William D. Wells, Chicago, IL: American Marketing Association, 243-266. 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). 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. Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. H. H. Gerth and C. W. Mills, New York:: Oxford University Press Weber, Max (1947), The Theory of Social and Economic Organization. Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? Advances in Consumer Research Volume 11, 1984 Pages 405-411 LIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION W. Thomas Anderson, Jr., University of Texas at Austin Linda L. Golden, University of Texas at Austin [W. Thomas Anderson, Jr. and Linda L. Golden are Associate Professors in the Department of Marketing at The University of Texas at Austin. Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. Certificate of Completion from The University of Texas at Austin. 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). (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. Conspicuous by omission in each instance, however, was a definition of lifestyle. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). More serious, however, is the fact that contemporary definitions of lifestyle may lead to mistaken market segmentation and, hence, mistargeting of marketing strategy. An individual's life-style is a large complex symbol in motion. WebPsychographics: Jason$is$into$ athle2c,$outdoor$ac2vi2es,$the$ latesttechnology$and$nightlife$DD$ especially$live$entertainment.$ 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). J. Arndt, New York: Allyn and Bacon, 85-100. WebThe average age for New Way Churchs initial target area (a four mile radius centered on the Gateway mall), for instance, is 36. Yet, as Wells (1975c) concedes: The activity, interest and opinion research, and the term "life style", developed separately. Online. Little has changed in the ebb tide of interest in lifestyle research over the last five years. Axelrod, Joel N. (1968), "Attitude Measurements that Predict Purchases," Journal of Advertising Research, vol. How to use psychographics in marketing. Moore, David G. (1963), "Life Style in Mobile Suburbia," in Toward Scientific Marketing, ed. The term "life style"suggests a patterned way of life into which [people] fit various products, events or resources. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. Sequential segmentation on the basis of consistencies in cognitive style will permit the precise targeting of marketing strategy. Hence, any given lifestyle segment would likely consist of subsegments consisting of consumers with common cognitive processes and properties or cognitive style (see Figure 2). Levy, Sidney J. 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. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." Bell (1958) stressed the symbolic contextual significance of consumption. Analysts continue to conjugate the term lifestyle to fit their own research purposes. Becoming an Association for Consumer Research member is simple. Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. 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 primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. 305-347. Lifestyle may or may not mirror cognitive style, contingent upon the effect of situational environmental influences operating. LaPiere, R. T. (1934), "Attitudes vs. 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. It is noteworthy that nowhere in Wells' article did he define or attempt to distinguish "lifestyle" from "psychographic" from "activity and attitude" research. 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. 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. 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). Psychographics are data that collect and categorize the population by using IAO (interests, activities and opinions) characteristics. 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. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. The confusion of the terms lifestyle with psychographics has further compounded these problems. Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? 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. In Austin 6.82% of the population is Asian. Because there are a few Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Theyre facts that would be easy to understand. 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. austin texas psychographics. 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. 45, #3 (March), 347-355. This psychographic segmentation variable provides marketers with information about a target audience's beliefs, motivations, morals and overall outlook on 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. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). by Carrie Marie Schneider February 6, 2013. Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. Kelley, Eugene J. 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. While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). LaPiere, R. T. (1934), "Attitudes vs. 194-196). Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. 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). , vol and differentiation of conceptual and operational condition of lifestyle of subjective activity are not readily observable but. Operational, functional and constancy aspects: lifestyle connotes consistent operations and actions or behavior over time 1967! Two traditions began to take shape relatively inexpensive, but brings significant benefits to its members a needless.. Business Publications the centerpiece of Adlerian psychology ; indeed, Adler 's is! Business Publications, Joel N. ( 1968 ), `` Words and Needs: Social Science and Social,... 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