Values, Lifestyles, and Psychographics
Edited by Lynn R. Kahle, Larry Chiagouris
Psychology Press – 1997 – 432 pages
This book showcases papers presented at the annual Advertising and Consumer Psychology Conference. The contributors -- active scholars with both practitioner and academic backgrounds -- share an interest in the general area of psychographics, values, and lifestyle in advertising.
The interdisciplinary and international mix of authors bring a diverse perspective to this volume, which is divided into four nonorthogonal sections. The first section deals with theoretical and conceptual issues in advertising research, while the second section presents chapters devoted to improving methodology. The final two sections illustrate how value, lifestyle, and psychographic research have been used to understand differences among people. The first of these final two sections emphasizes differences among people at different times (commonly called trend research), and the second emphasizes differences among people across national boundaries.
Collectively, these chapters illustrate how practical state-of-the-art research in values, lifestyles, and psychographics can be. Thoughtful consideration of values, lifestyles, and psychographics as they are manifested in quality research can improve advertising and marketing practice, and can help the business community deliver products and services that are more in line with consumers' needs.
"…the contributors are indeed some 'of the most important scholars in the world'…the book has an introspective, scholarly and theoretical nature….Many new studies and techniques are announced and explained….This made me very aware of the background work that goes on to devise the methodologies and tools that we probably take for granted."
Contents: Preface. Part I: Theoretical and Conceptual Perspectives. T.J. Reynolds, S.J. Westberg, J.C. Olson, A Strategic Framework for Developing and Assessing Political, Social Issue, and Corporate Image Advertising. B.G. Englis, M.R. Solomon, Where Perception Meets Reality: The Social Constructions of Lifestyles. J.P. Murry, Jr., J.L. Lastovicka, J.R. Austin, The Value of Understanding Trait Motivations on Consumption Beliefs. D. Prensky, C. Wright-Isak, Advertising, Values, and the Consumption Community. G. Fennell, Value and Values: What Is the Relevance for Advertisers? L.R. Kahle, P.M. Homer, R.M. O'Brien, D.M. Boush, Maslow's Hierarchy and Social Adaption as Alternative Accounts of Value Structures. Part II: Methodological Approaches. L.J. Shrum, J.A. McCarty, Issues Involving the Relationship Between Personal Values and Consumer Behavior: Theory, Methodology, and Application. S.C. Grunert-Beckmann, S. Askegaard, "Seeing With the Mind's Eye": On the Use of Pictorial Stimuli in Values and Lifestyle Research. B. Wansink, Developing Useful and Accurate Customer Profiles. P. Valette-Florence, A Causal Analysis of Means-End Hierarchies: Implications in Advertising Strategies. S.J. Gould, The Use of Psychographics by Advertising Agencies: An Issue of Value and Knowledge. I.J. O'Connor, Using Attitudinal Segmentation to Target the Consumer. Part III: Social Trends. P. Cafferata, M.I. Horn, W.D. Wells, Gender Role Changes in the United States. L. Chiagouris, L.E. Mitchell, The New Materialists. B. MacEvoy, Change Leaders and the New Media. T.E. Muller, The Benevolent Society: Value and Lifestyle Changes Among Middle-Aged Baby Boomers. L.R. Lepisto, The Adult Longitudinal Panel: A Research Program to Study the Aging Process and Its Effect on Consumers Across the Life Span. Part IV: International Applications. K.G. Grunert, K. Brunsø, S. Bisp, Food-Related Lifestyle: Development of a Cross-Culturally Valid Instrument for Market Surveillance. D. Weber, B. Dubois, The Edge of Dream: Managing Brand Equity in the European Luxury Market. A.H. Zins, Transferability of the Concept of Environmental Awareness Within the EUROSTYLES System Into Tourism Marketing. G.M. Rose, Cross-Cultural Values Research: Implications for International Advertising.