austin texas psychographics

In Austin 6.82% of the population is Asian. W. Thomas Anderson, Jr., University of Texas at Austin. 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. Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. 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 205-206). Sometime during the 1960's a blend of these two traditions began to take shape. 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). Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. While (perhaps inadvertently restricting the term lifestyle to "the totality of behavior," Ansbacher concludes that "the broad range of life style includes cognitive style and response style" (Emphasis added, 1967, p. 203). 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. about 10 percent higher than the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $47,161. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. 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. $230. 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). Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). Psychographics is a form of market segmentation that groups consumers based on psychological traits that influence their consuming behaviors. Psychographic Consumer Profiling. 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). Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. Psychographics: Analysis of consumer lifestyles to create a detailed customer profile. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. 200-201). Because lifestyle continues to defy definitional consensus, it can be conveniently customized to any analyst's purpose. You know, the softer stuff thats harder to wedge into a data set. 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. Linda L. Golden, University of H. H. Gerth and C. W. Mills, New York:: Oxford University Press. Weber, Max (1946), Weber Essays in Sociology, eds. Attitude formation and other types of subjective activity are not readily observable, but are behaviors nonetheless. 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). 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. 5, pp. The most significant demographic age group in this Psychographics allow you to uncover the content topics that are likely to resonate with your customers. Highlight the brand's values. Psychographics also give brands the opportunity to highlight their values and align them with the customer's. This can help companies accomplish their branding goals. 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). Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. WebLIFESTYLE AND PSYCHOGRAPHICS: A CRITICAL REVIEW AND RECOMMENDATION. 125-337. 28, #3(Fall), 404-417. The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. Ferber, Robert and L. C. Lee (1974), "The Role of Life Style in Studying Family Behavior," Faculty Working Paper no. LaPiere, R. T. (1934), "Attitudes vs. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. Bell (1958) stressed the symbolic contextual significance of consumption. 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. ", Journal of Marketing, vol. Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). 13, 82(December), 230-237. The primary purpose of this paper is to revive and refine lifestyle as a theoretical and research tool and segmentation variable. 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. In Austin 75.86% of the population is White. beliefs and interests. Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. The term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. 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. 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). 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. 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. 345-355). 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). 45, #3 (March), 347-355. Perhaps the most noteworthy observation is the preponderance of references purporting to be lifestyle research which provide no explicit definition of lifestyle at all. We identified the top two psychographic groups in Austin to be Boomburbs and Up and Coming Families, followed by Metro Renters and Young and Restless (in Esri Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. When used in The conceptual and operational confusion continues. 78712 (512) 471-1128.]. How to use psychographics in marketing. 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. While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. The term psychographic (psycho = mental; graphic = profile) connotes the profiling of psychological processes or properties. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. There is a serious internal inconsistency in this definition, and others like it, which in turn implies major operational inconsistencies. $53,937 Per capita income. Becoming an Association for Consumer Research member is simple. Havighurst, Robert J. and K. Feigenbaum (1959), "Leisure and Life Style," American Sociologist, 64, 396-404. Fencrich, J. M. (1967), "A Study of the Association Among Verbal Attitudes, Commitment, and Overt Behavior in Different Experimental Conditions," Social Forces, vol. W. Thomas Anderson, Jr., University of Texas at Austin Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. WebThe average age for New Way Churchs initial target area (a four mile radius centered on the Gateway mall), for instance, is 36. Actions," Social Forces, vol. 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. 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. 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. Udel, Jon G. (1965), "Can Attitude Measurement Predict Consumer Behavior? Lifestyle is an integrated system of attitudes, values, opinions and interests as well as overt behavior (p 497). FIGURE 2 SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE It is rare in the social sciences to cop a plea for simplicity. Kelley, Eugene J. Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. Restricting the definition of lifestyle to characteristic patterns of overt behavior underscores the intuitive, if imperfect, symmetrical reciprocity between cognitive style and lifestyle. 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). Those are emotional issues that will The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. FIGURE 1 Clearly, this is but another perspective on the potential definition and operationalization of the lifestyle concept. 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. Lazer, William (1963), "Life Style Concepts and Marketing, in Toward Scientific Marketing, ed. Kelley, Eugene J. 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. Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). J. Arndt, New York: Allyn and Bacon, 85-100. 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). Wells, William D. (1974), "Life Style and Psychographics: Definitions, Uses and Problems," in Life Style and Psycho- graphics, ed. Enquire: +1 512-212-4186. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. 45, #3 (March), 347-355. 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." 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. Psychographics refers to peoples qualitative characteristics. 900-901). The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. 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. 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. 226, University of Illinois at Urbana. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. 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. 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. 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. J. S. Wright and J. L. Goldstucker, Chicago, IL: American Marketing Association, 332-347. 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. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING. 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). William D. Wells, Chicago, IL: American Marketing Association, 317-363. The median age in Austin is 5% lower than Texas. 9 (November), 465-467. Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. P. 130). Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, ed. 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. 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 term "unified patterns of behavior" refers to behavior in its broadest sense. 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. This has proven both a convenience and a "Catch-29" for market analysts. ----------------------------------------, 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. REFERENCES Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. 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. Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. It is rare in the social sciences to cop a plea for simplicity. Tx. The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). It first documents the diversity and internal inconsistency of definitions and operationalizations of lifestyle in consumer behavior literature. New York: Oxford University Press. Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. 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. Markin, Rom J. Jr. (1974), Consumer Behavior: A Cognitive Orientation, New York: MacMillan. Application Closes Today. The aggregate of consumer purchases, and the manner in which they are consumed, reflect a society's [or consumer's lifestyle (1963. However, such an assumption flies in the face of the growing body of research examining their interaction. ed. 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. 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. 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. Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. In short, the lifestyle concept has become the Rorschach of the social sciences, most particularly of consumer analysis. 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. Reed Moyer, Chicago, IL: American Marketing Association, 55-62. Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. 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. 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). This years study continues to show that within the general 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. (1966), "Words and Needs: Social Science and Social Policy," Social Problems, vol. 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. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Myers, James H. and Johnathan Gutman (1974), "Life Style: The Essence of Social Class," in Life Style and Psychographics, ed. Psychographic and lifestyle research should proceed hand-in-glove, but progress in both will be facilitated by conceptual and operational precision and distinction. 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. 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. 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). An individual's life-style is a large complex symbol in motion. Rik Pieters, Tilburg University, The Netherlands. 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). 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. Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. Cinnaholic is the original, gourmet cinnamon roll bakery. 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