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Lifestyle Segmentation 271

currently equated with lifestyle research (see, for example, Hawkins et al., 1995:
328; Kahle and Chiagouris, 1997: x).
In general, lifestyle research is based on extensive surveys using appropriate
quantitative methods. Again, we can distinguish different waves of research.

The AIO approach

At first, lifestyles were researched using large sets of AIO items. AIO refers to
measures of activities, interests and opinions. Thus, authors such as Peter and
Olson (1994: 463) define ‘lifestyle’ as ‘the manner in which people conduct their
lives, including activities, interests, and opinions’. Activities are manifest actions
(work, hobbies, social events, vacation, entertainment, clubs, community, shop-
ping, sports, etc.). Interest in some objects, events or topics (family, home, job,
community, recreation, fashion, food, media, achievements, etc.) is the degree
of excitement that accompanies both special and continuing attention to it.
Finally, opinions are descriptive beliefs (of oneself, social issues, politics, business,
economics, education, products, future, culture, etc.) (Plummer, 1974). For some
examples of typical AIO statements, see, for example, Ewing et al. (2001) and
Kaynak and Kara (2001). Three typical statements could be:

• I often listen to popular music (activity);
• I am very interested in the latest fashion trends (interest);
• A woman’s place is in the home (opinion).

Often very large batteries of AIO items were used. For example, Wells and Tigert
(1971) formulated 300 AIO items, while Cosmas (1982) used a questionnaire con-
taining 250 AIO items.

The value systems approach

In a second wave of research, the value concept came to replace this very exten-
sive and burdensome AIO approach. Values are commonly defined as desirable,
trans-situational goals, varying in importance, that serve as guiding principles in
people’s lives.
The most important instrument for measuring values is the Rokeach Value
Survey (Rokeach, 1973). His inventory comprises 18 values:

• A comfortable life;
• An exciting life;
• A sense of accomplishment;
• A world at peace;
• A world of beauty;
• Equality;