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278 Communication Theory & Research
TABLE 20.3 OVERVIEW OF THE PERFORMANCE OF DIFFERENT LIFESTYLE AND
DEMOGRAPHIC SEGMENTATION SYSTEMS IN DIFFERENT MARKETS
Product Life Aesthetic Overall Global Social Stage
category Values visions styles V–L–A (V–L–A–M) Sex Age group of life

Television
NS – 5 3 – 1 5 2 8 4
< .05 – – 1 2 – 2 4 5 3
< .01 16 11 12 14 15 9 10 3 9
N = 16 16 16 16 16 16 16 16 16 16
Films
NS 1 2 1 – – 2 5 11 4
< .05 – 1 1 1 1 – – 1 3
< .01 11 9 10 11 11 10 7 – 5
N = 12 12 12 12 12 12 12 12 12 12
Magazines
NS – 1 1 1 – 1 6 9 6
< .05 2 – 1 – 1 1 3 3 3
< .01 12 13 12 13 13 12 5 2 5
N = 14 14 14 14 14 14 14 14 14 14
Cars
NS – – – – – 4 1 13 2
< .05 – 1 – – – 3 3 1 1
< .01 14 13 14 14 14 7 10 – 11
N = 14 14 14 14 14 14 14 14 14 14
Tourism
NS – 1 1 – – 4 2 11 3
< .05 1 2 – – – 4 2 2 –
< .01 13 11 13 14 14 6 10 1 11
N = 14 14 14 14 14 14 14 14 14 14
Political
parties
NS – – 1 – – 5 3 12 6
< .05 1 – – – – – – – –
< .01 14 15 14 15 15 10 12 3 9
N = 15 15 15 15 15 15 15 15 15 15
Total
NS 1 9 7 1 1 21 19 64 25
< .05 4 4 3 3 2 10 12 12 10
< .01 80 72 75 81 82 54 54 9 50
N = 85 85 85 85 85 85 85 85 85 85
NS: not significant.

substantially. This suggests the fruitfulness and even necessity of including a
section on media preferences in developing a lifestyle questionnaire. Moreover,
this section can yield very useful data for the media planning decisions the com-
munication manager has to make.
Third, notice the difference between the selected media markets and non-
media markets. In the three non-media markets, the five different lifestyle
typologies all clearly outperform the classic demographic segmentation based