Page 296 - Communication Theory and Research

McQuail(EJC)-3281-20.qxd 8/16/2005 12:02 PM Page 281

Lifestyle Segmentation 281

Indeed, we do recognize that the project of developing value inventories, life
visions and aesthetic style preferences remains a subjective enterprise. Therefore,
it would be interesting to see what other researchers, following a similar approach,
would come up with. Equally interesting would be research exploring other
markets than the ones under scrutiny here.
Nevertheless, some authors claim that the use of psychographics or lifestyle
research remains even today one of the least understood but potentially most
powerful approaches in market and communication research (see, for example,
Gunter and Furnham, 1992: 30; Heath, 1995; Wolburg and Pokrywczynski, 2001).
We hope that this article may contribute to a better understanding and a
renewed interest in these little researched lifestyle dimensions.

References

Biel, A.L. (1992) ‘How Brand Image Drives Brand Equity’, Journal of Advertising Research
November/December: 6–12.
Chaney, D. (1996) Lifestyles. London: Routledge.
Chiagouris, L.G. (1991) ‘The Personal Dynamics of the Decision Maker’, PhD dissertation, The
City University of New York, Baruch Graduate School of Business.
Clawson, D.J. and D.E. Vinson (1978) ‘Human Values: An Historical and Interdisciplinary
Analysis’, pp. 396–402 in H.K. Hunt (ed.), Advances in Consumer Research. Vol. 5. Ann Arbor,
MI: Association for Consumer Research.
Cosmas, S.C. (1982) ‘Life Styles and Consumption Patterns’, Journal of Consumer Research 8: 453–5.
Demby, E. (1974) ‘Psychographics and from Where it Came’, pp. 9–30 in W.D. Wells (ed.), Life
Style and Psychographics. Chicago, IL: American Marketing Association.
Ewing, M.T., T.M. Pinto and G.N. Soutar (2001) ‘Agency–Client Chemistry: Demographic and
Psychographic Influences’, International Journal of Advertising 20: 169–87.
Feathertone, M. (1991) Consumer Culture and Postmodernism. London: Sage.
Fournier, S., D. Antes and G. Beaumier (1992), ‘Nine Consumption Lifestyles’, Advances in
Consumer Research 19: 329–37.
Frank, R.E., W.F. Massy and Y. Wind (1972) Market Segmentation. Englewood Cliffs, NJ: Prentice-Hall.
Grunert-Beckmann, S.C. and S. Askegaard (1997) ‘Seeing With the Mind’s Eye: On the Use of
Pictorial Stimuli in Values and Lifestyle Research’, pp. 161–81 in L.R. Kahle and L. Chiagouris
(eds), Values, Lifestyles, and Psychographics. Mahwah, NJ: Lawrence Erlbaum.
Gunter, B. and A. Furnham (1992) Consumer Profiles: An Introduction to Psychographics. London:
Routledge.
Hawkins, D.I., R.J. Best and K.A. Coney (1995) Consumer Behavior: Implications for Marketing
Strategy. Chicago, IL: Irwin.
Heath, R.P. (1995) ‘Psychographics: Qu’est-ce que c’est?’, American Demographics 11.
Hornik, J. (1989) ‘A Temporal and Lifestyle Typology to Model Consumers’ Smoking Behavior’,
Advances in Consumer Research 16: 44–50.
Jones, A., J. Sensenig and R. Ashmore (1978) ‘Systems of Values and their Multidimensional
Representations’, Multivariate Behavioural Research 13: 255–70.
Kahle, L.R. (ed.) (1983) Social Values and Social Change: Adaptation to Life in America. New York:
Praeger.
Kahle, L.R. and L. Chiagouris (eds) (1997) Values, Lifestyles, and Psychographics. Mahwah, NJ:
Lawrence Erlbaum.
Kahle, L.R., R. Liu and H. Watkins (1992) ‘Psychographic Variation across United States
Geographic Regions’, Advances in Consumer Research 19: 346–52.
Kaynak, E. and A. Kara (2001) ‘An Examination of the Relationship among Consumer
Lifestyles, Ethnocentrism, Knowledge Structures, Attitudes and Behavioural Tendencies:
A Comparative Study in Two CIS States’, International Journal of Advertising 20(4): 457–82.