"...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."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.
-- What's New
Audience
Academic and professional researchers in marketing and advertising,
and social psychologists.
Contents: 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, S. Askegaard, "Seeing With the Mind's
Eye:" On the Use of Pictorial Stimuli in Values 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
Lifespan.
Part IV: International Applications.K.G. Grunert,
K. Bruns/o, S. Bisp, Food-Related Life Style: Development of a Cross-Culturally
Valid Instrument for Market Surveilance.
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 to Tourism Marketing.
G.M. Rose, Cross-Cultural
Values Research: Implications for International Advertising. 0-8058-1496-5
[cloth] / 1997 / 424pp. / $79.95
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