Consumer Lifestyles: A Social Stratification Perspective  

Oleh:

Lawson, Rob ; Todd, Sarah

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 2 no. 3 (Sep. 2002), page 295–307.
Topik: consumer lifestyles; psychographics; segmentation; social stratification
Fulltext: 295MT23.pdf (106.21KB)

Isi artikel

Although a link between lifestyles and social class has long been acknowledged, marketers have more closely identified lifestyles with psychographics and therefore with psychological segmentation. We propose that the origins of lifestyle are more correctly reflected in Weber’s approach to status and that it can be viewed more appropriately as the most relevant form of social stratification for a contemporary society. Evidence from an ongoing national study of consumer lifestyles is used to demonstrate how consumer lifestyle segmentation can be used to reflect structural inequalities within society. The ability of lifestyle measurements to evolve and adapt is illustrated. In this sense, lifestyle segmentation is found to be related to, but different from, class and the term psychographics is arguably redundant.

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