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| Author: | Vyncke, P. |
| Title: | Lifestyle segmentation: From attitudes, interests and opinions, to values, aesthetic styles, life visions and media preferences |
| Journal: | European Journal of Communication
2002 : DEC, VOL. 17:4, p. 445-463 |
| Index terms: | Market segmentation Communication Individual behaviour Life style Research |
| Language: | eng |
| Abstract: | In the field of marketing communication, the concept of 'lifestyle' has been used prominently and fruitfully. Lifestyles have been shown to influence both consumption patterns and the processing of different forms of marketing communication. Therefore, the lifestyle concept has become the core of a special kind of segmentation research called 'psychographics'. This article developes new approaches to constructing lifestyle typologies using the more general and stable concepts of values, aesthetic styles and life visions. |
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