| Description |
xiii, 415 pages : illustrations ; 24 cm |
| Series |
Advertising and consumer psychology |
|
Advertising and consumer psychology.
|
| Contents |
Pt. I. Theoretical and Conceptual Perspectives. 1. A Strategic Framework for Developing and Assessing Political, Social Issue, and Corporate Image Advertising / Thomas J. Reynolds, Steven J. Westberg and Jerry C. Olson. 2. Where Perception Meets Reality: The Social Construction of Lifestyles / Basil G. Englis and Michael R. Solomon. 3. The Value of Understanding the Influence of Lifestyle Trait Motivations on Consumption Beliefs / John P. Murry, Jr., John L. Lastovicka and Jon R. Austin. 4. Advertising, Values, and the Consumption Community / David Prensky and Christine Wright-Isak. 5. Value and Values: What Is the Relevance for Advertisers? / Geraldine Fennell. 6. Maslow's Hierarchy and Social Adaptation as Alternative Accounts of Value Structures / Lynn R. Kahle, Pamela M. Homer and Robert M. O'Brien [et al.] -- Pt. II. Methodological Approaches. 7. Issues Involving the Relationship Between Personal Values and Consumer Behavior: Theory, Methodology, and Application / L. J. Shrum and John A. McCarty. 8. "Seeing With the Mind's Eye": On the Use of Pictorial Stimuli in Values and Lifestyle Research / Suzanne C. Grunert-Beckmann and Soren Askegaard. 9. Developing Useful and Accurate Customer Profiles / Brian Wansink. 10. A Causal Analysis of Means-End Hierarchies: Implications in Advertising Strategies / Pierre Valette-Florence. 11. The Use of Psychographics by Advertising Agencies: An Issue of Value and Knowledge / Stephen J. Gould. 12. Using Attitudinal Segmentation to Target the Consumer / Irma J. O'Connor -- Pt. III. Social Trends. 13. Gender Role Changes in the United States / Patricia Cafferata, Martin I. Horn and William D. Wells. 14. The New Materialists / Larry Chiagouris and Leeann E. Mitchell. 15. Change Leaders and New Media / Bruce MacEvoy. 16. The Benevolent Society: Value and Lifestyle Changes Among Middle-Aged Baby Boomers / Thomas E. Muller. 17. The Adult Longitudinal Panel: A Research Program to Study the Aging Process and Its Effect on Consumers Across the Life Span / Lawrence R. Lepisto -- Pt. IV. International Applications. 18. Food-Related Lifestyle: Development of a Cross-Culturally Valid Instrument for Market Surveillance / Klaus G. Grunert, Karen Brunso and Soren Bisp. 19. The Edge of Dream: Managing Brand Equity in the European Luxury Market / Daniel Weber and Bernard Dubois. 20. Transferability of the Concept of Environmental Awareness Within the EUROSTYLES System Into Tourism Marketing / Andreas H. Zins. 21. Cross-Cultural Values Research: Implications for International Advertising / Gregory M. Rose |
| Summary |
How can we improve our ability to make plans for tomorrow? The first important step is to understand the trends of today and how current dynamics are changing the way we live, work, and consume products and ideas. This book presents a variety of approaches that, taken together, provide significant insights about tomorrow's challenges and opportunities. The contributors, working in both applied and academic contexts, address theory and method in advertising research, and how research on values, lifestyles, and psychographics has been used to understand differences among consumers (both across time - trend research - and across national boundaries). Collectively, these chapters illustrate how thoughtful consideration of values, lifestyles, and psychographics in quality research can improve advertising and marketing practice and help the business community deliver products and services that are more in line with consumers' needs |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Advertising -- Evaluation.
|
|
Psychographics.
|
| Genre/Form |
Conference papers and proceedings.
|
| Author |
Chiagouris, Larry.
|
|
Kahle, Lynn R.
|
| LC no. |
96050053 |
| ISBN |
0805814965 (cl : alk. paper) |
|
