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Values, Lifestyles, and Psychographics (Hardcover)
Loot Price: R4,174
Discovery Miles 41 740
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Values, Lifestyles, and Psychographics (Hardcover)
Expected to ship within 12 - 17 working days
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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.
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