Description - Values, Lifestyles and Psychographics by Lynn R. Kahle
A collection that features 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 trends research), and the second emphasizes differences among people across national boundaries.
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