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Outline on SIA
Variable 7: Lifestyles
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There are EIGHT Major SIA variables
1. Population characteristics
2. Community & institutional structure
3. Political & social resources
4. Individual & family factors
5. Community resources
6. Knowledge, Beliefs, Values, Norms, Attitudes, Opinions, Interests,
Ideologies
7. Lifestyles
8. Economics |
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A person's lifestyle is their pattern of living in the world as expressed
in their activities, interests, & opinions |
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In an SIA, when examining lifestyles, the assessment shall determine,
catalogue, & analyze the |
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- types of jobs available & how they vary by skills, incomes, season,
& business cycle |
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- % of unemployed in the local labor force |
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- family income & consumption patterns |
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- size, number, & characteristics of ethnic cultures & subcultures |
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- existing & incoming occupational subcultures |
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- recreation preferences, use patterns, & amenity options |
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- degree of privacy, isolation |
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- relationship of lifestyle to infrastructure; i.e., physical &
social resources & the industries & lifestyles that support them;
e.g., forest resources & mill workers, loggers, recreationists, retirees,
etc. |
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- age & maturity of lifestyle grps |
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The Table on the Activities Framework
demonstrates that lifestyles can be measured along nine indicators of activities,
attitudes, interests, & opinions |
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The Table on the Lifestyle Groups
demonstrates that the nine indicators of activities, attitudes, interests,
& opinions can be classified into nine distinct lifestyle groups |
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Table
on Activities & the Attitudes, Opinions, Interests, &
Framework
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| Activities |
Interests |
Opinions |
Demographics |
Work
Hobbies
Social Events
Vacation
Entertainment
Club Membership
Community
Shopping
Sports |
Family
Home
Job
Community
Recreation
Fashion
Food
Media
Achievements |
Themselves
Social Issues
Politics
Business
Economics
Education
Products
Future
Culture |
Age
Education
Income
Occupation
Family Size
Dwelling
Geography
City Size
Stage in Life Cycle |
| SOURCE: Joseph T. Plummer, "The Concept and Application
of Life-Style Segmentation," Journal of Marketing, January 1974, p. 34 |
Internal
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Table on the Values
Framework & Lifestyles
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Survivors (4%) Survivors are disadvantaged people
who tend to be "despairing, depressed, withdrawn." |
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Sustainers (7%) Sustainers are disadvantaged people
who are valiantly struggling to get out of poverty. |
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Belongers (33%) Belongers are people who are conventional,
conservative, nostalgic, and unexperimental, who would rather fit in than
stand out. |
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Emulators (10%) Emulators are ambitious , upwardly
mobile, and status conscious; they want to :make it big." |
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Achievers (23%) Achievers are the nation's leaders
who make things happen, work within the system, and enjoy the good life. |
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"I-am-me" (5%) " I-am-me" people who are typically young,
self-engrossed, and given to whim. |
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Experientials (7%) Experientials are people who
pursue a rich inner life and want to directly experience what life has
to offer. |
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Societally conscious (9%) Societally conscious people
have a great sense of social responsibility and want to improve conditions
in society. |
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Integrateds (2%) Integrateds are people who have
fully matured psychologically and combine the best elements of inner directedness
and outer directedness. |
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SOURCE : For further discussion of AIO, see William D. Wells, "Psychographics:
A Critical Review," Journal of Marketing Research, May 1975, pp. 196-213;
and Peter W. Bernstein , "Psychographics Is Still and Issue on Madison
Avenue," Fortune, January 16, 1978, pp. 78-84. For further discussion
on VALS, see Arnold Mitchell, The Nine American Life Styles (New York:
Macmillan, 1983). |
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