Chapter 10: Life Style: The Essence of Social Class

Chapter 10 of Life Style and Psychographics Myers and Gutman present a comparison between income and social class as these two variables relate to life style. They demonstrate what elements of life style are most related to the consumer’s standing in a social hierarchy, and what elements of life style are most related to the amount of money earned. The ultimate goal is to provide a first step toward implementing life style research within a firm.