Chapter 2: The Development and Application of Psychographic Life Style and Associated Activity and Attitude Measures

Chapter 2 of Life Style and Psychographics Hustad and Pessemier were commissioned by the marketing Science Institute to examine the field of psychographics and construct an overview of current applications and future potentials. Through numerous and thorough reviews of published articles and interviews with commercial research practitioners, they attempted to extract general themes and provide an overall assessment. The ultimate goal is to clarify the meaning of and importance of psychographic research.