Fred D. Reynolds was Professor of Marketing at the University of Georgia in Athen, Georgia in the 1970s and 1980s. He specialized in quality and lifestyle research. Professor Reynolds co-authored and co-edited many works in the field of marketing, such as the proceeding, Marketing and the Quality of Life in 1978.
Chapter 3 of Life Style and Psychographics
In the chapter’s first section, Reynolds and Darden present an overview of Kelly’s theory of personal constructs. The second section demonstrates how these notions can be applied to discriminate between “life styles” and “psychographics” as fields of inquiry. The final section describes how the theory may provide guidance on the choice between generalized items in the construction of life style and psychographic questionnaires.