Jerry (Yoram) Wind is the Lauder Professor, the Academic Director of the Wharton Fellows Program, the Director of the SEI Center for Advanced Studies in Management, as well as a Professor of Marketing at the Wharton School of Business at the University of Pennsylvania.
Chapter 4 of Life Style and Psychographics
The chapter focuses on measurement, analytical and conceptual problems of life style and psychographic research. Specifically, Wind and Green focus on four questions: first, what is the role of life styles in marketing research? Second, how might the concept of life styles be modeled? Third, how might life style indicators be critiqued? And lastly, how might life style response data be analyzed? The ultimate goal is to suggest new ways of approaching the problems associated with life style and psychographic research.