Jonathan Gutman is Professor Emeritus of Marketing at the Whittemore School of Business and Economics at the University of New Hampshire in Durham. He earned his B.A. from Pomona College, his M.S. from Purdue University, and his Ph.D. from the University of Southern California. His publications include Service vs. Satisfaction: the Key to a Competitive Edge and Focus on Satisfaction: Using Patient Focus Groups.
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.