Czech-born Joseph Pernica was the founder of Consumer Behavior. Previously, he was working for J. Walter Thompson Advertising. He was involved in marketing research in many capacities, including as one of the principals who developed the “I Love New York” campaign. He passed away when he was 86 in June 2011.
Chapter 12 of Life Style and Psychographics
Pernica combines several of the themes reviewed by previous chapters, including criticizing the “shotgun” approach, presenting rationale and methodology for assembling relevant variables, and presenting a structural scheme to integrate the relationships between life style variables and buying motivations. Finally, he presents a detailed case to illustrate how the approaches described can be employed.