An Assessment of Marketing Thought & Practice contains proceeding papers from the 1982 Educators conference, intended to familiarize educators with techniques, perspectives, and concepts that can enhance their development as teachers and researchers. This compilation is jointly edited by Bruce J. Walker, William O. Bearden, William R. Darden, Patrick E. Murphy, John R. Nevin, Jerry C. Olson, and Barton A. Weitz. The papers are categorized into 6 tracks parallel to the conference theme, with the award-winning paper featured at the end of each track. The buyer behavior track focuses the influence of ethnic, gender, cross-culture, and personal values in consumer behavior. The marketing education track provides a review on marketing curriculum and teaching methods practiced in the 1980s. The marketing mix and marketing institution track presents a comprehensive collection of papers on retailing, distribution, sales, and sales force management. The marketing strategy and special markets track elaborates on strategies needed to approach and establish in unique markets. The public policy and macromarketing track discusses regulatory issues in marketing and advertising. The research methodology track presents an historic perspective of measurement, analysis, survey methods, and interpretation of marketing research.
William R. Darden
William R. Darden began his academic career as an assistant professor at Louisiana State University after earning his B.S. and M.S. degrees from the Georgia Institute of Technology, and his Ph.D. from the University of North Carolina, Chapel Hill. He became a full professor at the University of Georgia, where he was influential in developing the curriculum for the master’s in marketing research degree. He was the Decision Sciences Institute President from 1986 to 1987. He also held the Morrison Distinguished Chair in Retailing at Louisiana State University until his retirement in 1996. Dr. Darden was killed in a plane crash in 1999.
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.