Chapter 3: Construing Life Style and Psychographics

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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.

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ISBN: 9781613111567
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Author information


Fred D. Reynolds Fred D. Reynolds

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.


William R. Darden 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.

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