Lifestyle is an important concept in advertising and applied marketing research, although casual use of the term has rendered it suspect amomg scholars. This book approaches the concept of lifestyle from a current
Lynn R. Kahle is the Ehrman Giustina Professor of Marketing at the University of Oregon, where he was Founding Director of the Warsaw Sports Marketing Center. He has served as President of the Society for Consumer Psychology, and currently is Chair of the Sports and Special Events Special Interest Group in the American Marketing Association. Pierre Valette-Florence is Professor at the Ecole Superieure des Affaires de Grenoble and is the author of two other books on lifestyles, a theme for which he received the Paul Nicolas Academy of Commercial Science Award, presented for the best academic research in marketing. He is recognized as an expert in quantitative analysis and methods of marketing research.