Incidencia de los estilos de vida en la publicidad y el marketing

Abstract

In recent decades, the concept of life-style has been an object of interest for advertising and marketing because of its intimate relationship with the buying behavior and consumption of individuals. The observation of the consumer based on his or her grouping into defined typologies based on life-style leads us to the analysis of multiple variables, among which, notably, are the notions of attitudes and values. The introduction of values into the definition of typologies adds a new dimension to the consideration of the consumer and with it the elaboration of strategies of brand communication. However, the definition of these typologies, the study of their behavior and evolution, must be considered within the framework of the study of social trends and the way in which these trends affect across the board the buying behavior and consumption of the individuals which make up these different groups.