Marketplace Lifestyles in an Age of Social Media: Theory and Methods

This book examines the concept of lifestyle from an integrated, applied psychological perspective. It demonstrates how recent developments in social media reflect the importance of lifestyle research in marketing, making it the best resource for scholars, students, and marketing experts.

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 Supérieure 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.