Plummer (1983) lifestyle is an individual way of life that is identified by how people spend their time (activity), what they consider important in their life (interest) and what they think about the world around them. Adler (in Hall & Lindzey, 1985) states that lifestyle is the most influential on the attitudes and behavior of a person in relation to 3 main things in life that is work, friendship, and love while Sarwono (1989) states that one of the factors that affect lifestyle is self concept.
Hawkins (in Nugroho, 2002) who says that the lifestyle associated with money and time executed by a person is related to the decision. The person who has taken a decision the next step is action.
People who have made the decision to seek the fun of money owned such as doing real activities to shop at malls or supermarkets, of course, add value from the shopping in ordinary stores. The use of time with lifestyle is the creativity of individuals in utilizing the time available for useful activities or activities for fun.
According to SRI International (1989) one example of psychographical segmentation is VALS 2. In VALS 2 (Values ??& Life Style) there are two dimensions that become the focus point, that is self orientation and resources. The intended resources are not merely material, but in a broad sense that includes psychological, physical, and demographic means and capacities. In the consumption behavior driven by self orientation there are three categories: principle, status and action.
Self orientation based on principle, means the decision to buy based on because of his belief. so his
decision to buy not just because of the bandwagon or just to pursue prestige. It may be said that this type is more rational while based on status, its decision in consuming is dominated by what people say. Branded products are the choice. For those who rely on action, the decision to consume is based on their desire for social or physical activity, to get a distraction or risk.
Based on the above description can be concluded that lifestyle is the lifestyle of a person in the world that is expressed in the activities, interests, opinions and dimensions of self orientation lifestyle includes three categories of principles, status, action.
According to Chaney (in Idi Subandy, 1997) there are several forms of lifestyle, among others:
a. Lifestyle Industry
In the lifestyle century, the self-performances actually experience aesthetization, aesthetics of everyday life and even body / self (body / self) also experienced aesthetic body. The body / self and everyday life becomes a project, the seed of lifestyle seeding. You are stylish then you exist! Is a phrase that might be appropriate to describe the modern human fondness of style. That is why the lifestyle industry for the most part is the appearance industry.
b. Lifestyle Ads
In today's society, companies (corporations), politicians, individuals are all obsessed with image. In today's era of information globalization, which plays a major role in shaping the image culture and taste culture is the onslaught of advertisements that offer a sometimes enchanting and intoxicating visual style. Advertising represents a lifestyle by subtly implanting (subtle) the importance of self-image to appear in public. Ads are also slowly but surely affect the taste choices we make.
c. Public Relations and Lifestyle Journalism
The latest thinking in the promotion world comes to the conclusion that in celebrity-based culture, celebrities help in the formation of the identity of contemporary consumers. In consumer culture, identity becomes a fashion accessory backstop. The face of a new generation, known as E-Generation children, is becoming as it is today formed through celebrity-inspired identity-the way they surf the internet, the way they dress for the street- Street. This means that their celebrities and images are used momentarily to help consumers in the identit parade
That's The Modern Hedonist Lifestyle. Thank you.
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