Edited by Özlem Sandıkcı and Gillian Rice
Chapter 8: Lifestyles of Islamic Consumers in Turkey
Yonca Aslanbay, Özlem Hesapçı Sanaktekin and Bekir Agırdır ˘ INTRODUCTION Lifestyle is an interdisciplinary analytical construct introduced in the nineteenth century (Anderson and Golden, 1984). In the 1970s, realizing the significant relationship between consumer choices and lifestyle, marketers operationalized the lifestyle concept specifically to understand consumer behavior. The lifestyle analysis of Wells and Tigert (1971) covers the opinions and interests of people during their daily activities, along with demography and personality, to which Plummer (1974) added feelings and attitudes. Engel et al. (1978) emphasize spending of money and time along with the pattern of living. In the beginning of the 1980s, researchers further enriched lifestyle studies by incorporating the values concept as studies showed a connection between consumers’ expected benefits, when consuming a product, and their own personal values (Gutman, 1990). According to Rokeach (1968–69, p. 550) ‘a value is a standard or criterion that serves a number of important purposes in our daily lives’. Values have a significant impact upon behavior (Vinson et al., 1977), and thus guide the selection or evaluation of behavior of individuals over their lifespan (Grunert et al., 1989). Daily practices in life are a means of making up a sense of self. According to Featherstone (1991), one’s clothing, leisure, eating preferences, choice of holidays and so on indicate a style of life and imply individuality and self expression. Holt (1997), however, argues that lifestyles are symbolic expressions of collectivities of social categories like gender, age and social class, rather than individual phenomena....
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