Opening Vignette: ConAgra's Healthy Choice Encounters Conflicting Lifestyles

1. Nature of Lifestyles
2. Measuring Lifestyle Characteristics
   1. AIO Inventories
   2. Consumer Surveys
      1. Values and Lifestyle Survey (VALS)
      2. Forrester's Technographic Segments
3. Changing Lifestyle Trends of American and Global Consumers
   1. Changes in Male Purchasing Roles
   2. Changes in Female Purchasing Roles
   3. A Global Perspective on Male/Female Roles
   4. Evolving Attitudes Toward Health and Nutrition
      1. The Health- and Fitness-Conscious American Consumer
      2. A More Self-Indulgent Lifestyle
   5. A More Home-Oriented Lifestyle
   6. Greater Time Pressures
   7. Growing Consumer Self-Awareness
   8. A More Frugal and Value-Oriented Lifestyle
   9. Role of the Internet in Affecting Lifestyles
4. Personality
   1. Psychoanalytic Theory
      1. Motivational Research
      2. Criticisms of Motivational Research
5. Social/Cultural Theories
6. Self-Concept Theory
   1. Actual Self
   2. Ideal Self
   3. Consumption and the Extended Self
7. Trait Theory
8. Limitations of Personality Variables