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STCM 244: Research, Measurement, & Evaluation: Definitions

Library course guide for STCM 244: Research, Measurement, & Evaluation


Consumer Behavior:

1. The dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives.
2. The overt actions of consumers.
3. The behavior of the consumer or decision maker in the market place of products and services. It often is used to describe the interdisciplinary field of scientific study that attempts to understand and describe such behavior.


The study of total size, sex, territorial distribution, age, composition, and other characteristics of human populations; the analysis of changes in the make-up of a population.

Life Style:

1. (Consumer behavior definition) In general, this is the manner in which the individual copes and deals with his/her psychological and physical environment on a day-to-day basis. More specifically, it is used by some theorists as a phrase describing the values, attitudes, opinions, and behavior patterns of the consumer.
2. (Consumer behavior definition) The manner in which people conduct their lives, including their activities, interests, and opinions.


  1. (Consumer behavior definition) A technique that investigates how people live, what interests them, and what they like; it is also called life style analysis or AlO because it relies on a number of statements about a person's activities, interests, and opinions.
  2. (Marketing research definition) A technique that investigates how people live and what interests them.

American Marketing Association Dictionary