Consumer life styles and market segmentation

Consumer behaviorists faced with the task of segmenting markets increasingly turn to the study of consumer life styles. The life style concept and its role in predicting consumer decisions are analyzed here. One methodology known as AIO or life style research has proven especially useful in identifying heavy users of specific product categories. Three representative AIO portraits—for beer, eye make-up, and bank credit cards—are outlined. An evaluation of life styles as a systems concept suggests bright prospects for presenting research findings to clients, formulating creative strategies, positioning products and services and selecting media. C. W. Post Center, L.I.U. Doubleday Advertising Co.     

Resolution of incentive conflicts in the mortgage industry

This paper analyzes the contractual response to incentive divergencies in the housing-finance sector of the economy. Emphasis is placed on the role played by the private mortgage insurance master policy in stemming the moral hazard of lenders. The structure of the coinsurance feature of the policy is shown to induce the lender to lessen foreclosure costs. Cases are identified where the inducements of coinsurance are not complete. This incompleteness explains the role of the time constraints and bidding instructions imposed on the lender by the master policy.The paper also considers the effects that securitization is having on the incentives of the players in housing finance. The decoupling of the lender from the investor role is lessening the effectiveness of coinsurance, thereby creating new agency costs. Responses such as increased explicit monitoring and the use of reputational bonding are noted and the expected future direction of the contractual structure is discussed.     

The multiple perspective concept : With applications to technology assessment and other decision areas

In the area of sociotechnological systems the science/technology based paradigms of analysis haver serious limitations. Building on the work of Graham Allison, we explore the use of multiple perspectives to develop greater insights; specifically, an organizational/societal perspective and a personal/individual perspective augment the conventional “technical” perspective. Application of the three perspectives to several technology assessments and other complex decision areas indicates that the concept can effectively narrow the gap between model and reality for decision making.

Section I describes the background leading to the study and Section II focuses on the limitations of the traditional perspective. Section III develops the multiple perspectives and Section IV summarizes illustrations and applications to date. The concluding section (V) offers guidelines to assist assessors, forecasters, policy analysts, and other users.