We present a new view of life style, based on a cognitive perspective, which makes life style specific to certain areas of consumption. The specific area of consumption studied here is food, resulting in a concept of food-related life style. An instrument is developed that can measure food-related life style in a cross-culturally valid way. To this end, we have col-lected a pool of 202 items, collected data in three countries, and have con-structed scales based on cross-culturally stable patterns. These scales have then been subjected to a number of tests of reliability and vali-dity. We have then applied the set of scales to a fourth country, Germany, based on a representative sample of 1000 respondents. The scales had, with a fe exceptions, moderately good reliabilities. A cluster ana-ly-sis led to the identification of 5 segments, which differed on all 23 scales.
Integrating Views on Economic Behavior, Proceedings of the Iarep/sabe Conference. Ed.by G. Antonides & F. Van Raaij, 1994, p. 1089-1105