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Contents: Preface. Part I: Theoretical and Conceptual Perspectives. T.J. Reynolds, S.J. Westberg, J.C. Olson, A Strategic Framework for Developing and Assessing Political, Social Issue, and Corporate Image Advertising. B.G. Englis, M.R. Solomon, Where Perception Meets Reality: The Social Constructions of Lifestyles. J.P. Murry, Jr., J.L. Lastovicka, J.R. Austin, The Value of Understanding Trait Motivations on Consumption Beliefs. D. Prensky, C. Wright-Isak, Advertising, Values, and the Consumption Community. G. Fennell, Value and Values: What Is the Relevance for Advertisers? L.R. Kahle, P.M. Homer, R.M. O'Brien, D.M. Boush, Maslow's Hierarchy and Social Adaption as Alternative Accounts of Value Structures. Part II: Methodological Approaches. L.J. Shrum, J.A. McCarty, Issues Involving the Relationship Between Personal Values and Consumer Behavior: Theory, Methodology, and Application. S.C. Grunert-Beckmann, S. Askegaard, "Seeing With the Mind's Eye": On the Use of Pictorial Stimuli in Values and Lifestyle Research. B. Wansink, Developing Useful and Accurate Customer Profiles. P. Valette-Florence, A Causal Analysis of Means-End Hierarchies: Implications in Advertising Strategies. S.J. Gould, The Use of Psychographics by Advertising Agencies: An Issue of Value and Knowledge. I.J. O'Connor, Using Attitudinal Segmentation to Target the Consumer. Part III: Social Trends. P. Cafferata, M.I. Horn, W.D. Wells, Gender Role Changes in the United States. L. Chiagouris, L.E. Mitchell, The New Materialists. B. MacEvoy, Change Leaders and the New Media. T.E. Muller, The Benevolent Society: Value and Lifestyle Changes Among Middle-Aged Baby Boomers. L.R. Lepisto, The Adult Longitudinal Panel: A Research Program to Study the Aging Process and Its Effect on Consumers Across the Life Span. Part IV: International Applications. K.G. Grunert, K. Brunsø, S. Bisp, Food-Related Lifestyle: Development of a Cross-Culturally Valid Instrument for Market Surveillance. D. Weber, B. Dubois, The Edge of Dream: Managing Brand Equity in the European Luxury Market. A.H. Zins, Transferability of the Concept of Environmental Awareness Within the EUROSTYLES System Into Tourism Marketing. G.M. Rose, Cross-Cultural Values Research: Implications for International Advertising.