Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. Although the patient is critical, its condition is not terminal. Psychographics refers to peoples qualitative characteristics. Stephen A. Greyser, Chicago, IL: American Marketing Association, 140-149. The practical problem of pitching patronage appeals to consumers varying in attitudes and opinions, albeit behaviorally congruent, poses a needless obstacle. Kelley, Eugene J. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. Both cognitive style and lifestyle are influenced by enabling conditions, which lie in the context of environmental constraints and opportunities. Online. Substantial evidence points to a consistent positive relationship between cognitive processes and properties (cognitive style) and overt behavior (Lair 1965; Fencrich 1967; Udel 1965; Katona 1960, part II; Axelrod 1968). Implicit in the foregoing definitional distinctions is the realization that while cognitive style and lifestyle perhaps operate in imperfect symmetry, the domains of psychographic and lifestyle research are logically symmetrical and complementary (Dorny 1971; Loudon and Della Bitta 1979, p. 98). Berkman, Harold W. and Christopher C. Gilson (1978), Consumer Behavior: Concepts and Strategies, Encino, CA:Dickenson Publishing Co. Bernay, Elayn K. (1971), "Life Style Analysis as a Basis for Media Selection," in Attitude Research Reaches New Heights, eds. Lair, J. K. (1965), "Splitsville: A Split-Half Study of Television Commercial Pretesting," Dissertation Abstracts, 27, 9894-2895. It details the logical symmetry and complimentarity between lifestyle and psychographic research, concluding that lifestyle and cognitive style can be usefully employed through sequential segmentation. The analysis and classification of activity or behavioral reports from the consumer which are frequently classified as "psychographics", should be given their own distinct term, such as "lifestyle" (pp. 200-201). Lifestyle formed the centerpiece of Adlerian psychology; indeed, Adler wrestled with the concept for forty years. J. Arndt, New York: Allyn and Bacon, 85-100. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. Wells provides this historical perspective in his exhaustive "Psychographics: A Critical Review" (1975b): Starting with the classic study of Koponen (1960), investigators have repeatedly tried to correlate consumer behavior with scores obtained from standardized personality inventories. Use of the lifestyle concept as an analytical construct dates from Thorstein Veblen's turn-of-the-century classic The Theory of the Leisure Class (1899) and from Max Weber's landmark studies of status (1946, 1947). In Austin 6.82% of the population is Asian. Thus almost accidentally, the lifestyle concept has become operationalized among a certain group of researchers as activity, interest and opinion research conducted for a rather limited set of purposes and employing a rather limited set of techniques (p. 498). REFERENCES Andreasen, Alan R. (1967), "Leisure, Mobility, and LifeStyle Patterns," in Changing 'Marketing Systems, ed. Far and away the most popular of operationalizations of lifestyle is the activities, interests and opinions (AIO) method pioneered by Wilson (1966), Pessemier and Tigert (1966), and Wells (1968). Lifestyle has been used in reference to: "an individual," "a group, where the members bear a psychological relationship to each other, and which has stability over time," and "a [generic] class or category, where the members have only the property in common on the basis of which they are classified" (Ansbacher 1976, p. 200). The suggested relationships are depicted in Figure l. Lifestyle is positioned as behavioral, and cognitive style is positioned as psychological and a subset of psychographic research. Analysts who have preferred the term "lifestyle", on the other hand, have tended to focus either on broad cultural trends or on needs and values thought to be closely associated with consumer behavior (p. 319). Bell (1958) stressed the symbolic contextual significance of consumption. Theyre facts that would be easy to understand. Quite the contrary, behavioral and marketing analysis seem characterized by ever-increasing conceptual, operational, and methodological complexity, much of which seems needless. Effective use of sequential segmentation requires clarification and differentiation of terms, consistent with contemporary consumer research findings on the relationship between cognitive processes and properties and overt behavior. 317-363) attempted to delimit and distinguish the domains of lifestyle from psychographic research. Lazer in 1963 echoed earlier convictions concerning the potential richness and synergistic value of the lifestyle concept for consumer analysis and coined the initial explicit definition of lifestyle appearing in the marketing literature. The most telling observation from Exhibit 1, however, is the paucity of published lifestyle literature addressing the three criteria qualifying the usefulness of any social science construct: (1) definitional consensus, (2) operational clarity, and (3) theoretical context. Over the past half-century the intuitively appealing notion that individuals and groups exhibit idiosyncracies of "style" in living fueled intensifying interest in the lifestyle concept among social satirists and social scientists alike. Implicit in such definitions is the assumption of a systematic symmetry between internallY held attitudes, beliefs, opinions, or interests and overt behavior (Engel, Warshaw and Kinnear 1979, p. 129). Thus, conceptually lifestyle is today generally defined to encompass both characteristic patterns of overt behavior and cognitive processes and properties, including such dimensions of personality as values, attitudes, opinions, and interests. Hawkins, Del J., Kenneth A. Coney, and Roger J. Zimbardo, Phillip and Ebbe B. Ebbesen (1970), Influencing Attitudes and Changing Behavior, Reading, MA: Addison-Wesley. The emphasis Ansbacher ascribes to the unifying property mirrors his conviction that lifestyle bridges cognitive style and response style. For example, according to contemporary definitions, two consumers would be classed as exhibiting a similar lifestyle if, and only if, they are characterized by both parallel patterns of overt behavior and congruent cognitive styles. 204-206) discerns three "important common properties" of lifestyle: Unifying aspect: Lifestyle connotes internal consistency and unity, irrespective of specific percepts or responses (1967, p. 204). Rainwater, Lee, Richard P. Coleman, and Gerald Handel (1959), Workingman's Wife, New York: Oceana Publications. Wells, William D. (1975,), "Comment on the Meaning of LifeStyle," in Advances in Consumer Research, ed. Substantial evidence points to a consistent positive relationship between cognitive processes and properties (cognitive style) and overt behavior (Lair 1965; Fencrich 1967; Udel 1965; Katona 1960, part II; Axelrod 1968). For example, according to contemporary definitions, two consumers would be classed as exhibiting a similar lifestyle if, and only if, they are characterized by both parallel patterns of overt behavior and congruent cognitive styles. Austin has an estimated population of 961,855 according to the 2020 U.S. Census. WebThis study analyzes Texans attitudes and behavior toward littering and the slogan Dont mess with Texas.. Defining Lifestyle in terms of characteristic patterns of overt behavior also suggests an intuitive symmetry between the domains of lifestyle and of psychographic research paralleling Dorny's dichotomy (Dorny 1971, pp. The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). Equally importantly, the proposed distinctions should lead to greater definitional consensus, operational clarity, and more defensible linkages to existing research and theory in the social sciences. 226, University of Illinois at Urbana. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). Charles W. King and Douglas J. Tigert, Chicago, IL: American Marketing Association, 189-195. William D. Wells, Chicago, IL: American Marketing Association, 243-266. EXHIBIT 1 LIFESTYLE AND PSYCHOGRAPHICS Compounding the conceptual confusion confounding lifestyle research is a semantic maze eclipsing the terms lifestyle and psychographics that remains unraveled. In the restricted range, in respect to individuals, characteristic perceptual styles, also known as cognitive styles, and response styles, as well as complex response styles have been discerned (Emphasis added, 1967, p. 203). Yet, while the term lifestyle gained popular currency, it continued to defy conceptual and operational consensus (Ferber and Lee 1974). The distinction has apparently been lost on most consumer analysts, as the terms continue to be used interchangeably, indeed by Wells himself (Wells, 1975b). ed. ABSTRACT - While the term lifestyle has gained popular currency, it continues to defy definitional and operational consensus. Rainwater, Coleman and Handel (1959) underscored the importance of interpreting shopping and consumption behavior in their broader lifestyle context. Mills, C. Wright (1953), "Introduction," The Theory of the Leisure Class, New York: New American Library, vi-xix. W. Thomas Anderson, Jr. and Linda L. Golden (1984) ,"Lifestyle and Psychographics: a Critical Review and Recommendation", in NA - Advances in Consumer Research Volume 11, eds. THE LIFESTYLE CONCEPT IN THE SOCIAL SCIENCES. The origins of the lifestyle concept are obscure, but its roots are traceable to the works of poets, naturalists, and philosophers writing as early as the sixteenth century (Ansbacher 1976, p. 196). This years study continues to show that within the general Although the patient is critical, its condition is not terminal. providing more than simple data reports of psychographic and psychographic trends, the retail coach goes well beyond other retail consulting and market research firms offerings by combining current national and statewide psychographics and trend data with real-world, on-the-ground information gathered through extensive visits to our clients about 1.5 times the amount in Texas: $34,717. The most significant demographic age group in this Bell, Wendell (1958), "Social Choice, Life Style, and Suburban Residence," in the The Suburban CommunitY, ed. On the other hand, were all three consumer prospects included in the same lifestyle segment, targeting of marketing strategy would prove problematical because of contrast in cognitive style. Marketers are not selling isolated products which can be viewed as symbols; they are selling, or consumers are buying, a style of life or pieces of a larger symbol (p. 168). (1963), "Symbolism and Life Style," in Toward Scientific Marketing, ed. Festinger, Leon (1964), "Behavioral Support for Opinion Change," Public Opinion Quarterly, vol. The most telling observation from Exhibit 1, however, is the paucity of published lifestyle literature addressing the three criteria qualifying the usefulness of any social science construct: (1) definitional consensus, (2) operational clarity, and (3) theoretical context. Pessemier, Edgar A. and Douglas J. Tigert (1966), "Personality, Activity, and Attitude Predictors of Consumer Behavior," in New Ideas for Successful Marketing, eds. Bell (1958), Rainwater, Coleman and Handel (1959), and Havinhurst and Feigenbaum (1959) inaugurated the lifestyle concept in the consumer behavior literature at the close of the 1950s, pointing to its potential significance in understanding, explaining and predicting consumer behavior and, hence, its importance as a focus for marketing strategy. 33-38. Hawkins, Del J., Kenneth A. Coney, and Roger J. The resolution and reconciliation of these two problems built into conventional definitions and operationalization of lifestyle lies in sequential segmentation: Segmenting first on the basis of consistencies in overt behavior, the on the basis of congruence in cognitive style. Three consumers, two lifestyle segments: Are these three consumers meaningfully different from a marketing or consumer behavior point of view? Felson (1975) perhaps best captured the critical, if not terminal, conceptual and operational condition of lifestyle. 5, pp. Chicago, IL: American Marketing Association. Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. The median age in Austin is 5% lower than Texas. Reed Moyer, Chicago, IL: American Marketing Association, 55-62. 16-Weeks. J. S. Wright and J. L. Goldstucker. Psychographics, Demographics, & Public Opinion - Public Relations - Subject and Course Guides at University of Texas at Arlington Public Relations Reed Moyer, Chicago, IL: American Marketing Association, 55-62. 205-206). 78712 (512) 471-1128.] Analysts continue to conjugate the term lifestyle to fit their own research purposes. Rik Pieters, Tilburg University, The Netherlands. Katona, George (1960), The Powerful Consumer, New York: McGraw-Hill. 45, #3 (March), 347-355. William D. Wells, Chicago, IL: American Marketing Association, 243-266. The emphasis in market segmentation is on consistencies in overt behavior, irrespective of contrasts in cognitive style, because the marketing practitioner is primarily interested in parallel patterns of search, shopping or consumption behavior. In Austin 7.56% of the population is Black. Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). 13. Stephen A. Greyser, Chicago, IL: American Marketing Association, 151-164. Hence, any given lifestyle segment would likely consist of subsegments consisting of consumers with common cognitive processes and properties or cognitive style (see Figure 2). Stephen A. Greyser, Chicago, IL: American Marketing Association, 164-171. Because there are a few Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Ansbacher, Heinz L. (1967), "Life Style: A Historical and Systematic Review," Journal of Individual Psychology, 23, 191-212. Contemporary interpretations in the marketing literature generally define lifestyle to encompass both characteristic patterns of overt behavior and cognitive processes and properties (cognitive style), including such dimensions of personality as values, attitudes, opinions. Wells, William D. (1968), "Backward Segmentation," in Insights into Consumer Behavior, ed. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING. Conspicuous by omission in each instance, however, was a definition of lifestyle. SEQUENTIAL SEGMENTATION: LIFESTYLE AND COGNITIVE STYLE. Yes and no. They came together because "life style" seemed to be such an appropriate shorthand expression for what the activity, interest and opinion research was attempting to portray. Talarzyk, W. Wayne (1972), "A Reply to the Response to Bass, Talarzyk, Sheth," Journal of Marketing Research, vol. Deutscher, I. Deutscher, I. The result of sequential segmentation should be more accurate assessment of market potential and more efficient targeting of marketing strategy. 305-347. OPERATIONALIZATIONS OF LIFESTYLE IN MARKETING The diversity of attempts to operationalize lifestyle mirrors the conceptual confusion confounding and impeding lifestyle research (see Exhibit 1). Beverlee B. Anderson, Ann Arbor, MI: Association for Consumer Research, 498. (1963), "Discussion," in Toward Scientific Marketing, ed. J. Arndt, New York: Allyn and Bacon, 85-100. WebProviding more than simple data reports of psychographic and Psychographic trends, The Retail Coach goes well beyond other retail consulting and market research firms 9 (November), 465-467. Consequently, in interpreting lifestyle to include both characteristic patterns of overt behavior and cognitive processes and properties, contemporary definitions of lifestyle frequently lead to operationalizations that are internally inconsistent. Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1979), Promotional Strategy, Homewood, IL: Irwin. William M. Dobriner, New York: G. P. Putnam's Sons, 225-242. 5, pp. 125-337. Yet, it would appear to be symptomatic of scientific pubescence, if not maturity, that the social sciences, and marketing in particular, periodically seek not only synthesis of findings, but also simplicity for the sake of conceptual and operational claritY. Levy, Sidney J. 1, 21 (September), 6-12. While (perhaps inadvertently restricting the term lifestyle to "the totality of behavior," Ansbacher concludes that "the broad range of life style includes cognitive style and response style" (Emphasis added, 1967, p. 203). Yet from the firm's perspective, one important denominator of patronage potential is congruence in overt behavior, irrespective of contrasts in cognitive style. Hence, today, although ill-defined in the minds of most market analysts, lifestyle has come to be operationalized almost exclusively in terms of AIO by default. Lifestyle research is reminiscent of the parable of the elephant and the blind men of Hindustan. The City is named for Stephen F. Austin, the Father of Texas. Demographics Austin is in Travis, Hays and Williamson counties. Create a strategy. Conversely, the logical focus of lifestyle research may be described as the identification of characteristic patterns of overt behavior that may or may not be systematically linked to cognitive style. Unique and creative aspects: Lifestyle implies anoriginal and idiographic property (1967, p. 205). Psychographics focuses on opinions, behaviors, and attitudes. This is admittedly narrow as defining lifestyle as overt behavior does not allow for the broad, psychological Adlerian perspective of lifestyle. Felson, Marcus (1975), "A Modern Sociological Approach to the Stratification of Material Life Styles," in Advances in Consumer Research, ed. Income. It is composed of sub-symbols; it utilizes a characteristic pattern of life space [or the proximity of perceived constraints in the surrounding environment]; and it acts systematically to process objects and events [including products, services, and consumption itself] in accordance with these values (p. 141). Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. 29, #4(October). Yet there is mounting evidence to the contrary; indeed, evidence that changes in behavior may trigger changes in cognitive processes and properties, rather than the reverse (Zimbardo and Effesen 1970, Ch. What few definitions are provided, range from the ridiculous to the sublime, from the tautological (Lazer 1963) to the logically inconsistent (Berkman and Gilson 1978), from the simple (Hawkins, Coney, and rest 1980) to the complex (Levy 1963). Of particular relevance to the present analysis is Ansbacher's observation that: The concept of style may vary in range from a relatively limited segment to the totality of behavior when it becomes lifestyle. 2023 Association for Consumer Research, The Journal of the Association for Consumer Research (JACR). Kotler, Philip (1980), Marketing Management: Analysis, Planning, and Control, Englewood Cliffs, NJ: Prentice-Hall. Variously called "lifestyle", "psychographic", or "activity and attitude" research, this blend combines the objectivity of the personality inventory with the rich, consumer-oriented, descriptive detail of the qualitative motivation research investigation (p. 196). Veblen, Thorstein (1899), The Theory of the Leisure Class, New York: MacMillan. 200-201). THE PATIENT IS CRITICAL, IF NOT TERMINAL Little has changed in the ebb tide of interest in lifestyle research over the last five years. An individual's life-style is a large complex symbol in motion. Our handcrafted cinnamon rolls and desserts are 100% vegan plant-based, and dairy-free. However, such an assumption flies in the face of the growing body of research examining their interaction. At the same time the term lifestyle became part of our popular and professional idiom, its conceptual and operational imprecision was compounded by a semantic maze confusing lifestyle with psychographics, confounding and impeding lifestyle research, and compromising the usefulness of lifestyle as a segmentation variable. LIFESTYLE AND MARKET SEGMENTATION The persistent conceptual and operational imprecision of the lifestyle construct has not only handicapped lifestyle research, but has undermined its usefulness as a segmentation variable. Rather, Adler's interpretation is relegated to the realm of psychographics or cognitive style. 33-38. P. 130). Psychographics is a form of market segmentation that groups consumers based on psychological traits that influence their consuming behaviors. Market segments are definable in terms of individuals whose expected reactions are similar to similar marketing strategy (Kotler 1980, pp. The term "psychographics" [refers to] studies that place comparatively heavy emphasis on generalized personality traits. In an unfashionable depiction of the ostentatious style of life (or "scheme of life," in Veblen's words) of the American noveau riche of the latter half of the nineteenth century, Veblen established a fashion of thinking about social, economic, and consumer behavior that has persisted (Mills 1953). Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Lifestyle may be defined as unified patterns of behavior that both determine and are determined by consumption. Koponen, Arthur (1960), "Personality Characteristics of Purchasers," Journal of Advertising Research, vol. WebThe demographic profiles below summarize the most recently available demographic, social, and economic data about the residents of the Austin area, creating a snapshot of As lifestyle analysis entered its adolescent phase of development in the marketing literature at the dawn of the 1970s, Dorny (1971) sought to distinguish psychographics from lifestyle research by: reserving the term "psychographics" for measures that are truly "mental" -- attitudes, beliefs, opinions, personality traits, etc. Because this area of research focuses on interests, attitudes, and opinions, psychographic factors are also called IAO variables. Conspicuous by omission in each instance, however, was a definition of lifestyle. More serious, however, is the fact that contemporary definitions of lifestyle may lead to mistaken market segmentation and, hence, mistargeting of marketing strategy. 45, #3 (March), 347-355. As lifestyle analysis entered its adolescent phase of development in the marketing literature at the dawn of the 1970s, Dorny (1971) sought to distinguish psychographics from lifestyle research by: reserving the term "psychographics" for measures that are truly "mental" -- attitudes, beliefs, opinions, personality traits, etc. EVOLUTION OF THE LIFESTYLE CONCEPT IN CONSUMER BEHAVIOR. Wells, William D. (1974), "Life Style and Psychographics: Definitions, Uses and Problems," in Life Style and Psycho- graphics, ed. It details the logical symmetry and complimentarity between lifestyle and psychographic research, concluding that lifestyle and cognitive style can be usefully employed through sequential segmentation. 194-196). Operational, functional and constancy aspects: Lifestyle connotes consistent operations and actions or behavior over time (1967, pp. Wells, William D. (1974), "Life Style and Psychographics: Definitions, Uses and Problems," in Life Style and Psycho- graphics, ed. The suggested relationships are depicted in Figure l. Lifestyle is positioned as behavioral, and cognitive style is positioned as psychological and a subset of psychographic research. Psychographic Consumer Profiling. 204-206) discerns three "important common properties" of lifestyle: Unifying aspect: Lifestyle connotes internal consistency and unity, irrespective of specific percepts or responses (1967, p. 204). Cinnaholic is the original, gourmet cinnamon roll bakery. 1, 21 (September), 6-12. Enquire: +1 512-212-4186. Life-style is a systems concept. On the contrary, while simplicity may facilitate clarity and possibly lead to greater consensus concerning the proper domain of lifestyle research, psychographic research remains a viable focus for market analysis insofar as examinations of cognitive processes or dimensions of personality further the cause of understanding, explaining, and predicting overt behavior, and refining market segmentation and marketing strategy formulation. When used in Burn Boot Camp Franchising | Buy a Fitness Franchise Prior to joining the e-commerce industry, Leigh-Anne perfected her marketing skills at The University of Texas at Austin and CanIRank. T. Parsons. Sometime during the 1960's a blend of these two traditions began to take shape. Marketers are not selling isolated products which can be viewed as symbols; they are selling, or consumers are buying, a style of life or pieces of a larger symbol (p. 168). Weber, Max (1947), The Theory of Social and Economic Organization. Although quickly adopted as the most widely cited interpretation of the lifestyle concept in. Providing more than simple data reports of psychographic and demographic trends, The Retail Coach INFO@THERETAILCOACH.NET | THERETAILCOACH.NET | AUSTIN, TEXAS TUPELO, MISSISSIPPI 4 DESCRIPTION DATA % Population 2025 Projection 54,679 2020 Estimate 50,086 2010 Census 39,627 2000 Census 26,792 Growth 2020 - 2025 9.17% No approach is sacrosanct, yet some distinction in terms would allow for more productive advancement in lifestyle research and, equally importantly, in lifestyle segmentation. Deutscher (1966, p. 135) succinctly summarized the implication: "Disparities between thought and action are the central methodological problem of the social sciences." Best (1980), Consumer Behavior-Implications for Marketing Strategy, Dallas, TX: Business Publications. Contemporary interpretations in the marketing literature generally define lifestyle to encompass both characteristic patterns of overt behavior and cognitive processes and properties (cognitive style), including such dimensions of personality as values, attitudes, opinions. Wells provides this historical perspective in his exhaustive "Psychographics: A Critical Review" (1975b): Starting with the classic study of Koponen (1960), investigators have repeatedly tried to correlate consumer behavior with scores obtained from standardized personality inventories. The paper (1) documents the internal inconsistency of contemporary definitions and operationalizations of lifestyle, (2) suggests an alternative definition, (3) provides a logical distinction between lifestyle and cognitive style, and (4) stresses the logical distinction between lifestyle and psychographic research. Psychographics allow you to uncover the content topics that are likely to resonate with your customers. Highlight the brand's values. Psychographics also give brands the opportunity to highlight their values and align them with the customer's. This can help companies accomplish their branding goals. Restricting the definition of lifestyle to characteristic patterns of overt behavior underscores the intuitive, if imperfect, symmetrical reciprocity between cognitive style and lifestyle. Much lifestyle research could better be termed "idiosyncracy research", since it uses the computer to group people with similar idiosyncracies (p. 37). The persistent conceptual and operational imprecision of the lifestyle construct has not only handicapped lifestyle research, but has undermined its usefulness as a segmentation variable. Lazer in 1963 echoed earlier convictions concerning the potential richness and synergistic value of the lifestyle concept for consumer analysis and coined the initial explicit definition of lifestyle appearing in the marketing literature. Still, the terms psychographics and lifestyle remain largely undefined and indistinguishable in the marketing literature. austin texas psychographics. 46-50. It suggests that consumer purchasing is an interrelated, patterned phenomenonproducts are bought as part of a "life style package" (p. 153). One final note: It would be erroneous to construe a plea for simplicity in the interpretation of lifestyle as an indictment of the legitimacy of psychographic research. about 90 percent of the amount in the Austin-Round Rock-Georgetown, TX Metro Area: $86,530. Yet there is mounting evidence to the contrary; indeed, evidence that changes in behavior may trigger changes in cognitive processes and properties, rather than the reverse (Zimbardo and Effesen 1970, Ch. Apply Now. 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