Individuals adopt lifestyles as the result of culture, social class, reference groups, and the family. Consumer lifestyles are derivatives of a personal value system and personality. Consequently, there is an overlap in meaning between core values, personality, and lifestyles. The identification of core values in the United States is a difficult undertaking. The United States is a “salad bowl” consisting of a variety of subcultures that respond to values and beliefs in their own patterns. It is a dynamic society subject to constant change in leadership and technology. And constant change makes it difficult to monitor the development of new values. There are times when Americans feel overwhelmed by change. The accelerated rate of change cited by Alvin Toffler in his trilogy Future Shock, The Third Wave, and Powershift, Peter Drucker in The Age of Discontinuity, and Jim Taylor et al. in The 500 Year Delta, presents challenges to business and marketing executives for the future. 1 For example, Generation Y or the Internet Generation has adapted behavioral patterns related to the advent of the personal computer and wireless communications. The term viral marketing has developed from these new behavioral patterns that encompasses word-of-mouth, advertising, direct mail, telemarketing, electronic mail, and the Internet. Viral marketing is a strategy that helps to develop close relationships with customers.
Consumers adapt to various lifestyles in part through a core of values that influence their subsequent behavior patterns. These val-