Dialogs 3 (Orientations in Society, Consumption, Advertising and Life Style)

Social orientation, consumer behavior, attitude to advertising and life
style.

Topics: feeling of life in the Federal Republic; travel activity;
business trips domestically and abroad as well as means of transport
used; credit card, Euro-check, traveler´s check or cash as means of
payment on trips abroad; countries with particular abilities in
specific areas of business or products as well as readiness to purchase
selected products from these countries; image of selected European
countries as well as of the USA and Japan; detailed recording of the
acceptance of domestic and foreign products such as food, clothing,
cosmetics, electrical equipment, furniture, sport articles, watches,
cars and services; attitude to advertising (scale); quality exectations
of selected products; influences on one´s own purchase decision; cheap
purchase; adventure purchase; impulse purchase; ability in purchase of
products and extent to which informed about test results; personal
opinion leadership in purchase of products; significance of
practicality and exclusiveness in purchase; detailed recording of type
and extent of magazines and newspapers read; television habits; media
usage; most important social goals and personal contributions to
solution of problems (scales); social commitment; identification with
the region of the country, Europe and the entire world; national or
international consciousness; knowledge of a foreign language;
orientation on German quality requirements or on price advantages;
characterization of a positively evaluated company and interest in
company advertising (scale); environmentally friendly and
nature-conscious conduct (scale); reduction in pollution and
conservation of energy in the household; boycott behavior as consumer;
attitude to nature-conscious cosmetics; personal contributions to
reduction in pollution in traffic; self-assessment of one´s general
state of health; conduct with minor complaints and frequency of
athletic activity; problems with allergies; attitude to food (scale);
degree of personal interest in the European Community; hopes and fears
regarding the European domestic market 1992; possessions and purchase
plans for the next few years; residential status; having a yard;
employment of household help; presence at home in the last three days.

Also encoded were: day of interview; date of interview; having a
beard.

In the written survey the following questions were posed: detailed
recording of living habits and life style; attitude to leisure time and
vacation (scale); attitude to work and work orientation (scale);
characterization of one´s own personality and receptivity to
experiences (scale); sensitivity to trends and individuality; life
orientations; importance of personal values and guidelines (scales);
belief in God and content of faith; possession of and plans to acquire
durable economic goods as well as bank accounts or insurance policies
abroad; possession of a car and personal driving practice.