36892439 12 Self Concept Lifestyle Cb Pp

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Chapter 12

Self-Conceptand Lifestyle


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Self-Concept

l Self-Concept is ones perceptions of and feelingsabout him/herself.n Actual versus Ideal self-concept

n Private versus Social self-conceptl The Extended Self is comprised of ones self and

ones possessions. Thus, our self-concept isdefined in part by what we possess.


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1. Rugged ----------------------------------------- Delicate2. Excitable ----------------------------------------- Calm3. Uncomfortable ----------------------------------------- Comfortable4. Dominating ----------------------------------------- Submissive5. Thrifty ----------------------------------------- Indulgent

6. Pleasant ----------------------------------------- Unpleasant7. Contemporary ----------------------------------------- Noncontemporary8. Organized ----------------------------------------- Unorganized9. Rational ----------------------------------------- Emotional

10. Youthful ----------------------------------------- Mature11. Formal ----------------------------------------- Informal

12. Orthodox ----------------------------------------- Liberal13. Complex ----------------------------------------- Simple14. Colorless ----------------------------------------- Colorful15. Modest ----------------------------------------- Vain

Measurement Scales for Self-Concepts,Person Concepts, and Product Concepts

Source: N. K. Malhotra, A Scale to Measure Self-Concepts, Person-Concepts, and ProductConcepts.Journal of Marketing Research, November 1981, p.462.


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The Relationship between Self-Conceptand Brand Image Influence

The McGraw-Hill Companies,

ProductBrand Image

ConsumerSelf-concept

RelationshipBetween self-concept and

brand image

BehaviorSeek products and

brands thatimprove/maintain

self-concept

SatisfactionPurchase contributes to

desired self-concept

Reinforces self-concept


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Lifestyle and Psychographics

l Lifestyles describe the way we live.

l Psychographics is the measurement of lifestyles.

n Original measure was AIO inventory

n Todays measures include wider variety ofcustomer characteristics

l Most psychographic measures are data driven.

l Many psychographic measures are product orconsumption-situation specific.


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Lifestyle andthe Consumption Process

Lifestyle determinants

l Demographics

l Subculture

l Social class

l Motivesl Personality

l Emotions

l Values

l Household life cycle

l Culture

l Past experiences


Lifestyle

How we live

l Activities

l Interests

l Like/dislikesl Attitudes

l Consumption

l Expectations

l Feelings

Impact on behavior

Purchases

l How

l When

l

Wherel What

l With whom

Consumption

l Where

l With whoml How

l When

l What


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Lifestyle Analysis of the BritishCosmetics Market

Cosmetic Lifestyle Segments

1. Self-aware: concernedabout appearance, fashion, and exercise.

2. Fashion-direct: concerned about fashion and appearance, not aboutexercise and sport.

3. Green goddesses: concerned about sport and fitness, less aboutappearance.

4. Unconcerned: neutral attitudes to health and appearance.

5. Conscience-stricken: no time for self-realization, busy with familyresponsibilities.

6. Dowdies: indifferent to fashion, cool on exercise, and dress for comfort.

Source: T. Bowles, Does Classifying People by Lifestyle Really Help the Advertiser?European Research, February 1988, pp.17-24.



Lifestyle Analysis of the BritishCosmetics Market

Behaviors and DescriptorsRetail Outlets*

Cosmetic BlushUse Use Miss Age SocialIndex Index Wallis Selfridge Etam C&A (15-44) Class

Self-aware 162 188 228 189 151 102 51% 60%

Fashion-directed 147 166 153 165 118 112 43 56

Green goddesses 95 76 74 86 119 103 32 52

Unconcerned 82 81 70 89 74 95 44 64

Conscience-stricken 68 59 53 40 82 99 24 59Dowdies 37 19 17 22 52 85 20 62

*100 = Average usage.

Read as _________ percent of this group is between 15 and 44.Read as _________ percent of this group is in the working and lower middle class.

Source: T. Bowles, Does Classifying People by Lifestyle Really Help the Advertiser?European Research, February 1988, pp.17-24.



VALS

l VALS is a system developed by SRI Internationalto classify individuals into groups based onpsychographic measures.

l VALS identifies three primary self-orientations:n principle oriented

n status oriented

n action oriented

l Resources is the second dimension in VALS andmeasures the ability of individual to pursue theirdominant self-orientation.



VALS2 Lifestyle System

Principle

Fulfill

ed

Believer

Status

Achiev

er

Striver

Action

Experiencer

Maker

Actualizer

Struggler

Abundant resources

Minimal resources

Source: SRI International.



VALS2 Segment Activities 2nd Media Use*

Actualize

rFulfille

d Believe

r Achieve

rStrive

r

Experience

r

Mak

erS

truggle

r

Barbecue outdoors 125 93 82 118 111 109 123 50Do gardening 155 129 118 109 68 54 104 80

Do gourmet cooking 217 117 96 103 53 133 86 47

Drink coffee daily 120 119 126 88 87 55 91 116

Drink herbal tea 171 125 89 117 71 115 81 68

Drink domestic beer 141 88 73 101 87 157 123 50

Drink imported beer 238 93 41 130 58 216 88 12

Do activities with kids 155 129 57 141 112 89 116 32

Play team sports 114 73 69 104 110 172 135 34

Do cultural activities 293 63 67 96 45 154 63 14

Exercise 145 114 69 123 94 143 102 39

Do home repairs 161 113 85 82 53 88 171 58

* Figures under each segment arethe index for each segment (100 =Base rate usage).


Segment



VALS2 Segment Activities 2nd Media Use*

Actualize

rFulfille

d Believe

r Achieve

rStrive

r

Experience

r

Mak

erS

truggle

r

Do risky sports 190 48 36 52 59 283 171 7Socialize weekly 109 64 73 90 96 231 94 62

Automotive magazines 92 105 50 79 50 254 157 22

Business magazines 255 227 74 179 37 71 33 8

Commentary magazines 274 173 106 87 66 109 49 15

Readers Digest 58 143 150 90 63 57 87 130

Fish and game magazines 56 83 119 46 37 130 209 79

Human-interest magazines 83 115 113 129 93 135 86 46

Literary magazines 533 120 29 77 44 105 45 31

Watch Face the Nation 161 199 161 62 42 35 37 126

Watch L.A. Law 96 113 132 114 109 71 89 70

Watch McGyver 35 50 126 57 92 104 153 140

* Figures under each segment arethe index for each segment (100 =Base rate usage).


Segment



BSBWs Global Psychographic Segments

l Strivers (26%)

l Achievers (22%)

l Pressured (13%)

l

Adapters (18%)

l Traditionals(16%)

l Consists of young people with a median age of 31who live hectic, on-the-go lives. Driven to achievesuccess, they are materialistic pleasure seekers forwhom time and money are in short supply.

l Older than strivers, the affluent, assertive Achieversare upwardly mobile and already have attained a

good measure of success. They are status consciousconsumers for whom quality is important.

l Comprised mostly of women, cuts across age groupsand is characterized by constant financial andfamily pressures.

l

Comprised of older people who are content withtheir lives and who manage to maintain their valueswhile faced with change

l Are rooted to the past and cling to the countrysheritage and cultural values.



GLOBAL SCANSegment Sizes across Countries


29%26%22%

18%22%

17%

12%14%

19%

16%12%18%

17%14%

22%

8%12%2%

Japan United States United Kingdom

Unassigned

Adapters

Traditionals

Pressured

Achievers

Strivers



l Tom sees himself as young, enthusiastic, impulsiveand rebellious. He enjoys excitement, savors theoffbeat, and is a risk taker. He likes trying newthings and is open to new ideas. Tom would mostlikely be classified as a(n):n Actualizer

n Achiever

n

Strivern Experiencer

n Maker



l Martha sees herself as a happy homemaker andgenerally a pleasant and happy person to bearound. She takes great pride in her family and inher home. She has collected items for her home for

many years and believes that the atmosphere of herhome help make her who she is. This illustrates:n Actual self-concept

n Ideal self-concept

n Private self-conceptn Social self-concept

n Extended self

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36892439 12 Self Concept Lifestyle Cb Pp