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Ch. 12: Self-Concept and Lifestyle
Self-concept – the totality of the individual’s thoughts and feelings having reference to him- or herself as an object.
Dimensions of Self-Concept
Actual Self-Concept
Ideal Self-Concept
Private Self
Social Self
Different Self-Images
Actual Self-Image
Ideal Self-Image
Ideal SocialSelf-Image
Social Self-Image
ExpectedSelf-Image
Self-Concept and Brand ImageSelf-Concept and Brand Image
Product Brand Image
Consumer Self-
concept
Relationship Between self-concept and brand image
BehaviorSeek products and brands that
improve/maintain self-concept
SatisfactionPurchase
contributes to desired self-concept
Reinforces self-concept
Vanity and Consumer Behavior
Consumer Vanity
• Physical vanity• Achievement vanity
Consumer Behavior
• Materialism• Use of Cosmetics• Concern with clothing• Country club membership
Measurement of Consumer Vanity
PHYSICAL-CONCERN ITEMS
PHYSICAL-VIEW ITEMS
ACHIEVEMENT-CONERN ITEMS
ACHIEVEMENT-VIEW ITEMS
Lifestyle and the Consumption ProcessLifestyle and the Consumption Process
Lifestyle determinants
• Demographics
• Subculture
• Social class
• Motives
• Personality
• Emotions
• Values
• Household life cycle
• Culture
• Past experiences
Lifestyle
How we live
Activities
Interests
Like/dislikes
Attitudes
Consumption
Expectations
Feelings
Impact on behavior
Purchases How When Where What With whom
Consumption Where With whom How When What
VALS2 Lifestyle SystemVALS2 Lifestyle System12-5
Principle
Fulfilled
Believer
Status
Achiever
Striver
Action
Experiencer
Maker
Actualizer
Struggler
Abundant resources
Minimal resources
VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*12-6
Act
ual
izer
Fu
lfill
ed
Bel
ieve
r
Ach
ieve
r
Str
iver
Exp
erie
nce
r
Mak
er
Str
ug
gle
r
Barbecue outdoors 125 93 82 118 111 109 123 50Do gardening 155 129 118 109 68 54 104 80Do gourmet cooking 217 117 96 103 53 133 86 47Drink coffee daily 120 119 126 88 87 55 91 116Drink herbal tea 171 125 89 117 71 115 81 68Drink domestic beer 141 88 73 101 87 157 123 50Drink imported beer 238 93 41 130 58 216 88 12Do activities with kids 155 129 57 141 112 89 116 32Play team sports 114 73 69 104 110 172 135 34Do cultural activities 293 63 67 96 45 154 63 14Exercise 145 114 69 123 94 143 102 39Do home repairs 161 113 85 82 53 88 171 58
* Figures under each segment are the index for each segment (100 = Base rate usage).
Segment
VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*
Act
ual
izer
Fu
lfill
ed
Bel
ieve
r
Ach
ieve
r
Str
iver
Exp
erie
nce
r
Mak
er
Str
ug
gle
r
Do risky sports 190 48 36 52 59 283 171 7Socialize weekly 109 64 73 90 96 231 94 62Automotive magazines 92 105 50 79 50 254 157 22Business magazines 255 227 74 179 37 71 33 8Commentary magazines 274 173 106 87 66 109 49 15Reader’s Digest 58 143 150 90 63 57 87 130Fish and game magazines 56 83 119 46 37 130 209 79Human-interest magazines 83 115 113 129 93 135 86 46Literary magazines 533 120 29 77 44 105 45 31Watch “Face the Nation” 161 199 161 62 42 35 37 126Watch “L.A. Law” 96 113 132 114 109 71 89 70Watch “McGyver” 35 50 126 57 92 104 153 140
* Figures under each segment are the index for each segment (100 = Base rate usage).
Segment
Source: SRI International.