CHAPTER 12 Self-Concept and Lifestyle Copyright 2013 by The
McGraw-Hill Companies, Inc. All rights
reserved.McGraw-Hill/Irwin
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12-2 PART III: INTERNAL INFLUENCES
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Describe self-concept, how it is measured, and how it is used
to position products Define lifestyle and its relationship to the
self-concept and to psychographics Explain specific lifestyle
typologies and summarize those for luxury sports cars and
technology Explain general lifestyle typologies and summarize those
for VALS TM and PRIZM Discuss international lifestyles and one
existing segmentation scheme Learning Objectives 12-3
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Does power and status matter that much? You be the judge: Do
you think consumers would pay $300 for a high-status toaster when
they could buy a functionally equivalent toaster for $30? What
might explain this? Source: A. Galinksy and D. Rucker, Powerless
Consumers Spend More, Advertising Age, September 22, 2008, p. 50.
12-4 Consumer Behavior In The News
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Does power and status matter that much? If you said YES you are
correct! Explanation: Actual vs. Ideal Self-Concept. Consumers who
feel a lack of power/status in their self concepts fill void via
purchase of power/status brands. Source: A. Galinksy and D. Rucker,
Powerless Consumers Spend More, Advertising Age, September 22,
2008, p. 50. 12-5 Consumer Behavior In The News
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12-6 Self-Concept
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The following Video Clip demonstrates Doves campaign designed
to bridge the gap between the consumers actual and ideal self
concept! 12-7 Video Application
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12-8
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Independent/Interdependent Self-Concepts Individuals with an
interdependent self- concept tend to be Obedient Sociocentric
Holistic Connected, and Relation oriented Individuals with an
independent self-concept tend to be Individualistic Egocentric
Autonomous Self-Reliant, and Self-Contained 12-9 Self-Concept
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extended self The extended self consists of the self plus
possessions. Possessions and the Extended Self People tend to
define themselves in part by their possessions. peak experience A
peak experience is an experience that surpasses the usual level of
intensity, meaningfulness and richness and produces feelings of joy
and self-fulfillment. Tattoos can become a part of ones extended
self 12-10 Self-Concept
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12-11 Self-Concept
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The Relationship Between Self-Concept and Brand Image Influence
12-12 Self-Concept
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Lifestyle Lifestyle is basically how a person lives. It is how
one enacts his or her self-concept. Influences all aspects of ones
consumption behavior. Is determined by the persons past
experiences, innate characteristics, and current situation. 12-13
YouTube Spotlight Mountain Dew taps into the Tarp Surfing Lifestyle
The Nature of Lifestyle
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Lifestyle and the Consumer Process 12-14 The Nature of
Lifestyle
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Measurement of Lifestyle psychographicsMeasures include
Attempts to develop quantitative measures of lifestyle were
initially referred to as psychographics. Measures include:
Attitudes Evaluative statements about other people, places, ideas,
products, etc. Values Widely held beliefs about what is acceptable
or desirable Activities and Interests Nonoccupational behaviors to
which consumers devote time and effort, such as hobbies, sports,
public service, and church Demographics Age, education, income,
occupation, family structure, ethnic background Media patterns The
specific media the consumer utilize Usage rates Measurements of
consumption within a specified product category; often consumers
are categorized as heavy, medium, light, or nonusers 12-15 The
Nature of Lifestyle
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Two specific lifestyle schemes: 1.Luxury Sports Cars
2.Technology 12-16 The Nature of Lifestyle
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Porsche Consumer Segments Top Guns (27%) Ambitious and driven,
this group values power and control and expects to be noticed.
Elitists (24%) These old-family-money blue-bloods dont see a car as
an extension of their personality. Cars are cars no matter what the
price tag. Proud Patrons 23%) This group purchases a car to satisfy
themselves, not to impress others. A car is a reward for their hard
work. Bon Vivants (17%) These thrill seekers and jet-setters see
cars as enhancing their already existing lives. Fantasists (9%)
This group uses their car as an escape, not as a means to impress
others. In fact, they feel a bit of guilt for owning a Porsche.
12-17 The Nature of Lifestyle
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Technology Segments 12-18 The Nature of Lifestyle Technology
Segments Wizards 31% Journeymen 13%Apprentices 31%Novices 25%
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Three general lifestyle schemes: 1.The VALS TM System 2.The
PRIZM System 3.Roper Starch Global Lifestyles 12-19 The Nature of
Lifestyle
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VALS eight VALS provides a systematic classification of U.S.
adults into eight distinct consumer segments. VALS VALS is based on
enduring psychological characteristics that correlate with purchase
patterns. 12-20 The VALS TM System
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Three Primary Consumer Motivations: 1.Ideals Motivation
2.Achievement Motivation 3.Self-Expression Motivation 12-21 The
VALS TM System
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12-22 The VALS TM System
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The underlying logic: 1 People with similar cultural
backgrounds, means and perspectives naturally gravitate toward one
another. They choose to live amongst their peers in neighborhoods
offering compatible lifestyles. They exhibit shared patterns of
consumer behavior toward products, services, media and promotions.
1 Nielsen Claritas. 12-23 Geo-Lifestyle Analysis (PRIZM )
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PRIZM Social and Lifestage Groups PRIZM organizes its 66
individual segments into social and lifestage groups. Four social
groupings are based on urbaniticity. Urban Major cities with high
population density Suburban Moderately dens suburban areas
surrounding metropolitan area Second City Smaller, less densely
populated cities or satellites to major cities Town & Rural
Low-density towns and rural communities 12-24 Geo-Lifestyle
Analysis (PRIZM)
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PRIZM Social and Lifestage Groups The lifestage groups are
based on age and the presence of children. The three major
lifestage groups are: Younger Years Singles and couples under 35
years of age with no children, or middle aged without children at
home Family Life Households with children living at home Mature
Years Singles and couples; age 55 yrs and older, or 45-64 without
children at home 12-25 Geo-Lifestyle Analysis (PRIZM)
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Young Digerati Blue Blood Estates Big Fish, Small Pond Pools
and Patios Young & Rustic Golden Ponds Sample PRIZM Segments
12-26 Geo-Lifestyle Analysis (PRIZM)
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pools and patios The Yamaha ad is a good example of how
marketers are targeting the pools and patios. Courtesy Yamaha Motor
Corporation, USA. 12-27 Applications in Consumer Behavior
