Marketing 334Consumer Behavior

Chapter 12Self-Concept and Lifestyle

From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh andBest

Self-ConceptSelf-Concept

Dimensions of a Consumer’s Self-ConceptDimensions of a Consumer’s Self-Concept

Self-ConceptSelf-ConceptInterdependent/Independent Self-ConceptsInterdependent/Independent 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

Self-ConceptSelf-Concept

The extended selfextended self consists of the self plus possessions.

Possessions and the Extended SelfPossessions and the Extended Self

People tend to define themselves in part by their possessions.

A peak experiencepeak experience

TTattoos can become a part of one’s attoos can become a part of one’s extended selfextended self

Self-ConceptSelf-ConceptMeasuring Self-ConceptMeasuring Self-Concept

Self-ConceptSelf-Concept

The Relationship Between Self-Concept and Brand Image The Relationship Between Self-Concept and Brand Image InfluenceInfluence

The Nature of LifestyleThe Nature of Lifestyle

Lifestyle Lifestyle is basically how a person lives. It is how one enacts his or her self-concept.

•Influences all aspects of one’s consumption behavior.

•Is determined by the person’s past experiences, innate characteristics, and current situation.

The Nature of LifestyleThe Nature of LifestyleLifestyle and the Consumer ProcessLifestyle and the Consumer Process

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The Nature of LifestyleThe Nature of LifestyleMeasurement of LifestyleMeasurement of Lifestyle

Attempts to develop quantitative measures of lifestyle were initially referred to as psychographicspsychographics. Measures Measures includeinclude: 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

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The Nature of LifestyleThe Nature of Lifestyle

Porsche Consumer SegmentsPorsche Consumer SegmentsTop Guns (27%) Ambitious and driven, this group values power and

control and expects to be noticed.

Elitists (24%) These old-family-money “blue-bloods” don’t 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.

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The Nature of LifestyleThe Nature of LifestyleFive Shopping Lifestyle SegmentsFive Shopping Lifestyle Segments

Minimalists (12%)

Primarily motivated by value; least motivated by fun and adventure; low in appreciation for retail aesthetics, low in innovativeness, do not tend to be browsers-- middle-aged, with 57% being men

Gatherers (15%)

Primarily motivated by keeping up with trends and joy of shopping for others; least motivated by value; low in appreciation of retail aesthetics, low in innovativeness, moderate browsers-- mix of younger and older shoppers, with 70% being male

Providers (23%)

Primarily motivated by enjoyment of shopping for others and value; not motivated by fun and adventure; moderate in appreciation of retail aesthetics, low in innovativeness, moderate browsers-- oldest group, with 83% being female

Enthusiasts (27%)

Highly motivated by all hedonic aspects including fun and adventure; highest in appreciation of retail aesthetics, most innovative, spend the most time browsing-- youngest group, with 90% being female

Traditionalists (23%)

Moderately motivated by all hedonic aspects, gratification high on the list; moderate in appreciation of retail aesthetics, highly innovative, moderate browsers-- mix of younger and older shoppers, with 58% being female

The Nature of LifestyleThe Nature of LifestyleTechnographicsTechnographics

Sidelined Sidelined CitizensCitizens

29%29%

Media Media Junkies Junkies

6%6%

Gadget Gadget GrabbersGrabbers

7%7%

Mouse Mouse Potatoes Potatoes

9%9% Traditionalists Traditionalists 10%10%

Digital Digital Hopefuls Hopefuls

6%6%

New Age New Age Nurturers Nurturers

8%8%

Handshakers Handshakers 7%7%

Techno- Techno- Strivers Strivers

5%5%

Fast Fast Forwards Forwards

10%10%

Technology Technology SegmentsSegments

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The Nature of LifestyleThe Nature of Lifestyle

Three general lifestyle schemes:Three general lifestyle schemes:1.1. The VALSThe VALSTMTM System System

2.2. The PRIZM SystemThe PRIZM System

3.3. Roper Starch Global LifestylesRoper Starch Global Lifestyles

The VALSThe VALSTMTM System System

VALSVALS provides a systematic classification of U.S. adults into eighteight distinct consumer segments. VALSVALS is based on enduring psychological characteristics that correlate with purchase patterns.

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The VALSThe VALSTMTM System SystemThree Primary Consumer Motivations:Three Primary Consumer Motivations:

1.1. Ideals MotivationIdeals Motivation

2.2. Achievement MotivationAchievement Motivation

3.3. Self-Expression MotivationSelf-Expression Motivation

The VALSThe VALSTMTM System System

Underlying Differences Across VALSUnderlying Differences Across VALSTMTM Motivational Types Motivational Types

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Geo-Lifestyle Analysis (PRIZM)Geo-Lifestyle Analysis (PRIZM)The underlying logic:The underlying logic:11

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.

1Claritas, Inc.

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Geo-Lifestyle Analysis (PRIZM)Geo-Lifestyle Analysis (PRIZM)PRIZM Social and Lifestage Groups PRIZM Social and Lifestage Groups

PRIZM organizes its 66 individual segments into social and lifestage groups.Social groupings are based on “urbaniticity.”The four social groupings are:

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 & Country

Low-density towns and rural communities

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International LifestylesInternational LifestylesGlobal Lifestyle Segments Identified by Roper Starch Global Lifestyle Segments Identified by Roper Starch WorldwideWorldwide