1. 12 Self-Concept and Lifestyle CHAPTER McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

2. PART III: INTERNAL INFLUENCES
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3. Learning Objectives
L01
L02
L03
L05
L04
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 VALSTM and PRIZM®
Discuss international lifestyles and one existing segmentation scheme
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4. Consumer Behavior In The News…
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.
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5. Consumer Behavior In The News…
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.
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6. Self-Concept
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7. Video Application
The following Video Clip demonstrates Dove’s campaign designed to bridge the gap between the consumer’s “actual” and “ideal” self concept!
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8. 12-8
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9. Self-Concept Individuals with an independent self-concept tend to be
Independent/Interdependent Self-Concepts
Individuals with an independent self-concept tend to be
Individualistic
Egocentric
Autonomous
Self-Reliant, and
Self-Contained
Individuals with an interdependent self-concept tend to be
Obedient
Sociocentric
Holistic
Connected, and
Relation oriented
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10. Tattoos can become a part of one’s extended self
Self-Concept
Possessions and the Extended Self
The extended self consists of the self plus possessions.
People tend to define themselves in part by their possessions.
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 one’s extended self
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11. Self-Concept
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12. Self-Concept
The Relationship Between Self-Concept and Brand Image Influence
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13. The Nature of 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.
Mountain Dew taps into the Tarp Surfing Lifestyle
YouTube Spotlight
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14. The Nature of Lifestyle
Lifestyle and the Consumer Process
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15. The Nature of Lifestyle
Measurement of Lifestyle
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
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16. The Nature of Lifestyle
Two specific lifestyle schemes:
Luxury Sports Cars
Technology
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17. The Nature of Lifestyle
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” 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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18. The Nature of Lifestyle
Technology Segments
Technology Segments
Wizards 31%
Journeymen 13%
Apprentices 31%
Novices 25%
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19. The Nature of Lifestyle
Three general lifestyle schemes:
The VALSTM System
The PRIZM® System
Roper Starch Global Lifestyles
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20. The VALSTM System
VALS provides a systematic classification of U.S. adults into eight distinct consumer segments.
VALS is based on enduring psychological characteristics that correlate with purchase patterns.
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21. The VALSTM System Three Primary Consumer Motivations:
Ideals Motivation
Achievement Motivation
Self-Expression Motivation
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22. The VALSTM System
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23. Geo-Lifestyle Analysis (PRIZM®)
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.
1Nielsen Claritas.
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24. Geo-Lifestyle Analysis (PRIZM)
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
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25. Geo-Lifestyle Analysis (PRIZM)
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 without children at home
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26. Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Young Digerati
Blue Blood Estates
Big Fish, Small Pond
Pools and Patios
Young & Rustic
Golden Ponds
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27. Applications in Consumer Behavior
The Yamaha ad is a good example of how marketers are targeting the pools and patios.
Courtesy Yamaha Motor Corporation, USA.
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28. International Lifestyles
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