1. Marketing 334 Consumer Behavior
Chapter 12
Self-Concept and Lifestyle
From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh andBest

2. Self-Concept
Dimensions of a Consumer’s Self-Concept

3. Self-Concept Interdependent/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

4. 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
Tattoos can become a part of one’s extended self

5. Self-Concept
Measuring Self-Concept

6. Self-Concept
The Relationship Between Self-Concept and Brand Image Influence

7. 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.

8. The Nature of Lifestyle
Lifestyle and the Consumer Process

9. 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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10. 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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11. The Nature of Lifestyle
Five 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
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12. The Nature of Lifestyle
Technographics

13. The Nature of Lifestyle
Three general lifestyle schemes:
The VALSTM System
The PRIZM System
Roper Starch Global Lifestyles
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14. 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.

15. The VALSTM System Three Primary Consumer Motivations:
Ideals Motivation
Achievement Motivation
Self-Expression Motivation
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16. The VALSTM System
Underlying Differences Across VALSTM Motivational Types

17. 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.
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1Claritas, Inc.

18. Geo-Lifestyle Analysis (PRIZM)
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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19. International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide
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