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Marketing 334 Consumer Behavior

Marketing 334 Consumer Behavior. Chapter 12 Self-Concept and Lifestyle From: Consumer Behavior , 10 th ed. By Hawkins, Mothersbaugh andBest. Self-Concept. Dimensions of a Consumer’s Self-Concept. Individuals with an interdependent self-concept tend to be Obedient Sociocentric Holistic

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Marketing 334 Consumer Behavior

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  1. Marketing 334Consumer 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. 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-Concept Interdependent/Independent Self-Concepts

  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: 12-9

  10. The Nature of Lifestyle Porsche Consumer Segments 12-10

  11. The Nature of Lifestyle Five Shopping Lifestyle Segments 12-11

  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 12-13

  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 12-15

  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. 12-17 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: 12-18

  19. International Lifestyles Global Lifestyle Segments Identified by Roper Starch Worldwide 12-19

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