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12. CHAPTER. SELF-CONCEPT AND LIFESTYLE. Self-Concept. Dimensions of a Consumer’s Self-Concept. 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

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  1. 12 CHAPTER SELF-CONCEPT AND LIFESTYLE 12-1

  2. Self-Concept Dimensions of a Consumer’s Self-Concept 12-2

  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 12-3

  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 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 12-4

  5. Self-Concept The Relationship Between Self-Concept and Brand Image Influence 12-5

  6. 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. 12-6

  7. The Nature of Lifestyle Lifestyle and the Consumer Process 12-7

  8. The Nature of Lifestyle Measurement of Lifestyle Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include: 12-8

  9. The Nature of Lifestyle Three specific lifestyle schemes: • Luxury Sports Cars • Shopping • Technology 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 12-12

  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. 12-14

  15. The VALSTM System Three Primary Consumer Motivations: • Ideals Motivation • Achievement Motivation • Self-Expression Motivation 12-15

  16. 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. 1Claritas, Inc. 12-16

  17. Geo-Lifestyle Analysis (PRIZM) • The geographic regions analyzed can range from large to small: • States and counties • MSAs with 50,000+ people • 5-digit ZIP codes (1,500-15,000 or more households) • Census tracts with (850-2,500 households) • Census blocks (8-25 households) • ZIP+4, (6-15 households) • PRIZM can even get down to the individual household! 1Claritas, Inc. 12-17

  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. 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: 12-19

  20. Geo-Lifestyle Analysis (PRIZM) Sample PRIZM Segments • Young Digerati • Blue Blood Estates • Big Fish, Small Pond • Pools and Patios • Bohemian Mix • Urban Achievers • Young & Rustic • Golden Ponds 12-20

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