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Self-Concept

Self Concept. Totality of the individual's thoughts and feelings having reference to himself or herself as an objectIn EnglishWhat you think you are and what you think about yourself!. 4 ways to define. Actual Self-Concept ? who I am nowIdeal Self-Concept ? who I would like to bePrivate Se

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Self-Concept

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    1. Self-Concept

    2. Self Concept Totality of the individual’s thoughts and feelings having reference to himself or herself as an object In English What you think you are and what you think about yourself!

    3. 4 ways to define Actual Self-Concept – who I am now Ideal Self-Concept – who I would like to be Private Self-Concept – how I am or would like to be to myself Social Self-Concept – how I am seen by others or how I would like to be seen by others

    4. Independents More likely to seek adventure and excitement through travel, sports, entertainment, ect.

    5. Interdependents More likely to engage in home and domestic-related activities and entertainment. Cooking from scratch Engage in social activities revolving around families and community.

    6. Independent vs. Interdependent

    7. Extended Self-Concept Consists of the self + possessions

    9. Creating Negative Effects

    11. Lifestyle

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

    13. Lifestyle and Consumption Process

    14. Relationship between lifestyle and self-concept Comparing various Activities Interests Behaviors

    15. Independent vs. interdependent They’re desired lifestyle influences their needs and desires and thus their purchases and use.

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

    17. General vs. Specific Lifestyle Schemes GENERAL: no specific product or activity VALS and PRIZM

    18. Luxury Sport Car

    19. Shopping

    20. Technology

    21. Chapter 12 VALS SYSTEM VALS provides a systematic classification of American adults into eight distinct consumer segments VALS is based on enduring psychological characteristic’s that correlate with purchase patterns Respondent are classified according to their primary motivation, which serves as one of VALS two dimensions. The Second dimension, termed resources which reflects the ability of individuals to pursue their dominant self-orientation. Three primary motivations - Ideals motivation Achievement motivation Self-expansion motivation

    22. The VALS Segments Innovators- are successful, active, take-charge people with high self-esteem and abundant resources. Thinkers- are mature, satisfied, comfortable, most are well educated, knowledgeable and responsible. Believers- are conservative, people with concrete beliefs based on traditional, like family, church, community, and the nation. Achievers- have a successful career, usually work oriented people and generally do feel in control of their lives. Strivers- are style and trendy, they have limited education and tend to have narrow interests. Money defines success for strivers, but usually don’t have enough of it. Experiencers- are young, enthusiastic, impulsive and rebellious, they seek excitement. Makers- are practical people who have constructive skills and value self-sufficiency. Traditional family and practical work. Survivors- lives are constricted, lives on limited income but are relatively satisfied. Usually elderly and concerned about their health.

    23. GEO-LIFESTYLE ANALYSIS (PRIZM) People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another. They choose to live amongst their peers in neighborhoods offering affordable advantages and compatible lifestyles.

    24. GEO-LIFESTYLE ANALYSIS (PRIZM) Once settled in, people naturally emulate their neighbors. They adopt similar social values, tastes and expectations. They exhibit shared patterns of consumer behavior toward products, services, media and promotions.

    25. GEO-LIFESTYLE ANALYSIS (PRIZM) Geo-demographic analysis is based on the premise that lifestyle, and thus consumption is largely driven by demographic factors. The geographic regions analyzed can range from large to small: States and counties, 5-digit ZIP codes (1,500-15,000 or more households), Census tracts with (850-2,500 households)

    26. GEO-LIFESTYLE ANALYSIS (PRIZM) PRIZM- the output is a set of 66 lifestyle segments. The broadest social groupings are based on “Urbanicity.” - The Four Major Social Groups are: Urban- Major cities with high population density Suburban- Moderately dense “suburban” areas surrounding metropolitan areas. Second City- smaller, less densely populated cities or satellites to major cities Town & Country- low-density towns and rural communities.

    27. GEO-LIFESTYLE ANALYSIS (PRIZM) The broadest life stage groups are based on age and the presence of children. The three major life stage groups are: Younger Years- singles and couples under 45 years of age with no children Family Life- Middle aged (25-54) families with children Mature years– singles and couples over 45 years of age.

    28. 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

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