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Chapter 12 – Learning Objectives

Chapter 12 – Learning Objectives. identify the 4 basic parts of self-concept understand the relationship between self-concept & brand image identify the psychographic measures used by the VALS 2 system explain the PRIZM system of geodemographics. Self-Concept – 4 Basic Parts. actual

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Chapter 12 – Learning Objectives

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  1. Chapter 12 – Learning Objectives • identify the 4 basic parts of self-concept • understand the relationship between self-concept & brand image • identify the psychographic measures used by the VALS 2 system • explain the PRIZM system of geodemographics

  2. Self-Concept – 4 Basic Parts • actual • who I am now • ideal • who I would like to be • private • how I am or would like to be to myself • social • how I am seen by others or how I would like to be seen by others

  3. The Relationship between Self-Concept and Brand Image Product Brand Image Relationship Between self-concept and brand image BehaviorSeek products and brands that improve/maintain self-concept SatisfactionPurchase contributes to desired self-concept Consumer Self-concept Reinforces self-concept

  4. VALS 2 Lifestyle System • Self Orientation • principle oriented • status oriented • action oriented • Resources • abundant • minimal

  5. Claritas’ PRIZM • Potential Rating Index by Zip Markets • delineated 500,000 + U.S. neighborhoods into 62 lifestyle clusters organized by 12 broad social groups • does not measure values or attitudes

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