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CHAPTER TWELVE

Self-Concept and Lifestyle

McGraw-Hill/Irwin Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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What is a Self-concept?

Self-concept: the totality of theindividuals thoughts and feelings

having reference to him-or herself as an

object

Self-concept can be divided into fourbasic parts

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Dimensions of a Consumers Self-Concept

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Consumer Insight 12-1

How does a tattoo affect ones self-concept

and become part of ones extended self? Will one or multiple visible tattoos become the

norm for younger consumers over the next 10

years?

How is the renaissance in tattooing similar tothe revival of cigar smoking? How is it

different?

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In-class Exercise

Using Table 12-2 (on the next slide):

Rate your own actual self concept (A)

Rate your desired self concept (D)

Rate the product concept of your favorite

beverage (B)

Rate the person concept of your favorite

celebrity of the same gender (C)

Assess the consistency of these four concepts

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Measurement Scale for Concepts

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Interaction of Self-Conceptand Brand Image

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Lifestyle and the Consumption Process

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Measurement of Lifestyle

Lifestyle Studies Attitudes

Values Activities and Interests

Demographics

Media Patterns

Usage Rates

Can be used as a general

measure, but most

commonly used to measure

a specific product or activity.

General lifestyles can be

used to discover new

product opportunities.

Specific lifestyle analysismay help reposition existing

brands.

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Table 12-3

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12

The Vals System

SRI Consulting Business Intelligence

42 statements of agreement

Classifies individuals using two dimensions Self Orientation

Principle oriented

Status oriented

Action oriented

Resources

Individuals are placed in one of 8 generalpsychographic segments

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VALS Lifestyle System

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Demographics of the VALS Segments

Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Total

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VALS Segment Ownership and Activities

Total Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler

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Consumption Differences across

MindBase Segments

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Geo-Demographic Analysis (PRIZM)

Based on the premise that lifestyle, andthus consumption, is largely driven bydemographic factors

Analyzes geographic regions

Every neighborhood in the U.S. can beprofiled

Total of 62 lifestyle clusters

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CHAPTER 12

International Lifestyles: GLOBAL SCAN

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