CHAPTER TWELVE

Self-Concept and LifestyleSelf-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 the individual’s thoughts and feelings having reference to him-or herself as an object

• Self-concept can be divided into four basic parts…

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Dimensions of a Consumer’s Self-Concept

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Consumer Insight 12-1

• How does a tattoo affect one’s self-concept and become part of one’s 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 to the 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-Concept and 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 analysis may help reposition existing brands.

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Table 12-3

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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 general psychographic 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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Yankelovich’s MONITOR MindBase

• Considers the individual’s position on a set of core values with his or her life cycle stage

• Values identified include:• Materialism• Technology orientation• Family values• Conservatism• Cynicism versus optimism• Social Interaction• Activity level

• Grouped into 8 high-level segments

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Consumption Differences across MindBase Segments

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Geo-Demographic Analysis (PRIZM)

• Based on the premise that lifestyle, and thus consumption, is largely driven by demographic factors

• Analyzes geographic regions

• Every neighborhood in the U.S. can be profiled

• Total of 62 lifestyle clusters

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International Lifestyles: GLOBAL SCAN

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GLOBAL SCAN Segment Sizes across Countries