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<ul><li> 1. CHAPTER TWELVE Self-Concept and Lifestyle McGraw-Hill/Irwin Copyright 2004 by The McGraw-Hill Companies, Inc.All rights reserved.</li></ul> <p> 2. What is a Self-concept? </p> <ul><li>Self-concept:the totality of the individuals thoughts and feelings having reference to him-or herself as an object </li></ul> <ul><li>Self-concept can be divided into four basic parts </li></ul> <p> 3. Dimensions of a Consumers Self-Concept 4. Consumer Insight 12-1 </p> <ul><li>How does a tattoo affect ones self-concept and become part of ones extended self? </li></ul> <ul><li>Will one or multiple visible tattoos become the norm for younger consumers over the next 10 years? </li></ul> <ul><li>How is the renaissance in tattooing similar to the revival of cigar smoking? How is it different? </li></ul> <p> 5. In-class Exercise </p> <ul><li>Using Table 12-2 (on the next slide): </li></ul> <ul><li>Rate your own actual self concept (A) </li></ul> <ul><li>Rate your desired self concept (D) </li></ul> <ul><li>Rate the product concept of your favorite beverage (B) </li></ul> <ul><li>Rate the person concept of your favorite celebrity of the same gender (C) </li></ul> <ul><li>Assess the consistency of these four concepts </li></ul> <p> 6. Measurement Scale for Concepts 7. Interaction of Self-Conceptand Brand Image 8. Lifestyle and the Consumption Process 9. Measurement of Lifestyle </p> <ul><li>Lifestyle Studies </li></ul> <ul><li><ul><li>Attitudes </li></ul></li></ul> <ul><li><ul><li>Values </li></ul></li></ul> <ul><li><ul><li>Activities and Interests </li></ul></li></ul> <ul><li><ul><li>Demographics </li></ul></li></ul> <ul><li><ul><li>Media Patterns </li></ul></li></ul> <ul><li><ul><li>Usage Rates </li></ul></li></ul> <ul><li>Can be used as a general measure, but most commonly used to measure a specific product or activity. </li></ul> <ul><li>General lifestyles can be used to discover new product opportunities. </li></ul> <ul><li>Specific lifestyle analysis may help reposition existing brands. </li></ul> <p> 10. Table 12-3 11. The Vals System </p> <ul><li>SRI Consulting Business Intelligence </li></ul> <ul><li>42 statements of agreement </li></ul> <ul><li>Classifies individuals using two dimensions </li></ul> <ul><li><ul><li>Self Orientation </li></ul></li></ul> <ul><li><ul><li><ul><li>Principle oriented </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Status oriented </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Action oriented </li></ul></li></ul></li></ul> <ul><li><ul><li>Resources </li></ul></li></ul> <ul><li>Individuals are placed in one of 8 general psychographic segments </li></ul> <p> 12. VALS Lifestyle System 13. Demographics of the VALS Segments ActualizerFulfilledBelieverAchieverStriverExperiencerMakerStrugglerTotal 14. VALS Segment Ownership and Activities TotalActualizerFulfilledBelieverAchieverStriverExperiencerMakerStruggler 15. Yankelovichs MONITOR MindBase </p> <ul><li>Considers the individuals position on a set of core values with his or her life cycle stage </li></ul> <ul><li>Values identified include: </li></ul> <ul><li><ul><li>Materialism </li></ul></li></ul> <ul><li><ul><li>Technology orientation </li></ul></li></ul> <ul><li><ul><li>Family values </li></ul></li></ul> <ul><li><ul><li>Conservatism </li></ul></li></ul> <ul><li><ul><li>Cynicism versus optimism </li></ul></li></ul> <ul><li><ul><li>Social Interaction </li></ul></li></ul> <ul><li><ul><li>Activity level </li></ul></li></ul> <ul><li>Grouped into 8 high-level segments </li></ul> <p> 16. Consumption Differences across MindBase Segments 17. Geo-Demographic Analysis (PRIZM) </p> <ul><li>Based on the premise that lifestyle, and thus consumption, is largely driven by demographic factors </li></ul> <ul><li>Analyzes geographic regions </li></ul> <ul><li>Every neighborhood in the U.S. can be profiled </li></ul> <ul><li>Total of 62 lifestyle clusters </li></ul> <p> 18. International Lifestyles: GLOBAL SCAN 19. GLOBAL SCANSegment Sizes across Countries</p>