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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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CHAPTER 12
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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