Self-Concept & LifestyleSelf-Concept & Lifestyle

Self-ConceptSelf-Concept

Self-conceptSelf-concept Actual v. IdealActual v. Ideal Private v. SocialPrivate v. Social

Independent self-conceptIndependent self-concept Interdependent self-conceptInterdependent self-concept Extended selfExtended self

Peak ExperiencePeak Experience Mere ownershipMere ownership

Measuring Self-ConceptMeasuring Self-Concept

How can marketers use self-concept?How can marketers use self-concept?

Ethical concernsEthical concerns

LifestyleLifestyle

LifestyleLifestyle Measurement of LifestyleMeasurement of Lifestyle

PsychographicsPsychographics ArbitronArbitron

8 lifestyles8 lifestyles Fast laners (14%)Fast laners (14%) Savvy Sophisticates (11%)Savvy Sophisticates (11%) Settled Set (17%)Settled Set (17%)

VALS SystemVALS System

8 Distinct Segments8 Distinct Segments Self-OrientationSelf-Orientation

PrinciplePrinciple StatusStatus ActionAction

ResourcesResources

VALS SegmentsVALS Segments

ActualizersActualizers Successful, active, wide range of interestsSuccessful, active, wide range of interests

Principle-OrientedPrinciple-Oriented FulfiledsFulfileds

Mature, satisfied, respect old but open to newMature, satisfied, respect old but open to new Want functionality, value, and durabilityWant functionality, value, and durability

BelieversBelievers Concrete beliefs based on traditional rolesConcrete beliefs based on traditional roles American prodaucts and established brandsAmerican prodaucts and established brands

VALS SegmentsVALS Segments

Status-OrientedStatus-Oriented AchieversAchievers

Successful, career-oriented peopleSuccessful, career-oriented people Image is important, respect authorityImage is important, respect authority

StriversStrivers Seek motivation, self-definition, and approval from Seek motivation, self-definition, and approval from

worldworld Money defines successMoney defines success

VALS SegmentsVALS Segments Action-orientedAction-oriented

ExperiencersExperiencers Young, enthusiasticYoung, enthusiastic Seek variety, excitement, dislike conformitySeek variety, excitement, dislike conformity

MakersMakers Constructive skillsConstructive skills Traditional context, suspicious of new ideasTraditional context, suspicious of new ideas

StrugglersStrugglers Poor, limited education, passivePoor, limited education, passive Cautious consumersCautious consumers

Problems with VALS??Problems with VALS??

Yankelovich’s Monitor MindbaseYankelovich’s Monitor Mindbase

Based on values, lifestyles, and motivationBased on values, lifestyles, and motivation Position on core set of values with lifecycle Position on core set of values with lifecycle

stagestage 32 target segments, 8 segments32 target segments, 8 segments

Yankelovich’s Monitor MindbaseYankelovich’s Monitor Mindbase

Up & Comers (16%)Up & Comers (16%) Aspiring Achievers (8%)Aspiring Achievers (8%) Realists (12%)Realists (12%) New Traditionalists (14%)New Traditionalists (14%) Family centered (14%)Family centered (14%) Individualistic (6%)Individualistic (6%) Renaissance Masters (13%)Renaissance Masters (13%) Maintainers (17%)Maintainers (17%)

Geo-Demographic AnalysisGeo-Demographic Analysis

PRIZMPRIZM 62 lifestyle clusters, 12 broad social groups62 lifestyle clusters, 12 broad social groups

Fur & Station WagonersFur & Station Wagoners Pools & PatiosPools & Patios Young SuburbiaYoung Suburbia Blue Chip BluesBlue Chip Blues Blue Collar NurseryBlue Collar Nursery Middle AmericaMiddle America Emergent MinoritiesEmergent Minorities Shotguns & PickupsShotguns & Pickups

International LifestylesInternational Lifestyles

Global ScanGlobal Scan 14 countries14 countries

Strivers (26%)Strivers (26%) Achievers (22%)Achievers (22%) Pressured (13%)Pressured (13%) Adapters (18%)Adapters (18%) Traditionals ( 16%)Traditionals ( 16%)