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Chapter 12Chapter 12Self-ConceptSelf-Conceptand Lifestyleand Lifestyle

Chapter 12Chapter 12Self-ConceptSelf-Conceptand Lifestyleand Lifestyle

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Self-ConceptSelf-ConceptSelf-ConceptSelf-Concept

Self-Concept is one’s perceptions of and feelings about him/herself. Actual versus Ideal self-concept Private versus Social self-concept

The Extended Self is comprised of one’s self and one’s possessions. Thus, our self-concept is defined in part by what we possess.

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1. Rugged ----------------------------------------- Delicate2. Excitable ----------------------------------------- Calm3. Uncomfortable ----------------------------------------- Comfortable4. Dominating ----------------------------------------- Submissive5. Thrifty ----------------------------------------- Indulgent6. Pleasant ----------------------------------------- Unpleasant7. Contemporary ----------------------------------------- Noncontemporary8. Organized ----------------------------------------- Unorganized9. Rational ----------------------------------------- Emotional

10. Youthful ----------------------------------------- Mature11. Formal ----------------------------------------- Informal12. Orthodox ----------------------------------------- Liberal13. Complex ----------------------------------------- Simple14. Colorless ----------------------------------------- Colorful15. Modest ----------------------------------------- Vain

Measurement Scales for Self-Concepts, Measurement Scales for Self-Concepts, Person Concepts, and Product ConceptsPerson Concepts, and Product ConceptsMeasurement Scales for Self-Concepts, Measurement Scales for Self-Concepts, Person Concepts, and Product ConceptsPerson Concepts, and Product Concepts

Source: N. K. Malhotra, “A Scale to Measure Self-Concepts, Person-Concepts, and Product Concepts.” Journal of Marketing Research, November 1981, p.462.

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The Relationship between Self-Concept The Relationship between Self-Concept and Brand Image Influenceand Brand Image Influence

The Relationship between Self-Concept The Relationship between Self-Concept and Brand Image Influenceand Brand Image Influence

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Product Brand Image

Consumer Self-

concept

Relationship Between self-concept and brand image

BehaviorSeek products and brands that

improve/maintain self-concept

SatisfactionPurchase

contributes to desired self-concept

Reinforces self-concept

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Lifestyle and PsychographicsLifestyle and PsychographicsLifestyle and PsychographicsLifestyle and Psychographics

Lifestyles describe the way we live.Psychographics is the measurement of lifestyles.

Original measure was AIO inventory Today’s measures include wider variety of

customer characteristicsMost psychographic measures are data driven.Many psychographic measures are product or

consumption-situation specific.

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Lifestyle and Lifestyle and the Consumption Processthe Consumption Process

Lifestyle and Lifestyle and the Consumption Processthe Consumption Process

Lifestyle determinants

Demographics

Subculture

Social class

Motives

Personality

Emotions

Values

Household life cycle

Culture

Past experiences

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Lifestyle

How we live

Activities

Interests

Like/dislikes

Attitudes

Consumption

Expectations

Feelings

Impact on behavior

Purchases How When Where What With whom

Consumption Where With whom How When What

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Lifestyle Analysis of the British Lifestyle Analysis of the British Cosmetics MarketCosmetics Market

Lifestyle Analysis of the British Lifestyle Analysis of the British Cosmetics MarketCosmetics Market

Cosmetic Lifestyle Segments

1. Self-aware: concerned about appearance, fashion, and exercise.

2. Fashion-direct: concerned about fashion and appearance, not about exercise and sport.

3. Green goddesses: concerned about sport and fitness, less about appearance.

4. Unconcerned: neutral attitudes to health and appearance.

5. Conscience-stricken: no time for self-realization, busy with family responsibilities.

6. Dowdies: indifferent to fashion, cool on exercise, and dress for comfort.

Source: T. Bowles, “Does Classifying People by Lifestyle Really Help the Advertiser?” European Research, February 1988, pp.17-24.

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Lifestyle Analysis of the British Lifestyle Analysis of the British Cosmetics MarketCosmetics Market

Lifestyle Analysis of the British Lifestyle Analysis of the British Cosmetics MarketCosmetics Market

Behaviors and DescriptorsRetail Outlets*

Cosmetic Blush Use Use Miss Age† Social Index Index Wallis Selfridge Etam C&A (15-44) Class ‡

Self-aware 162 188 228 189 151 102 51% 60%Fashion-directed 147 166 153 165 118 112 43 56Green goddesses 95 76 74 86 119 103 32 52Unconcerned 82 81 70 89 74 95 44 64Conscience-stricken 68 59 53 40 82 99 24 59Dowdies 37 19 17 22 52 85 20 62

*100 = Average usage.† Read as “_________ percent of this group is between 15 and 44.”‡ Read as “_________ percent of this group is in the working and lower middle class.”

Source: T. Bowles, “Does Classifying People by Lifestyle Really Help the Advertiser?” European Research, February 1988, pp.17-24.

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VALSVALSVALSVALS

VALS is a system developed by SRI International to classify individuals into groups based on psychographic measures.

VALS identifies three primary self-orientations: principle oriented status oriented action oriented

Resources is the second dimension in VALS and measures the ability of individual to pursue their dominant self-orientation.

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VALS2 Lifestyle SystemVALS2 Lifestyle SystemVALS2 Lifestyle SystemVALS2 Lifestyle System

Principle

Fulfilled

Believer

Status

Achiever

Striver

Action

Experiencer

Maker

Actualizer

Struggler

Abundant resources

Minimal resources

Source: SRI International.

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VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*

Act

ual

izer

Fu

lfill

ed

Bel

ieve

r

Ach

ieve

r

Str

iver

Exp

erie

nce

r

Mak

er

Str

ug

gle

r

Barbecue outdoors 125 93 82 118 111 109 123 50Do gardening 155 129 118 109 68 54 104 80Do gourmet cooking 217 117 96 103 53 133 86 47Drink coffee daily 120 119 126 88 87 55 91 116Drink herbal tea 171 125 89 117 71 115 81 68Drink domestic beer 141 88 73 101 87 157 123 50Drink imported beer 238 93 41 130 58 216 88 12Do activities with kids 155 129 57 141 112 89 116 32Play team sports 114 73 69 104 110 172 135 34Do cultural activities 293 63 67 96 45 154 63 14Exercise 145 114 69 123 94 143 102 39Do home repairs 161 113 85 82 53 88 171 58

* Figures under each segment are the index for each segment (100 = Base rate usage).

Source: SRI International.

Segment

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VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*

Act

ual

izer

Fu

lfill

ed

Bel

ieve

r

Ach

ieve

r

Str

iver

Exp

erie

nce

r

Mak

er

Str

ug

gle

r

Do risky sports 190 48 36 52 59 283 171 7Socialize weekly 109 64 73 90 96 231 94 62Automotive magazines 92 105 50 79 50 254 157 22Business magazines 255 227 74 179 37 71 33 8Commentary magazines 274 173 106 87 66 109 49 15Reader’s Digest 58 143 150 90 63 57 87 130Fish and game magazines 56 83 119 46 37 130 209 79Human-interest magazines 83 115 113 129 93 135 86 46Literary magazines 533 120 29 77 44 105 45 31Watch “Face the Nation” 161 199 161 62 42 35 37 126Watch “L.A. Law” 96 113 132 114 109 71 89 70Watch “McGyver” 35 50 126 57 92 104 153 140

* Figures under each segment are the index for each segment (100 = Base rate usage).

Source: SRI International.

Segment

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BSBW’s Global Psychographic Segments BSBW’s Global Psychographic Segments

Strivers (26%)

Achievers (22%)

Pressured (13%)

Adapters (18%)

Traditionals (16%)

Consists of young people with a median age of 31 who live hectic, on-the-go lives. Driven to achieve success, they are materialistic pleasure seekers for whom time and money are in short supply.

Older than strivers, the affluent, assertive Achievers are upwardly mobile and already have attained a good measure of success. They are status conscious consumers for whom quality is important.

Comprised mostly of women, cuts across age groups and is characterized by constant financial and family pressures.

Comprised of older people who are content with their lives and who manage to maintain their values while faced with change

Are “rooted to the past” and cling to the country’s heritage and cultural values.

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GLOBAL SCAN GLOBAL SCAN Segment Sizes across CountriesSegment Sizes across Countries

GLOBAL SCAN GLOBAL SCAN Segment Sizes across CountriesSegment Sizes across Countries

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29%26%22%

18%22%17%

12%14%19%

16%12%18%

17%14%22%

8%12%2%

Japan United States United Kingdom

Unassigned

Adapters

Traditionals

Pressured

Achievers

Strivers

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Tom sees himself as young, enthusiastic, impulsive and rebellious. He enjoys excitement, savors the offbeat, and is a “risk taker.” He likes trying new things and is open to new ideas. Tom would most likely be classified as a(n): Actualizer Achiever Striver Experiencer Maker

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Martha sees herself as a happy homemaker and generally a pleasant and happy person to be around. She takes great pride in her family and in her home. She has collected items for her home for many years and believes that the atmosphere of her home help make her who she is. This illustrates: Actual self-concept Ideal self-concept Private self-concept Social self-concept Extended self