Chapter 12: Self-Concept & Lifestyle

Front 1

Self-concept

Back 1

the beliefs a person
holds about his/her own attributes,
and how he/she evaluates these
qualities.

Front 2

Self-concept is defined as

Back 2

the totality of the individual's thoughts and feelings having reference to himself or herself as an object

Front 3

Self-concept is divided into 4 parts:

Back 3

Private Self

Social Self

Actual Self

Ideal Self

Front 4

Products can

Back 4

ØBe consistent with
actual self
Ø Help us reach ideal self

Front 5

Independent self-concept

Back 5

emphasizes personal goals, characteristics, acheivements, and desires. Individuals with this tend to be individualistic, egocentric, autonomous, self-reliant. The define themselves in terms of what they have done, what they have, and their personal characteristics.

Front 6

Interdependent self-concept

Back 6

emphasizes family, cultural, professional, and social relationships. These people tend to be obedient, sociocentric, holistic, connected, and relation oriented. The define themselves in terms of social roles etc.

Front 7

Possessions and The
extended self

Back 7

-The extended self consists
of the self plus possessions
- People tend to define
themselves in part by their
possessions

-Japanese business people view a
card as an extension of their self

Front 8

Extended self can also
relate to non-product
entities:

Back 8

-Activities
- TV shows
-Sports teams
-Tattoos

Front 9

Identity marketing

Back 9

consumers alter some aspects of their
selves to advertise for a branded product

Front 10

Products can:

Back 10

- Be consistent with
actual self
- Help us reach ideal self
-Help us manage social
self-concept (impression
management)

Front 11

Lifestyle is

Back 11

-how a person lives.

-It is how one enacts his or her self-concept.
-determined by the person’s past
experiences, innate characteristics, and
current situation

Front 12

Lifestyle✽ People sort themselves into groups
on the basis of:

Back 12

- What they like to do
-How they spend leisure time
-How they spend disposable income

Front 13

Lifestyle is a

Back 13

key variable to segmentation in marketing

Front 14

Lifestyle: Psychographic Segmentation

Back 14

✽ To define target market
✽ To create new view of market
✽ To position product
✽ To better communicate product attributes
✽ To develop product strategy
✽ To market social/political issues

Front 15

Geo-Lifestyle Analysis (PRIZM)

✽ The underlying logic:

Back 15

-People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another.
-They choose to live amongst their peers in
neighborhoods offering …compatible lifestyles.
-They exhibit shared patterns of consumer behavior toward products, services, media and promotions

✽ Sample PRIZM Segments
Young Digerati, Blue Blood Estates. Big Fish, Small Pond, Pools and Patios

Front 16

The VALS

Back 16

-provides a
systematic classification
of U.S. adults into eight
distinct consumer
segments.

Front 17

VALS is based on

Back 17

enduring psychological
characteristics that
correlate with purchase
patterns

Front 18

Underlying Differences Across VALS Motivational Types

Back 18