Self-Concept and Lifestyle CHAPTER TWELVE Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Measurement Scales for Self-Concepts, Person Concepts, and Product Concepts 12-1 1. Rugged ____ ____ ____ ____ ____ Delicate 2. Excitable ____ ____ ____ ____ ____ Calm 3. Uncomfortable ____ ____ ____ ____ ____ Comfortable 4. Dominating ____ ____ ____ ____ ____ Submissive 5. Thrifty ____ ____ ____ ____ ____ Indulgent 6. Pleasant ____ ____ ____ ____ ____ Unpleasant 7. Contemporary ____ ____ ____ ____ ____ Noncontemporary 8. Organized ____ ____ ____ ____ ____ Unorganized 9. Rational ____ ____ ____ ____ ____ Emotional 10. Youthful ____ ____ ____ ____ ____ Mature 11. Formal ____ ____ ____ ____ ____ Informal 12. Orthodox ____ ____ ____ ____ ____ Liberal 13. Complex ____ ____ ____ ____ ____ Simple 14. Colorless ____ ____ ____ ____ ____ Colorful 15. Modest ____ ____ ____ ____ ____ Vain Source: N. K. Malhotra, “A Scale to Measure Self-Concepts, Person-Concepts, and Product Concepts.” Journal of Marketing Research, November 1981, p.462.

The Relationship between Self-Concept and Brand Image Influence 12-2 Product Brand Image Relationship Between self-concept and brand image Behavior Seek products and brands that improve/maintain self-concept Satisfaction Purchase contributes to desired self-concept Consumer Self-concept Reinforces self-concept Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Lifestyle and the Consumption Process 12-3 Lifestyle determinants Demographics Subculture Social class Motives Personality Emotions Values Household life cycle Culture Past experiences Lifestyle How we live Activities Interests Like/dislikes Attitudes Consumption Expectations Feelings Impact on behavior Purchases How When Where What With whom Consumption Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

Lifestyle Analysis of the British Cosmetics Market 12-4 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.

Lifestyle Analysis of the British Cosmetics Market 12-4 (II) Behaviors and Descriptors Retail 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 56 Green goddesses 95 76 74 86 119 103 32 52 Unconcerned 82 81 70 89 74 95 44 64 Conscience-stricken 68 59 53 40 82 99 24 59 Dowdies 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.

VALS2 Lifestyle System 12-5 Experiencer Maker Actualizer Abundant resources Minimal resources Fulfilled Principle Achiever Status Experiencer Action Believer Striver Maker Struggler Source: SRI International.

VALS2 Segment Activities 2nd Media Use* 12-6 * Figures under each segment are the index for each segment (100 = Base rate usage). Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Segment Barbecue outdoors 125 93 82 118 111 109 123 50 Do gardening 155 129 118 109 68 54 104 80 Do gourmet cooking 217 117 96 103 53 133 86 47 Drink coffee daily 120 119 126 88 87 55 91 116 Drink herbal tea 171 125 89 117 71 115 81 68 Drink domestic beer 141 88 73 101 87 157 123 50 Drink imported beer 238 93 41 130 58 216 88 12 Do activities with kids 155 129 57 141 112 89 116 32 Play team sports 114 73 69 104 110 172 135 34 Do cultural activities 293 63 67 96 45 154 63 14 Exercise 145 114 69 123 94 143 102 39 Do home repairs 161 113 85 82 53 88 171 58 Source: SRI International.

VALS2 Segment Activities 2nd Media Use* 12-6 (II) * Figures under each segment are the index for each segment (100 = Base rate usage). Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Segment Do risky sports 190 48 36 52 59 283 171 7 Socialize weekly 109 64 73 90 96 231 94 62 Automotive magazines 92 105 50 79 50 254 157 22 Business magazines 255 227 74 179 37 71 33 8 Commentary magazines 274 173 106 87 66 109 49 15 Reader’s Digest 58 143 150 90 63 57 87 130 Fish and game magazines 56 83 119 46 37 130 209 79 Human-interest magazines 83 115 113 129 93 135 86 46 Literary magazines 533 120 29 77 44 105 45 31 Watch “Face the Nation” 161 199 161 62 42 35 37 126 Watch “L.A. Law” 96 113 132 114 109 71 89 70 Watch “McGyver” 35 50 126 57 92 104 153 140 Source: SRI International.

GLOBAL SCAN Segment Sizes across Countries 12-7 Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.