CHAPTER 12 Self-Concept and Lifestyle Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

12-2 PART III: INTERNAL INFLUENCES

Describe self-concept, how it is measured, and how it is used to position products Define lifestyle and its relationship to the self-concept and to psychographics Explain specific lifestyle typologies and summarize those for luxury sports cars and technology Explain general lifestyle typologies and summarize those for VALS TM and PRIZM ® Discuss international lifestyles and one existing segmentation scheme Learning Objectives 12-3

Does power and status matter that much? You be the judge:  Do you think consumers would pay $300 for a high-status toaster when they could buy a functionally equivalent toaster for $30?  What might explain this? Source: A. Galinksy and D. Rucker, “’Powerless’ Consumers Spend More,” Advertising Age, September 22, 2008, p Consumer Behavior In The News…

Does power and status matter that much?  If you said YES you are correct!  Explanation: Actual vs. Ideal Self-Concept.  Consumers who feel a lack of power/status in their self concepts fill void via purchase of power/status brands. Source: A. Galinksy and D. Rucker, “’Powerless’ Consumers Spend More,” Advertising Age, September 22, 2008, p Consumer Behavior In The News…

12-6 Self-Concept

The following Video Clip demonstrates Dove’s campaign designed to bridge the gap between the consumer’s “actual” and “ideal” self concept! 12-7 Video Application

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Independent/Interdependent Self-Concepts Individuals with an interdependent self- concept tend to be Obedient Sociocentric Holistic Connected, and Relation oriented Individuals with an independent self-concept tend to be Individualistic Egocentric Autonomous Self-Reliant, and Self-Contained 12-9 Self-Concept

extended self The extended self consists of the self plus possessions. Possessions and the Extended Self People tend to define themselves in part by their possessions. peak experience A peak experience is an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment. Tattoos can become a part of one’s extended self Self-Concept

12-11 Self-Concept

The Relationship Between Self-Concept and Brand Image Influence Self-Concept

Lifestyle Lifestyle is basically how a person lives. It is how one enacts his or her self-concept. Influences all aspects of one’s consumption behavior. Is determined by the person’s past experiences, innate characteristics, and current situation YouTube Spotlight Mountain Dew taps into the Tarp Surfing Lifestyle The Nature of Lifestyle

Lifestyle and the Consumer Process The Nature of Lifestyle

Measurement of Lifestyle psychographicsMeasures include Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include: Attitudes Evaluative statements about other people, places, ideas, products, etc. Values Widely held beliefs about what is acceptable or desirable Activities and Interests Nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church Demographics Age, education, income, occupation, family structure, ethnic background Media patterns The specific media the consumer utilize Usage rates Measurements of consumption within a specified product category; often consumers are categorized as heavy, medium, light, or nonusers The Nature of Lifestyle

Two specific lifestyle schemes: 1.Luxury Sports Cars 2.Technology The Nature of Lifestyle

Porsche Consumer Segments Top Guns (27%) Ambitious and driven, this group values power and control and expects to be noticed. Elitists (24%) These old-family-money “blue-bloods” don’t see a car as an extension of their personality. Cars are cars no matter what the price tag. Proud Patrons 23%) This group purchases a car to satisfy themselves, not to impress others. A car is a reward for their hard work. Bon Vivants (17%) These thrill seekers and “jet-setters” see cars as enhancing their already existing lives. Fantasists (9%) This group uses their car as an escape, not as a means to impress others. In fact, they feel a bit of guilt for owning a Porsche The Nature of Lifestyle

Technology Segments The Nature of Lifestyle Technology Segments Wizards 31% Journeymen 13%Apprentices 31%Novices 25%

Three general lifestyle schemes: 1.The VALS TM System 2.The PRIZM ® System 3.Roper Starch Global Lifestyles The Nature of Lifestyle

VALS eight VALS provides a systematic classification of U.S. adults into eight distinct consumer segments. VALS VALS is based on enduring psychological characteristics that correlate with purchase patterns The VALS TM System

Three Primary Consumer Motivations: 1.Ideals Motivation 2.Achievement Motivation 3.Self-Expression Motivation The VALS TM System

12-22 The VALS TM System

The underlying logic: 1  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. 1 Nielsen Claritas Geo-Lifestyle Analysis (PRIZM ® )

PRIZM Social and Lifestage Groups PRIZM organizes its 66 individual segments into social and lifestage groups. Four social groupings are based on “urbaniticity.” Urban Major cities with high population density Suburban Moderately dens “suburban” areas surrounding metropolitan area Second City Smaller, less densely populated cities or satellites to major cities Town & Rural Low-density towns and rural communities Geo-Lifestyle Analysis (PRIZM)

PRIZM Social and Lifestage Groups The lifestage groups are based on age and the presence of children. The three major lifestage groups are: Younger Years Singles and couples under 35 years of age with no children, or middle aged without children at home Family Life Households with children living at home Mature Years Singles and couples; age 55 yrs and older, or without children at home Geo-Lifestyle Analysis (PRIZM)

 Young Digerati  Blue Blood Estates  Big Fish, Small Pond  Pools and Patios  Young & Rustic  Golden Ponds Sample PRIZM Segments Geo-Lifestyle Analysis (PRIZM)

pools and patios The Yamaha ad is a good example of how marketers are targeting the pools and patios. Courtesy Yamaha Motor Corporation, USA Applications in Consumer Behavior

12-28 International Lifestyles