Self-Concept & Lifestyle. Self-Concept Self-concept Self-concept Actual v. Ideal Actual v. Ideal Private v. Social Private v. Social Independent self-concept.

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Presentation transcript:

Self-Concept & Lifestyle

Self-Concept Self-concept Self-concept Actual v. Ideal Actual v. Ideal Private v. Social Private v. Social Independent self-concept Independent self-concept Interdependent self-concept Interdependent self-concept Extended self Extended self Peak Experience Peak Experience Mere ownership Mere ownership

Measuring Self-Concept How can marketers use self-concept? How can marketers use self-concept? Ethical concerns Ethical concerns

Lifestyle Lifestyle Lifestyle Measurement of Lifestyle Measurement of Lifestyle Psychographics Psychographics Arbitron Arbitron 8 lifestyles 8 lifestyles Fast laners (14%) Fast laners (14%) Savvy Sophisticates (11%) Savvy Sophisticates (11%) Settled Set (17%) Settled Set (17%)

VALS System 8 Distinct Segments 8 Distinct Segments Self-Orientation Self-Orientation Principle Principle Status Status Action Action Resources Resources

VALS Segments Actualizers Actualizers Successful, active, wide range of interests Successful, active, wide range of interests Principle-Oriented Principle-Oriented Fulfileds Fulfileds Mature, satisfied, respect old but open to new Mature, satisfied, respect old but open to new Want functionality, value, and durability Want functionality, value, and durability Believers Believers Concrete beliefs based on traditional roles Concrete beliefs based on traditional roles American prodaucts and established brands American prodaucts and established brands

VALS Segments Status-Oriented Status-Oriented Achievers Achievers Successful, career-oriented people Successful, career-oriented people Image is important, respect authority Image is important, respect authority Strivers Strivers Seek motivation, self-definition, and approval from world Seek motivation, self-definition, and approval from world Money defines success Money defines success

VALS Segments Action-oriented Action-oriented Experiencers Experiencers Young, enthusiastic Young, enthusiastic Seek variety, excitement, dislike conformity Seek variety, excitement, dislike conformity Makers Makers Constructive skills Constructive skills Traditional context, suspicious of new ideas Traditional context, suspicious of new ideas Strugglers Strugglers Poor, limited education, passive Poor, limited education, passive Cautious consumers Cautious consumers Problems with VALS?? Problems with VALS??

Yankelovich’s Monitor Mindbase Based on values, lifestyles, and motivation Based on values, lifestyles, and motivation Position on core set of values with lifecycle stage Position on core set of values with lifecycle stage 32 target segments, 8 segments 32 target segments, 8 segments

Yankelovich’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 Analysis PRIZM PRIZM 62 lifestyle clusters, 12 broad social groups 62 lifestyle clusters, 12 broad social groups Fur & Station Wagoners Fur & Station Wagoners Pools & Patios Pools & Patios Young Suburbia Young Suburbia Blue Chip Blues Blue Chip Blues Blue Collar Nursery Blue Collar Nursery Middle America Middle America Emergent Minorities Emergent Minorities Shotguns & Pickups Shotguns & Pickups

International Lifestyles Global Scan Global Scan 14 countries 14 countries Strivers (26%) Strivers (26%) Achievers (22%) Achievers (22%) Pressured (13%) Pressured (13%) Adapters (18%) Adapters (18%) Traditionals ( 16%) Traditionals ( 16%)