Ch. 12: Self-Concept and Lifestyle Self-concept – the totality of the individual’s thoughts and feelings having reference to him- or herself as an object. Dimensions of Self-Concept Actual Self- Concept Ideal Self-Concept Private Self Social Self

Different Self-Images Actual Self- Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image

Self-Concept and Brand Image Product Brand Image Consumer Self- concept Relationship Between self- concept and brand image Behavior Seek products and brands that improve/maintain self-concept Satisfaction Purchase contributes to desired self-concept Reinforces self-concept

Vanity and Consumer Behavior Consumer Vanity Physical vanity Achievement vanity Consumer Behavior Materialism Use of Cosmetics Concern with clothing Country club membership

Measurement of Consumer Vanity PHYSICAL-CONCERN ITEMS PHYSICAL-VIEW ITEMS ACHIEVEMENT-CONERN ITEMS ACHIEVEMENT-VIEW ITEMS

Lifestyle and the Consumption Process 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 Where With whom How When What

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

VALS2 Segment Activities 2nd Media Use* 12-6 Actualizer Fulfilled BelieverAchieverStriverExperiencer Maker Struggler Barbecue outdoors Do gardening Do gourmet cooking Drink coffee daily Drink herbal tea Drink domestic beer Drink imported beer Do activities with kids Play team sports Do cultural activities Exercise Do home repairs * Figures under each segment are the index for each segment (100 = Base rate usage). Segment

VALS2 Segment Activities 2nd Media Use* Actualizer Fulfilled BelieverAchieverStriverExperiencer Maker Struggler Do risky sports Socialize weekly Automotive magazines Business magazines Commentary magazines Reader’s Digest Fish and game magazines Human-interest magazines Literary magazines Watch “Face the Nation” Watch “L.A. Law” Watch “McGyver” * Figures under each segment are the index for each segment (100 = Base rate usage). Segment Source: SRI International.