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

2. 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.

3. 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.

4. 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.

5. 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

6. 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 % 60%
Fashion-directed
Green goddesses
Unconcerned
Conscience-stricken
Dowdies
*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

7. 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.

8. 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
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
Source: SRI International.

9. 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
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”
Source: SRI International.

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