1. 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

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

3. 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

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

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

6. 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

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

8. VALS2 Segment Activities 2nd Media Use* 12-6 Actualizer Fulfilled BelieverAchieverStriverExperiencer Maker Struggler Barbecue outdoors125938211811110912350 Do gardening155129118109685410480 Do gourmet cooking21711796103531338647 Drink coffee daily12011912688875591116 Drink herbal tea17112589117711158168 Drink domestic beer14188731018715712350 Drink imported beer2389341130582168812 Do activities with kids155129571411128911632 Play team sports114736910411017213534 Do cultural activities293636796451546314 Exercise145114691239414310239 Do home repairs1611138582538817158 * Figures under each segment are the index for each segment (100 = Base rate usage). Segment

9. VALS2 Segment Activities 2nd Media Use* Actualizer Fulfilled BelieverAchieverStriverExperiencer Maker Struggler Do risky sports190483652592831717 Socialize weekly109647390962319462 Automotive magazines9210550795025415722 Business magazines255227741793771338 Commentary magazines27417310687661094915 Reader’s Digest5814315090635787130 Fish and game magazines5683119463713020979 Human-interest magazines83115113129931358646 Literary magazines5331202977441054531 Watch “Face the Nation”16119916162423537126 Watch “L.A. Law”96113132114109718970 Watch “McGyver”35501265792104153140 * Figures under each segment are the index for each segment (100 = Base rate usage). Segment Source: SRI International.