1. Chapter 12 – Learning Objectives
identify the 4 basic parts of self-concept
understand the relationship between self-concept & brand image
identify the psychographic measures used by the VALS 2 system
explain the PRIZM system of geodemographics

2. Self-Concept – 4 Basic Parts
actual
who I am now
ideal
who I would like to be
private
how I am or would like to be to myself
social
how I am seen by others or how I would like to be seen by others

3. The Relationship between Self-Concept and Brand Image
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

4. VALS 2 Lifestyle System Self Orientation Resources principle oriented
status oriented
action oriented
Resources
abundant
minimal

5. Claritas’ PRIZM Potential Rating Index by Zip Markets
delineated 500,000 + U.S. neighborhoods into 62 lifestyle clusters organized by 12 broad social groups
does not measure values or attitudes