Ch 12 SelfConcept and Lifestyle Selfconcept the totality

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 Private Self Social Self Actual Self. Concept Ideal Self-Concept

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

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

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 Lifestyle Impact on behavior • Demographics How we live • Subculture l Activities l How • Social class l Interests l When • Motives l Like/dislikes l Where • Personality Attitudes l l What • Emotions Consumption l With whom l • Values l Expectations • Household life cycle l Feelings • • Purchases Consumption l Where Culture l With whom Past experiences l How l When l What

VALS 2 Lifestyle System 12 -5 Actualizer Principle Fulfilled Believer Status Abundant resources Action Achiever Experiencer Striver Maker Struggler Minimal resources

VALS 2 Segment Activities 2 nd Media Use* 118 109 103 88 117 101 130 141 104 96 123 82 111 68 53 87 71 87 58 112 110 45 94 53 109 54 133 55 115 157 216 89 172 154 143 88 Struggler 82 118 96 126 89 73 41 57 69 67 69 85 Maker Striver 93 129 117 119 125 88 93 129 73 63 114 113 Achiever 125 155 217 120 171 141 238 155 114 293 145 161 Believer Fulfilled 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 Segment Actualizer * Figures under each segment are the index for each segment (100 = Base rate usage). Experiencer 12 -6 123 104 86 91 81 123 88 116 135 63 102 171 50 80 47 116 68 50 12 32 34 14 39 58

52 90 79 179 87 90 46 129 77 62 114 57 59 96 50 37 66 63 37 93 44 42 109 92 283 231 254 71 109 57 130 135 105 35 71 104 Struggler 36 73 50 74 106 150 119 113 29 161 132 126 Maker Striver 48 64 105 227 173 143 83 115 120 199 113 50 Achiever 190 109 92 255 274 58 56 83 533 161 96 35 Believer Fulfilled 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 “Mc. Gyver” Segment Actualizer * Figures under each segment are the index for each segment (100 = Base rate usage). Experiencer VALS 2 Segment Activities 2 nd Media Use* 171 94 157 33 49 87 209 86 45 37 89 153 7 62 22 8 15 130 79 46 31 126 70 140 Source: SRI International.