CHAPTER 12 SelfConcept and Lifestyle Mc GrawHillIrwin Copyright

CHAPTER 12 Self-Concept and Lifestyle Mc. Graw-Hill/Irwin Copyright © 2013 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

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Learning Objectives L 0 1 Describe self-concept, how it is measured, and how it is used to position products L 0 2 Define lifestyle and its relationship to the self-concept and to psychographics L 0 3 Explain specific lifestyle typologies and summarize those for luxury sports cars and technology L 0 4 Explain general lifestyle typologies and summarize those for VALSTM and PRIZM® L 0 5 Discuss international lifestyles and one existing segmentation scheme 12 -3

Consumer Behavior In The News… Does power and status matter that much? You be the judge: Ø Do you think consumers would pay $300 for a highstatus toaster when they could buy a functionally equivalent toaster for $30? Ø What might explain this? Source: A. Galinksy and D. Rucker, “’Powerless’ Consumers Spend More, ” Advertising Age, September 22, 2008, p. 50. 12 -4

Consumer Behavior In The News… Does power and status matter that much? Ø If you said YES you are correct! Ø Explanation: Actual vs. Ideal Self-Concept. Ø Consumers who feel a lack of power/status in their self concepts fill void via purchase of power/status brands. Source: A. Galinksy and D. Rucker, “’Powerless’ Consumers Spend More, ” Advertising Age, September 22, 2008, p. 50. 12 -5

Self-Concept 12 -6

Video Application The following Video Clip demonstrates Dove’s campaign designed to bridge the gap between the consumer’s “actual” and “ideal” self concept! 12 -7

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Self-Concept Independent/Interdependent Self-Concepts Individuals with an independent self-concept tend to be • Individualistic • Egocentric • Autonomous • Self-Reliant, and • Self-Contained Individuals with an interdependent selfconcept tend to be • Obedient • Sociocentric • Holistic • Connected, and • Relation oriented 12 -9

Self-Concept Possessions and the Extended Self The extended self consists of the self plus possessions. People tend to define themselves in part by their possessions. A peak experience is an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment. Tattoos can become a part of one’s extended self 12 -10

Self-Concept 12 -11

Self-Concept The Relationship Between Self-Concept and Brand Image Influence 12 -12

The Nature of Lifestyle is basically how a person lives. It is how one enacts his or her self-concept. Influences all aspects of one’s consumption behavior. Is determined by the person’s past experiences, innate characteristics, and current situation. Mountain Dew taps into the Tarp Surfing Lifestyle You. Tube Spotlight 12 -13

The Nature of Lifestyle and the Consumer Process 12 -14

The Nature of Lifestyle Measurement of Lifestyle Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics Measures include: include Attitudes Evaluative statements about other people, places, ideas, products, etc. Values Widely held beliefs about what is acceptable or desirable Activities and Interests Nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church Demographics Age, education, income, occupation, family structure, ethnic background Media patterns The specific media the consumer utilize Usage rates Measurements of consumption within a specified product category; often consumers are categorized as heavy, medium, light, or nonusers 12 -15

The Nature of Lifestyle Two specific lifestyle schemes: 1. Luxury Sports Cars 2. Technology 12 -16

The Nature of Lifestyle Porsche Consumer Segments Top Guns (27%) Ambitious and driven, this group values power and control and expects to be noticed. Elitists (24%) These old-family-money “blue-bloods” don’t see a car as an extension of their personality. Cars are cars no matter what the price tag. Proud Patrons 23%) This group purchases a car to satisfy themselves, not to impress others. A car is a reward for their hard work. Bon Vivants (17%) These thrill seekers and “jet-setters” see cars as enhancing their already existing lives. Fantasists (9%) This group uses their car as an escape, not as a means to impress others. In fact, they feel a bit of guilt for owning a Porsche. 12 -17

The Nature of Lifestyle Technology Segments Wizards 31% Journeymen 13% Technology Segments Apprentices 31% Novices 25% 12 -18

The Nature of Lifestyle Three general lifestyle schemes: 1. The VALSTM System 2. The PRIZM® System 3. Roper Starch Global Lifestyles 12 -19

The VALSTM System VALS provides a systematic classification of U. S. adults into eight distinct consumer segments. VALS is based on enduring psychological characteristics that correlate with purchase patterns. 12 -20

The VALSTM System Three Primary Consumer Motivations: 1. Ideals Motivation 2. Achievement Motivation 3. Self-Expression Motivation 12 -21

The VALSTM System 12 -22

Geo-Lifestyle Analysis (PRIZM®) The underlying logic: 1 Ø People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another. Ø They choose to live amongst their peers in neighborhoods offering …compatible lifestyles. Ø They exhibit shared patterns of consumer behavior toward products, services, media and promotions. 1 Nielsen Claritas. 12 -23

Geo-Lifestyle Analysis (PRIZM) PRIZM Social and Lifestage Groups PRIZM organizes its 66 individual segments into social and lifestage groups. Four social groupings are based on “urbaniticity. ” Urban Major cities with high population density Suburban Moderately dens “suburban” areas surrounding metropolitan area Second City Smaller, less densely populated cities or satellites to major cities Town & Rural Low-density towns and rural communities 12 -24

Geo-Lifestyle Analysis (PRIZM) PRIZM Social and Lifestage Groups The lifestage groups are based on age and the presence of children. The three major lifestage groups are: Younger Years Singles and couples under 35 years of age with no children, or middle aged without children at home Family Life Households with children living at home Mature Years Singles and couples; age 55 yrs and older, or 45 -64 without children at home 12 -25

Geo-Lifestyle Analysis (PRIZM) Sample PRIZM Segments ØYoung Digerati ØBlue Blood Estates ØBig Fish, Small Pond ØPools and Patios ØYoung & Rustic ØGolden Ponds 12 -26

Applications in Consumer Behavior The Yamaha ad is a good example of how marketers are targeting the pools and patios Courtesy Yamaha Motor Corporation, USA. 12 -27

International Lifestyles 12 -28