CHAPTER 12

Self-Concept
and
Lifestyle

Copyright © 2020 by McGraw-Hill Education. All rights reserved.

PART III: INTERNAL INFLUENCES

12-2
 Learning Objectives

L01 Describe self-concept, how it is measured, and how it

is used to position products

L02 Define lifestyle and its relationship to the self-concept

and to psychographics

L03 Explain specific lifestyle typologies and summarize

those for luxury sports cars and technology

L04 Explain general lifestyle typologies and summarize

those for VALSTM and PRIZM®

L05 Discuss international lifestyles and one existing

segmentation scheme
 Self-Concept

© DreamPictures/Shannon Faulk/Blend Images LLC Kali9/Getty Images Shutterstock/Dmitry Kalinovsky

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 Self-Concept

The following classic example shows Dove’s

campaign designed to bridge the gap between
the consumer’s “actual” and “ideal” self
concept!

Mapodile/Getty Images

Dove Evolution – Campaign for Real Beauty

YouTube Spotlight
Ingram Publishing 12-5
 Self-Concept
Independent/Interdependent Self-Concepts

Individuals with an Individuals with an

independent self-concept interdependent self-
tend to be concept tend to be
•Individualistic • Obedient
•Egocentric • Sociocentric
•Autonomous • Holistic
•Self-Reliant, and • Connected, and
•Self-Contained • Relation oriented

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 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 Neil Marriot/Getty Images

experience that surpasses the

usual level of intensity,
meaningfulness and richness
and produces feelings of joy and
Mabel123/Getty Images
self-fulfillment. Tattoos can become a part of one’s
extended self

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Self-Concept

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

12-9
 The Nature of Lifestyle

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’s Danny (Davis) & Red (Gerard) @

Jackson Hole
Provides a great example of their Lifestyle YouTube Spotlight
Ingram Publishing 12-10
Applications in Consumer Behavior

This RIPTENSITYTM ad
targets the lifestyle of
extreme sports
enthusiasts.

© Rodale Inc. All rights reserved.

The Nature of Lifestyle
Lifestyle and the Consumer Process

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 The Nature of Lifestyle
Measurement of Lifestyle
Attempts to develop quantitative measures of lifestyle were initially
referred to as psychographics. Measures include:
Attitudes Evaluative statements about other people, places, ideas,
products, etc.
Values Widely held beliefs about what is acceptable or desirable

Activities and Nonoccupational behaviors to which consumers devote time and

Interests 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

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 The Nature of Lifestyle

Two specific lifestyle schemes:

1. Luxury Sports Cars

2. Technology

Shutterstock/Chinnapong

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 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.

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 The Nature of Lifestyle
Technology Segments

Wizards 31%

Journeymen 13%
Technology Segments
Apprentices 31%

Novices 25%

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 The Nature of Lifestyle

Two general lifestyle schemes:

1. The VALSTM System

2. Geo-Lifestyle Analysis (Claritas PRIZM®)

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 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.

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 The VALSTM System
Three Primary Consumer Motivations:

1. Ideals Motivation

2. Achievement Motivation

3. Self-Expression Motivation

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The VALSTM System

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Geo-Lifestyle Analysis (Claritus PRIZM®)

The underlying logic:1

➢ People with similar cultural backgrounds, means and
perspectives naturally gravitate toward one another.
➢ They choose to live amongst their peers in
neighborhoods offering …compatible lifestyles.
➢ They exhibit shared patterns of consumer behavior
toward products, services, media and promotions.

1Nielsen Claritas.
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Geo-Lifestyle Analysis (Claritus PRIZM®)
PRIZM Social and Lifestage Groups
PRIZM organizes its 68 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

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Geo-Lifestyle Analysis (Claritus 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

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Geo-Lifestyle Analysis (Claritus PRIZM®)

Sample PRIZM Segments

➢Networked Neighbors

➢Young Digerati

➢Big Fish, Small Pond

➢Pools and Patios

➢Golden Ponds

➢Young & Rustic

jpgfactory/Getty Images

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International Lifestyles

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