Chapter 12

Self-Concept and
Lifestyle
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.
The VALSTM System
Three Primary Consumer
Motivations:

1. Ideals Motivation

2. Achievement Motivation

3. Self-Expression Motivation
 The underlying logic:1
 People with similar cultural
backgrounds, means and
perspectives naturally gravitate
toward one another.
Geo-Lifestyle Analysis  They choose to live amongst
(PRIZM®) their peers in neighborhoods
offering …compatible lifestyles.
 They exhibit shared patterns of
consumer behavior toward
products, services, media and
promotions.
 Geo-Lifestyle Analysis
(PRIZM®)
● PRIZM Social and
Lifestage Groups
Urban Major cities with high population density
Suburban Moderately dens “suburban” areas surrounding
metropolitan area
● PRIZM organizes its 66
Second City Smaller, less densely populated cities or satellites to
major cities individual segments into social
Town & Rural Low-density towns and rural communities and lifestage groups.
● Four social groupings are
based on “urbaniticity.”
 Geo-Lifestyle Analysis
(PRIZM®)
● PRIZM Social and
Lifestage Groups

Younger Years Singles and couples under 35 years of age with no

children, or middle aged without children at home ● The lifestage groups are
Family Life Households with children living at home
based on age and the
Mature Years Singles and couples; age 55 yrs and older, or 45-64
without children at home presence of children.
● The three major lifestage
groups are:
 Sample PRIZM Segments

Young Digerati
Blue Blood Estates
Big Fish, Small Pond
Geo-Lifestyle Analysis
(PRIZM®) Pools and Patios
Young & Rustic
Golden Ponds