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Chapter 12 Self-Concept and Lifestyle

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Self-Concept
l

Self-Concept is ones perceptions of and feelings about him/herself.

n n

Actual versus Ideal self-concept Private versus Social self-concept

The Extended Self is comprised of ones self and ones possessions. Thus, our self-concept is defined in part by what we possess.

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Measurement Scales for Self-Concepts, Person Concepts, and Product Concepts

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Rugged Excitable Uncomfortable Dominating Thrifty Pleasant Contemporary Organized Rational Youthful Formal Orthodox Complex Colorless Modest ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Delicate Calm Comfortable Submissive Indulgent Unpleasant Noncontemporary Unorganized Emotional Mature Informal Liberal Simple Colorful Vain

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Source: N. K. Malhotra, A Scale to Measure Self-Concepts, Person-Concepts, and Product Concepts. Journal of Marketing Research, November 1981, p.462.

The Relationship between Self-Concept and Brand Image Influence

Product Brand Image

Relationship Between selfconcept 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

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Lifestyle and Psychographics

l l

l l

Lifestyles describe the way we live. Psychographics is the measurement of lifestyles. n Original measure was AIO inventory n Todays measures include wider variety of customer characteristics Most psychographic measures are data driven. Many psychographic measures are product or consumption-situation specific.

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Lifestyle and the Consumption Process

Lifestyle determinants
l l l l l l l l l l

Lifestyle How we live

l l l l l l l

Impact on behavior Purchases l How l When l Where l What l With whom Consumption l Where l With whom l How l When l What

Demographics Subculture Social class Motives Personality Emotions Values Household life cycle Culture Past experiences

Activities Interests Like/dislikes Attitudes Consumption Expectations Feelings

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Lifestyle Analysis of the British Cosmetics Market

Cosmetic Lifestyle Segments
1. Self-aware: concerned about appearance, fashion, and exercise. 2. Fashion-direct: concerned about fashion and appearance, not about exercise and sport. 3. Green goddesses: concerned about sport and fitness, less about appearance. 4. Unconcerned: neutral attitudes to health and appearance. 5. Conscience-stricken: no time for self-realization, busy with family responsibilities. 6. Dowdies: indifferent to fashion, cool on exercise, and dress for comfort.

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Source: T. Bowles, Does Classifying People by Lifestyle Really Help the Advertiser? European Research, February 1988, pp.17-24.

Lifestyle Analysis of the British Cosmetics Market

Behaviors and Descriptors Cosmetic Blush Use Use Miss Age Social Index Index Wallis Selfridge Etam C&A (15-44) Class 162 147 95 82 68 37 188 166 76 81 59 19 228 153 74 70 53 17 189 165 86 89 40 22 151 118 119 74 82 52 102 51% 112 43 103 32 95 44 99 24 85 20 60% 56 52 64 59 62 Retail Outlets*

Self-aware Fashion-directed Green goddesses Unconcerned Conscience-stricken Dowdies

*100 = Average usage. Read as _________ percent of this group is between 15 and 44. Read as _________ percent of this group is in the working and lower middle class.
Source: T. Bowles, Does Classifying People by Lifestyle Really Help the Advertiser? European Research, February 1988, pp.17-24.

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VALS
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VALS is a system developed by SRI International to classify individuals into groups based on psychographic measures. VALS identifies three primary self-orientations:
n n n

principle oriented status oriented action oriented

Resources is the second dimension in VALS and measures the ability of individual to pursue their dominant self-orientation.

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VALS2 Lifestyle System

Actual izer Principle Fulfill ed Status Achiev er Action Abundant resources

Exper iencer

Believ er

Strive r

Make r

Strugg ler Minimal resources

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Source: SRI International.

VALS2 Segment Activities 2nd Media Use*

Actualize r Struggle r 123 104 86 91 81 123 88 116 135 63 102 171 50 80 47 116 68 50 12 32 34 14 39 58
Source: SRI International.

Fulfille d

Believe r

Achieve r

* Figures under each segment are the index for each segment (100 = Base rate usage).

Segment
Strive r

Experience r

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

125 155 217 120 171 141 238 155 114 293 145 161

93 129 117 119 125 88 93 129 73 63 114 113

82 118 96 126 89 73 41 57 69 67 69 85

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

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Mak er

VALS2 Segment Activities 2nd Media Use*

Actualize r Struggle r 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.

Fulfille d

Believe r

Achieve r

* Figures under each segment are the index for each segment (100 = Base rate usage).

Segment
Strive r

Experience r

Do risky sports Socialize weekly Automotive magazines Business magazines Commentary magazines Readers Digest Fish and game magazines Human-interest magazines Literary magazines Watch Face the Nation Watch L.A. Law Watch McGyver

190 109 92 255 274 58 56 83 533 161 96 35

48 64 105 227 173 143 83 115 120 199 113 50

36 73 50 74 106 150 119 113 29 161 132 126

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

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Mak er

BSBWs Global Psychographic Segments

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Strivers (26%)

Achievers (22%)

Pressured (13%) Adapters (18%) Traditionals (16%)

Consists of young people with a median age of 31 who live hectic, on-the-go lives. Driven to achieve success, they are materialistic pleasure seekers for whom time and money are in short supply. Older than strivers, the affluent, assertive Achievers are upwardly mobile and already have attained a good measure of success. They are status conscious consumers for whom quality is important. Comprised mostly of women, cuts across age groups and is characterized by constant financial and family pressures. Comprised of older people who are content with their lives and who manage to maintain their values while faced with change Are rooted to the past and cling to the countrys heritage and cultural values.

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GLOBAL SCAN Segment Sizes across Countries

Unassigned Adapters Traditionals Pressured Achievers Strivers
22% 26% 29% 18% 2% 22% 14% 12% 14% 19% 22% 17% 18% 12% 8% 17% 16% 12%

Japan
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Tom sees himself as young, enthusiastic, impulsive and rebellious. He enjoys excitement, savors the offbeat, and is a risk taker. He likes trying new things and is open to new ideas. Tom would most likely be classified as a(n):
n n n n n

Actualizer Achiever Striver Experiencer Maker

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Martha sees herself as a happy homemaker and generally a pleasant and happy person to be around. She takes great pride in her family and in her home. She has collected items for her home for many years and believes that the atmosphere of her home help make her who she is. This illustrates:
n n n n n

Actual self-concept Ideal self-concept Private self-concept Social self-concept Extended self

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