This document discusses self-concept and lifestyle in consumer behavior. It describes how individuals have either an interdependent or independent self-concept based on how they see themselves in relation to others. People tend to define themselves by their possessions, which make up their extended self. Lifestyle reflects how people enact their self-concept through consumption and is determined by experiences and situation. Various models attempt to measure lifestyle through psychographics, activities, values and media usage.
This document discusses self-concept and lifestyle in consumer behavior. It describes how individuals have either an interdependent or independent self-concept based on how they see themselves in relation to others. People tend to define themselves by their possessions, which make up their extended self. Lifestyle reflects how people enact their self-concept through consumption and is determined by experiences and situation. Various models attempt to measure lifestyle through psychographics, activities, values and media usage.
This document discusses self-concept and lifestyle in consumer behavior. It describes how individuals have either an interdependent or independent self-concept based on how they see themselves in relation to others. People tend to define themselves by their possessions, which make up their extended self. Lifestyle reflects how people enact their self-concept through consumption and is determined by experiences and situation. Various models attempt to measure lifestyle through psychographics, activities, values and media usage.
This document discusses self-concept and lifestyle in consumer behavior. It describes how individuals have either an interdependent or independent self-concept based on how they see themselves in relation to others. People tend to define themselves by their possessions, which make up their extended self. Lifestyle reflects how people enact their self-concept through consumption and is determined by experiences and situation. Various models attempt to measure lifestyle through psychographics, activities, values and media usage.
Individuals with an Individuals with an independent
interdependent self-concept tend self-concept tend to be to be •Individualistic •Obedient •egocentric •Sociocentric •Autonomous •Holistic •Self-Reliant, and •Connected, and •Self-Contained •Relation oriented Self-Concept Possessions and the Extended Self
The extended self consists of the self plus possessions.
The Relationship Between Self-Concept and Brand Image Influence
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. The Nature of Lifestyle Lifestyle and the Consumer Process The Nature of Lifestyle Measurement of Lifestyle Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. 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 Nonoccupational behaviors to which consumers devote time
Interests 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, 12-9 medium, light, or nonusers 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 12-10 guilt for owning a Porsche. The Nature of Lifestyle Five Shopping Lifestyle Segments Minimalists Primarily motivated by value; least motivated by fun and adventure; low in appreciation for retail aesthetics, low in innovativeness, do (12%) not tend to be browsers-- middle-aged, with 57% being men
Gatherers Primarily motivated by keeping up with trends and joy of shopping
for others; least motivated by value; low in appreciation of retail (15%) aesthetics, low in innovativeness, moderate browsers-- mix of younger and older shoppers, with 70% being male
Providers Primarily motivated by enjoyment of shopping for others and value;
not motivated by fun and adventure; moderate in appreciation of (23%) retail aesthetics, low in innovativeness, moderate browsers-- oldest group, with 83% being female
Enthusiasts Highly motivated by all hedonic aspects including fun and
adventure; highest in appreciation of retail aesthetics, most (27%) innovative, spend the most time browsing-- youngest group, with 90% being female
Traditionalists Moderately motivated by all hedonic aspects, gratification high on
the list; moderate in appreciation of retail aesthetics, highly (23%) innovative, moderate browsers-- mix of younger and older shoppers, 12-11 with 58% being female The Nature of Lifestyle Technographics
Fast Sidelined Forwards Techno- Citizens 10% Strivers 29% 5% Media Handshakers Junkies 7% 6% Technology Segments Gadget New Age Grabbers Nurturers 7% 8% Mouse Digital Potatoes Hopefuls 9% Traditionalists 6% 10% The Nature of Lifestyle
Three general lifestyle schemes:
1. The VALSTM System
2. The PRIZM System
3. Roper Starch Global Lifestyles
12-13 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
12-15 The VALSTM System
Underlying Differences Across VALSTM Motivational Types
Geo-Lifestyle Analysis (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.
12-17 1 Claritas, Inc. Geo-Lifestyle Analysis (PRIZM) PRIZM Social and Lifestage Groups
PRIZM organizes its 66 individual segments into social and
lifestage groups. Social groupings are based on “urbaniticity.” The four social groupings are: 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 & Low-density towns and rural communities Country 12-18 International Lifestyles Global Lifestyle Segments Identified by Roper Starch Worldwide
