Marketing 334
Consumer Behavior
Chapter 12
Self-Concept and Lifestyle
From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh andBest
Self-Concept
Dimensions of a Consumer’s Self-Concept
Self-Concept
Interdependent/Independent Self-Concepts
Individuals with an
interdependent self-concept tend
to be
•Obedient
•Sociocentric
•Holistic
•Connected, and
•Relation oriented
Individuals with an independent
self-concept tend to be
•Individualistic
•egocentric
•Autonomous
•Self-Reliant, and
•Self-Contained
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
Tattoos can become a part of one’s
extended self
Self-Concept
Measuring Self-Concept
Self-Concept
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. Measures 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
12-9
Measurements of consumption within a specified product
category; often consumers are categorized as heavy,
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
guilt for owning a Porsche.
12-10
The Nature of Lifestyle
Five Shopping Lifestyle Segments
Minimalists
(12%)
Primarily motivated by value; least motivated by fun and adventure;
low in appreciation for retail aesthetics, low in innovativeness, do
not tend to be browsers-- middle-aged, with 57% being men
Gatherers
(15%)
Primarily motivated by keeping up with trends and joy of shopping
for others; least motivated by value; low in appreciation of retail
aesthetics, low in innovativeness, moderate browsers-- mix of
younger and older shoppers, with 70% being male
Providers
(23%)
Primarily motivated by enjoyment of shopping for others and value;
not motivated by fun and adventure; moderate in appreciation of
retail aesthetics, low in innovativeness, moderate browsers-- oldest
group, with 83% being female
Enthusiasts
(27%)
Highly motivated by all hedonic aspects including fun and
adventure; highest in appreciation of retail aesthetics, most
innovative, spend the most time browsing-- youngest group, with
90% being female
Traditionalists
(23%)
Moderately motivated by all hedonic aspects, gratification high on
the list; moderate in appreciation of retail aesthetics, highly
innovative, moderate browsers-- mix of younger and older shoppers,
with 58% being female
12-11
The Nature of Lifestyle
Technographics
Sidelined
Citizens
29%
Media
Junkies
6%
Fast
Forwards
10%
TechnoStrivers
5%
Handshakers
7%
Technology
Segments
Gadget
Grabbers
7%
Mouse
Potatoes
9%
Traditionalists
10%
New Age
Nurturers
8%
Digital
Hopefuls
6%
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
1Claritas,
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 &
12-18
Country
Low-density towns and rural communities
International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide
12-19