© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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PART III: INTERNAL INFLUENCES
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CHAPTER
12
SELF-CONCEPT
AND
LIFESTYLE
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Consumer Behavior In The News…
What’s your fruit-specific LIFESTYLE?
 That’s what several international researchers
wanted to know about Japanese consumers!
 Among their findings…
 A large fruit-specific lifestyle segment called
the creative/highly involved exists in Japan.
 What characteristics do you think describe this
segment?
Source: S. Shim et al., “Export implications for the Japanese fruit market,” International Journal of Retail & Distribution Management,
(29), 2001, p. 300-316.
12-4
Consumer Behavior In The News…
What’s your fruit-specific LIFESTYLE?
 Characteristics of the creative/highly involved fruitspecific lifestyle segment.
 First to buy newly-introduced fruit
 Enjoy shopping for fruits
 Enjoy talking about new fruits with friends
 Enjoy trying new fruits
 Does this sound like anyone you know?
Source: S. Shim et al., “Export implications for the Japanese fruit market,” International Journal of Retail & Distribution Management,
(29), 2001, p. 300-316.
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Self-Concept
Self-Concept is defined as the totality of the individual's
thoughts and feelings having reference to him- or herself as
an object.
Self-concept can be divided into four parts as listed below:
1. Actual Self-Concept
2. Ideal Self-Concept
3. Private Self-Concept
4. Social Self-Concept
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Self-Concept
Dimensions of a Consumer’s Self-Concept
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Self-Concept
Interdependent/Independent Self-Concepts
Interdependent SelfConcept is based on the
common Asian cultural
belief in the fundamental
connectedness of human
beings, emphasizing
family, cultural,
professional, and social
relationships.
Independent SelfConcept is based on the
predominant Western
cultural belief that
individuals are inherently
separate, emphasizing
personal goals,
characteristics,
achievements, and desires.
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Self-Concept
Interdependent/Independent Self-Concepts
Individuals with an
interdependent selfconcept 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
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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
experience that surpasses the
usual level of intensity,
meaningfulness and richness
and produces feelings of joy
and self-fulfillment.
Tattoos can become a part of one’s
extended self
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Self-Concept
Possessions and the Extended Self
The mere ownership effect, or
the endowment effect is the
tendency of an owner to
evaluate an object more
favorably than a nonowner.
The concept of the extended self
and the mere ownership effect
have numerous implications for
marketing strategy.
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Self-Concept
Measuring Self-Concept
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Self-Concept
Using Self-Concept to Position Products
People’s attempts to obtain their
ideal self-concept, or maintain
their actual self-concept, often
involve the purchase and
consumption of products,
services, and media.
This suggests that marketers
should strive to develop product
images that are consistent with
the self-concepts of their target
markets.
Many consumers feel image and selfworth can be enhanced via products,
such as the right clothes, etc.
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Self-Concept
The Relationship Between Self-Concept and Brand Image Influence
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Self-Concept
Marketing Ethics and Self-Concept
The self-concept has many dimensions.
Critics blame marketers for focusing too much attention on
the importance of beauty, and defining it as being young and
slim with a fairly narrow range of facial features.
A major concern is that individuals are developing selfconcepts that are heavily dependent on their physical
appearances rather than other equally or more important
attributes.
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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.
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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
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
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
General versus Specific Lifestyle Schemes
Lifestyle measurements can be constructed with varying
degrees of specificity.
1. Marketers can
study the general
lifestyle patterns of
a population.
2. Firms can conduct
very specific lifestyle
studies focused on
aspects of individual
or household lifestyles
most relevant to their
product or service.
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The Nature of Lifestyle
Three specific lifestyle schemes:
1. Luxury Sports Cars
2. Shopping
3. Technology
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The Nature of Lifestyle
Lifestyle Schemes: Luxury Sports Cars
Porsche examined the lifestyles
of its buyers.
Key demographics (e.g., high
education and income) were
similar across buyers.
However, their lifestyles and
motivations were quite different.
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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
Lifestyle Schemes
Shopping
Hedonic shopping motives underlying consumer shopping
patterns include*
1.
2.
3.
4.
5.
6.
Adventure - fun
Gratification reward/stress reduction
Role - shop for others
Value - good deal
Social - bonding
Idea - trends
Five shopping lifestyle segments emerged based on these
motives.
*Discussed in Chapter 10
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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%)
Mmoderately 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
12-24
The Nature of Lifestyle
Lifestyle Schemes
Technology
How technology is utilized by consumers is of critical importance
to marketers.
Numerous technology and Internet lifestyle profiles exist,
including
• Pew Internet User Types
• Ebates.com Dot-shoppers
• TDS Shopper Clusters: Onliners Group
Forrester Research created Technographics, a segmentation
scheme that examines lifestyle segments relating to technology,
online access, online shopping, instant messaging, etc.
12-25
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%
12-26
The Nature of Lifestyle
Three general lifestyle schemes:
1. The VALSTM System
2. The PRIZM System
3. Roper Starch Global Lifestyles
12-27
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
Underlying Differences Across VALSTM Motivational Types
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The VALSTM System
Ideals Motivation
Consumers who are
guided in their choices by
their beliefs and principles
rather than by feelings or
desire for social approval.
They purchase
functionality and reliability
12-31
The VALSTM System
Achievement Motivation
Consumers who strive for
a clear social position and
are strongly influenced by
the actions, approval, and
opinions of others.
They purchase status
symbols.
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The VALSTM System
Self-Expression
Motivation
Action-oriented consumers
who strive to express their
individuality through their
choices.
They purchase experiences.
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The VALSTM System
VALSTM Segments
Innovators
Innovators are successful, sophisticated, active, take-charge people
with high self-esteems and abundant resources.
They are motivated by a blend of ideals, achievement, and selfexpression. Image is important as an expression of their taste,
independence, and character.
They often see brands and products as
extensions of their personalities.
They have a wide range of interests, are
concerned with social issues, and are the most
receptive to new products, ideas, and
technologies.
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The VALSTM System
VALSTM Segments
Thinkers: Ideals Motivated
Thinkers are mature, satisfied, comfortable, reflective people who
value order, knowledge, and responsibility.
Most are well-educated and are in or near retirement from
professional occupations.
They plan their purchases and are cautious concerning big-ticket
items, looking for functionality, value, and durability in products.
12-35
The VALSTM System
VALSTM Segments
Believers: Ideals Motivated
Believers are conservative, conventional people with concrete
beliefs based on traditional, established codes: family, church,
community, and the nation.
They are conservative, predictable and highly loyal consumers.
They favor American products and established brands, and are
averse to change.
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The VALSTM System
VALSTM Segments
Achievers: Achievement Motivated
Achievers are successful career- and work-oriented people who like
to, and generally do, feel in control of their lives.
They value consensus, predictability, and stability over risk.
Image is important to them, favoring established, prestige products
and services that demonstrate success to their peers.
12-37
The VALSTM System
VALSTM Segments
Strivers: Achievement Motivated
Strivers are style conscious and trendy.
They have limited education and tend to have narrow interest.
Money defines success for them, favoring stylish products that
emulate the purchases of people with greater material wealth.
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The VALSTM System
VALSTM Segments
Experiencers: Self-Expression Motivated
Experiencers are young, vital, enthusiastic, impulsive, and
rebellious.
They seek variety and excitement and savoring the new, the offbeat,
and the risky.
They are avid consumers and spend much of their income on
clothing, fast food, music, movies and videos and technology.
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The VALSTM System
VALSTM Segments
Makers: Self-Expression Motivated
Makers are practical people who have constructive skills and
value self-sufficiency.
They live within a traditional context of family, practical work, and
physical recreation.
They buy tools, pickup trucks, washing machines, fishing
equipment, etc.
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The VALSTM System
VALSTM Segments
Survivors
Survivors’ lives are constricted. They live simply on limited
incomes but are relatively satisfied.
Frequently elderly and concerned about
their health, they are not active in the
market place and show no evidence of a
strong primary motivation.
They represent a modest market, are
cautious consumers who look for low
prices, buying familiar, trusted products.
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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.
1Claritas,
Inc.
12-42
Geo-Lifestyle Analysis (PRIZM)
 The geographic regions analyzed can range from large
to small:
•
•
•
•
•
•
States and counties
MSAs with 50,000+ people
5-digit ZIP codes (1,500-15,000 or more households)
Census tracts with (850-2,500 households)
Census blocks (8-25 households)
ZIP+4, (6-15 households)
 PRIZM can even get down to the individual household!
1Claritas,
Inc.
12-43
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 &
Country
Low-density towns and rural communities
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Geo-Lifestyle Analysis (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 45 years of age with
no children
Family Life
Middle ages (25-54) families with children
Mature Years
Singles and couples over 45 years of age
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Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Young Digerati
Blue Blood Estates
Big Fish, Small Pond
Pools and Patios
Bohemian Mix
Urban Achievers
Young & Rustic
Golden Ponds
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Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Young Digerati (Urban/Younger Years) are young, upscale and
technology savvy. They live in fashionable neighborhoods and are
highly educated professionals.
This group is ethnically diverse,
with a high concentration of
Asians. They live near trendy
boutiques, restaurants, and bars.
They shop at stores like Banana
Republic, travel and scuba dive,
read newspapers, listen to online radio.
12-47
Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Blue Blood Estates (Suburban/Family) are middle-aged married
couples with children. They live in exclusive neighborhoods with
private clubs and are highly educated, wealthy business
executives and professionals.
This group is ethnically diverse with
a high concentration of Asians.
They shop at stores like
Bloomingdales, travel extensively
for business and read business
magazine like Business Week.
They also eat fast food a lot with
their kids.
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Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Big Fish, Small Pond (Town/Mature) are older “empty-nester”
couples who are leaders in their small communities. They are
affluent, typically Caucasian, college educated professionals.
They shop from catalog
retailers like L.L. Bean, belong
to country clubs, travel, and
bird watch. They are also
heavy listeners of radio and
read magazines like Travel
and Leisure.
12-49
Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Pools and Patios (Suburban/Mature) are evolving into older
“empty-nesters,” as their children grow up and leave home. They
live in older stable neighborhoods with pools and patios in their
backyards.
This group is college-educated,
typically Caucasian, middle class
managers and professionals who
read the Washington Post and
listen to classical radio.
They order from QVC but will also
shop Nordstrom. They travel, play
the lottery, and bird watch.
12-50
Applications in Consumer Behavior
The Yamaha ad is a good
example of how
marketers are targeting
the pools and patios.
Courtesy Yamaha Motor Corporation, USA.
12-51
Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Bohemian Mix (Urban/Younger Year) are young, mobile, liberal
singles. They are ethnically diverse with high concentrations of
Hispanics, Asians, and African Americans.
They are professionally diverse including
students, artists and professionals with
reasonably high incomes.
They are early adopters who shop at
stores like J. Crew, travel, play tennis and
listen to on-line radio. They read
magazines like Maxim and newspapers like
the New York Times.
12-52
Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Urban Achievers (Urban/Younger Years) are young singles
often located in port cities. They are ethnically diverse with high
concentrations of African-Americans, Asians and Hispanics as well
as recent immigrants.
They are college educated artists and
professionals with modest incomes.
They shop at stores like The Gap and
eat out a lot at fast food restaurants.
They go to movies, order books online, watch MTV and read magazines
like Spin and Vibe.
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Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Young and Rustic (Town/Younger Years) are young, restless
singles. They are less educated, typically Caucasian, work in lowpaying blue-collar jobs, and live in tiny apartments.
Despite their lower incomes, they try to live
active lifestyles centered around sports,
care and dating.
They eat at fast food restaurants, play
volleyball and go fishing and camping.
They read magazines like Spin, Bass
Master and Soap Opera Weekly.
12-54
Geo-Lifestyle Analysis (PRIZM)
Sample PRIZM Segments
Golden Ponds (Town/Mature) are retired (or soon to be) singles
and couples. They are less educated, work (or worked) in blue
collar and farm jobs and are lower income.
Many live in mobile homes or
small apartments and lead
sedentary lifestyles.
They shop at stores like WalMart, play bingo and sew. They
watch a lot of daytime TV and
listen to oldies radio.
12-55
International Lifestyles
 Marketing is increasingly a global activity.
 Marketers can develop cross-cultural strategies around
those discernible lifestyle segments that cut across
cultures.
 Although language and other differences would exist,
individuals pursuing similar lifestyles in different
cultures should be responsive to similar product
features and communication themes.
 Large international advertising agencies and marketing
research firms, such as Roper Starch Worldwide, are
leading the way.
12-56
International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide
12-57