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Consumer Behavior
Chapter 12
Self-Concept and Lifestyle
From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh andBest
Self-Concept
Dimensions of a Consumers Self-Concept
Self-Concept
Interdependent/Independent Self-Concepts
Individuals with an
interdependent self-concept tend
to be
Obedient
Sociocentric
Holistic
Connected, and
Relation oriented
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
Self-Concept
Measuring Self-Concept
Self-Concept
The Relationship Between Self-Concept and Brand Image Influence
Values
Activities and
Interests
Elitists (24%)
Fantasists (9%)
12-10
Gatherers
(15%)
Providers
(23%)
Enthusiasts
(27%)
Traditionalists
(23%)
12-11
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%
2.
3.
12-13
Ideals Motivation
2.
Achievement Motivation
3.
Self-Expression Motivation
12-15
12-17
1
Claritas, Inc.
Second City
Town &
Country
12-18
International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide
12-19