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 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.

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.
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
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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,
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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

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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

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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.

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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
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International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide

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