McGraw-Hill/Irwin

Copyright 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

PART III: INTERNAL INFLUENCES

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CHAPTER

12

SELF-CONCEPT

AND
LIFESTYLE

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Consumer Behavior In The News

Does power and status matter that much? You be the judge: Do you think consumers would pay $300 for a high-status toaster when they could buy a functionally equivalent toaster for $30? What might explain this?

Source: A. Galinksy and D. Rucker, Powerless Consumers Spend More, Advertising Age, September 22, 2008, p. 50.

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Consumer Behavior In The News

Does power and status matter that much? If you said YES you are correct! Explanation: Actual vs. Ideal Self-Concept.

Consumers who feel a lack of power/status in their self concepts fill void via purchase of power/status brands.

Source: A. Galinksy and D. Rucker, Powerless Consumers Spend More, Advertising Age, September 22, 2008, p. 50.

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Self-Concept
Dimensions of a Consumers Self-Concept

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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 ones extended self

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Self-Concept
Measuring Self-Concept

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Self-Concept
The Relationship Between Self-Concept and Brand Image Influence

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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 ones consumption behavior. Is determined by the persons past experiences, innate characteristics, and current situation.

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Video Application

The following Video Clip demonstrates how Rollerblade made its product a lifestyle choice!

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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 Values Activities and Interests
Evaluative statements about other people, places, ideas, products, etc. Widely held beliefs about what is acceptable or desirable 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

Three specific lifestyle schemes:
1. Luxury Sports Cars 2. Shopping 3. Technology

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The Nature of Lifestyle

Porsche Consumer Segments

Top Guns (27%) Elitists (24%)
Ambitious and driven, this group values power and control and expects to be noticed. These old-family-money blue-bloods dont see a car as an extension of their personality. Cars are cars no matter what the price tag. This group purchases a car to satisfy themselves, not to impress others. A car is a reward for their hard work. These thrill seekers and jet-setters see cars as enhancing their already existing lives. 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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Proud Patrons 23%)

Bon Vivants (17%) Fantasists (9%)

The Nature of Lifestyle

Five Shopping Lifestyle Segments
Minimalists (12%) Gatherers (15%) Providers (23%) Enthusiasts (27%) Traditionalists (23%)
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 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 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 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 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
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The Nature of Lifestyle

Technographics
Sidelined Citizens 29%
Media Junkies 6% Gadget Grabbers 7% Mouse Potatoes 9% Fast Forwards 10% TechnoStrivers 5% Handshakers 7% Technology Segments

New Age Nurturers 8% Digital Hopefuls 6%

Traditionalists 10%

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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.
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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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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.

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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.

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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 Suburban Second City Town & Country
Major cities with high population density Moderately dens suburban areas surrounding metropolitan area Smaller, less densely populated cities or satellites to major cities 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 Singles and couples over 45 years of age

Mature Years

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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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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.

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International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide

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