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Chap012 cb

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Chap012 cb

  1. 1. CHAPTER TWELVE Self-Concept and Lifestyle McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. What is a Self-concept? <ul><li>Self-concept: the totality of the individual’s thoughts and feelings having reference to him-or herself as an object </li></ul><ul><li>Self-concept can be divided into four basic parts… </li></ul>
  3. 3. Dimensions of a Consumer’s Self-Concept
  4. 4. Consumer Insight 12-1 <ul><li>How does a tattoo affect one’s self-concept and become part of one’s extended self? </li></ul><ul><li>Will one or multiple visible tattoos become the norm for younger consumers over the next 10 years? </li></ul><ul><li>How is the renaissance in tattooing similar to the revival of cigar smoking? How is it different? </li></ul>
  5. 5. In-class Exercise <ul><li>Using Table 12-2 (on the next slide): </li></ul><ul><li>Rate your own actual self concept (A) </li></ul><ul><li>Rate your desired self concept (D) </li></ul><ul><li>Rate the product concept of your favorite beverage (B) </li></ul><ul><li>Rate the person concept of your favorite celebrity of the same gender (C) </li></ul><ul><li>Assess the consistency of these four concepts </li></ul>
  6. 6. Measurement Scale for “Concepts”
  7. 7. Interaction of Self-Concept and Brand Image
  8. 8. Lifestyle and the Consumption Process
  9. 9. Measurement of Lifestyle <ul><li>Lifestyle Studies </li></ul><ul><ul><li>Attitudes </li></ul></ul><ul><ul><li>Values </li></ul></ul><ul><ul><li>Activities and Interests </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Media Patterns </li></ul></ul><ul><ul><li>Usage Rates </li></ul></ul><ul><li>Can be used as a general measure, but most commonly used to measure a specific product or activity. </li></ul><ul><li>General lifestyles can be used to discover new product opportunities. </li></ul><ul><li>Specific lifestyle analysis may help reposition existing brands. </li></ul>
  10. 10. Table 12-3
  11. 11. The Vals System <ul><li>SRI Consulting Business Intelligence </li></ul><ul><li>42 statements of agreement </li></ul><ul><li>Classifies individuals using two dimensions </li></ul><ul><ul><li>Self Orientation </li></ul></ul><ul><ul><ul><li>Principle oriented </li></ul></ul></ul><ul><ul><ul><li>Status oriented </li></ul></ul></ul><ul><ul><ul><li>Action oriented </li></ul></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><li>Individuals are placed in one of 8 general psychographic segments </li></ul>
  12. 12. VALS Lifestyle System
  13. 13. Demographics of the VALS Segments Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Total
  14. 14. VALS Segment Ownership and Activities Total Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler
  15. 15. Yankelovich’s MONITOR MindBase <ul><li>Considers the individual’s position on a set of core values with his or her life cycle stage </li></ul><ul><li>Values identified include: </li></ul><ul><ul><li>Materialism </li></ul></ul><ul><ul><li>Technology orientation </li></ul></ul><ul><ul><li>Family values </li></ul></ul><ul><ul><li>Conservatism </li></ul></ul><ul><ul><li>Cynicism versus optimism </li></ul></ul><ul><ul><li>Social Interaction </li></ul></ul><ul><ul><li>Activity level </li></ul></ul><ul><li>Grouped into 8 high-level segments </li></ul>
  16. 16. Consumption Differences across MindBase Segments
  17. 17. Geo-Demographic Analysis (PRIZM) <ul><li>Based on the premise that lifestyle, and thus consumption, is largely driven by demographic factors </li></ul><ul><li>Analyzes geographic regions </li></ul><ul><li>Every neighborhood in the U.S. can be profiled </li></ul><ul><li>Total of 62 lifestyle clusters </li></ul>
  18. 18. International Lifestyles: GLOBAL SCAN
  19. 19. GLOBAL SCAN Segment Sizes across Countries