Ch. 12: Self-Concept and Lifestyle

1. Ch. 12: Self-Concept and Lifestyle Self-concept – the totality of the individual’s thoughts and feelings having reference to him- or herself as an object.

2. Different Self-Images Actual Self-Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image

3. Self-Concept and Brand Image Product Brand Image Relationship Between self-concept and brand image BehaviorSeek products and brands that improve/maintain self-concept SatisfactionPurchase contributes to desired self-concept Consumer Self-concept Reinforces self-concept

4. Vanity and Consumer Behavior • Consumer Behavior • Materialism • Use of Cosmetics • Concern with clothing • Country club membership • Consumer Vanity • Physical vanity • Achievement vanity

5. Measurement of Consumer Vanity PHYSICAL-CONCERN ITEMS PHYSICAL-VIEW ITEMS ACHIEVEMENT-CONERN ITEMS ACHIEVEMENT-VIEW ITEMS

6. Lifestyle and the Consumption Process • Lifestyle • How we live • Activities • Interests • Like/dislikes • Attitudes • Consumption • Expectations • Feelings • Impact on behavior • Purchases • How • When • Where • What • With whom • Consumption • Where • With whom • How • When • What Lifestyle determinants • Demographics • Subculture • Social class • Motives • Personality • Emotions • Values • Household life cycle • Culture • Past experiences

7. VALS2 Lifestyle System 12-5 Actualizer Abundant resources Minimal resources Fulfilled Principle Achiever Status Experiencer Action Believer Striver Maker Struggler

8. Experiencer Actualizer Struggler Achiever Believer Fulfilled Striver Maker VALS2 Segment Activities 2nd Media Use* 12-6 Segment * Figures under each segment are the index for each segment (100 = Base rate usage). Barbecue outdoors 125 93 82 118 111 109 123 50 Do gardening 155 129 118 109 68 54 104 80 Do gourmet cooking 217 117 96 103 53 133 86 47 Drink coffee daily 120 119 126 88 87 55 91 116 Drink herbal tea 171 125 89 117 71 115 81 68 Drink domestic beer 141 88 73 101 87 157 123 50 Drink imported beer 238 93 41 130 58 216 88 12 Do activities with kids 155 129 57 141 112 89 116 32 Play team sports 114 73 69 104 110 172 135 34 Do cultural activities 293 63 67 96 45 154 63 14 Exercise 145 114 69 123 94 143 102 39 Do home repairs 161 113 85 82 53 88 171 58

9. Experiencer Actualizer Struggler Achiever Believer Fulfilled Striver Maker VALS2 Segment Activities 2nd Media Use* Segment * Figures under each segment are the index for each segment (100 = Base rate usage). Do risky sports 190 48 36 52 59 283 171 7 Socialize weekly 109 64 73 90 96 231 94 62 Automotive magazines 92 105 50 79 50 254 157 22 Business magazines 255 227 74 179 37 71 33 8 Commentary magazines 274 173 106 87 66 109 49 15 Reader’s Digest 58 143 150 90 63 57 87 130 Fish and game magazines 56 83 119 46 37 130 209 79 Human-interest magazines 83 115 113 129 93 135 86 46 Literary magazines 533 120 29 77 44 105 45 31 Watch “Face the Nation” 161 199 161 62 42 35 37 126 Watch “L.A. Law” 96 113 132 114 109 71 89 70 Watch “McGyver” 35 50 126 57 92 104 153 140 Source: SRI International.