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Understanding Self-Concept and Its Impact on Brand Image and Consumer Behavior

This chapter explores the four fundamental components of self-concept: actual, ideal, private, and social. It highlights how self-concept influences brand image and consumer behavior, with an emphasis on seeking products that enhance one’s self-perception. The chapter also delves into the VALS 2 system, which categorizes consumers based on their lifestyle orientations, and the PRIZM system, which segments neighborhoods into lifestyle clusters. By understanding these concepts, marketers can better align their strategies with consumer self-concept and preferences.

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Understanding Self-Concept and Its Impact on Brand Image and Consumer Behavior

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  1. Chapter 12 – Learning Objectives • identify the 4 basic parts of self-concept • understand the relationship between self-concept & brand image • identify the psychographic measures used by the VALS 2 system • explain the PRIZM system of geodemographics

  2. Self-Concept – 4 Basic Parts • actual • who I am now • ideal • who I would like to be • private • how I am or would like to be to myself • social • how I am seen by others or how I would like to be seen by others

  3. The Relationship between 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. VALS 2 Lifestyle System • Self Orientation • principle oriented • status oriented • action oriented • Resources • abundant • minimal

  5. Claritas’ PRIZM • Potential Rating Index by Zip Markets • delineated 500,000 + U.S. neighborhoods into 62 lifestyle clusters organized by 12 broad social groups • does not measure values or attitudes

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