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.

Dimensions of Self-Concept

Actual Self-Concept

Ideal Self-Concept

Private Self

Social Self

Different Self-Images

Actual Self-Image

Ideal Self-Image

Ideal SocialSelf-Image

Social Self-Image

ExpectedSelf-Image

Self-Concept and Brand ImageSelf-Concept and Brand Image

Product Brand Image

Consumer Self-

concept

Relationship Between self-concept and brand image

BehaviorSeek products and brands that

improve/maintain self-concept

SatisfactionPurchase

contributes to desired self-concept

Reinforces self-concept

Vanity and Consumer Behavior

Consumer Vanity

• Physical vanity• Achievement vanity

Consumer Behavior

• Materialism• Use of Cosmetics• Concern with clothing• Country club membership

Measurement of Consumer Vanity

PHYSICAL-CONCERN ITEMS

PHYSICAL-VIEW ITEMS

ACHIEVEMENT-CONERN ITEMS

ACHIEVEMENT-VIEW ITEMS

Lifestyle and the Consumption ProcessLifestyle and the Consumption Process

Lifestyle determinants

• Demographics

• Subculture

• Social class

• Motives

• Personality

• Emotions

• Values

• Household life cycle

• Culture

• Past experiences

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

VALS2 Lifestyle SystemVALS2 Lifestyle System12-5

Principle

Fulfilled

Believer

Status

Achiever

Striver

Action

Experiencer

Maker

Actualizer

Struggler

Abundant resources

Minimal resources

VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*12-6

Act

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Barbecue outdoors 125 93 82 118 111 109 123 50Do gardening 155 129 118 109 68 54 104 80Do gourmet cooking 217 117 96 103 53 133 86 47Drink coffee daily 120 119 126 88 87 55 91 116Drink herbal tea 171 125 89 117 71 115 81 68Drink domestic beer 141 88 73 101 87 157 123 50Drink imported beer 238 93 41 130 58 216 88 12Do activities with kids 155 129 57 141 112 89 116 32Play team sports 114 73 69 104 110 172 135 34Do cultural activities 293 63 67 96 45 154 63 14Exercise 145 114 69 123 94 143 102 39Do home repairs 161 113 85 82 53 88 171 58

* Figures under each segment are the index for each segment (100 = Base rate usage).

Segment

VALS2 Segment Activities 2nd Media Use*VALS2 Segment Activities 2nd Media Use*

Act

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Do risky sports 190 48 36 52 59 283 171 7Socialize weekly 109 64 73 90 96 231 94 62Automotive magazines 92 105 50 79 50 254 157 22Business magazines 255 227 74 179 37 71 33 8Commentary magazines 274 173 106 87 66 109 49 15Reader’s Digest 58 143 150 90 63 57 87 130Fish and game magazines 56 83 119 46 37 130 209 79Human-interest magazines 83 115 113 129 93 135 86 46Literary magazines 533 120 29 77 44 105 45 31Watch “Face the Nation” 161 199 161 62 42 35 37 126Watch “L.A. Law” 96 113 132 114 109 71 89 70Watch “McGyver” 35 50 126 57 92 104 153 140

* Figures under each segment are the index for each segment (100 = Base rate usage).

Segment

Source: SRI International.