CH12_Hawkins

8/7/2019 CH12_Hawkins

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CHAPTER 12

What is a Self-concept?

Self-concept: the totality of the individualsthoughts and feelings having reference to him-

or herself as an object. Composed of the attitudesyou hold towards yourself.

Self-concept can be divided into four basicparts


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Dimensions of a Consumers Self-Concept

Actual self concept: Who I am nowIdeal self concept: Who I would like to be

Private self concept: How I am or would like to be to myself

Social self-concept: How I am seen by others


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Interdependent/independent self concept

Independent self concept: emphasizes personalgoals, characteristics, achievements and

desires..individualistic, egocentrics,

autonomous..WESTERN CULTURE

Interdependent self-concept: emphasizes family,culture, professional and social

relationships..obedient, sociocentric, relation

oriented.ASIAN CULTURE


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Possessions and extended self

Extended self: consists of the self pluspossessions..some possessions are not just a

manifestation of ones self-concept; they are

an integral part of the persons self

identity.love for ones home or motor bike,

very old car or souvenir or photograph or gift

Peak experience: an experience that surpassesthe usual level of intensity, meaningfulness

and richness and produces feeling of joy andself-fulfillment.first job, marriage, child


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Interaction of Self-Conceptand Brand Image


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Lifestyle and the Consumption ProcessLifestyle is how a person lives. It is determined by persons

past experiences, innate characteristics and current situation.


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Measurement of Lifestyle

Lifestyle Studies Attitudes (evaluative statement about other people,

places, ideas, products.) Values (beliefs about what is acceptable or desirable)

Activities and Interests (hobbies, sports, public service)

Demographics (age, education, income, occupation..)

M

edia Patterns (specific media that consumer utilize) Usage Rates (heavy, medium, light or nonusers)


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The VALS System

SRI Consulting Business Intelligence

Measured by 42 statements of agreement

Classifies individuals using two dimensions

Self Orientation

Principle oriented (guided by their belief and principles rather

feelings for approval) Status oriented (action, approval and opinions of otherheavily influence these individuals)

Action oriented (desire social or physical activity and risktaking)

Resources (ability of individuals to pursue their dominant self-orientation)

Individuals are placed in one of 8 general psychographic segments


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VALS Lifestyle System


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VALS Segments

Actualizers: Successful, sophisticated, active,

take-charge people with high self esteem andabundant resources.

Fulfilleds and believers: Fulfilleds: mature, satisfied, comfortable people who

value order, knowledge and responsibility. They lookfor functionality, value and durable products

Believers: Conventional people.family, church,community based jobs

Achievers and strivers: Achievers: are successful career and work oriented

people. Do work which give sense of duty, prestige

Strivers: Seek motivation, approval from the worldaround them.Money defines success for strivers


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VALS Segments

Experience andMakers:

Experiencers: young, enthusiastic, impulsive. Theylook for excitement and risky way of life. They are

quick and became enthusiastic about new possibilities

and quick to cool.

Makers: Practical people who have constructive skilland value self sufficiency. They live within practical

work, family.building a house, raising

children..gardening

Strugglers: Chronically poor with limitededucations and skills, without strong social bonds.

They must struggle to meet the urgent needs of

the present moment

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