CHAPTER 12
SELF-CONCEPT AND LIFESTYLE
CONSUMER BEHAVIOR
LEARNING OBJECTIVES
LO1: Describe self-concept, how it is measured, and how it is used to position products.
LO2: Define lifestyle and its relationship to the selfconcept and to psychographics
LO3: Explain specific lifestyle typologies and summarize those for luxury sports cars and
technology
LO4: Explain general lifestyle typologies and summarize those for VALS and PRIZM
LO5: Discuss international lifestyles and one existing segmentation scheme.
SELF-CONCEPT
Self-concept is defined as the totality of the individual’s thoughts and feelings
having reference to himself or herself as an object
Interdependent/Independent Self-Concepts
Individuals with an Individuals with an
interdependent self-concept independent self-concept tend
tend to be to be
•Obedient •Individualistic
•Sociocentric •egocentric
•Holistic •Autonomous
•Connected, and •Self-Reliant, and
•Relation oriented •Self-Contained
Possessions and the Extended Self
The extended self consists of the self plus possessions.
People tend to define themselves
in part by their possessions.
A peak experience
Tattoos can become a part of
one’s extended self
The mere ownership effect, or the endowment effect, is the tendency of an owner to
evaluate an object more favorably than a nonowner
Brand engagement refers to the extent to which an individual includes important
brands as part of his or her self-concept
Measuring Self-Concept
Self-Concept
The Relationship Between Self-Concept and Brand Image Influence
The Nature of Lifestyle
Lifestyle is basically how a person lives. It is how one enacts his
or her self-concept.
•Influences all aspects of one’s
consumption behavior.
•Is determined by the person’s
past experiences, innate
characteristics, and current
situation.
The Nature of Lifestyle
Lifestyle and the Consumer Process
The Nature of Lifestyle
Measurement of Lifestyle
Attempts to develop quantitative measures of lifestyle were initially
referred to as psychographics. Measures include:
Attitudes Evaluative statements about other people, places, ideas,
products, etc.
Values Widely held beliefs about what is acceptable or desirable
Activities and Nonoccupational behaviors to which consumers devote time
Interests and effort, such as hobbies, sports, public service, and church
Demographics Age, education, income, occupation, family structure, ethnic
background
Media patterns The specific media the consumer utilize
Usage rates Measurements of consumption within a specified product
category; often consumers are categorized as heavy, medium,
12-12
light, or nonusers
The Nature of Lifestyle
Porsche Consumer Segments
Top Guns (27%) Ambitious and driven, this group values power and control
and expects to be noticed.
Elitists (24%) These old-family-money “blue-bloods” don’t see a car as an
extension of their personality. Cars are cars no matter
what the price tag.
Proud Patrons 23%) This group purchases a car to satisfy themselves, not to
impress others. A car is a reward for their hard work.
Bon Vivants (17%) These thrill seekers and “jet-setters” see cars as enhancing
their already existing lives.
Fantasists (9%) This group uses their car as an escape, not as a means to
impress others. In fact, they feel a bit of guilt for owning a
12-13
Porsche.
The Nature of Lifestyle
Minimalists (12%) Primarily motivated by value; least motivated by fun and adventure;
low in appreciation for retail aesthetics, low in innovativeness, do
not tend to be browsers-- middle-aged, with 57% being men
Five Shopping Lifestyle Gatherers (15%) Primarily motivated by keeping up with trends and joy of shopping
Segments for others; least motivated by value; low in appreciation of retail
aesthetics, low in innovativeness, moderate browsers-- mix of
younger and older shoppers, with 70% being male
Providers (23%) Primarily motivated by enjoyment of shopping for others and
value; not motivated by fun and adventure; moderate in
appreciation of retail aesthetics, low in innovativeness, moderate
browsers-- oldest group, with 83% being female
Enthusiasts (27%) Highly motivated by all hedonic aspects including fun and
adventure; highest in appreciation of retail aesthetics, most
innovative, spend the most time browsing-- youngest group, with
90% being female
Traditionalists Moderately motivated by all hedonic aspects, gratification high on
(23%) the list; moderate in appreciation of retail aesthetics, highly
innovative, moderate browsers-- mix of younger and older
12-14
shoppers, with 58% being female
The Nature of Lifestyle
Wizards (31 Characterized by the statement “Technology is life.”
percent) Enthusiastic and adventurous users of new [Link] adults and
students
Journeymen (13 Characterized by the statement “Technology is an important
percent) part of my life.” this group nonetheless is knowledgeable and confident
in their use of new [Link] and established adults
Technology
Apprentices (31 haracterized by the statement “Technology is changing my
percent). life.” Take advantage of new technology, but there is room to grow, and
they are willing to grow and learn. Established and middle-aged
Novices (25 Characterized by the statement “Technology has a limited impact
percent). on my life.” This group is disconnected from emerging technology and
resistant to change. Want simple and easy-to-use devices. Mature adults
and retirees
The Nature of Lifestyle
Three general lifestyle schemes:
1. The VALSTM System
2. The PRIZM System
3. Roper Starch Global Lifestyles
12-16
The VALSTM System
VALS provides a systematic
classification of U.S. adults
into eight distinct consumer
segments.
VALS is based on enduring
psychological characteristics
that correlate with purchase
patterns.
The VALSTM System
Three Primary Consumer Motivations:
1. Ideals Motivation
2. Achievement Motivation
3. Self-Expression Motivation
12-18
The VALSTM System
Underlying Differences Across VALSTM Motivational Types
Geo-Lifestyle Analysis (PRIZM)
The underlying logic:1
➢ People with similar cultural backgrounds, means and
perspectives naturally gravitate toward one another.
➢ They choose to live amongst their peers in neighborhoods
offering …compatible lifestyles.
➢ They exhibit shared patterns of consumer behavior toward
products, services, media and promotions.
12-20
1Claritas, Inc.
Geo-Lifestyle Analysis (PRIZM)
PRIZM Social and Lifestage Groups
PRIZM organizes its 66 individual segments into social and
lifestage groups.
Social groupings are based on “urbaniticity.”
The four social groupings are:
Urban Major cities with high population density
Suburban Moderately dens “suburban” areas
surrounding metropolitan area
Second City Smaller, less densely populated cities or
satellites to major cities
Town & Low-density towns and rural communities
Country
12-21
International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide
12-22
1. The infographic shows that 48% of
Americans plan to buy clothing. How does
this reflect the relationship between self-
concept and consumer behavior? Do you
think individuals purchase clothing to align
with their actual self-concept or their ideal
self?
2. 36% of respondents are interested in
buying consumer electronics. How might
this statistic inform us about the lifestyle of
the average American consumer? What does
it suggest about the role of technology in
their daily lives?
3. With 26% of Americans planning to
purchase books, movies, music, and games,
what can we infer about the leisure
preferences and lifestyle choices of the U.S.
consumer? How do these choices relate to
their self-concept?