Marketing 334

Consumer Behavior
Chapter 12
Self-Concept and Lifestyle
From: Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh andBest

Self-Concept
Dimensions of a Consumers Self-Concept

Self-Concept
Interdependent/Independent Self-Concepts
Individuals with an
interdependent self-concept tend
to be
Obedient
Sociocentric
Holistic
Connected, and
Relation oriented

Individuals with an independent

self-concept tend to be
Individualistic
egocentric
Autonomous
Self-Reliant, and
Self-Contained

Self-Concept
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 ones

extended self

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 ones
consumption behavior.
Is determined by the persons 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.
psychographics Measures include:
include
Attitudes

Evaluative statements about other people, places, ideas,

products, etc.

Values

Widely held beliefs about what is acceptable or desirable

Activities and
Interests

Nonoccupational behaviors to which consumers devote time

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
12-9

Measurements of consumption within a specified product

category; often consumers are categorized as heavy,
medium, 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 dont 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 Porsche.

12-10

The Nature of Lifestyle

Five Shopping Lifestyle Segments
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

Gatherers
(15%)

Primarily motivated by keeping up with trends and joy of shopping

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
(23%)

Moderately motivated by all hedonic aspects, gratification high on

the list; moderate in appreciation of retail aesthetics, highly
innovative, moderate browsers-- mix of younger and older shoppers,
with 58% being female

12-11

The Nature of Lifestyle

Technographics

Sidelined
Citizens
29%
Media
Junkies
6%

Fast
Forwards
10%

TechnoStrivers
5%
Handshakers
7%

Technology
Segments

Gadget
Grabbers
7%
Mouse
Potatoes
9%

Traditionalists
10%

New Age
Nurturers
8%
Digital
Hopefuls
6%

The Nature of Lifestyle

Three general lifestyle schemes:
1.

The VALSTM System

2.

The PRIZM System

3.

Roper Starch Global Lifestyles

12-13

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

12-15

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.

12-17
1

Claritas, 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:
Major cities with high population density
Urban
Suburban

Moderately dens suburban areas surrounding

metropolitan area

Second City

Smaller, less densely populated cities or satellites

to major cities

Town &
Country
12-18

Low-density towns and rural communities

International Lifestyles
Global Lifestyle Segments Identified by Roper Starch Worldwide

12-19