Download as PDF, PPTX
Uploaded byIvan Giovanni
Self concept and lifestyle
Self-concept refers to an individual's thoughts and feelings about themselves. It has dimensions like actual self, ideal self, and public versus private selves. People with interdependent self-concepts see themselves as connected to others, while those with independent self-concepts see themselves as autonomous. When there is a gap between one's actual and ideal selves, they are motivated to close it through their extended self, including possessions. Lifestyle reflects how people enact their self-concept through their activities, interests, and consumption behaviors. Market research measures self-concept and lifestyle to understand consumer behavior and identify opportunities for products to fulfill needs related to consumers' self-views.
More Related Content
Similar to Self concept and lifestyle
Self concept and lifestyle
- 1.
- 2. What is aSelf-concept ?
- 3. Self-concept: the totalityof the individual’s thoughts and feelings having reference to him-or herself as an object
- 4. Dimensions of Self-Concept ActualSelf Ideal Self Private Self How I see myself How I would like to see myself Public (Social) Self How others see me How I would like others to see me
- 5. Interdependent/Independent Self-Concepts Individuals with an interdependentself- 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
- 6. Ideal Self Actual Self Need Recognition What happenswhen there is a “gap” between our actual and idea self?
- 7. Extended Self Ideal Self Actual Self We are motivatedto close the gap through our extended self which includes our possessions
- 8.
- 9. Measuring Self-Concept • Totap into a consumer’s actual and ideal self you can ask them to self-disclose how they view themselves (actual) and how they would like to be (ideal). – Two caveats: 1. It can be difficult to get full disclosure 2. To get at the ideal self it helps to ask a respondent to think about the person they most admire and then answer the questions with that individual in mind
- 10. A I A I AI I AReporting of Actual Self Reporting of Ideal Self Measuring Self-Concept
- 11. Measuring Brand Image • Gaps in reporting of actual and ideal self represent opportunities for need fulfillment • Consumer will respond favorably to products or services that help to improve or maintain their self-concept • Products that enhance one’s self-concept are particularly satisfying
- 12. The Relationship BetweenSelf- Concept and Brand Image Influence Product Brand Image Consumer Self- concept Relationship Between self- concept and brand image Behavior Seek products and brands that improve/maintain self-concept Satisfaction Purchase contributes to desired self-concept Reinforces self-concept
- 13. The Nature ofLifestyle
- 14. Lifestyle is basicallyhow a person lives. It is how one enacts his or her self-concept.
- 15. Lifestyle and theConsumer Process Lifestyle determinants • Demographics • Subculture • Social class • Motives • Personality • Emotions • Values • Household life cycle • Culture • Past experiences Lifestyle How we live l Activities l Interests l Like/dislikes l Attitudes l Consumption l Expectations l Feelings Impact on behavior Purchases l How l When l Where l What l With whom Consumption l Where l With whom l How l When l What
- 16. Measurement of Lifestyle Attemptsto develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include: • Attitudes • Values • Activities and Interests • Demographics • Media Patterns • Usage Rates
- 17. Porsche Consumer Segments TopGuns (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 Porsche.
- 18. Three general lifestyleschemes: 1. The VALSTM System 2. The PRIZM System 3. Roper Starch Global Lifestyles
- 19. The VALSTM System VALSprovides a systematic classification of U.S. adults into eight distinct consumer segments. VALS is based on enduring psychological characteristics that correlate with purchase patterns.
- 20. • SRI ConsultingBusiness Intelligence • 42 statements of agreement • Classifies individuals using two dimensions – Self Orientation • Principle oriented • Status oriented • Action oriented – Resources • Individuals are placed in one of 8 general psychographic segments
- 21.
- 22. 1. Ideals Motivation 2. AchievementMotivation 3. Self-Expression Motivation Three Primary Consumer Motivations:
- 23. Underlying Differences Across VALSTMMotivational Types
- 24. Geo-Lifestyle Analysis (PRIZM) Theunderlying 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.
- 25. PRIZM organizes its66 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 & Country Low-density towns and rural communities PRIZM Social and Lifestage Groups
- 26. 12-26 International Lifestyles Global LifestyleSegments Identified by Roper Starch Worldwide
- 27.