CHAPTER 12

Self-concept
& Lifestyle
Teacher Adeline Palmerston
 AGENDA
Describe self-concept, how it is measured, and how it is
used to position products.

Define lifestyle and its relationship to the self-concept and

to psychographics.

Explain specific lifestyle typologies and summarize those for

luxury sports cars and technology.

Explain general lifestyle typologies and

summarize those for VALS™ and PRIZM®.

Discuss international lifestyles and one existing

segmentation scheme.
 L01: DEFINITION
Self-concept: is defined as the totality of the
individual’s thoughts and feelings having reference to
himself or herself as an object; your self-concept is
composed of the attitudes you hold toward yourself.
The self-concept is divided into four basic parts:
Actual-ideal distinction: actual self-concept (who I am
now), ideal self-concept (who I would like to be).
Private versus social: private self-concept (how I am or
would like to be myself), social self-concept (how I am
seen by others or how I would like to be seen by
others).
 Interdependent
Self-Concepts
The aspects of the self that are most valued and most influence
consumption and other behaviors vary across cultures.
Researchers have categorized self-concepts into two types: (1)
independent and (2) interdependent, also referred to as one’s
separateness and connectedness.
1. Independent:
A construct of the self is based on the predominant Western cultural
belief that individuals are inherently separate.
It emphasizes personal goals, characteristics, achievements, and desires.
2. Interdependent:
A construct of the self is based more on the common Asian cultural
belief in the fundamental connectedness of human beings.
It emphasizes family, cultural, professional, and social relationships.
Variation in the degree to which an individual or culture has been found
to influence message preferences, consumption of luxury goods, and the
types of products preferred.
 Possessions and the
Extended Self
Some products acquire substantial meaning to an individual or are used to signal
particularly important aspects of that person’s self to others, as proven by a theory
called the extended self.
The extended self: consists of the self plus possessions (people tend to define
themselves in part by their possessions).
Some possessions are not just a manifestation of a person’s self-concept; they are an
integral part of that person’s self-identity.
People also tend to value objects they own more highly than they value similar objects
owned by others.
The concept of the extended self and the mere ownership effect has numerous
implications for marketing strategy: (1) communications that cause potential
consumers to visualize product ownership, (2) product sampling or other trial programs.
Measuring Self-Concept: The semantic differential is the most common
measure approach, and is used to ensure a match between the self-
concept (actual or ideal) of a target market, the image of a brand, and the
characteristics of an advertising spokesperson.
Using Self-Concept to Position Products: people's attempts to obtain their
ideal self-concept, or maintain their actual self-concept, often involve the
purchase and consumption of products, services, and media. This process
is described:
 L02: The Nature of
Lifestyle
Lifestyle is basically how a person lives:

It is how a person enacts her or his self-concept and is determined by past

experiences, innate characteristics, and current situations.
One’s lifestyle influences all aspects of consumption behavior and is a function of
inherent individual characteristics.
Measurement of Lifestyle
Attempts to develop quantitative measures of lifestyle were initially referred to
as psychographics:
Attitudes: evaluative statements about other people, places, ideas, products,
and so forth.
Values: widely held beliefs about what is acceptable or desirable.
Activities and interests: nonoccupational behaviors to which consumers devote
time and effort.
Demographics: age, education, income, occupation, family structure, ethnic
background, gender, and geographic location.
Media patterns: the specific media the consumers utilize.
Usage rates: measurements of consumption within a specified product
category.
 Luxury Sports Cars
•Top Guns (27%): Ambitious and driven, values power and control and wants to be noticed.
•Elitists (24%): These old-family-money “blue-bloods” don’t see car as an extension of their personality.
•Proud Patrons (23%): Purchase car to satisfy themselves, not to impress others.
•Bon Vivants (17%): These thrill seekers and “jet-setters” see cars as enhancing their already exciting lives.
•Fantasists (9%): Use car as an escape, not as a means to impress others. (They feel a bit of guilt)

How to Collect Content

•Wizards (31%): “Technology is life” – enthusiastic and adventurous users – buying new electronic equipment
advertised on cell phone, high use for gaming and social aspects.
•Journeymen (13%): “Technology is an important part of my life” – knowledgeable and confident – shop online,…
affect their work and leisure.
•Apprentices (31%): “Technology is changing my life” – take advantage of new tech, but willing to grow and learn
– use tech to gather information, shopping…
•Novices (25%): “Technology has a limited impact on my life” – want simple and easy-to-use devices –
confused by tech, use phone only for calling.
 The VALS 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 PRIZM® System
•PRIZM organizes its 66 individual segments into
social and lifestage groups.
•Four social groupings are based on “urbaniticity.”
•The lifestage groups are based on age and the
presence of children.
•The three major lifestage groups are:
L05: INTERNATIONAL LIFESTYLES

Teacher Adeline Palmerston