Test 4: Self Concept and Lifestyles Flashcards
What is Self-Concept?
The total of the individual’s thoughts and feelings having reference to him/her self as an object.
Self-Concept is divided into 4 basic parts, name them
- Actual Self-Concept vs.
- Ideal Self-Concept
- Private Self-Concept vs.
- Social Self-Concept
What is the difference between Actual and Ideal?
Actual Self-Concept – refers to the individual’s perception of who I am now
Ideal Self-Concept – who I would like to be to myself
What is the difference between Private and Social?
Private Self-Concept – refers to how I am or would like to be to myself
Social Self-Concept – how “I am seen by others” or how “I would like to be seen by others”
What are 2 types of categories of self-concept ?
Independent Self-Concept
Interdependent Self-Concept
What is independent Self-Concept ?
Emphasizes personal goals, characteristics, achievements and desires.
These individuals define themselves in terms of what they have done, what they have, and their personal characteristics.
What is Interdependent Self-Concept ?
Emphasizes family, cultural, professional and social relationships.
These individuals define themselves in terms of social roles, family relationships, and commonalities with other members of their groups.
What does the extended self consist of ?
Self + Possessions
People tend to define themselves in part by their possessions.
The mere ownership effect, or the endowment effect, is the tendency of an owner to evaluate an object more favorably than a non-owner.
What is lifestyles?
How a person lives
How one enacts his or her self-concept
Does lifestyle influence consumption behavior?
Influences all aspects of one’s consumption behavior
NB: Lifestyle is determined by the person’s past experiences, innate characteristics, and current situation.
What are some the determinants of Lifestyles? (Name 3)
- Demographics
- Subculture
- Motives
- Personality
- Values
- Culture
- Emotions
- Past experiences
How does Marketers measure lifestyles ? (What do they look at ?)
They look at a number of “Psychographics”
- Attitudes
- Values
- Activities
- Demographics
- Media Patterns
- Usage rates
Marketers developed 3 popular lifestyle schemes for measuring people, name them
- The VALS^TM System –> (Most popular)
- The PRIZM® System
- Roper Starch Global Lifestyles
Which lifestyle scheme is most popular? What is it’s core premise ?
The VALSTM System
*Values, Attitudes and Lifestyles
Core Premise:
People buy products and services and seek experiences that fulfill characteristic motives and give shape, substance, and satisfaction to their lives.
What are the 2 dimensions of the VALSTM typology of consumers?
- Primary Motivation
2. Resources
There are 3 primary motivators of the VALSTM system ?
Ideals Motivation
Achievement Motivation
Self-Expression Motivation
Name the 8 different types of the VALS model ?
Innovators
- Successful, sophisticated, take-charge people with high self-esteem.
- Their purchases reflect more upscale taste.
Thinkers
- Mature, satisfied, comfortable and reflective.
- They favor durable, functional products.
Believers
- Strongly traditional and respect rules and authority.
- Favor established brands.
Achievers
- Goal-oriented lifestyles that center on family and career. Fundamentally conservative, they are slow to change and technology adverse.
- Choose familiar products.
Strivers
- Are trendy and fun loving. They have little discretionary income and tend to have narrow interest.
- They favor stylish products that emulate the purchases of people with greater material wealth.
- Believe life isn’t fair.
Experiencers
- Appreciate the unconventional.
- They are impulsive and seeking stimulation from new products. Risk takers.
Makers
- Value practical and are self-sufficiency.
- They prefer to buy American products.
Survivors
- Lead narrowly focused lives. They have the fewest resources, they often feel powerless.
- Primary concern is safety and security.
- Brand loyal and buy discounted services.
Explain the generel cocept behind the GEO-LIFESTYLE ANALYSIS (PRIZM)
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.
Prizm organizes individual segments into social life and stage groups, but how many segments ?
66
Four social groupings are based on “urbaniticity” exist in PRIZM what are they called ?
- Urban -> Major cities with high population density
- Suburban -> Moderately dens “suburban” areas surrounding metropolitan areas
- Second city -> Smaller, less densely populated cities or satallites to major cities
- Town & Rural -> Low-density towns and rural communities
The three major life-stage groups in the PRIZM model is ?
- Younger years -> Singles and couples under 35 years of age with no children, or middle aged without children at home
- Family life -> House with children living at home
- Mature Years -> Single couples: age 55 years and older, or 45-64 without children at home
Name the 6 sample segments in the PRIZM model
- Young Digerati
* Tech savvy, Affluent, Highly Educated, Cool Condos, Fitness Clubs, Drive cars like an Audi A3 - Blue Blood Estates
* Suburban Wealth, High-end Cars, Graduate degrees - Big Fish, Small Pond
* Older upper class, college-educated professionals - Pools and Patios
* Older empty nesting couples, very stable neighborhoods - Young & Rustic
* Lower-middle-income, high school educated, restless singles. Live in tiny apartments - Golden Ponds
* Is mostly a retirement lifestyle, dominated by downscale singles and couples over 65 y/o.
