Self-Concept

by : Giovani

&

Lifestyle

What is a Self-concept ?

Self-concept: the totality of the individual’s thoughts and feelings having reference to him-or herself as an object

Dimensions of Self-Concept

Actual Self 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

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

Ideal Self

Actual Self

Need Recognition What happens when there is a “gap” between our actual and idea self?

Extended Self

Ideal Self

Actual Self

We are motivated to close the gap through our extended self which includes our possessions

Possessions and the Extended Self

Measuring Self-Concept

•  To tap 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

A I A I A I

I A Reporting of Actual

Self Reporting of Ideal

Self

Measuring Self-Concept

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

The Relationship Between Self-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

The Nature of Lifestyle

Lifestyle is basically how a person lives. It is how one enacts his or her self-concept.

Lifestyle and the Consumer 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

Measurement of Lifestyle Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include:

•  Attitudes •  Values •  Activities and Interests •  Demographics •  Media Patterns •  Usage Rates

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 Porsche.

Three general lifestyle schemes:

1.  The VALSTM System

2. The PRIZM System

3.  Roper Starch Global Lifestyles

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.

•  SRI Consulting Business 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

VALSTM Framework

1.  Ideals Motivation

2. Achievement Motivation

3.  Self-Expression Motivation

Three Primary Consumer Motivations:

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.

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 & Country

Low-density towns and rural communities

PRIZM Social and Lifestage Groups

12-26

International Lifestyles Global Lifestyle Segments Identified by Roper Starch Worldwide

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