Ch.%2012:%20Self-Concept%20and%20Lifestyle - PowerPoint PPT Presentation

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Ch.%2012:%20Self-Concept%20and%20Lifestyle

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Different Self-Images Self-Concept and Brand Image Vanity and Consumer Behavior Measurement of Consumer ... class Motives Personality Emotions Values ... – PowerPoint PPT presentation

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Title: Ch.%2012:%20Self-Concept%20and%20Lifestyle


1
Ch. 12 Self-Concept and Lifestyle
  • Self-concept the totality of the individuals
    thoughts and feelings having reference to him- or
    herself as an object.

Dimensions of Self-Concept Actual Self-Concept Ideal Self-Concept
Private Self
Social Self
2
Different Self-Images
Actual Self-Image
Ideal Self-Image
Ideal Social Self-Image
Social Self-Image
Expected Self-Image
3
Self-Concept and Brand Image
Product Brand Image
Relationship Between self-concept and brand image
Behavior Seek products and brands that
improve/maintain self-concept
Satisfaction Purchase contributes to desired
self-concept
Consumer Self-concept
Reinforces self-concept
4
Vanity and Consumer Behavior
  • Consumer Behavior
  • Materialism
  • Use of Cosmetics
  • Concern with clothing
  • Country club membership
  • Consumer Vanity
  • Physical vanity
  • Achievement vanity

5
Measurement of Consumer Vanity
PHYSICAL-CONCERN ITEMS
PHYSICAL-VIEW ITEMS
ACHIEVEMENT-CONERN ITEMS
ACHIEVEMENT-VIEW ITEMS
6
Lifestyle and the Consumption Process
  • Lifestyle determinants
  • Demographics
  • Subculture
  • Social class
  • Motives
  • Personality
  • Emotions
  • Values
  • Household life cycle
  • Culture
  • Past experiences
  • Lifestyle
  • How we live
  • Activities
  • Interests
  • Like/dislikes
  • Attitudes
  • Consumption
  • Expectations
  • Feelings
  • Impact on behavior
  • Purchases
  • How
  • When
  • Where
  • What
  • With whom
  • Consumption
  • Where
  • With whom
  • How
  • When
  • What

7
VALS2 Lifestyle System
12-5
Actualizer
Abundant resources Minimal resources
Principle
Fulfilled
Status
Achiever
Action
Experiencer
Believer
Striver
Maker
Struggler
8
VALS2 Segment Activities 2nd Media Use
12-6
Segment
Figures under each segment are the index for
each segment (100 Base rate usage).
Barbecue outdoors 125 93 82 118 111 109 123 50 Do
gardening 155 129 118 109 68 54 104 80 Do gourmet
cooking 217 117 96 103 53 133 86 47 Drink coffee
daily 120 119 126 88 87 55 91 116 Drink herbal
tea 171 125 89 117 71 115 81 68 Drink domestic
beer 141 88 73 101 87 157 123 50 Drink imported
beer 238 93 41 130 58 216 88 12 Do activities
with kids 155 129 57 141 112 89 116 32 Play team
sports 114 73 69 104 110 172 135 34 Do cultural
activities 293 63 67 96 45 154 63 14 Exercise 145
114 69 123 94 143 102 39 Do home
repairs 161 113 85 82 53 88 171 58
9
VALS2 Segment Activities 2nd Media Use
Segment
Figures under each segment are the index for
each segment (100 Base rate usage).
Do risky sports 190 48 36 52 59 283 171 7 Socializ
e weekly 109 64 73 90 96 231 94 62 Automotive
magazines 92 105 50 79 50 254 157 22 Business
magazines 255 227 74 179 37 71 33 8 Commentary
magazines 274 173 106 87 66 109 49 15 Readers
Digest 58 143 150 90 63 57 87 130 Fish and game
magazines 56 83 119 46 37 130 209 79 Human-interes
t magazines 83 115 113 129 93 135 86 46 Literary
magazines 533 120 29 77 44 105 45 31 Watch Face
the Nation 161 199 161 62 42 35 37 126 Watch
L.A. Law 96 113 132 114 109 71 89 70 Watch
McGyver 35 50 126 57 92 104 153 140
Source SRI International.
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