Self-Concept and Lifestyle

What is a Self-concept?
Self-concept: the totality of the
individuals thoughts and feelings
having reference to him-or herself as an
object

Self-concept can be divided into four

basic parts

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Dimensions of a Consumers Self-Concept

Consumer Insight 12-1

How does a tattoo affect ones self-concept
and become part of ones extended self?
Will one or multiple visible tattoos become the
norm for younger consumers over the next 10
years?

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In-class Exercise
Using Table 12-2 (on the next slide):

Rate your own actual self concept (A)

Rate your desired self concept (D)
Rate the product concept of your favorite
beverage (B)

Rate the person concept of your favorite

celebrity of the same gender (C)

Assess the consistency of these four concepts

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Measurement Scale for Concepts

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Interaction of Self-Concept
and Brand Image

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Lifestyle and the Consumption Process

Measurement of Lifestyle

Lifestyle Studies

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Can be used as a general

measure, but most
commonly used to measure
a specific product or activity.

Attitudes
Values
Activities and Interests General lifestyles can be
used to discover new
Demographics
product opportunities.
Media Patterns
Specific lifestyle analysis
Usage Rates
may help reposition existing
brands.

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Table 12-3

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The Vals System

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
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VALS Lifestyle System

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Dimensions of VALS
The

two dimensions of VALS are

Self-orientation and Resources to pursue
Self-orientation.
Self-orientation is composed of three factors
(principle-orientation, status-orientation, and
action-orientation) that each have underlying
components which determine the psychological
orientation of the individual.
The second dimension, resources, examines the
full range of psychological, physical,
demographic, and material resources necessary
to achieve a particular self-orientation.
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VALS divides the United States into Eight Groups

Actualizers: successful, sophisticated, active

people with high self-esteem and abundant
resources.
Fulfilled: mature, satisfied, comfortable,
reflective people who value order,
knowledge, and responsibility.
Believers: conservative, conventional people
with concrete beliefs based on traditional,
established codes.
Achievers: successful career- and workoriented people who like to, and generally do,
feel in control of their lives.
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Strivers: unsure of themselves and low on

resources, they seek motivation, selfdefinition, and approval from the world
around them.
Experiencers: are young, vital, impulsive,
and rebellious.
Makers: are practical people with practical
skills who live within a traditional context of
family and work.
Strugglers: are poor, ill-educated, low-skilled
and lacking strong social bonds.
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Demographics of the VALS Segments

Actualizer

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Fulfilled Believer Achiever Striver

Experiencer

Maker

Struggler Total

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VALS Segment Ownership and Activities

Total Actualizer

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Fulfilled

Believer

Achiever

Striver

Experiencer

Maker

Struggler

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International Lifestyles: GLOBAL SCAN

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GLOBAL SCAN
Segment Sizes across Countries