CHAPTER 12
SELF-CONCEPT AND LIFESTYLE
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1 SELF-CONCEPT
1.1 Interdependent/Independent Self-Concepts
1.2 Possessions and the Extended Self
1.3 Measuring Self-Concept
1.4 Using Self-Concept to Position Products
1.5 Marketing Ethics and the Self-Concept
2 THE NATURE OF LIFESTYLE
2.1 Measurement of Lifestyle
2.2 General versus Specific Lifestyle Schemes
2.2.1 Luxury Sports Cars
2.2.2 Technology
3 THE VALSTM SYSTEM
3.1 The VALSTM Segments
4 GEO-LIFESTYLE ANALYSIS (PRIZM®)
4.1 Claritas PRIZM Premier: Social and Lifestage Groups
4.2 Sample PRIZM Segments
4.3 An Application of PRIZM
4.3.1 Marketing a Las Vegas Casino
5 INTERNATIONAL LIFESTYLES