CHAPTER 12
SELF-CONCEPT AND LIFESTYLE
LEARNING OBJECTIVES
LO1: Describe self-concept, how it is measured, and how it is used to position products
LO2: Define lifestyle and its relationship to the self-concept and to psychographics
LO3: Explain specific lifestyle typologies and summarize those for luxury sports cars and
technology
SUMMARY
LO1: Describe self-concept, how it is measured, and how it is used to position products
The self-concept is one’s beliefs and feelings about oneself. There are four types of self-concept:
actual self-concept, social self-concept, private self-concept, and ideal self-concept. The self-concept
is important to marketers because consumers purchase and use products to express, maintain, and
enhance their self-concepts. Marketers, particularly those in international marketing, have found it
LO2: Define lifestyle and its relationship to the self-concept and to psychographics
Lifestyle can be defined simply as how one lives. It is a function of a person’s inherent individual
characteristics that have been shaped through social interaction as the person moves through his or her
life cycle. It is how an individual expresses one’s self-concept through actions.
LO3: Explain specific lifestyle typologies and summarize those for luxury sports cars and
technology
Lifestyle measurements can be constructed with varying degrees of specificity. At one extreme, firms
can conduct very specific lifestyle studies focused on those aspects of individual or household
LO4: Explain general lifestyle typologies and summarize those for VALSTM and PRIZM®
At the other extreme, marketers can study the general lifestyle patterns of a population. These general
lifestyle approaches are not specific to any one product or activity, so they have broad applicability in
developing marketing strategies for a wide range of products and brands. General approaches include
VALS and PRIZM.
The VALS system divides the United States into eight groups—Innovators, Thinkers, Believers,
Achievers, Strivers, Experiencers, Makers, and Survivors. These groups were derived on the basis of
LO5: Discuss international lifestyles and one existing segmentation scheme
In response to the rapid expansion of international marketing, a number of attempts have been made to
develop lifestyle measures applicable across cultures. Experian’s MosaicTM Global analyzed
LECTURE TIPS AND AIDS
1) Have the students rate their own actual self-concept, their desired self-concept, the product
concept of their favorite beverage, and the person concept of their favorite celebrity of the same
consistency) means to marketers.
2) A useful beginning is to have the class identify four to seven major student lifestyles on your
campus. Write brief descriptions of each on the board. Have the students discuss the causes of
each lifestyle and describe the marketing implications of each. Ask what type of lifestyle the
students with each student lifestyle will have five years after graduation.
3) Discuss the technology segments presented in the chapter. Then have the students describe what
they feel are the dominant technology segments among students on your campus. Then have them
4) Have the students identify a TV character that fits each of the eight VALS profiles. This is a good
way for students to grasp the role of lifestyle in behavior. List on the board the eight lifestyle
5) Have the students do Internet Exercise 1. This will give them a good insight into the VALS
process.
REVIEW QUESTIONS
1) What is a self-concept? What are the four types of self-concept?
It is the totality of the one’s thoughts and feelings toward one’s self. It is one’s attitude toward
2) How do marketers use insights about the self-concept?
Marketers attempt to create product images that are consistent with the self-concept of their target
market.
3) How can one measure the self-concept?
4) How does an interdependent self-concept differ from an independent self-concept?
An independent construal of the self is based on the predominant Western cultural belief that
individuals are inherently separate. The independent self-concept is characterized by an emphasis
on personal goals, characteristics, achievements, and desires.
5) What is the extended self?
The extended self consists of the self plus possessions. That is, we tend to define ourselves in part
by our possessions. Thus, some possessions are not just a manifestation of our self-concept, they
are an integral part of our self-identity. We are, to some extent, what we possess. If we lost key
possessions, we would be somewhat different individuals.
6) What is a brand engagement?
7) What ethical issues arise in using the self-concept in marketing?
Marketers have been criticized for focusing too much attention on the importance of being
beautiful with beautiful being defined as young, and slim with a fairly narrow range of facial
8) What do we mean by lifestyle? What factors determine and influence that lifestyle?
Lifestyle is defined simply as how one lives. It is determined by our past experiences, innate
characteristics, and current situation. It influences all aspects of our consumption behavior. One’s
lifestyle is a function of inherent individual characteristics that have been shaped and formed
9) What is psychographics?
Psychographics refers to attempts to measure consumer lifestyles quantitatively. These studies
typically measure include the following:
Attitudes: evaluative statements about other people, places, ideas, products, and so forth.
Demographics: age, education, income, occupation, family structure, ethnic background, gender,
and geographic location.
Media patterns: which specific media the consumers utilize.
10) When is a product- or activity-specific psychographic instrument superior to a general one?
A product- or activity-specific psychographic instrument is superior to a general one when a
marketing manager is interested in positioning (or repositioning) a product or developing an
11) What are the dimensions on which VALS is based? Describe each.
The two dimensions of VALS are primary motivation and resources. There are three primary
motivations that determine the types of goals and behaviors that an individual will pursue: (1)
12) Describe the VALS system and each segment in it.
Using measures of motivation and resources, VALS divides the United States into eight groups:
Innovators are successful, sophisticated, take-charge people with high self-esteem. They
are change leaders and are the most receptive to new ideas and technologies. Their
purchases reflect cultivated tastes for upscale, niche products and services.
Believers are strongly traditional and respect rules and authority. Because they are
familiar products and established brands.
Experiencers appreciate the unconventional. They are active and impulsive, seeking
stimulation from the new, offbeat, and risky. They spend a comparatively high proportion
of their income on fashion, socializing, and entertainment.
Makers value practicality and self-sufficiency. They chose hands-on constructive
activities and spend leisure time with family and close friends. Because they prefer value
to luxury, they buy basic products. Makers prefer to buy “buy American.”
13) What is geo-demographic analysis?
Analyses that focus on the demographics of geographic areas based on the belief that lifestyle is
largely driven by demographic factors. These analyses are used for target market selection,
promotional emphasis, etc.
14) Describe the PRIZM system.
15) Describe the global lifestyle segments identified by Experian’s Mosaic Global.
Sophisticated Singles (8 percent) – Urban and wealthy: young and social people, mostly single and
well educated, who enjoy life in large cities, are international in their outlook, and innovative in
their lifestyle and purchases. European countries, such as Finland and France, are over-represented
in this group.
Comfortable Retirement (3 percent) – Rural and wealthy; people who are retired or close to
retirement, with a significant nest egg, living in communities with others in similar life stage but
looften away from their grown children. Leisure activities include gardening and supporting the
arts. Europeans, especially from The Netherlands, are over-represented in this group.
Hard Working Blue Collar (11 percent) – Suburban with average to low income/wealth; people
with families, employed in craft or manual skill positions. Leisure time spent on home
improvement and outdoor activities. New Zealand leads the group in over-representation.
Metropolitan Strugglers (19 percent) – Urban with low income; people who live in rental units in
transient areas with high levels of crime and drug addiction, are employed in low skill jobs, and
have limited to no access to a car or consumer credit. Retail options are limited to discount stores.
Hong Kong, Sweden and the U.S. are over-represented in this group.
Rural Inheritance (15 percent) – Rural with average to low income; people who live far away
from big cities, are self-employed, and working in agriculture and tourism, They do not regularly
eat in restaurants, have their clothes dry cleaned, or their children tutored. Greece and Ireland are
over-represented in this group.
Discussion Questions
16) Use Table 12-2 to measure your four self-concepts. To what extent are they similar? What causes
the differences? To what extent do you think they influence your purchase behavior?
This is interesting with college students though it can be a bit embarrassing. Don’t force anyone to
17) Use Table 12-2 to measure your self-concept (you choose which self-concept and justify your
choice). Also, measure the images of three celebrities you admire. What do you conclude?
It probably makes most sense to choose the ideal self. Most students’ celebrities will be somewhat
like their ideal self on at least some key dimensions. This is a good exercise for you to go first on.
18) Respond to the questions in Consumer Insight 12–1.
Q1 – Many of your students will have likely seen the Dove campaigns and may be eager to share
their initial reaction as well as that of their friends. Ask students if they were aware of the ensuing
parodies, criticisms, support that followed the debut of the campaigns. Probe to see if this altered
initial reactions.
Q2 – As discussion develops, two polarizing sides may develop. One side may explain that Dove
Q3 – Students will likely recall a number of ads that they have either received or sent to members
of their social network. It will be interesting to see if students offer the same ads. You may want to
prompt students to share what they liked, found interesting or memorable about the ads.
19) What possessions are part of your extended self? Why?
This leads to interesting discussions that clarify this rather abstract concept. It is another good one
for you to go first on. (I still have and use the briefcase I bought as a grad student 30 years ago. I
have become deeply attached to it although it is old, ugly, cheap, and wearing out.)
20) Is your self-concept predominantly independent or interdependent? Why?
The key here is to interpret how they are describing their self-concept. Independent descriptions
21) What ethical concerns are associated with ads that portray a standardized ideal image of beauty?
Marketers have been criticized for focusing too much attention on the importance of being
beautiful with beautiful being defined as young, and slim with a fairly narrow range of facial
22) For each of the following products, develop one ad that would appeal to a target market
characterized by predominantly independent self-concepts and another for a target market
characterized by predominantly interdependent self-concepts.
a) Amazon.com
b) MINI Cooper automobile
c) Timex
23) Use the self-concept theory to develop marketing strategies for the following products.
a) The National Alzheimer
Association contributions
b) BMW
d) A & W root beer
e) Purell
24) Does VALS make sense to you? What do you like or dislike about it?
For most applications, the answer should be yes. VALS provides an insightful breakdown of the
US population. It has been successfully tied to a wide variety of other databases to relate the eight
VALS segments to product consumption and media habits. Many marketers are using it and view
it favorably.
However, VALS also has some limitations that should be recognized:
a. VALS is an individual measure of lifestyle; many consumption decisions are household
decisions that may incorporate more than one lifestyle.
25) How would one use VALS to develop a marketing strategy?
For a specific product, one would first determine to which VALS segment the dominant consumer
26) Develop a marketing strategy based on VALS for:
a) Starbucks
b) Grand Canyon Kayak vacation
d) Kawasaki Jet Ski
e) Triumph motorcycles
that does not currently use the product.
27) Develop a marketing strategy for each of the eight VALS segments for:
a) Verizon Wireless b) Vacation package
c) DaVinci Gourmet coffee syrups
e) Facial cleansers
product based on the lifestyle of the target market.
28) Does PRIZM make sense to you? What do you like or dislike about it? Is it really a measure of
lifestyle?
In general, most will say yes. The PRIZM system is based on demographic and consumption
differences organized into 68 lifestyle segments.
29) How would one use PRIZM to develop a marketing strategy?
For a specific product, one would first determine to which PRIZM segment the dominant
consumer belongs. Then, media and demographic core characteristics for that PRIZM segment
30) Develop a marketing strategy for each of the Mosaic Global lifestyle segments for the products in
Question 26. What challenges do you face in trying to market these products to global market
segments?
Create a multiple of six groups and assign one of the product categories above to each group. For a
given category, the student group should select the appropriate Mosaic Global segment, and
develop a marketing strategy for that Mosaic Global segment. The first step is to clearly identify
31) The following quote is from Paul Casi, president of Glenmore distilleries: “Selling cordials is a lot
different from selling liquor. Cordials are like the perfume of our industry. You’re really talking
high fashion and you’re talking generally to a different audience—I don’t mean male versus
female—I’m talking about lifestyle.”
a) In what ways do you think the lifestyle of cordial drinkers would differ from those who drink
liquor but not cordials?
b) How would you determine the nature of any such differences?
psychographic statements endorsed by consumers seeking high fashion and social status.
Therefore, the product positioning of cordials should occupy a similar image and position in the
minds of target-market consumers.
In order to identify those psychographic characteristics that differentiate consumers of cordials
from consumers of liquor, psychographic data could be obtained from each set of consumers and
analyzed to determine which aspects of lifestyle (i.e., psychographics) differ. Recognizing those
32) How is one likely to change one’s lifestyle at different stages of one’s household life cycle? Over
one’s life, is one likely to assume more than one of the VALS lifestyle profiles described?
Most students will feel that resources will increase with age at least to a point. However, is this
33) To which VALS category do you belong? To which do your parents belong? Which will you
belong to when you are your parents’ age?
34) Generalizing from the global fashion lifestyles in the chapter opener, develop a marketing strategy
for:
a) A Spa
b) Makeup
d) Shoes
e) Clothes