Consumer Behavior Chapter 12

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Actual Self-Concept

"who I am now"

Extended Self

the self plus the possessions

Geo-Demographic Analysis

analyses are based on the premise that lifestyle, thus consumption, is largely driven by demographic factors

Ideal Self-Concept

"who I would like to be"

Independent Self-Concept

emphasizes personal goals, characteristics, achievements, and desires

Interdependent Self-Concept

emphasizes family, cultural, professional, and social relationships.

Lifestyle

how a person lives

Mere Ownership Effect

the tendency of an owner to evaluate an object more favorably than a nonowner

Peak Experience

an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment

Private Self-Concept

"how I am or would like to be to myself"

PRIZM

the output is a set of 66 lifestyle segments

Psychographics

attempts to develop quantitative measures of lifestyle

Self-Concept

the totality of the individual's thoughts and feelings having reference to himself or herself as an object

Social Self Concept

"how I am seen by others or how I would like to be seen by others"

VALS

provides a systematic classification of American adults into eight distinct consumer segments

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