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CB - Chapter 12 (Self-Concept & Lifestyle)
Terms in this set (14)
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 one's self.
-The private self refers to how I do or would like to see myself.
-The social self refers to how I am or would like to be seen.
-The actual self refers to how I think I am now
-the ideal self is how I would like to be
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.
How can one measure the self-concept?
A 15 item semantic differential scale
(It contains terms such as rugged-delicate, thrifty-indulgent, and rational-emotional)
How does an interdependent self-concept differ from an independent self-concept?
The independent self-concept is characterized by an emphasis on personal goals, characteristics, achievements, and desires (based on western culture)
The interdependent self-concept is characterized by and emphasis on familiar, cultural, professional, and social relationships (based on Asian culture)
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. We are, to some extent, what we possess.
What is a brand engagement?
Brand engagement refers to the extent to which an individual includes important brands as part of their self-concepts.
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 features.
This concern leads individuals to develop self-concepts that are heavily dependent on their physical appearance rather than other equally or more important attributes.
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.
it is influenced by culture, values, demographics, subculture, social class, reference groups, family, and individual characteristics such as motives, emotions, and personality. It is how we enact our self-concept.
What is psychographics?
Refers to attempts to measure consumer lifestyles quantitatively.
Attitudes: evaluative statements about other people, places, ideas, products, and so forth.
Values: widely held beliefs about what is acceptable and/or desirable.
Activities and interests: nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church.
Demographics: age, education, income, occupation, family structure, ethnic background, gender, and geographic location.
Media patterns: which specific media the consumers utilize.
Usage rates: measurements of consumption within a specified product category. Often consumers are categorized as heavy, medium, light, or nonusers.
When is a product- or activity-specific psychographic instrument superior to a general one?
When a marketing manager is interested in positioning (or repositioning) a product or developing an advertising strategy.
What are the dimensions on which VALS is based? Describe each.
primary motivation and resources.
(1) ideals motivation
(2) achievement motivation
(3) self-expression motivation
examines the full range of psychological, physical, demographic, and material resources necessary to achieve a particular self-orientation.
Describe the VALS system and each segment in it.
Uses measures of motivation and resources to divide the United States into eight groups:
-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.
-are mature, satisfied, comfortable, and reflective. They tend to be well educated and actively seek out information in the decision-making process. They favor durability, functionality, and value in products.
-are strongly traditional and respect rules and authority. Because they are fundamentally conservative, they are slow to change and technology averse. They choose familiar products and established brands.
-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.
-have goal-oriented lifestyles that center on family and career. They avoid situations that encourage a high degree of stimulation or change. They prefer premium products that demonstrate success to their peers.
-are trendy and fun loving. They have little discretionary income and tend to have narrow interests. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers believe that life isn't fair.
-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."
-lead narrowly focused lives. Because they have the fewest resources, they do not exhibit a primary motivation and often feel powerless. They are primarily concerned about safety and security, so they tend to be brand loyal and buy discounted merchandise.
What is geo-demographic analysis?
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.
Describe the PRIZM system.
PRIZM, by Nielsen Claritas, incorporates extensive data on product consumption and media usage patterns and Census data to classify down to the level of the individual household. The output is a set of 66 lifestyle segments.
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