Consumer Behavior Chapter 12
"who I am now"
the self plus the possessions
analyses are based on the premise that lifestyle, thus consumption, is largely driven by demographic factors
"who I would like to be"
emphasizes personal goals, characteristics, achievements, and desires
emphasizes family, cultural, professional, and social relationships.
how a person lives
Mere Ownership Effect
the tendency of an owner to evaluate an object more favorably than a nonowner
an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment
"how I am or would like to be to myself"
the output is a set of 66 lifestyle segments
attempts to develop quantitative measures of lifestyle
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"
provides a systematic classification of American adults into eight distinct consumer segments