Chapter 12: Self-Concept and Lifestyle
Self-Concept and Lifestyle
Self-Concept
Self-concept is defined as the totality of the individual’s thoughts and feelings having reference to himself or herself as an object.
The self-concept can be divided into four basic parts, actual versus ideal, and private versus social.
Interdependent/Independent Self-Concepts
The independent self-concept emphasizes personal goals, characteristics, achievements, and desires.
The interdependent self-concept emphasizes family, cultural, professional, and social relationships.
Possessions and the Extended Self
The extended self consists of the self plus possessions; that is, people tend to define themselves in part by their possessions.
A peak experience is an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment.
Using Self-Concept to Position Products
The Nature of Lifestyle
Lifestyle is basically how a person lives. It is how a person enacts her or his self-concept, and is determined by past experiences, innate characteristics, and current situation.
One’s lifestyle influences all aspects of consumption behavior.
Measurement of Lifestyle
Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include
Attitudes—evaluative statements about other people, places, ideas, products, and so forth.
Values—widely held beliefs about what is acceptable 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 back- ground, gender, and geographic location
Media patterns—the specific media the consumers utilize.
Usage rates—measurements of consumption within a specified product category; often consumers are categorized as heavy, medium, or light users or as nonusers.
Five Shopping Lifestyle Segments
Self-Concept
Self-concept is defined as the totality of the individual’s thoughts and feelings having reference to himself or herself as an object.
The self-concept can be divided into four basic parts, actual versus ideal, and private versus social.
Interdependent/Independent Self-Concepts
The independent self-concept emphasizes personal goals, characteristics, achievements, and desires.
The interdependent self-concept emphasizes family, cultural, professional, and social relationships.
Possessions and the Extended Self
The extended self consists of the self plus possessions; that is, people tend to define themselves in part by their possessions.
A peak experience is an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment.
Using Self-Concept to Position Products
The Nature of Lifestyle
Lifestyle is basically how a person lives. It is how a person enacts her or his self-concept, and is determined by past experiences, innate characteristics, and current situation.
One’s lifestyle influences all aspects of consumption behavior.
Measurement of Lifestyle
Attempts to develop quantitative measures of lifestyle were initially referred to as psychographics. Measures include
Attitudes—evaluative statements about other people, places, ideas, products, and so forth.
Values—widely held beliefs about what is acceptable 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 back- ground, gender, and geographic location
Media patterns—the specific media the consumers utilize.
Usage rates—measurements of consumption within a specified product category; often consumers are categorized as heavy, medium, or light users or as nonusers.
Five Shopping Lifestyle Segments