PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit
CHAPTER 12 Self-Concept and Lifestyle McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved PART III: INTERNAL INFLUENCES 12-2 Learning Objectives L0 L0 Describe self-concept, how it is measured, and how it is used to position products Define lifestyle and its relationship to the self-concept and to psychographics L0 Explain specific lifestyle typologies and summarize those for luxury sports cars and technology L0 Explain general lifestyle typologies and summarize those for VALSTM and PRIZM® L0 Discuss international lifestyles and one existing segmentation scheme 12-3 Consumer Behavior In The News… Does power and status matter that much? You be the judge: Do you think consumers would pay $300 for a high-status toaster when they could buy a functionally equivalent toaster for $30? What might explain this? Source: A Galinksy and D Rucker, “’Powerless’ Consumers Spend More,” Advertising Age, September 22, 2008, p 50 12-4 Consumer Behavior In The News… Does power and status matter that much? If you said YES you are correct! Explanation: Actual vs Ideal Self-Concept Consumers who feel a lack of power/status in their self concepts fill void via purchase of power/status brands Source: A Galinksy and D Rucker, “’Powerless’ Consumers Spend More,” Advertising Age, September 22, 2008, p 50 12-5 Self-Concept 12-6 Video Application The following Video Clip demonstrates Dove’s campaign designed to bridge the gap between the consumer’s “actual” and “ideal” self concept! 12-7 12-8 12-8 Self-Concept Independent/Interdependent Self-Concepts Individuals with an independent self-concept tend to be • • • • • Individualistic Egocentric Autonomous Self-Reliant, and Self-Contained Individuals with an interdependent selfconcept tend to be • • • • • Obedient Sociocentric Holistic Connected, and Relation oriented 12-9 Self-Concept Possessions and the Extended Self The extended self consists of the self plus possessions 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 Tattoos can become a part of one’s extended self 12-10 The Nature of Lifestyle Lifestyle and the Consumer Process 12-14 The Nature of Lifestyle 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, etc 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 background Media patterns The specific media the consumer utilize Usage rates Measurements of consumption within a specified product category; often consumers are categorized as heavy, medium, light, or nonusers 12-15 The Nature of Lifestyle Two specific lifestyle schemes: Luxury Sports Cars Technology 12-16 The Nature of Lifestyle Porsche Consumer Segments Top Guns (27%) Ambitious and driven, this group values power and control and expects to be noticed Elitists (24%) These old-family-money “blue-bloods” don’t see a car as an extension of their personality Cars are cars no matter what the price tag Proud Patrons 23%) This group purchases a car to satisfy themselves, not to impress others A car is a reward for their hard work Bon Vivants (17%) These thrill seekers and “jet-setters” see cars as enhancing their already existing lives Fantasists (9%) This group uses their car as an escape, not as a means to impress others In fact, they feel a bit of guilt for owning a Porsche 12-17 The Nature of Lifestyle Technology Segments W izards 31% Journey men 13% Technology Segments A pprentices 31% Nov ices 25% 12-18 The Nature of Lifestyle Three general lifestyle schemes: The VALSTM System The PRIZM® System Roper Starch Global Lifestyles 12-19 The VALSTM System VALS provides a systematic classification of U.S adults into eight distinct consumer segments VALS is based on enduring psychological characteristics that correlate with purchase patterns 12-20 The VALSTM System Three Primary Consumer Motivations: Ideals Motivation Achievement Motivation Self-Expression Motivation 12-21 The VALSTM System 12-22 Geo-Lifestyle Analysis (PRIZM®) The underlying logic:1 People with similar cultural backgrounds, means and perspectives naturally gravitate toward one another They choose to live amongst their peers in neighborhoods offering …compatible lifestyles They exhibit shared patterns of consumer behavior toward products, services, media and promotions 1Nielsen Claritas 12-23 Geo-Lifestyle Analysis (PRIZM) PRIZM Social and Lifestage Groups PRIZM organizes its 66 individual segments into social and lifestage groups Four social groupings are based on “urbaniticity.” Urban Major cities with high population density Suburban Moderately dens “suburban” areas surrounding metropolitan area Second City Smaller, less densely populated cities or satellites to major cities Town & Rural Low-density towns and rural communities 12-24 Geo-Lifestyle Analysis (PRIZM) PRIZM Social and Lifestage Groups The lifestage groups are based on age and the presence of children The three major lifestage groups are: Younger Years Singles and couples under 35 years of age with no children, or middle aged without children at home Family Life Households with children living at home Mature Years Singles and couples; age 55 yrs and older, or 45-64 without children at home 12-25 Geo-Lifestyle Analysis (PRIZM) Sample PRIZM Segments Young Digerati Blue Blood Estates Big Fish, Small Pond Pools and Patios Young & Rustic Golden Ponds 12-26 Applications in Consumer Behavior The Yamaha ad is a good example of how marketers are targeting the pools and patios Courtesy Yamaha Motor Corporation, USA 12-27 International Lifestyles 12-28 ... 12- 5 Self-Concept 12- 6 Video Application The following Video Clip demonstrates Dove’s campaign designed to bridge the gap between the consumer s “actual” and “ideal” self concept! 12- 7 12- 8 12- 8... explain this? Source: A Galinksy and D Rucker, “’Powerless’ Consumers Spend More,” Advertising Age, September 22, 2008, p 50 12- 4 Consumer Behavior In The News… Does power and status matter that much?... meaningfulness and richness and produces feelings of joy and self-fulfillment Tattoos can become a part of one’s extended self 12- 10 Self-Concept 12- 11 Self-Concept The Relationship Between Self-Concept and