Self concept

1. Self concept divided into four parts

a. Ideal vs. actual
b. Private vs social
2. Independent vs independent
a. Independent- emph personal goals, char, achievements, and
desires. Individualistic, egocentric, autonomous, self-reliant, and
self contained
i. Defined by what theyve done, what they have, and their
personal char
b. Interdependent- emph family, cultural, professional and social
relationships. Obedient, sociocentric, holistic, connected, and
relation oriented. Defined in terms of social roles, faily
relationships, and commonalities with other members of the
group.
c. Ads can cue self concepts and make them more salient to some
consumers
3. Possessions and Extended Self
a. Ex self= self plus possessions
b. Peak experience- experience that surpasses the usual level of
intensity, meaningfulness, and richness and produces feelings of
joy and self fulfillment
c. Mereownership effect evaluate an object you own more
favorable after you own it and more than youd value the same
object if it were owned by someone else
d. Brand engagement- extent to which someone includes brand
preference in their self concept
i. Strong predictor is materialism
ii. Brand engagement is higher with things with logo on it
iii. Make ads where you can visualize product ownership
4. Self image congruity
a. Matter more for products with value expressive symbolism than
functionality
b. Matter more for public goods
c. Matter more to consumers who place heavy weight on what
others think of them, esp in public situations where goods are
consumed
Lifestyle:
1. How a person lives
2. Independenets seek adventure, are opinion leaders, prefer mags
3. Interdependents engage in home and domestic activities, socially
revolve around fam and close friends
4. Measured by:
a. Attitudes
b. Values
c. Activities and interests

d.
e.
f.
5. Sport
a.
6. Tech
a.
7. VALS
a.

Demographics
Media patterns
Usage rates
cars
Top guns, elitists, proud patrons, bon vivants, fantasists
Wizards, journeymen, apprenties, novices

Primary motivatiosn
i. Ideals- guided by beliefs rather than need for approval
ii. Achievement motivation- strive for clear social posiitonm
influenced by action and opinion of others
iii. Self-expression- want to express individuality through
choices
b. Second dimension is resources
c. 8 segments
i. innovators: successful, take charge, high self esteem,
change leaders, most receptive to new ideas and tech,
cultivated tastes and niche products
ii. Thinkers: mature, satisfied, comfortable, reflective, well
educated, seek information, favor durability/functionality
and value in products
iii. Believers: traditional, respect rules, slow to change, tech
averse, familiar products and established brands.
iv. Achievers: goal-oriented lifestyles, family and career focus,
avoid change, premium products that demon success to
peers
v. Strivers- trendy and fun loving, narrow interests, little dis
income, favor stylish products, emulate people of greater
wealtjh
vi. Experiencers: active, impulsive, seek stimulation, spend on
fashion, socializing and entertainment
vii. Makers: practical and self sufficient, hands on construction,
family and close friends, buy basic products, buy American
viii. Survivors: narrowly focused lives, few resources, feel
powerless, focused on security and safety
8. International Lifestyles
a. Strivers- value material and professional goals, driven by wealth,
status and power.