CB Week 9 Self Concept & Lifestyle

Tuesday

Actual Private Self

how I actually see myself

Actual Social Self

How others actually see me

Ideal Private Self

how I would like so see myself

Ideal Social Self

how I would like others to see me

Independent

individualistic

egocentric

autonomous

self- reliant

self-contained

Interdependent

obedient

sociocentric

holistic

connected

relation oriented

Example of independent culture

US

Example of interdependent culture

China

Extended Self

people often define themselves partly through the things, people. activities, and groups they identify with

Lifestyle

how a person lives — how one enacts their self concept

Lifestyle influences…

all aspects of one’s consumption behavior

Lifestyle is determined by…

past experiences, innate characteristics, and current situation

General Lifestyle

broad applicability

not product specific

useful across many brands

Ex: VALS

Specific Lifestyle

narrower, targeted focus

product/activity specific

designed for a particular category

customized to the research need

Ex: Porsche

Primary motivations of general lifestyle

ideals, achievement, self-expression

provides a systematic classification of US adults into 8 distinct customer segments

VALS

successful, sophisticated, confident, open to change

early adopters of new tech, prefer upscale niche products

Innovators

mature, reflective, well-informed

value durability, functionality, and practical quality

Thinkers

traditional, rule-oriented, conservative

prefer familiar products and established brands, slow to adopt change

Believers

Goal-oriented, focused on family and career

Choose premium products that signal success

Achievers

trendy, fun-loving, limited resources

prefer stylish products that imitate higher-status lifestyles

Strivers

young, expressive, variety seeking

like new technologies, fast fashion, excitement, and experiences

Experiencers

practical, self-sufficient, hands on

buy basic, rugged, value-oriented products, often prefer American-made or second hand tool

Makers

resource-constrained, cautious, security focused

brand loyal, buy discounted, familiar merchandise

Survivors