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Self-Concept & LifestyleSelf-Concept & Lifestyle
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Self-ConceptSelf-Concept
Self-conceptSelf-concept Actual v. IdealActual v. Ideal Private v. SocialPrivate v. Social
Independent self-conceptIndependent self-concept Interdependent self-conceptInterdependent self-concept Extended selfExtended self
Peak ExperiencePeak Experience Mere ownershipMere ownership
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Measuring Self-ConceptMeasuring Self-Concept
How can marketers use self-concept?How can marketers use self-concept?
Ethical concernsEthical concerns
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LifestyleLifestyle
LifestyleLifestyle Measurement of LifestyleMeasurement of Lifestyle
PsychographicsPsychographics ArbitronArbitron
8 lifestyles8 lifestyles Fast laners (14%)Fast laners (14%) Savvy Sophisticates (11%)Savvy Sophisticates (11%) Settled Set (17%)Settled Set (17%)
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VALS SystemVALS System
8 Distinct Segments8 Distinct Segments Self-OrientationSelf-Orientation
PrinciplePrinciple StatusStatus ActionAction
ResourcesResources
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VALS SegmentsVALS Segments
ActualizersActualizers Successful, active, wide range of interestsSuccessful, active, wide range of interests
Principle-OrientedPrinciple-Oriented FulfiledsFulfileds
Mature, satisfied, respect old but open to newMature, satisfied, respect old but open to new Want functionality, value, and durabilityWant functionality, value, and durability
BelieversBelievers Concrete beliefs based on traditional rolesConcrete beliefs based on traditional roles American prodaucts and established brandsAmerican prodaucts and established brands
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VALS SegmentsVALS Segments
Status-OrientedStatus-Oriented AchieversAchievers
Successful, career-oriented peopleSuccessful, career-oriented people Image is important, respect authorityImage is important, respect authority
StriversStrivers Seek motivation, self-definition, and approval from Seek motivation, self-definition, and approval from
worldworld Money defines successMoney defines success
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VALS SegmentsVALS Segments Action-orientedAction-oriented
ExperiencersExperiencers Young, enthusiasticYoung, enthusiastic Seek variety, excitement, dislike conformitySeek variety, excitement, dislike conformity
MakersMakers Constructive skillsConstructive skills Traditional context, suspicious of new ideasTraditional context, suspicious of new ideas
StrugglersStrugglers Poor, limited education, passivePoor, limited education, passive Cautious consumersCautious consumers
Problems with VALS??Problems with VALS??
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Yankelovich’s Monitor MindbaseYankelovich’s Monitor Mindbase
Based on values, lifestyles, and motivationBased on values, lifestyles, and motivation Position on core set of values with lifecycle Position on core set of values with lifecycle
stagestage 32 target segments, 8 segments32 target segments, 8 segments
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Yankelovich’s Monitor MindbaseYankelovich’s Monitor Mindbase
Up & Comers (16%)Up & Comers (16%) Aspiring Achievers (8%)Aspiring Achievers (8%) Realists (12%)Realists (12%) New Traditionalists (14%)New Traditionalists (14%) Family centered (14%)Family centered (14%) Individualistic (6%)Individualistic (6%) Renaissance Masters (13%)Renaissance Masters (13%) Maintainers (17%)Maintainers (17%)
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Geo-Demographic AnalysisGeo-Demographic Analysis
PRIZMPRIZM 62 lifestyle clusters, 12 broad social groups62 lifestyle clusters, 12 broad social groups
Fur & Station WagonersFur & Station Wagoners Pools & PatiosPools & Patios Young SuburbiaYoung Suburbia Blue Chip BluesBlue Chip Blues Blue Collar NurseryBlue Collar Nursery Middle AmericaMiddle America Emergent MinoritiesEmergent Minorities Shotguns & PickupsShotguns & Pickups
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International LifestylesInternational Lifestyles
Global ScanGlobal Scan 14 countries14 countries
Strivers (26%)Strivers (26%) Achievers (22%)Achievers (22%) Pressured (13%)Pressured (13%) Adapters (18%)Adapters (18%) Traditionals ( 16%)Traditionals ( 16%)