Chapter Twelve Notes
Chapter Twelve Notes MKT 321
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This 2 page Class Notes was uploaded by Callie Lusk on Tuesday October 11, 2016. The Class Notes belongs to MKT 321 at Western Kentucky University taught by McAmis in Fall 2016. Since its upload, it has received 9 views. For similar materials see Consumer Behavior in Marketing at Western Kentucky University.
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Date Created: 10/11/16
MKT 321 Exam #3 Preparation Chapter Twelve Notes Self-Concept The way that we view ourselves (pretty, smart, athletic…) determine the things that we buy. There are two distinctions of self-concept: Actual and Ideal o Actual self-concept is how one sees themselves and how others see them o Ideal self-concept is how one would like to view themselves and how they would like others to view them. Independent self-concept individuals tend to: o Be more individualistic o Egocentric o Autonomous o Self-reliant o Self-contained Interdependent self-concept individuals tend to: o Be more obedient o Sociocentric o Holistic o Connected o Relation Oriented The extended self consists of self plus possessions o People tend to define themselves in part by their possessions o Example: Tattoos; you are paying for ink being injected into your skin. A peak experience is an experience that surpasses the usual level of intensity, meaningfulness, and richness and it produces feelings of joy and self-fulfillment. Lifestyle Lifestyle is how the person lives. o How one enacts his or her self-concept. o It influences all aspects of one’s consumption behaviors. o It is determined by the person’s past experiences, innate characteristics, and current situation. The Nature of Lifestyle The measurement of lifestyle are attempts to develop quantitative measures of lifestyle that were initially referred to as psychographics. o Measures include: Attitudes: evaluation statements about other people, places, ideas, and products. Values: widely held beliefs about what is acceptable/desirable Activities and Interests: Nonoccupational behaviors to which consumers devote time and effort. Demographics: age, education, background, etc. Media Patterns: The specific media the consumer utilizes Usage rates: Measurement of consumption within a specified product category; heavy, medium, light, or non-users. There are two specific lifestyle schemes o Luxury Sport Cars o Technology There are three general lifestyle schemes o The VALS system High innovation, high resources Provides a systematic classification of U.S. adults into eight distinct consumer segments. Based on enduring psychological characteristics that correlate with purchase patterns. The three motives include: ideals, achievement, and self- expression. o The PRIZM system Also called the “Geo-Lifestyle Analysis” The underlying logic includes: 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.
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