Lifestyle as Group Identity
“Lifestyle of the rich and famous”
(or those who want to be)
By: Nicole Greenwood
Who we are, what we do
• “Lifestyle defines a pattern of consumption that reflects a
person’s choices on how to spend their time and money.”
• People sort themselves into groups on the basis of the
things they like to do, how they spend their leisure time,
and how they like to choose to spend their disposable
• Group identities form around the same types of
• We perceive those who own Chanel as being
wealthy, classy, and sophisticated.
• Chanel products are expensive because of the
perceived status of owning the merchandise.
• It is part of social psychology. We feel special
because we own the designer item. We have
become part of that special group.
Grey Goose Vodka
• One of the world’s premiere vodkas.
• Created by entrepreneur Sidney Frank, who targets
American upper class consumers.
• It is distilled in the Cognac region of France with a five
step distillation process for improved smoothness.
• Though it isn’t the most expensive vodka available, it
holds the connotation of being a luxurious purchase.
• The plot of this TV show is about four guys
who are connected by wealth, power, and
engaging in similar leisure activities.
• They all hold high management positions and
in their free time golf or hang out at country
• Chanel, Big Shots, and Grey Goose Vodka do a
great job of creating a lifestyle for those who are
wealthy who can or wish to afford luxury goods.
• They introduce a need for consumers to buy
certain products that would increase their
• This lifestyle becomes desirable to those who
have money and who wish to associate with
others in a similar economic classes.