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					            Announcements
• Link for BP#2 now posted: DEADLINE Tuesday
  June 28 by midnight
• BP#1: DEADLINE Friday June 24 by Noon
• I have received reports for all teams.
• Exam 2 - Wed, June 22




                                               1
                In the News
• Need to belong (McGuire’s motives, ch 10)
  – Nostalgic products
  – Requires consumption to satisfy need to belong


• Beloit College Mindset List

• Generic products lower self-esteem

                                                     2
                    In the News:
 Brand Attitude versus Brand Attachment
• Brand attitude
   – cognitive, affective, behavioral response
   – share of “mind”


• Brand attachment
   – bond
   – share of “hearts and mind”
   – consumer expends resources


                                                 3
Chapter 12 Self-Concept and Lifestyle

                 Overview

     • Self-concept/Extended self
     • Lifestyles/Segmentation systems
     • Matching game for VALS
                           SQ3
                       Participation

Name a product that appeals to each of the four types of
your self-concept and describe why/how it appeals to that
aspect of your self-concept.

   a)   Private/actual - How I actually see myself
   b)   Social/actual – How others actually see me
   c)   Private/ideal – How I would like to see myself
   d)   Social/ideal – How I would like others to see me

    Article – Self-image congruity and politicians

                                7-6
                                                            6
                     SQ4
                 Extended Self

            What is the extended self?

Discuss the various reasons why possessions become
              part of the extended self.

       Dr. Smith’s extended self possessions:
                    Sunglasses
                      Post-its
                      Planner
            What’s your name?


       What is the origin of your name?

     What is the meaning of your name?

Is your name congruent with your self-concept?
                  Names
                      SQ5
                  Participation


   Name something you have that is part of your
extended self (not your cell phone) and explain why.




                         7-9
                      SQ6

Describe someone you know who fits one of the fan
             categories in CI 12-1.

                Temporary fans
                  Local fans
           Devoted and fanatical fans
              Dysfunctional fans




                        7-10
                        SQ9
                     Lifestyle
What do we mean by lifestyle?

 What factors determine and
  influence that lifestyle?

   What is psychographics?

  REI – lifestyle advertising



                           7-11
                       SQ10
Which lifestyle           Specific
measurements discussed    • Luxury sports cars
 in the textbook are      • Shopping
product- or activity-     • Technology
specific and which are
more general?             General
                          • VALS
When is one superior      • PRIZM
to the other?
             SQ11
          Participation

Which of the technology segments on
  p. 438 describes you and why?




                 7-13
                            SQ12




Describe the VALS system,
its two dimensions,
and its eight segments.
        Primary Motivations
   Consumer strives for clear social position,
influenced by others, purchase status symbols
           Achievement motivation
      Action-oriented consumers, express
      individuality, purchase experiences
          Self-expression Motivation
 Consumers guided by beliefs and principles,
     purchase functionality and reliability
               Ideals Motivation                 15
                  Segments

•   Innovators
•   Thinkers/Believers
•   Achievers/Strivers
•   Experiencers/Makers
•   Survivors


                             16
    EXPERIENCERS Example: JEEP




My husband really likes his Jeep. So I got him a little one for
                       our wedding.

                       Techno Jeep
THINKERS Example: VOLVO




   http://www.volvocars.us/
VALS Activity




                19
"Westlake Barbie"

This princess Barbie is sold only at
Davenport Village. She comes
with an assortment of Kate
Spade, Prada and LV Handbags,
Rolex watch a Lexus SUV, a long-
haired foreign dog named Honey
and a 25,000 sq ft. patio home.
Available with or without tummy
tuck and facelift. Workaholic Ken
sold only in conjunction with the
augmented version.
 "Round Rock Barbie"

  The modern day
  homemaker Barbie is
  available with Ford Wind
  star Minivan and
  matching gym outfit. She
  gets lost easily and has
  no full-time occupation.

  Traffic jamming cell
  phone sold separately
 "East Riverside Barbie"
   This recently paroled Barbie
   comes with a 9mm handgun,
   a Ray Lewis knife, a Chevy
   with dark tinted windows,
   and a Meth Lab Kit. This
   model is only available after
   dark and must be paid for in
   cash (preferably small,
   untraceable bills) unless you
   are a cop, then we don't know
   what you are talking about.
 "Lakeway Barbie"

  This yuppie Barbie comes
  with your choice of Rolls
  Royce convertible or Hummer
  H2. Included are her own
  Starbucks cup, credit card and
  country club membership.
  Also available for this set are
  Shallow Ken and Private
  School Skipper. You won't be
  able to afford any of them.
"Bastrop Barbie"

This pale model comes dressed in her
own Wrangler jeans two sizes too small,
a NASCAR t-shirt and tweety bird tattoo
on her shoulder. She has a six-pack of
Bud light and a Hank Williams Jr. CD set.
She can spit over 5 feet and kick mullet-
haired Ken's butt when she is drunk.
Purchase her pickup truck separately and
get a confederate flag bumper sticker
absolutely free.
 "Warehouse
  District Barbie"
  This collagen injected,
  rhino plastic Barbie
  wears a leopard print
  outfit and drinks
  cosmopolitans while
  entertaining friends.
  Percocet prescription
  available as well as
  warehouse conversion
  condo.
 "Buda Barbie"

   This tobacco-chewing, brassy-
   haired Barbie has a pair of her
   own high-heeled sandals with
   one broken heel from the
   time she chased beer-gutted
   Ken out of Bastrop Barbie's
   house. Her ensemble includes
   low-rise acid-washed jeans,
   fake fingernails, and a see-
   through halter-top. Also
   available with a mobile home.
 "Travis Heights Barbie"
   This doll is made of actual tofu.
   She has long straight brown
   hair, arch-less feet, hairy
   armpits, no makeup and
   Birkenstocks with white socks.
   She prefers that you call her
   Willow. She does not want or
   need a Ken doll, but if you
   purchase two Travis
   Heights Barbies and the
   optional Subaru wagon, you
   get a rainbow flag bumper
   sticker for free.
 "Del Valle Barbie"
  This Barbie now comes
  with a stroller and infant
  doll. Optional
  accessories include a
  GED and bus pass.
  Gangsta Ken and his
  1979 Caddy were
  available, but are now
  very difficult to find since
  the addition of the
  infant.
• "Hutto Barbie"

  She's perfect in every
  way. We don't know
  where Ken is because
  he's always out a-
  'huntin'.
• “Leslie Barbie"

  This versatile doll can be
  easily converted from
  Barbie to Ken by simply
  adding/subtracting the
  multiple snap-on parts.

				
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posted:7/2/2011
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