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.