MKTG 207 Lecture Notes - Lecture 8: Psychographic
Document Summary
A self-concept is the totality of the individual s thoughts and feelings having reference to himself or herself as an object. An interdependent self-concept emphasizes family, cultural, professional, and social relationships. On the other hand, an independent self-concept emphasizes personal goals, characteristics, achievements, and desires. The extended self consists of the self plus possessions, meaning that people tend to define themselves in part by their possessions. Lifestyle is how a person enacts his or her self-concept and is determined by past experiences, innate characteristics, and current situation. Factors that determine and influence lifestyles include: demographics, subculture, social class, motives, personality, emotions, values, household life cycle, culture, and past experiences.
