AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand the nature of the self-concept, how it is measured and used to position products.
2. Understand the relationship between self-concept and lifestyle.
3. Understand how lifestyle influences the purchase and use of products and services.
4. Know what psychographics and AIOs are and how they are used to understand consumer lifestyles.
5. Know the nature of VALS, its major segments, and how marketers can use this system.
6. Know the nature of MONITOR MindBase, its major segments, and how marketers can use this system.
7. Understand geo-demographic and geo-lifestyle concepts, the PRISM system, and the advantages this approach offers marketers.