6 Self-Concept Flashcards
The Self
Independent Self-Concept - Interdependent Self-Concept
Individualistic - Obedient Egocentric - Sociocentric Autonomous -Holistic Self-reliant - Connected Self-contained - Relation-oriented
The Self-Concept
Self-concept summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.
Dimensions:
- Private self vs Actual Self
- Actual self-concept vs Ideal Self-concept
You Are (Buy) What You Buy (A
- Consumer self-concept
- Product
- Relationship between self concept and brand image
- Behavior
- Satisfaction
The Extended Self
Extended Self = The Self + Possessions
Levels:
- Individual
- Family
- Community
- Group
Embodied cognition: states of the body modify stets of the mind
Self-Esteem
Self-esteem refers to the positivity of a person’s self-concept. People with low self-esteem
expect that they will not perform very well, and they will try to avoid embarrassment, failure,
and rejection.
The Body as Product
Body image refers to consumers’ subjective evaluations of their physical self
Ideals of Beauty
Physical features (Attractive faces, good health and youth, balance/symmetry, feminine curves/hourglass body shape, “strong” male features) • Clothing styles • Cosmetics • Hairstyles • Skin tone • Body type
Body Decoration and Mutilation
Separate group members from non-members • Place the individual in the social organization • Place the person in a gender category • Enhance sex-role identification • Indicate desired social conduct • Indicate high status or rank • Provide a sense of security
Summary Self-Concept
Now, You Know…
…that the self-concept strongly influences consumer behavior
…that marketing/advertising can distort our self-concept (but also help to
maintain it)
…that the way we think about our bodies (and the way our culture tells us we
should think) is a key component of self-esteem
