C6

Question 1

Ideal and actual self

Answer 1

Ideal self: persons conception of how they’d like to be. Partially moulded by elements of a consumers culture.

Actual self: a persons realistic appraisal of the qualities they do and don’t possess.

Fantasy appeals: marketing communications aimed at individuals with a large discrepancy between real and ideal selves.

Question 2

Role identities

Answer 2

different components of the self.

Symbolic interactionism: stresses that relationships with other people play a large part in forming the self.

Looking glass self: process of imagining the reactions of others towards us.

Question 3

Self consciousness

Answer 3

Painful awareness of oneself magnified by the belief that there are watching intently.

Public self consciousness: heightened concern about the nature of ones public image. Results in more concern about the appropriateness of products and consumption activities.

Question 4

Symbolic self completion theory

Answer 4

People who have an incomplete self definition tent to complete this identity by acquiring and displaying symbols associated with it.

Question 5

Self/product congruence

Answer 5

Consumers demonstrate consistency between their values and the things they buy.

Self image congruence: products will be chosen when their attributes match some aspects of the self.

Question 6

Extended self

Answer 6

External objects that consumers consider a part of themselves.

4 levels:

1. Individual level: personal possessions.
2. Family level: residence and furnishings.
3. Community level: neighbourhood or town.
4. Group level: social groups.

Question 7

Sex roles

Answer 7

Agentic goals (males): stress self assertion and mastery.

Communal goals (females): stress affiliation and fostering of harmonious relations.

Question 8

Androgynous brands

Answer 8

Refers to the possession of both masculine and feminine traits.

Question 9

Body image

Answer 9

A consumers subjective evaluation of their physical self.

Ideal of beauty: particular model, or exemplar of appearance.

Question 10

Nature of attitude

Answer 10

2 main components: emotion - way a consumer feels about an attitude object. Cognition - beliefs a consumer holds about an attitude object.

Question 11

Competitive advertising

Answer 11

Strategy in which a message features 2 or more recognisably presented brands and compares them in terms of specific attributes.

Effective for new products trying to position themselves in the market.

Question 12

Changing cognitive component of attitudes - learn

Answer 12

Constructing argument: present 1 or more positive attributes of the product/ raise a negative issue then dismiss it.

Determine whether to make conclusions on behalf of consumers or let them draw their own conclusions based on the evidence.

Question 13

Changing cognitive component of attitudes - feel

Answer 13

Feelings generated by ads have capacity to impact on brand attitudes.
3 emotional dimensions: pleasure, arousal, intimidation.

Using humour and fear.