ch 6 consumer self concept

Question 1

*independent self

Answer 1

seperatness, uniques, internal ability, personal goals

Question 2

*interdepndent self

Answer 2

connectedness, in drop goals, eastern countries, women usually

Question 3

*self concept

Answer 3

total body of info a person has about themselves, large number of self schemas i.e. friendly funny a social butterfly

Question 4

dual self

Answer 4

private public and collective self

Question 5

attributes of self concept differ in`

Answer 5

content, positivity, intensity, stability over time, accuracy

Question 6

self schema*

Answer 6

things that come to mind when you think of yourself summarize personality traits, attitudes (towards people), values (long lasting) interest (football fan) actions we believe we engage in(football fan for my son)

Question 7

self concept important

Answer 7

response to events- how we think about ourselves, use feedback to update self eval

Question 8

*working self concept

Answer 8

only part of self concept present in awareness at any given time (only one aspect active at a time i.e. in school student mode is on) *2 of yourself come together you compensate

Question 9

the self

Answer 9

sum of thoughts beliefs perceptions and feelings we have of ourselves (you are what you eat- status = BMW)

Question 10

*real self

Answer 10

who we are perceived to be

Question 11

*ideal self

Answer 11

who we want to be

Question 12

*looking glass self

Answer 12

imaging the reactions of our others influences our behaviors, self monitoring, impressions management (impress the people we know), what you think other people think of you

Question 13

*self serving bias

Answer 13

although people tend to know a great deal about themselves this information is subject to biases, pat more attention to positive info about ourselves *deserve the positive but think negative is unfair

Question 14

*false conscious effect

Answer 14

everyone does this i.e. i get drunk a lot but everyone else does too

Question 15

better than average effect

Answer 15

overconfident i.e. I’m better looking then everyone else

Question 16

inconsistencies in self concept

Answer 16

people make effort to resolve inconcistances when discovered , consumers act differently depending on what role they play ie. buy wine for self vs party

Question 17

*self regulation: promotion

Answer 17

goal is to improve a good outcome similar to risk seeking (positive reinforcement driven)

Question 18

*self reg: prevention focus

Answer 18

goal is to avoid a negative outcome, similar to risk aversion, prevent bad outcome don’t want to stand out too much

Question 19

self regulation (self control)

Answer 19

immediate rules conflict with broader long term goals i.e. hang w friends but also want good grades

Question 20

functions of self (4)

Answer 20

1. better organization of info (self relevant info processed more thoroughly) 2. helps organized descion making (desicons made in systematic fashion) 3. self regulation (immediate rules conflict with broader long term goals 4. interpersonal tool (attract and maintain relationships they want)

Question 21

functions of self (4)

Answer 21

1. better organization of info (self relevant info processed more thoroughly) 2. helps organized descion making (desicons made in systematic fashion) 3. self regulation 4. interpersonal tool (attract and maintain relationships they want)

Question 22

sex roles in advertising

Answer 22

advertising reinforces learned roles

Question 23

age effects

Answer 23

negative attitudes towards overweight are present in 7-11 year olds, western girls seen as more outgoing

Question 24

working on body

Answer 24

consumers are motivated to work on body in order to maintain a socially constructed idea of apperace, more people diet at young age, breast augmentation