Ch. 7 The Self Flashcards
self-concept
summarizes the beliefs a person holds about this own attributes and how he evaluates the self on these qualities
attributes (4)
- content: facial attractiveness vs. mental aptitude
- positivity: self esteem
- intensity and stability: over time
- accuracy: how close self assessment corresponds to reality
self-esteem
refers to the positive of a person’s self concept
ideal self
how we would like to be
actual self
realistic appraisal of the qualities we have
impression management
we work to manage what others think of us
symbolic interactionism
stresses that relationships with other people play a large part in forming the self
looking glass self
taking the role of the other
identity marketing
promotional strategy where consumers alter some aspects of their selves to advertise for a branded product
ex. tattoo of logo
self-image congruence models
we choose products when attributes matches the self
extended selfs definiton
external objects we consider a part of us make up
extended selfs (4)
- Individual: personal possessions (cars, clothing)
- family: residence and furnishings
- community: neighbourhood or town
- group: social or other groups
Freud (3)
Id, ego, superego
Id
- primitive and instinctive component of personality, pleasure at all costs
ego
works by reason, decision making
superego
incorporates the values and morals of society
brand archetypes
Each brand archetype has a unique set of values, fears and desires
traits relevant to cb (5)
- innovativeness - like to try new things
- materialism - acquires and owns products
- self-consciousness - motors and controls image projects to others
- need for cognition - thinks about things, processes brand information
- frugality - deny short term purchases
Brand personality
- set of traits people attribute to a product as if it were a person
Brand equity
extent to which a consumer holds strong, favourable, and unique associations with a brand in memory
- extent to which you bay more
