Chapter 5 Flashcards
The Self
Enclothed cognition
- part of the embodied cognition theory
- researchers asked respondents to wear a lab coat which people associate with attentiveness and precise work –> participants who wore the lab coat displayed enhanced performance on tasks that required them to pay close attention.
Self-concept
The belief a person holds about their own attributes and how they evaluate these qualities
Attribute dimensions of the self-concept
- content
- intensity
- stability over time
- accuracy
- positivity (self-esteem)
Self-esteem and marketing
Promotional materials stimulate the feelings about the self, and products can help in impression management efforts.
Possessions and extended self
Possessions are used to construct self concepts and personal identity, this is part of our extended self.
Pets can also be part of the extended self.
The Looking Glass self
Taking the role of the other, can vary, depending on whose perspective we are taking and how accurate our predictions are of their evaluations of us.
This can be a self-fulfilling prophecy, in which you act in accordance to what you believe they think of you.
Gender roles
Gender roles, theory, culture, and or changing.
Many society still expect traditional roles.
Agentic rules
Men are expected to be assertive, capable, and handy
Communal rules
Women are taught to foster harmonious relationships
Products and gender roles
Sex-typed products: products being given masculine or feminine attributes, such as pink for women’s products and blue for men’s.
The size of clothing
The body size of western consumers has increased on average, clothing retailers want to ensure that when customers try on clothes, the size on the label does not threaten their self-esteem.
This is vanity sizing.
Vanity sizing
Making consumers think they are thin and small by artificially lowering size numbers: for example, a 12 becoming an 8.
Ideals of beauty over time
Periods of history tend to be characterized by a specific look, as beauty, standards and norms are specific to each culture and each time period.
Working on the body
Products and services that promised to alter physical self/self-concept.
Fattism
Pressure to be thin (you can never be too thin or too rich)
Anorexia and the fashion
Fashion models, collapsing on runways, which caused the government of Spain to impose a band on extremely thin models as measured by their BMI.
Companies changing in terms of body image
Some companies have adjusted their marketing and clothing sizes and recent years to be more accepting of many body types.
Think Abercrombie introducing extended sizes as well as short and long lengths of pants.
Think Victoria’s Secret models of different sizes, heights, and nationalities.
Types of working on the body
- hair: dying or styling hair
- cosmetic surgery: changing ones appearance via surgery (facelift, nose job, liposuction)
- changes in weight: weight gain or weight loss.
Age and consumer identity
We are more likely to have things in common and speak in a common language with others of our own age.
Age cohort
A group of consumers of the same approximate age who have similar experiences.
The age cohorts/generations
- The interbellum generation: born at the beginning of the 20th century (most are dead)
- the silent generation: people born between the two world wars
- the war baby generation: people born during World War II
-baby boomers: people born 1946 to 1964.
-generation X: people born 1965 to 1985 - millennials: people born 1986 to 1999
- generation Z: people born 2000 to around 2013.
- generation alpha: people born around 2014 to present.
Marketing and children
Advertising to children is an ethical mind field, and there is a little data available on children’s preferences and influences. Data on children’s products are based on product testing such as the Fisher-Price play lab.
Tweens
Tweens are aged between 8 and 12 and may have some discretionary income from parents, they influence, family purchases such as technology and entertainment.
Conflicts of Teens
- autonomy versus belonging
- rebellion versus conformity
- idealism versus pragmatism
- narcissism versus intimacy
Millennials (Gen Y)
The first generation to utilize smart phones, multitaskers, music downloads, IM, and social media.
Sometimes called “digital natives”
Marketing to post-secondary students
- many students may have extra cash or free time, they may have undeveloped brand loyalty, campus food service is a large industry for this demographic
- students are hard to reach via conventional media
Generation X
Generation X are more conservative with their spending on average, they desire, stable families, they save a portion of their income, and their homes as an expression of individuality.
Baby Boomers
Baby boomers control 77% of Canada’s wealth, they buy over 50% of cars and over 50% of vacations.
Boomers are ready to retire, they found lucrative jobs and they are getting older and richer.
Perceived age
“You’re only as old as you feel”
Chronological age: the actual number of years lived.
Perceived age: how old a person feels.
Marketers are responding to how seniors feel, not how old they are.
