Chapter 5: Self

Question 1

self- consciousness

Answer 1

Self-Consciousness
- Undue awareness of oneself, ones appearance, or ones actions
- Certain cues in environment like walking in front of mirror are likely to promote
- Ex: walk in front of mirror grocery shopping will buy healthier things

2 parts
o private self-consciousness
 tendency to think about and attend to hidden personal aspects of the self such as beliefs and aspirations
o public self-consciousness
 tendency to think about self-aspects that are public and allow for impressions from others
* behaviors, mannerisms, and style
 those who score high are more interested in clothing and tend to be heavier user of cosmetics

Question 2

for public self those who score higher are more interested in what?

Answer 2

clothing and tend to be heavier user of cosmetics

Question 3

how consumption relates to self concept

Answer 3

• As individuals continuously refine their self-concept they learn that different role identities are accompanies by products and consumption activates that help to define these roles
• We use consumption behaviors to judge who a person is

Question 4

4 ways consumption forms self concept

Answer 4

self product congruenc
Self-completion
extended self
loss of self

Question 5

Self-product congruence

Answer 5

o Products are chosen with attributes that match some aspect of the self
o Ex: value environment will be inclined to donate to those organizations
o People buy brands based on the personality of that brand matching their image
o Hard for non human products such as a toaster so not always right

Question 6

Self-completion

Answer 6

o Predicts that people who have an incomplete self-definition tend to complete this identify by acquiring and displaying symbols associated with it
o Ex: new University student will buy U of M branded apparel which is a social crutch during periods of uncertainty and help define new role

Question 7

Extended self

Answer 7

o The external object we consider a part of us markup it
o At the individual, family, community, group levels

1. Individual level
   a. Personal possessions and experiences in self definition
   b. Can include sport or hobby, car they drive, brand of clothing, etc.
2. Household level
   a. Individuals residence and furnishings in it
   b. House is a symbolic body for the family or household
3. Community level
   a. Describe themselves by the neighborhood or town they live or are from
4. Group Level
   a. Attachment to social groups
   b. Ex: Brand, or land mark such as CN Tower, sports team

Question 8

Gender types societal goals and expectations

Answer 8

o Agentic vs communal goals
o Men are expected to pursue Agentic goals
 Stress self-assertation and mastery
 Men will pay less in give what you want as agentic
o Teach women to value communal goals
 Affiliation and building harmonious relations

Question 9

gender switches

Answer 9

• Shifting gender norms, and biological gender vs gender expression and identity
  o neutral products are in demand

Question 10

Body Image

Answer 10

• : Subjective evaluation of ones physical self

Question 11

• Body cathexis

Answer 11

o :Some parts of the body have greater significance than others

Question 12

Ways People Work on the body

Answer 12

• Hair
• Weight
• Body image distortions
• Cosmetics surgery
• Body decorations, modification