Chapter 5: The Self 🌸 Flashcards
Happiness
A subjective sense of wellbeing.
Hedonic Treadmill
People “adapt” to positive/negative events.
Need satisfaction
didn’t understand.
Actual self
Realistic idea of self and qualities.
Ideal self
How one would like to be & to be perceived.
Self-concept congruence
Consumers like products that match some aspects of their self-concept/ identity.
Individual & collective self-esteem: People like themselves and the group that they belong to, so they like products that remind them of themselves & their group.
To fulfill these needs: affiliation & sense of belonging
Symbolic self-completion theory:
Acquiring/ displaying symbolic products/ brands to complete their self-concept.
- Getting a certain product/ brand that matches their self-concept/ what they want to represent themselves as.
Stereotype threat
Feeling of anxiety at the thought that they might act in a way that confirms that group stereotype.
A stereotype becoming self-fulfilling.
Compensatory consumption
When consumers feel that they are threatened or lacking, they consumer in ways that allow them to cope with it.
Ideals of Beauty (Body image & Self-Esteem)
Unrealistic ideals of beauty:
- Self-esteem and body image
- Social comparison issues (personal evaluates their self by comparing with other people’s selves and those of media image.
Body image
Refers to a customer’s subjective evaluation of his or her physical self. Not necessarily accurate.
Social comparison
One evaluates themselves by comparing themselves with others and media images.
Impression management
Trying to “manage” what other people think of me.
Ideal self
One’s concept of how they would like to be.
Actual self
A more realistic evaluation of the qualities that one does and does not have.
