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.
Ideal of beauty
What a society considers beautiful at a given time/ space.
Self-concept
Beliefs that one has about their identity and qualities.
Multiple selves
One has different selves in different social settings.
Extended self
The things we own, use, and interact with (possessions and belongings) are not just external objects but are also seen as extensions of ourselves, contributing to our self-image and identity.
Types of Research: Primary
Collection of new data.
Types of Research: Secondary
Data previously collected.
Types of Research: Qualitative methods
Interviews, observation, focus groups, text and image, diary studios
Type of Research: Quantitative
Panel data, surveys
Types of Research: Descriptive
Ex: Size and characteristics of target market
Types of Research: Explanatory
Ex: Gather insights, formulate hypothesis
Impression Management:
The conscious or subconscious process by which individuals attempt to influence the perceptions, opinions, and impressions that others form of them.
