Chapter 5 : The Self Flashcards
Self Concept
Beliefs a person holds about their own attributes & how they evaluate these qualities
Stereotype threat
The anxiety consumer feel when they fear they might act in a way that confirms the group stereotype
i.e. stereotype that women aren’t as good as men in math
Self-esteem
the positivity you attitude toward yourself
Ideal self
The conception of how a person would like to be
Acutal self
more realistic appraisal of the qualities we do & do not have
Impression management
We work hard to manage what others think of us & choose products & other things that will present us in good light
Symbolic interactions
Stresses that relationships with other people play a large part in forming the self
Looking-glass self
process of imgaining others’ reactions to us
Self-fulfilling prophecy
tend to patten our behaviour on the perceived expectations of others
Public self-consciousnedd
People high on the scale are more interested in clothing & tend to be more heavier users of cosmetics
Self-monitoring
- more attuned to how the present themselves in their social environements
- product choices are based on how they will be perceived by others
Symbolic self-completion theory
people who have incomplete self definition will complete their identity by acquiring & displaying symbols associated
i.e. teenage boy use cars & darts to bolder masculinity during periods of uncertainity
Compensatory consumption
when consumers are threatened or lacking a particular dimension, they may consume in ways that help them cope with the threat
Self-image congruene model
predicts that products will be chosen when their attribute match some aspect of the self
Extended self
- external objects that we consider a part of us
- some cultures, people buy things to make this us
i.e. after cindrella transformed women tend to be more attuned to symbolic implications of shoes
