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
Digital self
allows everyone to digitally modify themselves on social platforms
Wearable computing
Devices we wear such as apple watch so our digital interactions come attached to our bodies
Four levels of the extended self
Individual level
* consumers invlude personal posessions in self-identity
i.e. jewerlly, cars
Family level
* includes a customers residence & furnishings in it
Community level
* describe themself based on community they live in
Group level
* our attractions to certain social groups
Digital self
allows anyone to digitally modify themeslves on social media platforms
Agentic goals
stress self - assertion & mastery
Communal goals
what they teach females such as affiliation and building harmonious relations
Sex-typed
create many products & take on a masculine or feminine attributes & customers associate them with a gender
I.e. FisherGirl with pink fishing rod
Androgyny
the possession of both masculine & feminine traits
i.e. Dollar Shave has the same razor for both women and men
Gender bending products
Companies that sell exclusively to one gender
i.d. Rubbermaid men’s grooming tools, old spice keeping dad fresh, proctor & gamble markets women for cleaning supplies
Body Image
- refers to selfevaluation of his or her physical self
* image isn’t necessarily accurate
Body Cathexis
- how someone can descirbe their body
- emotional significance of some object or idea to a person & some parts of body are more central to self-concept than others
Ideal beauty
particular model, or exemplar of apperances
i,e, big boobs, big lips, small waist
Fattism
pressure to be slim is constantly with us with advertising and with peers
Symbolic self-completion theory
people who have an incomplete self-definition will compensate by acquiring symbols associated with a desired social identity
- moviated by the gap of who we want to become
- behaviour is anchored by two different selfs - who we are and who we want to become
Self-image congruence models
“I am __, therefore I will buy ___”
* products will be chosen when their attributes match some aspect of the self
Gender & socualization
- biological sex is not equal to sex-typed trauts
- sex typed products
- androgyny
- gender roles
- targeting gay & lesbian consumers
