Chapter 8 - Self-concept

Question 1

self-esteem

Answer 1

the sum of self-evaluations over self-concepts

Question 2

four-part self concept

Answer 2

actual self
ideal self
actual public
ideal public

Question 3

role of self-concept

Answer 3

understand it to enhance image through brand image

• remember brands through actual self
• evaluate favourably through congruent ideal self

Question 4

malleable self

Answer 4

multifaceted self-concept: 
good self
bad self
not-me self
desired self
ideal self
ought to be self

Question 5

impression management theory

Answer 5

desirable image for praise, approval, sympathy

Question 6

ingratiation (impression management theory)

Answer 6

behave to get people to like us:

1. self-presentation, enhancement and deprecation (humble)
2. opinion conformity, agree on important issue
3. flattery, excessive praise

Question 7

five factory theory

Answer 7

O: surgency
C: conscientiousness
E: emotional stability?
A: agreeableness
N: intellect

Question 8

brand personality (ReCESS)

Answer 8

R: Ruggedness
C: Competence
E: Excitement
S: Sincerity
S: Sophistication

Question 9

brand personification

Answer 9

human like traits

Question 10

brand anthropomorphism

Answer 10

human like trait and form

Question 11

cognitive factors

Answer 11

mental responses for NFC, NFCC, NFH

Question 12

Self-concept

Answer 12

1. thoughts of self (self-evaluations)
2. roles in society (role identities)
3. qualities and traits (personal qualities)

Question 13

need for cognitive closure (NFCC)

Answer 13

over-estimate price-predict-quality (high NFCC)

rate target brand non-favourable if cannot compare to referent brand (low NFCC)