CHP 5: The Self

Question 1

What is the self concept?

Answer 1

The beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities

Question 2

Actual vs. Ideal Self

Answer 2

Ideal - person’s conception of how he or she would like to be

Actual - our more realistic appraisal of the qualities we do and don’t have

Question 3

What is impression management?

Answer 3

we work hard to “manage” what others think of us; that is, we strategically choose clothing and other products that will present us to others in a good light

We choose some products because we think they are consistent with our actual self, while we buy others to help us reach an ideal standard

Question 4

What is self-esteem?

Answer 4

refers to the positivity of your attitude toward yourself

People with low self-esteem - do not expect to perform very well, and they will try to avoid embarrassment, failure, or rejection

People with high self-esteem - expect to be successful, will take more risks, and are more willing to be the centre of attention

Question 5

What is multiple selves?

Answer 5

We have as many selves as we have different social roles

Depending on the situation, we act differently, use different products and services, and even vary in terms of how much we like ourselves

Question 6

What is consumer fantasy?

Answer 6

• Closing the gap between the actual & ideal selves
• Products, services, advertisings can appeal to consumers’ tendency to fantasize
• “Your dream vacation”
• “You will be pampered like a king”
• Second life