Identity, Self-Concept and Consumption Flashcards
What is Personal Identity?
A unique configuration of personal traits.
What is Social Identity?
Category (race and gender), group membership, social role (student, parent, leader, follower, etc). Belonging, emotional connections and social comparisons.
What is Identity Work?
Identity is constructed not of fixed traits/innate but is enacted behaviourally.
What is Self-Concept?
The beliefs a person holds about their attributes, and how they evaluate these qualities. Depends on situations and motives.
What is Self-Esteem?
How we feel about ourselves. Can be used within advertising to change product attributes by inducing positive feelings about the self.
What doe your Ideal Self mean?
A person’s conception of how they would like to be.
What does your Actual Self mean?
A more realistic appraisal of the qualities we have/lack.
What is Impression Management?
We work to manage what others think of us by strategically choosing products.
What is Self-Product Congruence?
We tend to choose products when their attributes match some aspects of the self.
What does your Social Self mean?
The person that I believe others see me as being.
What does you Ideal Social Self mean?
The person I’d really like others to see me as being.
What does your Situational Self mean?
The person I believe I am in particular situations.
What does your Possible Self mean?
The person I would like to become could become, may be afraid of becoming.
What does your Negative Self mean?
The person I am not, or do not want to be.
What are High Self Monitors?
More attuned to how they present themselves and their estimates of how others will perceive their product choices.
What does your Empty Self mean?
The increasing focus on self-reliance (e.g. selfies).
What does your Digital Self mean?
The shift from “you are what you wear” to “you are what you post”
What does your Extended Self mean?
We regard our possessions as parts of ourselves. Material property is an extension of the ego, and any interference with our property is felt to be a violation of the person.
What are the Levels of Extended Self?
- Individual: I am what I wear
- Family: House as symbolic body
- Community: Neighbourhood/town
- Group: Attachments to social groups
