Lecture 3_ The self

Question 1

What is the self?

Answer 1

Beliefs a person holds about his or her attributes and how he or she evaluates these qualities

Question 2

Origin of the self?

Answer 2

Rudimentary self-concept (primate and human at age 2)
Child’s self concept (Concrete / reference to characteristics)
Maturing self-concept

Question 3

Different view of the Self

Answer 3

Independent vs. Interdependent

Question 4

Different self-image

Answer 4

Actual self image ( how consumer see themselves)
Ideal self image (How consumers would like to see themselves)
Social self image (How consumer feel other see the)
Ideal social self image (How consumer like others to see them)
Expected self-image (How consumers expect to see themselves in the future)
Out-to-self (Traits an individual believes are in her duty to possess)

Question 5

Definition of self-esteem?

Answer 5

Refers to the positivity of a person’s self- concept.

Question 6

Social comparison definition?

Answer 6

Where the person tries to evaluate her appearance by comparing it to the people these artificial images depicts

Question 7

Ideal vs. real self

Answer 7

Ideal self _ is a person’s conception of how he or she would like to be.
Actual self_ refers to our more realistic appraisal of the qualities we have and don’t have

Question 8

Multiple selves?

Answer 8

Each of us is really made up of multiple selves. We have as many selves as we do social roles. This causes us to prefer different products and services.

Question 9

Looking glass self?

Answer 9

Is the process of imagining the reactions of others toward us (also known as “taking the role of the other”)

Question 10

Consumption and self-concept ?

Answer 10

Perceived similarity
Symbolic interactionist perspective
Extended self

Question 11

Perceived similarity?

Answer 11

between consumer’s personality and attributes of the product influences product choice

Question 12

Symbolic interactionist perspective?

Answer 12

Consumers have many selves, each requiring its own set of products

Question 13

Extended self?

Answer 13

Individual level
Family level
Community level
Group level

Question 14

Self-image congruence models?

Answer 14

suggest that products will be chosen when their attributes match some aspect of the self

Question 15

Symbolic self-completion theory ?

Answer 15

predicts that people who have an incomplete self- definition tend to complete this identity by acquiring and displaying symbols associated with it