Readings

Question 1

1. Actual Self
2. Ideal Self
3. Social Self

Answer 1

Self Concept

Question 2

Totality of the individual’s thoughts and feelings having reference to themself as an object.

Answer 2

Self Concept

Question 3

Self-esteem, self-satisfaction. How do we feel about ourselves? Conscious judgements about yourself . Relationship between ideal and social self.

Answer 3

Global Self Attitude

Question 4

We will do something/behave that matches/helps maintain our view of our self. If we don’t feel good about ourselves, we may seek experiences that match that view. Our view of our self with dictate our experiences and what we go out and buy.

Answer 4

Self-Consistency

Question 5

We assign properties/values to the items that we purchase. Because of these values, we are more or less likely to purchase.

Answer 5

Product Symbolism

Question 6

Self-concept is a value to the individual and behavior will be directed at enhancing or maintaining self-concept.
The purchase, display and use of goods conveys symbolic meanings to the individual and others.
The consuming behavior of an individual will be directed at enhancing self-concept as goods as symbols.

Answer 6

Product Symbolism

Question 7

Positive product image but a negative self image.

Answer 7

Positive Self-Incongruity

Question 8

Negative self-image and negative product image. Matches view of oneself. Not likely to make a purchasing decision.

Answer 8

Negative Self-Congruity

Question 9

Negative product image but positive self-image. Least likely to make a purchasing decision.

Answer 9

Negative Self-Incongruity

Question 10

Colour preferences are learned

Answer 10

Societal/cultural school of thought

Question 11

Colour signals to the brain an affective reaction directly

Answer 11

Innate meaning school of thought