The Self Flashcards
What is a self-concept
Beliefs a person holds about his/her own attributes, how she evaluates these qualities
What is self-esteem
Positivity of a person’s self-concept
Low: think they will not perform well
High: think they will be successful
Triggered by our acceptance by others
What is the real/actual self
More realistic appraisal of the qualities we have
What is the ideal self
Conception of how we would like to be
How can product influence our self?
Help us reach ideal self
Be consistent with actual self
What is the role theory?
People play multiple roles in their lives, the role they play in the moment might affect their consumption decision
How can one be what they consume
Inference of personality based on consumption patterns
Consumer may attach themselves to product to maintain self-concept
Demonstrate their values through their purchase behaviour
What is the self-image congruence model?
We choose products when attribute matches self
What is the extended self?
External objects considered a part of us
What are the levels of the extended self?
Individual: personal possessions
Family: residence and furnishing
Community: neighborhood town where you live
Group: social or other groups
How do gender affect consumption?
Many societies still expect traditional roles:
Agentic roles: mean are expected to be assertive and have certain skills
Communal role: women are taught to foster harmonious relationshios
What are other different examples that gender impact consumptions
Shopping (hunter vs gatherer)
Hygiene products
Dress codes
Unspoken communication
How do body image affect consumption?
Consumer’s subjective evaluation of his/her physical self
What is the “what is beautiful is good” effect?
Whenever someone finds something or someone attractive or beautiful, they would enjoy it more
