The Self (ch.5) Flashcards
Self-concept
refers to the beliefs a person holds about his or her own attributes and how he/she evaluates these qualities.
Attributes
can be described along such dimensions as their content (e.g. facial attractiveness versus mental aptitude), positivity or negativity (e.g. self esteem), intensity, stability over time, and accuracy (e.g. the degree to which one’s self-assessments corresponds to reality (physical appearance).
Stereotype threat
anxiety consumers feel when they fear they might act in a way that confirms the group stereotype.
Self-Esteem
positivity of your attitude toward yourself. Often related to acceptance by others.
Social comparison
exposure to ads can trigger this process where the person tries to evaluate his or herself by comparing to media images
Extended Self
family self, community level group level
Ideal Self
A persons conception of how he or she would like to be. Partially moulded by elements of the consumer’s culture such as aspirational figures.
Actual Self
is our more realistic appraisal of the qualities we do and don’t have.
Impression management
we work hard to “manage” what others think of us; we strategically choose clothing and other products that will present us to others in a good light.
Symbolic Interactionism
stresses that relationships with other people play a large part in forming the self.
Self concept congruence (self-image congruence)
consumers like products that match some aspect of their self-concept or identity. example coke having personalized bottles with names and countries
Symbolic self-completion theory
People “complete” their self-concept by acquiring and displaying symbolic products/brands. (adolescent boys purchase macho products like cigs and cars)
Compensatory consumption
when consumers are threatened or lacking on a particular dimension, they may consume in ways that allow them to cope with this threat
Ideals of beauty
what a society considers as beautiful at a given time/space (e.g skin color, waist to hip ratio, perceived age)
Body image
a consumers subjective evaluation of their physical self. This image is not necessarily accurate.
Social comparison issues
the person tries to evaluate their self by comparing it with other people’s selves and those of media . *threat but also oppurtunity in marketing
4 levels of extended self
- Individual: “you are what you wear” consumers include many of their personal possession in self- definition (jewelry, car, clothing).
- Family: consumer’s residence and furnishings
- Community: consumer describing themselves in terms of teh neighbourhood or town they come from
- Group: our attachments to certain social groups. (sports team, religion, monuments)
Androgyny
refers to the possession of both masculine and feminine traits.
Gendered-typed consumers are more concerned with ensuring their behaviour is consistent with their culture’s definition of gender-appropriateness. T/F?
True
Body Cathexis
Cathexis refers to the emotional energy invested in some object or idea. Body cathexis is the degree of satisfaction an individual feels about their body.
Why would a product that is basically the same be more expensive when positioned to women?
Price discrimination (charging consumers different prices to increase revenue) In this example positioning is used.
Couponing is a form of price discrimination T or F
True, because not everybody redeems the coupon.
Gendered Products
Products that take on masculine or feminine attributes, such that consumers associate them with one or another
Problem with gendered products
- May alienate consumers who do not identify with traditional gender representation
- Perpetuate gender role expectations and shape aspirations
Men are expected to follow … goals
agentic (power, dominance, getting ahead)
Women are expected to follow … goals
Communal (harmony, getting along)
