The Self (ch.5)

Question 1

Self-concept

Answer 1

refers to the beliefs a person holds about his or her own attributes and how he/she evaluates these qualities.

Question 2

Attributes

Answer 2

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).

Question 3

Stereotype threat

Answer 3

anxiety consumers feel when they fear they might act in a way that confirms the group stereotype.

Question 4

Self-Esteem

Answer 4

positivity of your attitude toward yourself. Often related to acceptance by others.

Question 5

Social comparison

Answer 5

exposure to ads can trigger this process where the person tries to evaluate his or herself by comparing to media images

Question 6

Extended Self

Answer 6

family self, community level group level

Question 7

Ideal Self

Answer 7

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.

Question 8

Actual Self

Answer 8

is our more realistic appraisal of the qualities we do and don’t have.

Question 9

Impression management

Answer 9

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.

Question 10

Symbolic Interactionism

Answer 10

stresses that relationships with other people play a large part in forming the self.

Question 11

Self concept congruence (self-image congruence)

Answer 11

consumers like products that match some aspect of their self-concept or identity. example coke having personalized bottles with names and countries

Question 12

Symbolic self-completion theory

Answer 12

People “complete” their self-concept by acquiring and displaying symbolic products/brands. (adolescent boys purchase macho products like cigs and cars)

Question 13

Compensatory consumption

Answer 13

when consumers are threatened or lacking on a particular dimension, they may consume in ways that allow them to cope with this threat

Question 14

Ideals of beauty

Answer 14

what a society considers as beautiful at a given time/space (e.g skin color, waist to hip ratio, perceived age)

Question 15

Body image

Answer 15

a consumers subjective evaluation of their physical self. This image is not necessarily accurate.

Question 16

Social comparison issues

Answer 16

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

Question 17

4 levels of extended self

Answer 17

1. Individual: “you are what you wear” consumers include many of their personal possession in self- definition (jewelry, car, clothing).
2. Family: consumer’s residence and furnishings
3. Community: consumer describing themselves in terms of teh neighbourhood or town they come from
4. Group: our attachments to certain social groups. (sports team, religion, monuments)

Question 18

Androgyny

Answer 18

refers to the possession of both masculine and feminine traits.

Question 19

Gendered-typed consumers are more concerned with ensuring their behaviour is consistent with their culture’s definition of gender-appropriateness. T/F?

Answer 19

True

Question 20

Body Cathexis

Answer 20

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.

Question 21

Why would a product that is basically the same be more expensive when positioned to women?

Answer 21

Price discrimination (charging consumers different prices to increase revenue) In this example positioning is used.

Question 22

Couponing is a form of price discrimination T or F

Answer 22

True, because not everybody redeems the coupon.

Question 23

Gendered Products

Answer 23

Products that take on masculine or feminine attributes, such that consumers associate them with one or another

Question 24

Problem with gendered products

Answer 24

1. May alienate consumers who do not identify with traditional gender representation
2. Perpetuate gender role expectations and shape aspirations

Question 25

Men are expected to follow … goals

Answer 25

agentic (power, dominance, getting ahead)

Question 26

Women are expected to follow … goals

Answer 26

Communal (harmony, getting along)