Theme B: Consumer motivation 2 Flashcards
Self-schema (Rosenberg, 1979)
The totality of the individual’s thoughts and feelings having reference to himself as an object.
=> Everything we know about ourselves and connect an object with ourselves.
Self-schema characteristics
- consist of associations between one’s behaviours and
characteristics, and their consequences at different levels of abstraction… one’s life tasks, projects, and values. - incorporate ‘being, doing and having’ goals, representing a more complete goal hierarchy to inform marketing (and policy) responses.
Consistent and dynamic self
- Self-development is a continuous process. Constant assimilation of new ideas and expulsion of old ideas throughout life.
- It is consistent, constant and slowly change. BUT, it is active and people perceive things and strive to respond in ways that are in keeping with their established knowledge of the self.
In consumer behaviour term, the consistent and dynamic self …
- Consumers’ self-concepts are especially dynamic during
certain role transitions. - Role transitions are marked by changes in consumption
patterns.
4 dimensions in the multi-dimensional self:
- Actual self: understand yourself to be
- Ideal self: what you like to be. It drives consumption habit but it also can cause people to bombard with the perfect image, so they dissatisfied about themselves.
- Social self: what you think people think about you
- Ideal social self: what you like people to think about you.
Multiple selves in the multi-dimensions examples
- Daughter, lover, excellent marketer, friend, potential rich woman.
- Past, present, future, possible selves, negative selves.
Interactive sources of selfhood
- Ideas, beliefs, and values
- Materials, objects, and events
- Significant others
Ideas, beliefs, and values
Ideology and religious beliefs influence the way we perceive and respond to our social and physical environment.
Materials, objects, and events
The physical environment, events, objects and technologies (mediate our social relations) affect our self-development.
Significant others
Individuals with whom we interact in various kinds of role relations, are crucial in the formation of our self.
Self-image congruence as a basis for consumer preference (Jamal and Goode, 2001)
Self-image congruence has a direct impact on most consumer behaviour phenomena such as brand preference, satisfaction, and purchase intent; and hence encourage brand loyalty, WOM, and positive attitude.
Creating personalized consumption meanings (Thompson and Haytko, 1997)
Socially and personally create ‘stories’ that are relevant to the customer’s identity.
The market offer
- Companies address needs by establishing a ‘value proposition’- a set of benefits that they promise to consumers to satisfy their needs.
- This ‘value proposition’ is fulfilled through the marketing offer - a combination of products, services, information or experiences offered to a market to satisfy a need or want.
Multiple identities in the marketplace (Carrington et al., 2015)
The self as a multi-faceted collection of these identities.
Two experiences of fragmentation (Carrington et al., 2015)
- Liberated multiplicity: consumers enjoy fragmentation and contractions arising from the multiple identities, as it frees them from a unified sense of self.
- Managed multiplicity: tensions from multiple identities cause distress > coping strategies are deployed > self-coherence
Unmanagerial multiplicity (Carrington et al., 2015)
Multiple life themes guide multiple life projects. However, there is conflict in life themes and life projects (clashes) in consumption choices.
After the experience of “awakening”, there is an intense desire for a coherent moral self (meta life project of alignment).
Personal clashes
Clashes between their own fragmented life themes and projects, and their moral selves. (ex: adventure life theme vs. carbon-intensive air travel)
Inter-personal clashes
Clashes between their moral life themes/projects and the life themes prioritized in significant other’s life projects. (between wife and husband).
Awakening experience
When morality in consumption becomes central to the self.
It embeds and elevates their moral life themes into the core of this idealized self - to a standing of dominance that set these informants apart.
Meta life project of alignment
The realignment of multiple life projects with the dominant moral life theme to construct a re-unified sense of moral self.
Definition of extended self (Belk, 2013)
Consumers regard their possession as part of themselves.
Major categories: body, internal processes, ideas, and experiences, and those persons, places, and things to which one feels attached.
Five changes with digital consumption impact the nature of self and the nature of possessions
- Dematerialization: digital possession
- Reembodiment: avatar as ideal self
- Sharing: self-revelation
- Co-construction of Self: friends
- Distributed Memory: record and archive memory
Behavioural changes in Dematerialization
- Become attached to virtual goods, and singualize them. (ex: game)
- Gain status and an enhanced sense of self from virtual possessions
Behavioural changes in Reembodiment
- Become attached to avatars as it represents ideal self.
- Proteus Effects: online avatar can effect on offline’s behaviour.
- Multiplicity: digital allows people to explore their multiple selves.
Behavioural changes in Sharing
- Self-revelation: easier to present ourselves
- Loss of control: it’s harder to control all digital self representations if others reshare with unintended audiences.
- Shared Digital Possessions and Aggregate Self: digital sharing online (free music) foster feelings of community and aggregate sense of self.
- Shared Sense of (Cyber)Space: online third places provide an anchor for online aggregate sense of self that is shared with and mutually constructed by other regulars
Behavioural changes in Co-construction of self
- Affirmation seeking: Friends help to co-construct and reaffirm each others’ sense of self though postings, tagging, and comments.
- Building aggregate Extended Self: forming a coherent sense of aggregate self with friends, a group represent the self of individual.
Behavioural changes in Distributed memory
- Digital Clutter: less bother than physical clutter but higher risk of becoming ephemera. But inexpensive cost of digital storage and efficient digital searches.
- Narratives of the Self: integrating outside world events into self’s ongoing story.
- Digital Cues to Sense of Past: sharing digital artifacts and developing collective memories around them.
Implications of Extended self
- Presentation and Construction of Self
- People and Possessions
