week 2 - self concept

Question 1

define self concept

Answer 1

is the totality of a person’s thoughts and feelings abut themselves

e.g. who am I
father brother
brave
runner

Question 2

define actual self image

Answer 2

how consumers see themselves

Question 3

define ideal self image

Answer 3

how consumers would like to see themselves

Question 4

define social self image

Answer 4

how consumers feel other see them

Question 5

define ideal social self image

Answer 5

how consumers would like others to seem them

Question 6

explain family self identity

Answer 6

defining oneself in terms of one’s family

Question 7

explain group self identity

Answer 7

defining oneself in terms of one’s membership or affiliation with a particular group

Question 8

defining subcultural self identity

Answer 8

defining oneself in terms of one;s subcultural membership

Question 9

explain national self identity

Answer 9

defining onself in terms of ones membership affiliation with a particular group

Question 10

explain extended self

Answer 10

self concept is often supported through the consumption of particular goods and services - this is known as the extended self

the extended self is based on the idea that we know who we are by looking at what we have/own/use

from this perspective we use posession to
reminds us of our self-concept
define and shape our self concept
and communicate our self concepts to others

• downside = commodity fetishism’ where products are ‘worshipped’ for their supposed ability to bring us hapiness

Question 11

4 was objects become integrated with the self

Answer 11

controlling
creating
knowing
contaminating

Question 12

extended self controlling

Answer 12

the more control we have over an object the more likley it is that the object will become a part of the self.

control can arise from:
owning an object
overcomming an object (e.g. climbing a mountain)

Question 13

extended self - creating

Answer 13

we invest a part of ourselves in things we create

= “the ikea effect”

Question 14

extended self - knowing

Answer 14

Knowing an object increases our sense of identification with it
- e.g. hidden restaurant or obsure band that only u know about

Question 15

extended self - contamanation

Answer 15

handcrafted objectes ‘store’ more of the orignal makers’ sense of self than mass produced objects

Question 16

define personality

Answer 16

describes the inner characteristics that differentiate one person

Question 17

difference between personality and self concept

Answer 17

consumers generally have some awarness of their self concept

not always aware of their personality

Question 18

explain trait theory

Answer 18

a personality trait is any distniguishin, relatively enduring way in which one person differs to another

this perspective assumes that personality is made up of many traits

Question 19

2 approaches to assessing personality traits

Answer 19

1. multi trait measures - such as the ‘big 5 model’

2. single trait measures

Question 20

explain the big five model

Answer 20

suggests that personality is made up of 5 traits:

neuroticism
extraversion
openess to expierence
agreeableness
conscientiousness

Question 21

explain neurotisicm

Answer 21

• is the tendency to experience negative affects

low neuroticism = emootional stability, calm and relaxed

high neuroticism = emotional instability, more likley to expierence negative emotions such as fear and anxiety

products can be pitched to consumers as a means of lowering their levels of neuroticism

Question 22

explain extroversion

Answer 22

describes an indivduals tendancy to interact with the world

• extraverts (high extroversion) enjoy external stimulation, seek excitement and enjoy large crowds

introverts (low extroversion) don’t require much external stimulation, they enjoy spending time alone

Question 23

explain opness to expierence

Answer 23

is the tendancy to seek a variety of expierences and to be intellectually curious

• high openess to experience = active iminagination, preference for variety, intellectual curiosity, indepdpenant judgement

low openness = conservative outlook, desire for the familiar and conventional

e. g. countries holidayed in the last 10 years
- variety
- keep going to same place

Question 24

explain agreeableness

Answer 24

the tendency to move towards people and act kindly towards them

high agreeableness = eagrness to help other, cooperativenes and a belief in reciprocation

low agreeableness = antagonistic, egocentric, competitive and sceptical of others intentions

Question 25

Explain Conscientiousness

Answer 25

is the tendancy to control impulses and purse goals

High Conscientiousness = purposeful, strong willed, puntual, reliable
(early packer)

Low Conscientiousness = lackadasical in working towards goals
(last minute packer)

Question 26

single trait measures can include

Answer 26

‒ Visualisers vs. verbalisers
‒ Consumer social character
‒ Need for uniqueness

Question 27

Visualisers vs. verbalisers

Answer 27

Visualisers prefer information presented in a visual format

‒ Verbalisers prefer written (or verbal) format

Question 28

explain single trait measure of ‘Consumer social character’

Answer 28

A continuum ranging from inner‐ to outer‐directedness
‒ Inner‐directed consumers:
 Rely on their own values when evaluating new products
 Are likely to be innovators
e.g. get lost and travel alone

‒ Outer‐directed consumers:
 Look to others for direction
 Are more likely to be followers
e,g, travel guide book

Question 29

explain need for uniqueness

Answer 29

Don’t want to conform to others’ expectations and standards
‒ Unconcerned about criticism from others
‒ Characteristic of innovators (see Week 10 content)
‒ Example items for measuring need for uniqueness:
 When products or brands become extremely popular, I lose interest in
them
 I avoid brands that are purchased by the average consumer
 I like to create a style that is all my own