Week 7 Flashcards
self concept:
-Content: Attributes like physical appearance or intelligence.
-Positivity/Negativity: How one views their self-worth (self-esteem).
-Intensity/Stability: How strongly one feels about their self-image and how stable this perception is over time.
-Accuracy: Degree of alignment between self-assessment and reality.
self-esteem:
-Reflects the positivity of one’s self-concept.
-Low self-esteem: Believes they will not perform well.
-High self-esteem: Expects success.
-Linked to acceptance by others.
-Marketing impact: Ads can influence self-esteem, often triggering social comparison with idealized images of others.
multiple selves:
-We have different selves based on social roles (e.g., boss, mother, student).
-Each role has its own script, props, and costumes.
-Some identities are central (e.g., husband, student), while others are dominant in certain contexts (e.g., coach, Sunday school teacher).
-Preferences for products and services are often influenced by these role identities
actual self, ideal self and ought self:
-Actual Self: A realistic view of one’s current qualities (what we do/do not have).
-Ideal Self: The idealized version of oneself, shaped by societal and media influences, reflecting what one would like to be.
-Ought Self: The perception of how one should be, based on societal norms or expectations.
you are what you consume:
-Role-related Products: People associate certain products and activities with specific roles.
-Social Judgments: Consumption behaviors help others judge social identity.
-Attachment to Objects: Consumers use objects to maintain self-concept, like security blankets.
-Symbolic Self-Completion: Incomplete self-definitions are often completed by acquiring symbols linked to desired identities (e.g., “macho” products for men).
self/product congruence:
-Consistency: Consumers choose products that align with their self-image.
-Ideal Self: More relevant for expressive products like expensive perfume.
-Symbolic vs. Functional: Congruence applies to symbolic, rather than functional, products.
-Product Relationships: Consumers form emotional bonds with products similar to interpersonal relationships (e.g., love, respect, or frustration).
the extended self:
-The extended self consists of external objects that individuals consider part of their identity. It includes:
-Individual level: What you wear.
-Family level: Your house and its contents.
-Community level: Your neighborhood or hometown.
-Group level: Shared symbols like religion, sports teams, or national flags.
-Products and brands that individuals use can become integral to their self-concept (Belk, 1988).
the digital or virtual self:
-Digital/Virtual Self: Identities shaped by digital platforms (e.g., social media, avatars).
-Modification Tools: Applications enable users to edit profile photos, descriptions, etc.
-Merging Worlds: Physical and digital identities blend; “you are what you post” becomes more prominent.
-Metaverse: Digital spaces where users create avatars and virtual selves.
-Impact: Digital identities influence self-concept and real-world behaviour.
the looking-glass self:
Looking-Glass Self: The process of imagining others’ reactions to us.
-Taking the Role of the Other: The self is shaped by how we think others perceive us.
-Relational Self: Our self-concept is influenced by relationships and how we believe others see us.
-Self-Monitoring: High self-monitors adjust their behavior based on social cues; low self-monitors act consistently with their beliefs and values, regardless of others’ reactions.
social comparison:
Social Comparison: Consumers compare themselves to idealized images in advertising.
-Effect: Exposure to these images raises standards for attractiveness, leading to dissatisfaction with one’s own appearance.
-Impact: The comparison lowers satisfaction with personal self-image, as individuals often feel they don’t measure up to the idealized portrayal.
family identity:
Family Identity: Comprises collective, relational (e.g., sibling, parent-child), and individual identities.
-Consumption: Families use consumption to balance and manage interactions between personal, relational, and collective identities.
-Family Dynamics: Family identity evolves through rituals, everyday interactions, and intergenerational exchanges, and can change as families engage with external identity influences.
youth identity:
Youth Identity Play: Youth engage in identity exploration, searching for authenticity and distinguishing between being “hip” and mainstream.
-Relational Dimension: Identity formation occurs in relation to others, with youth often seeking positions tied to rebellion, risk-taking, and experimentation.
-Key Distinctions: Authentic vs. fake and individual rebellion vs. conformity play a significant role in shaping youth identity (Erikson, 1968; Thornton, 1996; Kjeldgaard & Askegaard, 2006).
old age identity:
Ageism & Identity Conflict: Older consumers often face conflicts between their personal identity (“not old”) and society’s perception of them as “old.”
-Reasserting Identity: Older individuals may challenge the societal view of aging by asserting their identity through discourse and actions, convincing others of their “not-old” identity.
-Elderly Consumption Ensemble: Older consumers navigate these issues within groups that influence their consumption practices (Barnhart & Penaloza, 2013).
role identities:
-Multiple Identities: We hold different roles in society, each with corresponding identities (e.g., daughter, employee).
-Role Interaction: Identities are shaped in relation to counter-identities (e.g., daughter vs. mother).
-Role Hierarchy: Identities vary in importance, forming a “hierarchy of salience.”
-Obligatory vs. Voluntary Roles: Some roles are mandatory, while others are chosen (e.g., gender identity).
gender roles:
-Sexual Identity: A key part of self-concept, often shaped by societal norms.
-Cultural Expectations: Societies can have rigid or flexible gender roles.
-Gender Roles: In some societies, there’s limited tolerance for deviations from gender norms, while others allow greater freedom of expression regarding sexual orientation and gender behaviours.
