41 terms

633 Chapter 7


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summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities
The beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities
self esteem
refers to the positivity of a person's self concept;
People with low self esteem expect they will not perform well, and will try to avoid embarrassment, failure, and rejection
social comparison
the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images
ideal self
a person's conception of how they'd like to be
actual self
refers to our more realistic appraisal of the qualities we have
impression management
means that we work hard to "manage" what others think of us
ideal self VS actual self
- comparison influences self esteem
- ideal self is molded by consumer's culture
- products can help us reach ideal self, as well as help us be consistent with our actual self
multiple selves
marketers pitch products needed to facilitate active role identities
symbolic interactionism
a sociological tradition that stresses that relationships with other people play a large part to form the self
looking glass self
the process of imagining others' reactions "taking the role of the other"
self esteem advertising
promoting a product by offering the product as a remedy for low self esteem (ex: product for acne)
extended self
many of the props and settings consumers use to define their social roles become parts of their lives; in other words, external objects we consider a part of us
four levels of extended self
1. individual level
2. family level
3. community level
4. group level
individual level
consumers include many of their personal possessions in self definition
family level
this part of the extended self includes a consumer's residence and furnishings in it
community level
it is common for consumers to describe themselves in terms of the neighborhood or town which they come from
group level
regarding attachments to certain social groups as part of the self
digital self
expresses our online identities
social footprint
the mark a consumer leaves after she occupies a specific digital space (ex: a FB post)
the ongoing record of a digital life across platforms (ex: tweets, blog posts)
the "party animal" of the mind
pleasure principle
our basic desire to maximize pleasure and avoid pain guides our behavior
counterweight of the id; the responsible and logical side of the mind
the system that mediates between the id and the superego
reality principle
finds ways to gratify the id that the outside world will find acceptable
universally recognized ideas and behavior patterns
personality traits
identifiable characteristics that define a person
big five
set of five dimensions that form the basis of personality:
- openness to experience
- conscientiousness
- extroversion
- agreeableness
Myers-Briggs Type Indicator
personality test that classifies people into 16 categories
brand personality
the set of traits people attribute to a product as if it were a person
the tendency to attribute human characteristics to objects or animals
the common cultural practice whereby people attribute to inanimate objects qualities that make them somehow alive
karen horney
compliant versus detached versus aggressive
alfred adler
motivation to overcome inferiority
harry stack sullivan
personality evolves to reduce anxiety
carl jung
developed analytical psychology
symbolic self completion theory
people who have an incomplete self definition tend to complete this identity when they acquire and display symbols they associate with that role
body image
consumer's subjective evaluation of his physical self
ideal of beauty
a model of appearance valued by culture
brand equity
extent to which a consumer holds strong, favorable, and unique associations with a brand in memory
- also the extent to which they are willing to pay more for the brand