Consumer Behavior chapt. 5


Terms in this set (...)

Does the Self Exist
--1980's was called the "Me Decade"
March 7th designated "Self Day" by Self magazine
--Western societies emphasize uniqueness of self.
--Collective self: Eastern culture's belief that a person's identity is derived from his or her social group.
--Mien-Tzu: Confucian belief that reputation is achieved through success and ostentation
Self Concept:
The beliefs a person holds about his or her own attributes and how he or she evaluates these qualities
Dimensions of the Attributes of Self Concept
-Consumer perceptions of self can be quite distorted, particularly with regard to their physical appearance.
Refers to the positivity of a person's self-concept
Social Comparison:
A process by which consumers evaluate themselves by comparing themselves with others (particularly comparisons with idealized images of people in advertising)
Self-esteem Advertising
Attempts to change product attitudes by stimulating positive feelings about the self.
Ideal Self
-A person's conception of how he or she would like to be
-Partially molded by elements of a consumer's culture
Actual Self
-A person's realistic appraisal of the qualities he or she does and does not possess
Fantasy: Bridging the Gap between the Selves
-Fantasy: A self-induced shift in consciousness
-Fantasy appeals: Marketing communications aimed at individuals with a large discrepancy between their real and ideal selves
Role Identities
Different components of the self
Symbolic Interactionism
-Stresses that relationships with other people play a large part in forming the self
-Self-fulfilling prophecy: By acting the way we assume others expect us to act, we wind up confirming these perceptions
The Looking-Glass Self
The process of imagining the reactions of others toward us
A "painful" awareness of oneself magnified by the belief that others are intently watching
Public Self-Consciousness
A heightened concern about the nature of one's public "image"
Results in more concern about the appropriateness of products and consumption activities
Self Monitoring
Awareness of how one presents oneself in a social environment
Products that Shape the Self: You are What you Consume
People use an individual's consumption behaviors to help them make judgments about that person's social identity.
Symbolic self-completion theory: People who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it.
Self/Product Congruence
Consumers demonstrate consistency between their values and the things they buy.
Self-image congruence models: Products will be chosen when their attributes match some aspect of the self.
Virtual Identity
People are assuming virtual identities in cyberspace
Avatars represent visual identity
How do online "selves" affect consumer behavior?
Extended Self
External objects that consumers consider a part of themselves
**Four Levels of the Extended Self:
(1) Individual Level: Personal possessions
(2) Family Level: Residence and furnishings
(3) Community Level: Neighborhood or town one is from
(4) Group Level: Social groups
A consumer may also feel that landmarks, monuments, or sports teams are part of the extended self.
Identity Theft
Criminal use of personal information to secure credit
Sex Identity
An important component of a consumer's self concept
Gender Differences in Socialization
--Agentic goals (Males): Stress self assertion and mastery
--Communal goals (Females): Stress affiliation and fostering of harmonious relations
Sex-Typed Products
Many products are sex-typed (i.e., they take on masculine or feminine attributes and are associated with gender)
Refers to the possession of both masculine and feminine traits
Sex-typed people: Stereotypically masculine or feminine
Androgynous people: Mixed gender characteri
Body Image
Refers to a consumer's subjective evaluation of his or her physical self
Body Cathexis
A person's feelings about his or her body
Cosmetic Surgery
Consumers are increasing electing to have cosmetic surgery to change a poor body image or enhance appearance.
Men are increasingly having cosmetic surgery too.
Ideals of Beauty over Time
Periods of history tend to be characterized by a specific "look"
Sexual dimorphic markers: Aspects of the body that distinguish between the sexes
Purpose of Decorating the Self
To separate group members from nonmembers
To place the individual in the social organization
To place the person in a gender category
To enhance sex-role identification
To indicate desired social conduct
To indicate high status or rank
To provide a sense of security
Body Piercing