MARK 305 Lecture Notes - Lecture 5: Impression Management, Symbolic Interactionism, Habbo
27 Jan 2017
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Self-concept: belefs a person holds about his or her own attributes and he or she evaluates these qualities. Accuracy (degree to which self-assessment corresponds to reality) Stereotype threat: anxiety consumers feel when they fear they might act in a way that confirms the group stereotype. Ex women are not as good as men in math. People will low self esteem don"t expect to perform well. Social comparison person tries to evaluate themselves by comparing themselves with other people or media images. Ideal self: person"s conception of how he or she would like to be. Actual self: our more realistic appraisal of qualities we do and don"t have. Impression management: we work hard to manage what others think of us. Strategically choose clothing and other products that will present us to others in a good light. Some products are chosen because they are perceived to be consistent with the consumers actual self.
