MARK 305 Lecture Notes - Lecture 5: Habbo, Webkinz, Self Esteem (Song)
7 Dec 2018
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Intensity: 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. Self esteem: positivity of your attitude toward yourself, social comparison person tries to evaluate themselves by comparing themselves with other people or media images, people will low self esteem don"t expect to perform well. 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. Real and ideal selves others in a good light: some products are chosen because they are perceived to be consistent with the consumers actual self, others used to help in reaching standard set by ideal self.
