MARK 305 Lecture Notes - Lecture 5: Self Esteem (Song), Stereotype Threat, Impression Management
8 Dec 2018
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Document Summary
Self-concept can guide consumption, products help define the self-concept. Ex. women are not as good as men in math. Self esteem: positivity of your attitude toward yourself. People with 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. 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. Others used to help in reaching standard set by ideal self. Multiple selves: each consumer is a number of different people. Need diff number of products for diff number of roles. Husband, boss, student, stamp collector, dancer: place advertising messages in contexts where people are likely to be well aware of that role identity. Promote fitness or energy products at a marathon: collective self-esteem low or high.
