COMMERCE 3MB3 Lecture Notes - Lecture 7: Masculinity, Femininity, Virgin Hotels
5 Apr 2017
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Document Summary
The things we buy reflect our personality. The ideal self - our conception of how we"d like to be. The real self - our appraisal of the qualities that we have or don"t have sometimes different facets of our selves may be in control, depending on our different roles - e. g. , student vs. And the role we"re in dictates how we dress and act. Consumers may need props" to orchestrate these different selves - e. g. , when going to a job-interview you may want to purchase a suit to show your best self". If you go to in interview you were a suit to show formality and professional. Consumers are best responsive to ads for products that are congruent with their current role - e. g. , advertise suits at job fairs, not in the student residence. To be convincing as a king you need robe, crown, and gold. If you need to sell business suits don"t go to the cafeteria.
