COMM 336 Lecture Notes - Lecture 9: Social Comparison Theory, Conscientiousness, Symbolic Interactionism
10 Oct 2016
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Document Summary
People"s sense of who they are influences their purchase decisions. Can transform a brand into a constellation of lifestyle symbols. Identity is the labels that people use to express who they are. Identitiy based attitudes persists more than feature based attitudes. Important for both high and low involvement products. Are more receptive to products related to one of their identities. Will avoid products associated with a dissociative identity. Think products related to their identity are superior. Who chose products associated with their identity report higher attitudes towards the product and themselves. Will starkly defend brands that are aligned with their identity. The thoughts beliefs, memories, generalizations, and feelings that we have about ourselves. The total body of information is called self-concept. Tendency to behave a certain way across similar situations. Caring, generous, flexible, humble, intelligent, coordinated, organized etc. Played out in public, but also private. More transparent than personal qualities and self evaluations.
