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Self-Concept – Beliefs a person holds about their attributes and how they evaluate these
Self-Esteem – Positivity of the attitude towards yourself
Impression Management – Working hard to manage what others think of us
Symbolic Interactionism – Other people play a large part in forming the self
Looking Glass Self – Imagining the reactions of others towards us
Symbolic self-completion theory – People who have an incomplete self-definition tend to
complete this identity by acquiring and displaying symbols associated with it.
Self-image congruence models – Products will be chosen when their attributes match
some aspect of the self.
Extended Self – Items that are part of oneself
1. Individual Level – Personal possessions
2.Family Level – House & Furnishings
4.Group Level – Social Groups
Agentic Goals – Self-assertion and mastery
Communal Goals – Affiliation and fostering harmonious relations
Androgyny – Possession of both masculine and feminine traits
Sexual Dimorphic Markers – Aspect of the body that distinguish the sexes from one
Sex-typed Traits – Characteristics we stereotypically associate with one gender or the
Body Cathexis – Individual’s feelings about his/her body
Collective Self – Concept of deriving one’s identity in large part from a social group
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