Class Notes (1,049,825)
CA (601,027)
Western (58,568)
MOS (1,983)
Lecture 4

Management and Organizational Studies 3321F/G Lecture Notes - Lecture 4: We Exist, Analytical Psychology, Liposuction

12 pages46 viewsWinter 2018

Department
Management and Organizational Studies
Course Code
Management and Organizational Studies 3321F/G
Professor
Beth Lee
Lecture
4

This preview shows pages 1-3. to view the full 12 pages of the document.
CONSUMER BEHAVIOUR LECTURE 4 + TEXTBOOK SLIDES
THE SELF
SELF CONCEPT
Beliefs a person holds about his/her own attributes, and how he/she
evaluates these qualities
Attribute dimensions: Content, positivity, intensity, stability over time, and
accuracy
HOW SELF CONCEPTS DEVELOP
SYMBOLIC INTERACTIONISM
o Relationships with others play a large part in forming the self
o We exist in a symbolic world creating shared meanings
o Who am I in this situation?
o Who do other people think I am?
o We pattern our behaviour on the perceived expectation of others
a self-fulfilling prophecy
o Henry Ford: “Whether you think you can or you think you can’t
you’re right”
NATURE OF SELF
Self-concept is multifaceted: Multiple selves
o The self includes different selves in response to different situation
and to different people
o I-self (what I think of myself): The active observer, the knower, or
the information processor
o Me-self (how others think of me): The known, observed, and
constructed self-image
You're Reading a Preview

Unlock to view full version

Only half of the first page are available for preview. Some parts have been intentionally blurred.

- An individual gathers the reflected opinions of significant other
people toward him or her (looking-glass self)
Taking the role of the other
Can vary depending on
Whose perspective we are taking
How accurate our predictions are of their evaluations
of us
- Take readings of our own identity by bouncing signals off
others
o I-self, Me-self and consumer behavior
- Implications in CB sometimes when we consume products we
don’t care about I self but focus more on Me-self
- EX: Canada Goose if you buy it you can belong to a symbolic
group and you feel nice because you know other people will
see you wear it Conspicuous consumption
o Extended self: External objects to which we are emotionally
attached and that we consider a part of ourselves (EX: phone)
o Objects are more likely to be considered a part of the extended self
if psychic energy are invested in them
o Four level of extended self
1. Individual level: Jewelry, cars, clothing
2. Family level: House
3. Community level: Neighborhood, town
4. Group level: Social groups, sports team
o Actual self: A persons realistic appraisal of his or her qualities
o Ideal self: A persons conception of how he or she would like to be
- We are constantly faced with images of the ideal person in
media
- Impression Management: where we work hard to “manage”
what others think of us
- Strategically engaging in products and behaviors to impress
o Ought-to self: A persons belief of what he or she should to be
o Products can:
- Help us reach ideal self
- Be consistent with actual self
Self-concept can be somewhat stable over time and situations
o Depending on situations we cannot display our self concept in our
behaviour at all times
o EX: youre a social butterfly and love partying but because of an
exam you cannot go out that doesn’t mean your self concept
You're Reading a Preview

Unlock to view full version

Only half of the first page are available for preview. Some parts have been intentionally blurred.

changed it just means you’re self concept is not displayed in your
behaviour
Self-concept depends of situation and motives: Working or activated self-
concept (situational factors can influence how we feel about ourselves)
Behavioral constraints: Self-schemas
o Self-schemas: Consist of a system of knowledge structures
organized in memory and self-relevant information
o Possible selves: Self-schemas created for domains of activity that
give personal meaning to the past and the future (e.g., selves we
could be, would like to be, or are afraid if becoming)
- EX: What happens in Vegas stays in Vegas
- You activate a self you really wont display in other
circumstances
Self-concept is changeable
o New self-concepts are added
o Consumers self-concepts are particularly dynamic during certain
role transitions
o Role transitions are accompanied by changing consumption
patterns
- EX: become a mom
SELF-PRODUCT CONGRUENCE
Self-image congruence models
o We choose products when attributes matches the self (BUT
sometimes we tend to match the product to our ideal self instead of
actual self)
Assume a process of cognitive matching between product attributes and
the consumers self-image
Product usage=self-image
Product can help us reach ideal self
BODY IMAGE
Consumers subjective evaluation of his or her physical self
Body Cathexis: person’s feelings about his or her own body
Strong body cathexis = frequent purchases of “preening” products
Body image distortions
- To some, body quality reflects self-worth (particularly among
women)
- Distorted body image is linked to eating disorders among
females
You're Reading a Preview

Unlock to view full version


Loved by over 2.2 million students

Over 90% improved by at least one letter grade.