ADMS 3210 Lecture Notes - Lecture 3: Social Comparison Theory, Impression Management, Analytical Psychology

• School: York University
• Department: Administrative Studies
• Course: ADMS 3210
• Professor: Jodie Whelan

Document Summary

Adms 3210 self: self concept, complex structure; consists of, content what it has of, positivity/negativity self valuation. Ideal self who i desire to be. If fail to live up to ideal self sadness/disappointment/dejection: ought self who i am obligated to be (responsibilities/obligations to others) If fail to live up to ought self anxiety/fear/guilt. Personality, lifestyles, & values: personality unique psychological makeup, personality theories, freud conflict between gratification & responsibility. Introduced psychoanalysis to america: dichter, father of motivational research, applies freudian principles to consumer behavior, socially unacceptable needs are channeled into acceptable outlets. In-depth interviews & focus groups: motivational research, benefit, cost efficient, depth of insight. Public self-consciousness / need for recognition: brand personality, traits people attribute to brand as if it was a person. Include schema that refle(cid:272)t (cid:271)ra(cid:374)d"s perso(cid:374)ifi(cid:272)iatio(cid:374: brand personality contributes to brand equity, animism. Lifestyle marketing looks at patterns of behavior: consumption constellations groups of complementary products/brands/consumption activities used to construct/signify/perform social role.