MKTG 425 Lecture 6: MKTG425ConsumerBehaviorCh.7
10 Mar 2017
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Summarize beliefs a person holds about ones attributes and how one evaluates the self on these qualities. Ppl buy shit to feel better (but those w/ lowest self esteem buy least for themselves) The self exists offline, online and in roles we play. High, medium, low and ppl will buy accordingly. Teacher working hard to look like he is athletic; buy puma products etc. Look good in terms of clothes/groomed/nice pen/briefcase/look part. Impressions management means that we work to manage what others think of us. Social comparison (ppl better than other person, we feel btr about self) Feel better knowing i"m better than so and so . Better than those that graduated high school. Better than those that did 2 years of hs. More expensive rolex, btr u feel about self; hold self to higher standard; louis vuitton luggage; worthy ppl/self-worth. Tend to choose products when their attributes match some aspects of the self/consistent with our image.
