BUSI 4206 Chapter Notes - Chapter 5: Symbolic Interactionism, Webkinz, Ideal Standard
26 May 2015
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Document Summary
Although it seems natural to think of each consumer as having a self, this concept is a relatively new way of regarding people and their relationships with society. The notion that the self is an object to be pampered is even more recent (emphasis on self is much greater in western cultures) While self-concept can be somewhat stable over time and situations, situational factors can influence how we feel about ourselves. Stereotype threat: refers to the anxiety the consumers fell when they fear they might act in a way that confirms the group stereotype (i. e. women are worse at math than men) In a way, each consumer is really a number of different people. Depending on the situation, we act differently, use different products and services, and even vary in terms of how much we like ourselves. Strategically, marketers need to make sure a certain role is active before pitching a product to that role.
