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Management and Organizational Studies
Management and Organizational Studies 1021A/B
Mark Cleveland

Chapter #5- The Self Self Concept -Self-concept: the beliefs a person holds about his or her attributes and how he or she evaluates these qualities Blumer 3 Basic Principles 1. Behaviors are symbolic in nature 2. We know what it means because we’re apart of society (things agreed upon in society) 3. Interactions with society Ex. Know what a red light means, green etc Self Esteem -refers to the + ity of your attitude toward yourself -Low self esteem do not expect that they will perform very well and avoid embarrassment or failure -Social Comparison: person tries to evaluate his or her self by comparing it with other people’s and those in the media Real and Ideal Selves -Ideal Self: person’s conception of how he or she would like to be  what’s portrayed on TV.magazines -Actual Self: more realistic appraisal of the qualities we do and don’t have  what happens, what actually is -Impression management: we work hard to manage what others think about us Ex. We strategically chose clothing and other products that will show us off Multiple Selves -Depending on the situation we act differently -self can be thought of as having diff components or role identities -we are all like actors Virtual Identity -Virtual identities: interactive virtual worlds that allow people assume these -Computer mediated Environments (CMEs) webkinz, Sims -Avatars: visual identities that range from the realistic versions of themselves to tricked-out versions -Personal website: projection of self Symbolic Interactionism -Symbolic Interactionism: stresses that the relationships with other people play a large part in forming the self -Members of a society we learn to agree on shared meanings Ex. We know red light means STOP -We patterns our behavior on the perceived expectations of others in a form of self-fulfilling prophecy: acting in the way we assume others expect us to act Looking Glass Self -Looking glass self: taking the role of the other -we imagine what others think about us not of ourselves Self-Conscious -awareness of self Ex. People may behave with little self-consciousness- do things they would never do if they were high conscious of their behavior (riot) -High self conscious people tend to be more interested in clothing tend to be heavier users of cosmetics -Self-Monitoring: -Some people are aware of themselves infront of others -High vs low- don’t care what others think about you -measured by the extent people can agree with ‘I guess I put on a show to impress others’ -Vanity: such as a fixation on physical appearance Consumption and Self Concept -Consumer exhibits attachment to an object to the extent that it is used by that person to maintain his or her self concept -objects can be security blankets -Symbolic Self-Completion Theory: people who have incomplete self-definition tend to complete this identity by acquiring and displaying symbols associates with it Ex. Adolescent boys , use macho products like cars -Many people have book collections even if you have never read them makes them look smarter, boost their self-esteem Self/ Product Congruence - (cognitive matching) predict that we chose products that match some part of our self -the ideal self tends to be more relevant as a comparison standard for social products -actual self is more relevant for everyday functional products -we judge products on their packaging, some people buy them from their looks -idea that clothes make the woman: way you dress influences peoples opinions on you Extended Self -Extended Self: external objects that we consider a part of us  you are what you drive/wear -Business cards: in Japan business people view their business card as an extension of their selves, must be treated with respect -must grab it with both hands, study it and don’t put it in your pocket Levels of Extended Self o Individual Level: personal posessions, jewellery cars, clothing o Family Level: consumer’s residence, furniture it in o Community Level: neighbourhood or town from which your from o Group Level: certain social groups, sports teams, landmarks etc Gender Roles -often conform to their cultures expectations of that gender Gender Differences in Socialization -sexual identity very important to the consumer’s self-concept -Gender differences in our CB o Food Preferences: men less likely to buy veggies buy steak, potatoes, women-fruit, veggies salmon chocolate o Information Search: men look at themes, high price=high quality women tend to go all over sift through it all o Information processing: men spatial, women verbal -Agentic Goals: males are controlled by them, which stress self-assertion and mastery -Communal Goals: women are taught to value, affiliation, harmonious relationship women in charge of shopping -Our brains are wired to act differently to males and females -Experiment: when men were shown a pic of a girl in birdni they associated first person- I push I grab, but
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