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Chapter 5

Chapter 5 - The Self.pdf


Department
Marketing
Course Code
MKTG 4150
Professor
Arundhati Bhattacharyya
Chapter
5

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Jessica Gahtan Chapter 5 The Self MKTG 4150
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Chapter 5: The Self
PERSPECTIVES ON THE SELF
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- We buy things to highlight or to hide different aspects of the self
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- The self concept refers to the beliefs a person holds about his/her own
attributes and how or she evaluates these qualities
Attribute dimensions: Content, positivity, intensity, stability over time, and accuracy
Self%Esteem*
! Self-esteem: Positivity of a person’s self-concept
! Low self-esteem: Think they will not perform well
! High self-esteem: Think they will be successful and will take risks
Real*and*Ideal*Selves*
- Ideal self refers to the conception of how we would like to be
- Actual self is a more realistic appraisal of the qualities we have
- A product can help you reach your ideal self, or it can be consistent with one’s
actual self
- In media, we’re faced with images of the ‘ideal’ person
- Each of us has more than 1 self-concept one for attractiveness, work ethic,
friend, etc.
- We engage in impression management - strategically engaging in products and
behaviours to impress
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- Each of us has many selves and roles
- Marketers pitch products to facilitate an active role identity
- E.g. Sister, Friend, Spokesperson, Athlete, Mother, Wife, Canadian citizen, Virtual
Identity
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! People are assuming virtual identities in cyberspace
! Avatars represent visual identitycould be realistic or not
! How do online “selves” affect consumer behaviour?
Symbolic*Interactionism*
! Symbolic interactionism stresses that relationships with other people play a large
part in forming the self
It maintains that people exist in a symbolic environment, and create shared
meanings
! We pattern our behaviour on the perceived expectation of others a self-fulfilling
prophecy “who am I in this situation?” v. “Who do other people think I am?”
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Jessica Gahtan Chapter 5 The Self MKTG 4150
Page 2 of 5
The*Looking*Glass*Self*
! According to this view, a process of reflexive evaluation occurs when an
individual attempts to define the self, and it operates as a sort of psychological
sonar image will differ depending on whose views we’re considering
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! Sometimes you can be painfully aware of yourself
! Can quantify this tendency in terms of public self-consciousness, self monitoring
(how much of a show people put on)
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! Identity marketing refers to consumers altering aspects of themselves to
advertise a branded products
! Your product consumption is a definition of yourself (product as extended self)
Products*that*shape*the*self:*You*are*what*you*consume*
! Social identity as individual consumption behaviours (i.e. to some extent, you are
your possessions)
! Inference of personality based on consumption patterns
! Consumers may attach themselves to a product to maintain self-concept
! The symbolic self-competition theory suggests that people who have an
incomplete self-definition complete identity by acquiring and displaying
associated symbols
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! Consumers demonstrate their values through their purchase behaviour
! Self-image congruence models suggest that we choose products when attributes
matches the self
! Product uses = self image
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! Extended self: external objects considered a part of us
! Levels of extended self:
Individual: personal possessions (cars, clothing)
Family: residence and furnishings
Community: neighbourhood or town where you live
Group: social or other groups
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! Vary by culture, but are changing
! Many societies still expect traditional roles
Agenic roles: men are expected to be assertive and have certain skills
Communal roles: women are taught to foster harmonious relationships
Gender*Versus*Sexual*Identity*
! Sex-typed traits: characteristics we stereotypically associate with one gender or the other.
Sex%Typed*Products*
! Sex-types products: masculine or feminine attributes
Pink Princess telephones
Jack Daniels Whisky
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