MKTG 4150 Chapter 5: Chapter 5 - The Self.pdf
7 Oct 2014
School
Department
Course
Professor
Document Summary
We buy things to highlight or to hide different aspects of the self. The self concept refers to the beliefs a person holds about his/her own. Attribute dimensions: content, positivity, intensity, stability over time, and accuracy. Self- esteem attributes and how or she evaluates these qualities. Low self-esteem: think they will not perform well. High self-esteem: think they will be successful and will take risks. 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, We engage in impression management - strategically engaging in products and friend, etc. behaviours to impress. Each of us has many selves and roles.
