MKTG 4150 Chapter Notes - Chapter 5: Habbo, Symbolic Interactionism, Stereotype Threat
17 Jul 2016
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Document Summary
Idea that everyone is unique rather than part of a group developed in medieval times. Emphasis on self is much greater in western societies. Eastern and western cultures see self as divided into inner, private self, and outer, public self. Self-concept: refers to the beliefs a person holds about his/her own attributes and how he/she evaluates these qualities. Parts of self-concept are evaluated more positively than others. Self-concept comprises many attributes some of which are given greater emphasis in determining overall self-attitude. Attributes of self-concept can be described along such dimensions as: content (ex. facial attractiveness vs. mental aptitude, positivity vs. negativity (ex. self-esteem, intensity, stability over time, accuracy. Consumers self-assessments can be quite distorted especially in regards to physical appearance. Situational factors can influence how we feel about ourselves. Ex. ads can elicit unfavorable stereotypes about women which can lead them to experience stereotype threat.
