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56 Cards in this Set
- Front
- Back
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__% of men and __% of women don't like something about their body. Why?
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72, 85
Social comparison |
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Self-esteem
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positive evaluation of our self
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self-concept vs. ideal self-concept
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what WE believe about ourselves (plusses and minuses) vs. what we would like to be in a "perfect world"
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Who is Erving Goffman?
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Social psychologist, 1950s-60s
- symbolic social interactionism - dramatological perspective/role theory - symbolic self completion - processes of de-individuation |
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Symbolic Social Interactionism
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- we learn "who we are" by people's reactions/comments to us
-consumption behaviors: people create identity by what they buy. e.g. clothing, cars, pets, sports, foods, vacations. - when you go to a job interview, you transform from student role to employee role |
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Dramatological perspective/role theory
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- had multiple roles in life, several roles at the same time
- need props (our cars, blackberrys, laptops, etc.) and costumes (actual physical apparel, makeup, shoes, etc.) and "lines" (i.e. what's appropriate to say) for each of those roles |
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Symbolic Self Completion
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-when we acquire a new role, we feel the need to compensate for "newness", "novice status" and we do this by purchasing role-appropriate goods and services
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Processes of De-individuation
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- Institutions that effectively removed individual identity and made everyone else the same
- e.g. prisons, military, concentration camp, hospital, slavery, natural disasters - clothes get taken away so individuals wear uniforms, or obligated to shave hair, name turns to number, your place becomes barracks, cell or some small room |
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Extended Self is by whom? What is it?
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Russ Belk
-the self actually goes outward from the individual person; the extended self has many layers 1. individuals <- DNA genetics 2. family "house/home" 3. neighborhood/community 4. Group: sports team, subculture, relgion, etc. |
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Sex roles are ___ and ___ in origin.
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biological, social
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What was Sandra Benn's POV?
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In the 1970s:
- Original point of view was that masculinity and femininity were polar opposites - Benn's POV: low/high masc. (y axis), low/high fem. (x axis) -4 quadrants give a much more detailed and subtle way of looking at sex roles |
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Define the sex roles.
low F, high M: high F, low M: high F, high M: low F, low M: |
guy's guy
housewife androgynous (well-adjusted) non-sex typed (no strong sex-type identity) |
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What are social sex-role pressures for men and women?
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Men -> Reinforced socially for competitive behavior such as being aggressive, decisive, and tough
Women -> Reinforced socially for cooperative behavior such as being sensitive, helpful, considerate, and sweet |
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What was David Buss's opinions on dating and marriage patterns across cultures?
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- Usually involve resource exchange
e.g. Men had to have money, career, education, are competent, do sports. Women had to have physical attractiveness and be healthy (means we can reproduce, sensitivity, love) |
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Universal Beauty Standards
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Men: Look for curvy women, with a symmetrical face, and have clear skin -> signifies health
Women: Look for broad shoulders and strong chest. Men who are taller are more favorable. Also look for strong brow ridge, high cheek bones, and a strong jaw |
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Tell me about Sigmund Freud and his study on Victorian Era women.
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-Father of psychoanalysis, 1880-1930
-The mind and psyche affect the body and physical aspects of a person -Vienna Victorian Era: upper-class women weren't allowed to have sex unless it was for reproduction, but when they did they became paralyzed - Illnesses were psychosomatic, hysteria -> represented lack of power and restrictions |
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What were the three functions that the human brain has, according to Sigmund Freud?
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1. Id - pleasure/pain function, sometimes called the "primitive" brain. Will see things that are pleasurable and try to avoid things that are painful
2. Ego - part of the brain where our reasoning/sense of cause and effect, are locate. Sides of the brain: Spacial reasoning (right) and semantic(left) 3. Superego - conscience, idea of right and wrong, fair and unfair (front). Most criminals have this part of the brain damaged. |
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In the 1950s in NYC, Ernest Dichter did what?
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- Analyzed the symbolism behind consumer products (e.g. motivation research)
-Examples: 1. Dry cake mix - if you didn't put egg and milk, women thought it wouldn't taste as good (represented a baby) 2. Prunes - associated with death and feces because of old people needing fiber. Plums have a positive association, so it's better to called them dried plums. 3. GM - station wagon/mini-van are womens' cars. Men wanted convertibles because they represented mistresses, but chose sedans often because it was a respectable car (represented marriage, settling down). |
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In Germany/Austria, Carl Jung developed a theory of archetypes which he called what? Explain.
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Universal Cultural Meanings
- hero, villain, good mother, evil stepmother, good father, evil father (e.g. ogre), monsters, E.T. (e.g. divine messiah type) |
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Anthropology
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Looks at entire groups of people, very encompassing
- Subcultures - Cultures - Nations - World religion |
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Subcultures
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-Groups w/in larger cultures, whose members share beliefs and common experiences different from those of the larger cultures
- people belong to multiple subcultures at the same time - can belong to a regional subculture - marketers want to call upon that subculture and bring forward that identity (saliency) |
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Ethical/racial/religious subcultures
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-self perpetual group held together by common culture and/or genetic ties
-identified by its members and nonmembers as a distinguishable category |
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Nativism
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being against people w/ different background and different values
e.g. foreigners had to follow the lifestyle of "Americans" |
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How do we deal with diversity? What are consumer behaviors affected by ethnicity?
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Through consumption, which is influenced by background
- Food preferences - Apparel preferences - Political behavior & attitudes - Leisure activities (i.e. what we do in our spare time) - Innovativeness/willingness to try new products |
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Stereotypes
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-commonly held beliefs, usually about race, gender, or region
-"grain of truth" -> exaggerated and rigid in any case. ends up forcing individuals into this pre-conceived pattern than to actually get to know them -positive and negative stereotypes -marketers can enforce stereotypes, so they need to be careful |
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De-ethnicitization and ethnic markers
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- taking those products, styles, sayings, food, etc. identified with one ethnic group and then popularizing across all groups (e.g. pizza, sushi, lox, guinness, etc.)
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As marketers, we tend to treat everyone alike when we actually have to take into account ____ ____.
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regional differences
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Even though Latinos/Hispanics are all Spanish speaking, what do marketers have to take into consideration?
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They have individual nationalities, which are much stronger than the fact that they can speak Spanish
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Muslims/Arabs
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- Not all Muslims are Arab; can be Turkish, Bosnian, Paki, Indian, Indonesian, Balkan, African American, Persian
- Arabs can be Muslim, Christian, Jewish - TREMENDOUS diversity in how people practice religion |
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Who is Sid Levy? What did he propose?
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-One of the very first researchers in the field of marketing, 1959.
- "people often buy products because of what they (the products) mean" |
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culture
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-the abstract IDEAS, material OBJECTS (artifacts), and social PRACTICES that are possessed by a group of people
-it took 200k years to evolve and live in groups - took 10k years to become complex, and genetically modified to be social perceptive and mimic "successful" people |
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U.S. acculturation vs. enculturation
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- when someone coming from a different country, learns how to do things in the U.S. vs. learning the norms/behaviors patterns/beliefs of that culture within the U.S.as a native citizen
- we grew up with culture, tough for us to change |
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American Core Values (5)
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- Freedom: belief in the individual
- Youthfulness: hate aging, losing power, being burdens - Achievement: individual, making your own way in life - Materialism: we love STUFF, make judgments on people based on it - Activity: keeping busy, being active, pressure to improve, raising the bar |
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Myths
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-stories that contain symbolic structure, often with a moral outcome
-conflict between opposing forces, bicolors (one side wins, other loses) -present in every culture |
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What are the functions of myths? (4)
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-metaphysical: origins of our existence
-cosmological:relationship to deities, good, and evil -sociological: group behaviors -psychological: rules for personal conduct |
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rituals
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set of symbolic behaviors that occur in a fixed sequence and are repeated periodically
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sacred consumption
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activities & objects that are "set apart" emotionally, socially elevated in importance, and distinct from everyday life
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profane/secular consumption
sacred |
mundane, ordinary, everyday activities and objects
religious/spiritual (usually) |
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contamination
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something has come into contact with sacredness
"touching greatness" |
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What does money represent?
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The more wealth one accumulates, the higher status we are
e.g. upward social mobility - kate middleton |
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economic psychology
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consumer demand and our willingness to buy goods and services depends upon ability to buy and willingness to buy (i.e. willingness to purchase even if able)
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Discretionary income. What are options do you have with it?
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any excess money we have after paying for all necessary expenses to maintain a comfortable lifestyle
- spend or save it |
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Social class
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stratification in a society based on ancestry, wealth (money stored up), income (rate of money coming in), education, level of education, source of education, occupational status, etc.
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achieved status vs. ascribed status
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earned distinction/awards vs. what you're born with
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Upper upper class
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(old money, ancient regime) Vanderbilts, Morgans, Rockefellers
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Lower upper class
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(new money, nouveau riche) Have the most money out of any social class; celebrities, entrepreneurs, athletes, entertainers, risk takers
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Upper middle class
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BA, professional degrees. Own homes, vacations, private school/excellent public school system. Preparing their children in advance, credentials.
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Lower middle class
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H.S./4 year college degrees, skilled tradespeople, dental hygienists, police officers, teachers.
In the past 15 yrs, this class has suffered tremendously because of asset depletion, houses have become worth less, unions haven't been good, neighborhood declined. Probably living paycheck to paycheck. |
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Upper lower class
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Live in impoverished areas. Few job, educational, and medical opportunities, but NOT overwhelmingly handicapped. Can get some extraordinary individuals from this class (entrepreneurs, athletes, entertainers, etc.)
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Lower lower class
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Difficult life, chronically unemployed, no financial resources, weak education, often have mental/emotional/physical disabilities, abused, drug addicts, criminal behavior, etc. Almost impossible to move up. Resources are limited, prospects are so negative.
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Kids (1-10) become brand conscious at a very early age and are influenced by...
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1. parents
2. ads and media 3. peers Parents much teach good elements of decision-making, healthy eating, and self-restraint |
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Teenagers
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-marketers spend a lot on this group
-allowances and low-level jobs -narcissistic, self-absorbed |
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College Market (18-24)
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-B/w independence and self-hood, but financially dependent
-Can be reached through wall-media, spring break, on-campus events and social media -not rich, but will start professional work so it's good to hit them early |
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Baby Boomer generation is important because...? (2)
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- biggest block of population
-money, political power, and social power - will maintain that power 20-30 years from now, not going to want to retire - very selfish, self-indulgent, and competitive |
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50-60 year olds
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- senior, empty nest
- don't have responsibility of parenting - have more time for leisure and themselves - go on more vacations (best time of their lives) |
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60-100 year olds
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- retirement is at 70 or 75
- tough for new people to advance upward since the senior positions will no longer be fixed - non-aging generation -> consider themselves active and very good looking - the healthier and more active they are, the better their lives are |
