Consumer Behaviour 5

Front 1

Define Self-Concept?

Back 1

the attitude a person holds toward him or herself

Front 2

Define Self-Esteem?

Back 2

the positivity of your attitude toward yourself. People with low self-esteem do not expect that they will perform very well and they will try to avoid embarrassment.

Front 3

Define the ideal and actual self.

Back 3

Ideal self- person's conception of how he or she would like to be
Actual self- more realistic appraisal of the qualities we do and don't have. We choose products because we feel they are consistent with our actual self.

Front 4

Define impression management.

Back 4

This is where we work hard to manage what others think of us; we purposely choose clothing and other products that will show off to others in a good light.

Front 5

What are virtual identities?

Back 5

Cyberspace identities such as avatars and video game characters that people create to be like themselves or their "ideal self".

Front 6

What is symbolic interactionism?

Back 6

sociological tradition that stresses that relationships with other people play a large part in forming the self. Ex: shared meanings of society such as a red light means stop and the golden arches means fast food.

Front 7

What is the looking-glass self?

Back 7

Process of imagining the reactions of others toward us.
A process of reflective evaluation occurs when an individual attempts to define the self, and it operates as a sort of psychological sonar: we take readings from our own identity by "bouncing" signals off others and trying to project the impressions they have of us.

Front 8

What is the symbolic self-completion theory?

Back 8

predicts that people who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. Ex: Adolescent boys use "macho" products such as cars or cigarettes to bolster their developing masculinity.

Front 9

What is the self-image congruence model?

Back 9

predicts that products will be chosen when their attributes match some aspect of the self. Ex: Nike designed a uniform that covers the body (women in Somalia) so they can go by their religion while still being able to play sports

Front 10

What is the extended self?

Back 10

definition of self created by the external objects with which a person surrounds him- or herself

Front 11

What are the four levels of the extended self? describe each

Back 11

1. Individual level- personal possessions can identify a person- such as jewelry, cars, clothing etc. You are what you wear
2. Family level- the house can be thought of as a symbolic body for the family and is often a central aspect of identity
3. community level- when consumers describe themselves as part of their neighborhood. Farm families- sense of belonging is important
4. Group level- attachments to certain social groups-sports teams, landmarks can be apart of ones extended self

Front 12

What is the definition of agentic goals?

Back 12

goals that stress self-assertion and mastery. Type of goals males are controlled by.

Front 13

What is the definition of communal goals?

Back 13

affiliation and the fostering of harmonious relations. Type of goals women are controlled by

Front 14

What is the definition of a body cathexis?

Back 14

A person's feelings about his or her body- Cathexis refers to the emotional significance of some object or idea to a person