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40 Cards in this Set
- Front
- Back
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beliefs a person holds about his/her attributes and how he/she evaluates these qualities
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self concept
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- content
- positivity - intensity - stability - accuracy |
dimensions of the attributes of self concept
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positivity of self-concept
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self-esteem
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consumers evaluate themselves by comparing with others (particularly with idealized images in advertising)
- basic woman tendency |
social comparison
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change product attitudes by stimulating positive feelings about the self
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self-esteem advertising
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how a person would like to be, partially molded by culture
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ideal self
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a realistic appraisal of qualities a person does and does not possess
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actual self
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self-induced shift in consciousness
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fantasy
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marketing communications aimed at individuals with a discrepancy between real and ideal selves
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fantasy appeals
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different components of the self
- husband, boss, student |
role identities
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relationships play a part in forming the self
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symbolic interactionism
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acting the way we assume others expect us to act, confirms perceptions
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self-fulfilling prophecy
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imagining the reactions of others toward us
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looking-glass self
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awareness of oneself magnified by the belief that others are watching
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self-consciousness
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heightened concern about one's public "image"
- concern about appropriateness of products and consumption activities |
public self-consciousness
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awareness of how one presents oneself in a social environment
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self monitoring
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consumption behaviors help make judgments about social identity
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you are what you consume
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people with an incomplete self-definition complete this identity by acquiring/displaying associated symbols
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symbolic self-completion theory
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consistency between values and the things
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self/product congruence
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product attributes match an aspect of the self
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self-image congruence models
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objects consumers consider part of themselves
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extended self
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1. individual level: personal possessions
2. family level: residence and furnishings 3. community level: neighborhood or town 4. group level: social groups |
four levels of the extended self
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use of personal information to secure credit
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identity theft
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an important component of self concept
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sex identity
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self assertion and mastery
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agentic goals (males)
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affiliation and fostering of relations
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communal goals (female)
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sex-typed traits: stereotypical associations
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gender vs. sexual identity
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products take on masculine or feminine attributes
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sex-typed products
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both masculine and feminine traits
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adrogyny
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stereotypically masculine or feminine
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sex-typed people
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mixed gender characteristics
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androgynous people
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female sex roles are still evolving
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female sex roles
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study of male image and the meanings of masculinity
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masculinism
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subjective evaluation of physical self
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body image
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person's feelings about his/her body
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body cathexis
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particular model, or exemplar, of appearance
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ideal of beauty
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society is obsessed with weight
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fattism
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starving in a quest for thinness
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anorexia
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binge eating followed by purging (vomitting, laxatives, fasting, or over-exercising)
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bulimia
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obsession with perceived appearance flaws
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body dysmorphic disorder
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