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20 Cards in this Set
- Front
- Back
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ABC's of Self |
Affect: how do we evaluate ourselves, and defend against threats of our self esteem? Behavior: how do we regulate our actions and present ourselves according to interpersonal demands? Cognition: how do we come to know ourselves, develop self concept and maintain an identity? |
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Self-Concept |
The sum total of beliefs that people have about themselves. Self-schema: beliefs about oneself that may perpetuate further behaviors in that manner |
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Self-Awareness Theory |
When people focus their attention on themselves, they evaluate and compare their behavior with their internal standards and values. High Discrepancy - match behavior to standards Low Discrepancy - withdraw from self awareness |
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Self-Focusing Persons |
Certain individuals more-so than others. Private self-consciousness: tendency to examine own inner thoughts and feelings Public self-consciousness: tendency to focus on outer public image |
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Self-Perception Theory |
When internal cues are difficult to interpret, people gain insight by observing their own behavior. BUT Can be influenced by other people when: 1. We want to set ourselves apart 2. Relative self to others benchmark |
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Looking-glass Self |
We see ourselves through the eyes of other people and incorporate their perceptions of us into our self-concept. Vary depending on: 1. Whose perspective we are taking 2. How accurate our predictions of their evaluations of us are |
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Social Comparison Theory |
We learn about our own abilities and attitudes by comparing ourselves to other people. When: - No objective standard to measure - Experience uncertainty about ourselves in a particular area Compare ourselves to others who are similar |
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Self-Presentation |
Process by which we try to shape what others think of us and what we think of ourselves. 1. Strategic self-preservation: efforts to shape others impressions to gain influence, power, approval. - Ingratiation: tell others how great they are - Self promotion 2. Self-Verification: have others see us the way we perceive ourselves. |
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Self is... |
1. Molded by life experiences 2. Biased in our own memories 3. Varies from one situation to the next |
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Freudian Systems |
Personality = conflict between gratification and responsibility ID - psychic energy towards pleasurable acts without regard for any consequences Superego - internalizes societies rules and works to prevent the ID from seeking selfish gratification Ego - tries to balance the two opposing forces. Pleasure that is acceptable. |
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Impression Management |
Work hard to manage what others think of us. Every person has several different selves and some are more central at different times. Role identity |
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Extended Self |
External objects that we consider a part of us that helps form an identity. Customization increases closeness to self. |
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Personality |
Person's unique psychological makeup and how it consistently influences the way he or she responds to the environment. |
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Motivational Research |
Based on psychoanalytical interpretations with a heavy emphasis on unconscious motive. Cost effect, insightful, and intuitive. |
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Neo Freudian |
Individual personality was more influence by how he or she handled relationships with others. Horney: product preferences based on whether they are compliant, detached, or aggressive. Jung: memories create archetypes that are universally shared ideas and behavior. Cumulative experiences of past generations create a collective unconscious. |
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Brand Personality |
Set of traits people attribute to a product as if it were a person. People hold unique associations with a brand and are willing to pay more it, creating greater brand equity. |
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AIO |
Group consumers according to some combination of three categories of variables... Activities Interests Opinions |
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VALS |
Innovators Thinkers Achievers Experiencer's Believer Striver Makers Survivor |
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Symbolic Self Completion Theory |
People who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. |
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Self Image Congruency Models |
Predicts that products will be chosen when their attributes match some aspect of the self. |
