06_Self_and_Self_Identity_S1.pptxVIP

Chapter 5 Self and Self Identity Perspectives on the Self We buy products to highlight/hide aspects of the self Does the self exist? Collective self vs. independent/unique self 2 Self-Concept The beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities Very complex structure of attributes Attribute dimensions: content, positivity, intensity, stability over time, and accuracy 3 Self-Esteem The positivity of a person’s self-concept Low vs. high self-esteem Acceptance by others Social comparison Marketers: attractive models using their products 4 Real and Ideal Selves Ideal self vs. actual self Comparison influences self-esteem Ideal self is molded by consumer’s culture Products… …can help us reach ideal self …can be consistent with actual self 5 Fantasy Many successful products appeal to consumers’ fantasies… …allowing us to “try on” interesting roles Personal websites = projection of self 6 Multiple Selves Each of us has many selves/roles Situation-dependent Role identities Marketers pitch products needed to facilitate an active role identity 7 Symbolic Interactionism Relationships with others play a large part in forming the self Symbolic environment Shared meanings Our possessions define “who we are” Self-fulfilling prophecy Acting the way we assume others expect of us 8 You Are What You Consume Social identity as individual consumption behaviors “Who am I now?”…to some extent, your possessions! Inference of personality based on consumption patterns Attachment to product as it maintains self-concept Symbolic self-completion theory 9 Self/Product Congruence Self-image congruence models Cognitive matching of products self Ideal self relevance vs. actual self relevance 10 The Extended Self External objects that we consider a part of us You are what you drive wear Levels of extended self Individual Family Community Group ALLMYLIFEFORSALE.COM 11 Sex Roles Sexual identity is very important to the consumer’s self-concept Gender diffe