Identity%20and%20the%20Self

Identity%20and%20the%20Self - group level Characteristics...

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Identity and the Self Caleb Warren Fall 2008 Buyer Behavior
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What is the self? What does the self consist of? “Soul” Consciousness Behavior Body Possessions Related others The self is socially constructed
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Self Concept “beliefs a person holds about his own attributes, and how he evaluates these qualities” Dimensions of self concept content intensity stability accuracy Self Esteem
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Symbolic Self-Completion Physical objects/products signal self concept identity brands brand personality self-image congruence “all your appurtenances are gang signs” Extended self individual level family level community level
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Unformatted text preview: group level Characteristics of Identity Products Visible Elements that arent purely functional Luxuries - i.e. purchased with discretionary income Characteristic domains: Clothing Music Cars Accessories (cell phones, watches, hats, glasses, handbags, etc.) Multiple Selves Multiple role identities e.g. school self vs. party self your role shaped by others perceptions and expectations of you The authentic self Identity Roles Gender Age Social class Job/occupation Son/daughter/brother/sister etc....
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Identity%20and%20the%20Self - group level Characteristics...

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