LEC 4 THE SELF - The Self CONSUMER BEHAVIOR shaping success in business and finance 5-1 Objectives When you finish this lecture you should

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shaping success in business and finance The Self 5-1 CONSUMER BEHAVIOR
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shaping success in business and finance Objectives When you finish this lecture, you should understand why: The self-concept strongly influences consumer behavior. Products often play a pivotal role in defining the self-concept. Sex-role identity is different from gender, and society’s expectations of masculinity and femininity help to determine the products we buy to be consistent with these expectations . 5-2
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shaping success in business and finance Objectives (continued) A person’s sex-role identity is a major component of self-definition. The media plays a key role in teaching us how to behave as “proper” males and females. The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem. 5-3
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shaping success in business and finance Perspectives on the Self We buy products to highlight/hide aspects of the self Eastern cultures focus on: The collective self (person’s identity comes from group) The interdependent self (person’s identity defined from relationships with others) Western cultures focus on: Individuality Individual appearance 5-4
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shaping success in business and finance Self-Concept Self-concept: the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities Attribute dimensions: content, positivity, intensity, stability over time, and accuracy 5-5
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.

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LEC 4 THE SELF - The Self CONSUMER BEHAVIOR shaping success in business and finance 5-1 Objectives When you finish this lecture you should

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