Solomon Ch - 5 Revised

Solomon Ch - 5 Revised - Chapter 5 The Self By Michael R....

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5 - 1 Chapter 5 The Self By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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5 - 2 Self Concept Self Concept: The beliefs a person holds about his or her own attributes and how he or she evaluates these qualities Dimensions of the Attributes of Self Concept: Content Positivity Intensity Accuracy
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5 - 3 Self-Esteem Self-esteem: Refers to the positivity of a person’s self-concept. Social Comparison: A process by which consumers evaluate themselves by comparing themselves with others (particularly comparisons with idealized images of people in advertising) Self-esteem Advertising: Attempts to change product attitudes by stimulating positive feelings about the self.
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5 - 4 Real and Idealized Selves Ideal Self: A person’s conception of how he or she would like to be Partially molded by elements of a consumer’s culture Actual Self: A person’s realistic appraisal of the qualities he or she does and does not possess Fantasy: Bridging the Gap between the Selves: Fantasy: A self-induced shift in consciousness Fantasy appeals: Marketing communications aimed at individuals with a large discrepancy between their real and ideal selves
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5 - 5 Multiple Selves Role Identities: Different components of the self Symbolic Interactionism: Stresses that relationships with other people play a large part in forming the self
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This note was uploaded on 06/17/2011 for the course BUS 347 taught by Professor Cherylluczak during the Fall '10 term at St. Xavier.

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Solomon Ch - 5 Revised - Chapter 5 The Self By Michael R....

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