solomon_cb08_05 - Chapter 5 The Self CONSUMER BEHAVIOR, 8e...

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Chapter 5 The Self CONSUMER BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009 5-2 Chapter Objectives When you finish this chapter 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.
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Prentice-Hall, cr 2009 5-3 Chapter Objectives When you finish this chapter you should understand why: 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.
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Prentice-Hall, cr 2009 5-4 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
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Prentice-Hall, cr 2009 5-5 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
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Prentice-Hall, cr 2009 5-6 Self-Esteem Self-esteem: the positivity of a person’s self-concept Low self-esteem: think they will not perform well High self-esteem: think they will be successful and will take risks Ads can trigger social comparison Attractive models using products Click photo for Hotornot.com
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Prentice-Hall, cr 2009 5-7 Discussion Self-esteem advertising: products provide remedy to low self-esteem Think about/locate examples of self-esteem advertising Evaluate the probable effectiveness of these appeals. Is it true that “flattery gets you everywhere?”
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Prentice-Hall, cr 2009 5-8 Real and Ideal Selves Ideal self: our conception of how we would like to be Actual self: our more realistic appraisal of the qualities we have Products can: Help us reach ideal self Be consistent with actual self
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Prentice-Hall, cr 2009 5-9 Multiple Selves Each of us has many selves and roles Marketers pitch products needed to facilitate an active role identities Woman Mother Sister Pro athlete Friend Wife Spokesperson American citizen
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This document was uploaded on 10/27/2011 for the course BUSINESS ALL at Texas Tech.

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solomon_cb08_05 - Chapter 5 The Self CONSUMER BEHAVIOR, 8e...

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