06_Self_and_Self_Identity_S1

06_Self_and_Self_Identity_S1 - Chapter 5 Self and Self...

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Chapter 5 Self and Self Identity
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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
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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
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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 HOTORNOT.COM 4
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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
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Fantasy Many successful products appeal to consumers’ fantasies… …allowing us to “try on” interesting roles Personal websites = projection of self VIRTUALMAKEOVER 6
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Multiple Selves Each of us has many selves/roles Situation-dependent Role identities Marketers pitch products needed to facilitate an active role identity 7
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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
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06_Self_and_Self_Identity_S1 - Chapter 5 Self and Self...

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