Student Chapter 5

Student Chapter 5 - 5-Chapter 5The Self5-Perspectives on...

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Unformatted text preview: 5-14/2/12Chapter 5The Self5-24/2/12Perspectives 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 appearance5-34/2/12Self-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 accuracy5-44/2/12Self-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 products5-54/2/12Real 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•Impression management means that we work to “manage” what others think of us 5-64/2/12Fantasy Appeals•Fantasy: self-induced shift in consciousness 5-74/2/12Multiple Selves•Each of us has many selves and roles•Marketers pitch products needed to facilitate active role identitiesWomanMotherSisterPro athleteFriendWifeSpokespersonAmerican citizen5-84/2/12Virtual Identity•People are assuming virtual identities in cyberspace•Avatars represent visual identity•How do online “selves” affect consumer behavior?...
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Student Chapter 5 - 5-Chapter 5The Self5-Perspectives on...

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