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ADV 319 notes 2.pdf - Motivation and Affects 10/16: The...

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Motivation and Affects10/16: The SelfSelf ConceptHow you know and understand yourselfIt develops as we developSelf ImageHow you perceive yourself and how you think that others perceive youContains roles, personality, physical characteristics, skills/abilitiesImpacted by personal and social normsSelf EsteemHow you feel about yourself (emotional)High = positive // Low = negativeGlobal = “who we are” // Situational = “what we do”Self EfficacyA person’s judgment about being able to perform a particular activityHigh self-efficacy in one area may not coincide with high self-efficacy in another areaSpecific to the task being attemptedFour main sources of influenceMastery - successes build efficacy, failures undermine itVicarious experience - if they can do it, I can do it; the greater the assumed similarity, the morepersuasive are the models’ successes and failuresSocial persuasion - verbal from others: "You can do it!" likely to mobilize greater effortStress - positive mood enhances perceived self-efficacyIdeal and Actual SelvesIdeal self: our conception of how we would like to beActual self: our more realistic appraisal of the qualities we haveImpression management: we work to “manage” what others think of usSelf Consciousness: awareness of self-Those who score high in self-consciousness are more interested in clothing and use more cosmetics-Self-Monitors: attuned to how they present themselves in social environments-Highself-monitors study other people, are self-conscious, focus on appearance, can adapt to differingsocial situations-Lowself-monitors are generally oblivious to how other see them and hence march to their owndrumbeatMultiple Selves, Roles-Achieved role identities (ex. Freely chosen, freely forfeited)-Ascribed role identities (ex. Gender, racial, ethnic)Marketers pitch products needed to facilitate our role identitiesCan tailor appeals to different stagesCan highlight different roles simultaneouslyAudience segmentation and message tailoring often captures multiple rolesThe internet-Selfie-Meerkating (the act of someone shooting a live video stream)Science says that humans were not made to multitask: it’s more efficient to concentrate on one thing at once.Extended self: we integrate external entities into our self concept at four levelsIndividual - possessionsFamily - residenceCommunity - town/neighborhood
Group - social/ subculturesIdentities:-Marketing messages that reference identities (identity-specific messages) can improve purchase likelihoodsEmbodied Cognition: “states of the body modify the states of the mind” ex. Power posingEnclothed Cognition: when people wear clothes with symbolic meaning, it changes how they behaveBeauty IdealsDifferent across time, culture and genderGender roles and DevelopmentChildren learn from role models and modeled behaviorsGender IdentitySex roles: sets of expectations that society and culture put on genders

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Term
Fall
Professor
KaseyFarrisWindels

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