32 Questions
What is a key component of a consumer's self-concept?
Gender identity
What are characteristics stereotypically associated with one gender or the other?
Sex-typed traits
What is a term used to describe products designed, advertised, and oriented towards a specific gender?
Sex-typed products
What is a social movement that recognizes three or more genders?
Third-gender movement
What is a term used to describe individuals who possess both male and female physical characteristics?
Intersex individuals
What is the process of creating a list of a person's favorite possessions to understand their personality?
Consumption biography
What are traditional roles that men are expected to fulfill in many societies?
Agentic roles
What is a key component of self-esteem?
Body image
What is the primary influence on consumer behavior according to the self-concept?
The self-concept itself
What is the term for the characteristics and values that make up an individual or a group?
Collective self
What is the result of having low self-esteem?
Expecting not to perform well and trying to avoid embarrassment
What is the ideal self in the context of self-concept?
Our conception of how we would like to be
How do products relate to the actual self?
They are consistent with our actual self
What is the term for the multiple roles or identities an individual may have?
Multiple selves
What influences how we think about our bodies?
Culture and societal norms
What is the result of social comparison on self-esteem?
It decreases self-esteem
What is a common feature of attractive faces?
Symmetry
What is an example of body decoration mentioned in the text?
Body piercing
What is the term for the process of evaluating one's self-concept by comparing it to artificial images?
Self-ideal discrepancy
What is the ideal of beauty often associated with in many cultures?
Hourglass body shape
What is the term for a person's conception of who they realistically are?
Actual self
What is cosmetic surgery an example of?
Working on the body
What is the idea that we all have many roles and marketers seek to facilitate and activate different role identities?
Role identity theory
What is body anxiety associated with?
Working on the body
What is the term for the process of altering one's self to advertise for a branded product?
Identity marketing
What is the main idea behind symbolic self-completion theory?
People with incomplete self-definition tend to acquire symbols associated with it
What is the term for the concept of a person's self being reflected by the products they own or use?
Extended self
What is the goal of self-esteem advertising?
To offer a product as a remedy to low self-esteem
What is the relationship between product usage and self-image according to self-image congruence models?
We choose products when attributes match the self
What is the term for the concept of a person's self being reflected by their public persona?
Public self-consciousness
What is the main idea behind the concept of self-concept?
Products define a person's self-concept
What is the term for the levels of self-concept that include personal possessions, family, community, and group?
Extended self
Study Notes
Self-Concept and Consumer Behavior
- Self-concept is the summary of beliefs a person holds about their own attributes and how they evaluate the self on these qualities.
- Self-concept influences consumer behavior, and products can define a person's self-concept.
- Gender identity is an important component of a consumer's self-concept.
Self-Esteem
- Self-esteem refers to the positivity of a person's self-concept.
- People with low self-esteem expect that they will not perform very well and try to avoid embarrassment, failure, and rejection.
- Social comparison and a person's ideal self can affect self-esteem.
Multiple Selves
- Marketers pitch products needed to facilitate positive role identities.
- Dramaturgical perspective: people play different roles in different social contexts.
- Symbolic interactionism: people create and maintain their identities through social interactions.
Self-Consciousness
- Public self-consciousness: awareness of how others perceive us.
- Self-monitors: people who are aware of how others perceive them.
- Empty self: a self-concept that is uncertain and lacks direction.
- Selfie: a self-portrait photograph, often used to curate one's online identity.
Consumption and Self-Concept
- Identity marketing: when consumers alter their selves to advertise for a branded product.
- Symbolic self-completion theory: people with incomplete self-definitions tend to complete this identity by acquiring and displaying symbols associated with it.
- Self-image congruence models: consumers choose products that match their self-image.
Gender and Consumption
- Gender identity is an important component of a consumer's self-concept.
- Gender roles vary by culture and are changing.
- Sex-typed traits and products: characteristics and products associated with one gender or the other.
- Sexual identity: bromance, masculinism, androgyny, third-gender movement, and intersex children.
Body Image and Consumption
- Ideals of beauty: attractive faces, good health, youth, balance/symmetry, hourglass body shape, and "strong" male features.
- Body anxiety: cosmetic surgery, body decoration, and body mutilation are driven by cultural ideals of beauty.
- Every culture dictates certain types of body decoration or mutilation.
Reflection and Review
- Self-concept is a summary of beliefs a person holds about their own attributes and how they evaluate the self on these qualities.
- Self-esteem refers to the positivity of a person's self-concept.
- Each element that contributes to our self-concept is important to understand our consumption behavior.
This quiz covers the concept of self in consumer behavior, including the influence of self-concept on consumer behavior, the role of products in defining self-concept, and the importance of gender identity.
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