Consumer Behavior Chapter 6
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Questions and Answers

What is a key component of a consumer's self-concept?

  • Cultural background
  • Economic status
  • Gender identity (correct)
  • Social status
  • What are characteristics stereotypically associated with one gender or the other?

  • Cultural norms
  • Personality traits
  • Sex-typed traits (correct)
  • Social roles
  • What is a term used to describe products designed, advertised, and oriented towards a specific gender?

  • Sex-typed products (correct)
  • Unisex products
  • Masculine products
  • Gender-neutral products
  • What is a social movement that recognizes three or more genders?

    <p>Third-gender movement</p> Signup and view all the answers

    What is a term used to describe individuals who possess both male and female physical characteristics?

    <p>Intersex individuals</p> Signup and view all the answers

    What is the process of creating a list of a person's favorite possessions to understand their personality?

    <p>Consumption biography</p> Signup and view all the answers

    What are traditional roles that men are expected to fulfill in many societies?

    <p>Agentic roles</p> Signup and view all the answers

    What is a key component of self-esteem?

    <p>Body image</p> Signup and view all the answers

    What is the primary influence on consumer behavior according to the self-concept?

    <p>The self-concept itself</p> Signup and view all the answers

    What is the term for the characteristics and values that make up an individual or a group?

    <p>Collective self</p> Signup and view all the answers

    What is the result of having low self-esteem?

    <p>Expecting not to perform well and trying to avoid embarrassment</p> Signup and view all the answers

    What is the ideal self in the context of self-concept?

    <p>Our conception of how we would like to be</p> Signup and view all the answers

    How do products relate to the actual self?

    <p>They are consistent with our actual self</p> Signup and view all the answers

    What is the term for the multiple roles or identities an individual may have?

    <p>Multiple selves</p> Signup and view all the answers

    What influences how we think about our bodies?

    <p>Culture and societal norms</p> Signup and view all the answers

    What is the result of social comparison on self-esteem?

    <p>It decreases self-esteem</p> Signup and view all the answers

    What is a common feature of attractive faces?

    <p>Symmetry</p> Signup and view all the answers

    What is an example of body decoration mentioned in the text?

    <p>Body piercing</p> Signup and view all the answers

    What is the term for the process of evaluating one's self-concept by comparing it to artificial images?

    <p>Self-ideal discrepancy</p> Signup and view all the answers

    What is the ideal of beauty often associated with in many cultures?

    <p>Hourglass body shape</p> Signup and view all the answers

    What is the term for a person's conception of who they realistically are?

    <p>Actual self</p> Signup and view all the answers

    What is cosmetic surgery an example of?

    <p>Working on the body</p> Signup and view all the answers

    What is the idea that we all have many roles and marketers seek to facilitate and activate different role identities?

    <p>Role identity theory</p> Signup and view all the answers

    What is body anxiety associated with?

    <p>Working on the body</p> Signup and view all the answers

    What is the term for the process of altering one's self to advertise for a branded product?

    <p>Identity marketing</p> Signup and view all the answers

    What is the main idea behind symbolic self-completion theory?

    <p>People with incomplete self-definition tend to acquire symbols associated with it</p> Signup and view all the answers

    What is the term for the concept of a person's self being reflected by the products they own or use?

    <p>Extended self</p> Signup and view all the answers

    What is the goal of self-esteem advertising?

    <p>To offer a product as a remedy to low self-esteem</p> Signup and view all the answers

    What is the relationship between product usage and self-image according to self-image congruence models?

    <p>We choose products when attributes match the self</p> Signup and view all the answers

    What is the term for the concept of a person's self being reflected by their public persona?

    <p>Public self-consciousness</p> Signup and view all the answers

    What is the main idea behind the concept of self-concept?

    <p>Products define a person's self-concept</p> Signup and view all the answers

    What is the term for the levels of self-concept that include personal possessions, family, community, and group?

    <p>Extended self</p> Signup and view all the answers

    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.

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    Description

    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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