Podcast
Questions and Answers
What does self-esteem refer to in the context of self-concept?
What does self-esteem refer to in the context of self-concept?
Which describes the ideal self?
Which describes the ideal self?
What is meant by the term 'extended self'?
What is meant by the term 'extended self'?
In the context of role theory, how do consumers typically behave?
In the context of role theory, how do consumers typically behave?
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Which concept explains why consumers may choose products that match their self-image?
Which concept explains why consumers may choose products that match their self-image?
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What influences the decision on which self to 'activate' at any given moment?
What influences the decision on which self to 'activate' at any given moment?
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Which of the following statements about gender roles is correct?
Which of the following statements about gender roles is correct?
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How do wearable devices relate to the concept of the integrated self?
How do wearable devices relate to the concept of the integrated self?
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Study Notes
Self-Concept
- Defines a person's beliefs about their qualities and how they evaluate them
- Positive self-concept aligns with high self-esteem
- Individuals with low self-esteem believe they will perform poorly, while those with high self-esteem are more likely to take risks and expect success
Self-Esteem
- Reflects the positivity of a person's self-concept
Real and Ideal Selves
- Ideal Self: How we aspire to be
- Actual Self: A realistic assessment of our existing qualities
Products and Self
- Products can be purchased to help us reach our ideal self
- Consumers may seek products that align with their actual self
Multiple Selves
- Role Theory: Views consumer behavior as acting in various roles as if in a play
- Individuals may adjust consumption decisions based on the role they are playing
- Marketers use this concept to pitch products that facilitate role identity by activating specific selves
Consumption and Self-Concept
- You are what you consume: Social identity is influenced by individual consumption behaviors
- Consumers may infer personality based on consumption patterns
- Individuals may attach themselves to products to maintain their self-concept
Self-Product Congruence
- Consumers demonstrate values through their purchase behavior
- Self-image congruence models suggest that we choose products whose attributes match our self-image
The Extended Self
- External objects that are considered part of us
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Levels of the extended self:
- Individual: Personal possessions (cars, clothing)
- Family: Residence and furnishings
- Community: Neighborhood or town
- Group: Social or other groups
The Integrated Self
- The Internet of Things (IoT) integrates products into our daily lives
- Wearable and implantable devices blur the lines between humans and machines
- The benefits of this integration should be weighed against privacy and dependency concerns
Gender and Consumption
- Gender roles differ across cultures but are evolving
- Many societies still maintain traditional gender roles
- Agentic Roles: Men are expected to be assertive and possess certain skills
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Description
Explore the intricate relationship between self-concept and self-esteem in this quiz. Understand how individuals perceive their ideal versus actual selves, and how these perceptions impact consumer behavior and product choices. Delve into the psychology behind how our identities shape our consumption decisions.
