Consumer Behaviour: The Self PDF

Consumer Behaviour: THE SELF Unit 6.1, MR 1073 THE SELF: Sigmund Freud FREUDIAN ELEMENTS OF THE PSYCHE Putting it all together: Freud's STRUCTURE OF THE PSYCHE Carl Jung Born: July 26, 1875, Kesswil, Switzerland Died: June 6, 1961, Küsnacht, Switzerland JUNGIAN ELEMENTS OF THE PSYCHE T...

Consumer Behaviour: THE SELF Unit 6.1, MR 1073 THE SELF: Sigmund Freud FREUDIAN ELEMENTS OF THE PSYCHE Putting it all together: Freud's STRUCTURE OF THE PSYCHE Carl Jung Born: July 26, 1875, Kesswil, Switzerland Died: June 6, 1961, Küsnacht, Switzerland JUNGIAN ELEMENTS OF THE PSYCHE THE COLLECTIVE UNCONCIOUS MODERN THEORIES : JOHARI WINDOW THE SELF Does the "self" exist? Do we have more than one "self"? Is the self viewed differently in different cultures? How do the different types of self influence consumer behaviour? Does our gender affect our purchasing decisions? SELF CONCEPT AND SELF-ESTEEM • The self concept is the attitude people hold towards themselves It is the beliefs about one's own attributes; composed of many attributes. • While some people have an accurate self assessment, others self concepts can be distorted. Even though we may have somethings we would change about ourselves that doesn't mean that our overall view of ourselves is negative. The self concept is not the same as self esteem. • • Self esteem is the positivity of one's attitude towards oneself. Marketing can alter our self esteem by triggering social comparison. SOCIAL COMPARISON THEORY Social comparison theory is the idea that we determine our own social and personal worth based on how we measure up compared to others. If we constantly compare ourselves to how attractive, wealthy, intelligent and successful others are, we may fall victim to lower self esteem which in turn could result in buying things to prop ourselves up. Want to be beautiful, try this product. How can we compare to photoshopped celebrities? EFFECTS OF SELF ESTEEM A person with high self esteem is more likely to take risks. Impulse purchases might be attractive to them. A person with low self esteem may weigh options more closely in order not to make a mistake. They could also be a target of appeals that show a weakness being resolved by a product. A person who constantly diets could have self esteem issues; portion controlled products could appeal to them to keep them on their diets. In this case they might be willing to pay more for less. THE IDEAL SELF The ideal self is a person's conception of how they would like to be. This self is partially based on elements of a person's culture. As we grow up within a culture, we learn about what is "good" or "desirable." When thinking of the ideal self, think of it as being, "How I should be" or "How I could be." Think for a minute about your own ideal self. What is your ideal self? Richer? More successful? More giving? Helping others? Saving the world? How close are you to your ideal self? Have a look at how the ideal self can be used in commercials. What techniques do they use to appeal to their target group? THE ACTUAL SELF The actual self is a person's realistic appraisal of their own qualities. This is what we really are in an honest reflection. Sometimes the actual self is referred to as the private self. Everyday products would appeal to our actual self. Watch the commercial here. Do you think this appeals to the mother's actual self? URL https://youtu.be/2ENr4J8zwcI THE VIRTUAL SELF Online people assume a virtual identity. One example is the use of an avatar in virtual worlds or video games. On Social Media people post filtered photos and selected experiences to show others an altered reality of who they are. People online may be less like their actual self and more like their ideal self. Do you know people like this? FANTASY APPEALS A fantasy appeal is a self-induced shift in consciousness, often focusing on some unattainable or improbable goal. Sometimes fantasy is a way for a person to compensate for dissatisfaction with themselves. It could be that the person is lacking external stimulation. If someone is not happy with themselves, a fantasy appeal might be effective. An aging population and affluence fuel the demand for fantasy-status conscious- youth oriented lifestyles. Why do people watch so-called Realty TV? It's fantasy! The larger the gap between a person's actual self and ideal self, the more they could be moved by a fantasy appeal. THE LOOKING GLASS SELF The looking-glass self is the process of imagining the reaction of others towards oneself. It is what you think, others think about you. This may be accurate or inaccurate. We observe the reactions people have to us to figure out our own identity. Our self can vary depending on who we think of. For the everyday roles we play, we need props. This cat looks in the mirror and imagines others seeing a lion. This is the looking-glass self. SELF CONSCIOUSNESS Self-consciousness is an awareness of the self. Research shows that people who rate high on self-consciousness will be more interested in their appearance. They would spend more on make-up and clothing. The more self-monitoring you are, the more you are attuned to how you present yourself. This type of awareness creates opportunities for marketing appeals that prey on perceived insecurities. The Axe Effect SYMBOLIC SELF COMPLETION THEORY The symbolic self-completion theory is the perspective that people who have an incomplete self-definition in some context will compensate by acquiring symbols associated with their desired social identity. Individuals will try to acquire and display symbols that are related to what they perceive as their ideal self. When people feel unsure of themselves they may use possessions to demonstrate who they are. The theory suggests that individuals demonstrate materialism (seeing success as an accumulation of wealth and possessions) when definitions of themselves are uncertain or threatened. In other words, if people feel less than complete they will purchase products to help them feel more complete. Consider Dr. Evil of the Austin Powers film series, who says to Mini Me, "You complete me." That's symbolic self-completion. SYMBOLIC SELF COMPLETION THEORY Advertising targets consumers feelings of "incompleteness" by showing how products will make up for their incompleteness. The products symbolize some missing quality. Old Spice uses phrases such as "smell like a man, man." It promises manliness. By using the brand, the users feel more confident about how others might perceive them. Apple wants consumers to think different, be unique. Consumers buying the product may see themselves as different, unique, creative. You can think of the product as a kind of crutch to prop you up. SYMBOLIC INTERACTION THEORY Symbolic interaction stresses that relationships with others play a role in forming the self. Meaning is attached to symbols. We have shared meanings for signs. Our self identity evolves. We may pattern our behaviour on perceived expectations of others in a self-fulfilling prophecy We are affected by self-consciousness to different degrees; some are concerned with their image and are high self-monitors who evaluate products on the effect they will have on others. Meaning is attached to our possessions. For example, the Nike swoosh signifies something more than a running shoe; it is a kind of cultural currency that represents a value related to design and its celebrity endorsers.The swoosh is immediately recognized and has value and a rich meaning. When a person buys the brand, they also become advertisements for the brand. SELF IMAGE CONGRUENCE MODELS Self Image congruence models are approaches based on the prediction that products will be chosen when their attributes match some aspect of the self. If we see ourselves as tough and strong, we would buy products that are perceived as tough and strong. If we see ourselves as soft and delicate, then we would like products that also have those qualities. Mac (2006) portrays itself as the cool, hip guy in a T-shirt. PC guy is older, conservative, not cool, wears glasses, looks out of shape, wears a suit and points to a dull looking pie chart. Example of Product and Self Image Scale -Consumers are asked to rate either their actual, ideal, or social self-concept on the scale. They are then asked to rate one or more brands on the same scale.Brands whose pattern of responses most closely match a consumer's self-concept are expected to be preferred by the consumer. 1. Rugged 1 2 3 4 5 6 7 Delicate 2. Exciting 1 2 3 4 5 6 7 Calm 3. Uncomfortable 1 2 3 4 5 6 7 Comfortable 4. Dominating 1 2 3 4 5 6 7 Submissive 5. Thrifty 1 2 3 4 5 6 7 Indulgent 6. Pleasant 1 2 3 4 5 6 7 Unpleasant 7. Contemporary 1 2 3 4 5 6 7 Uncontemporary 8. Organized 1 2 3 4 5 6 7 Unorganized 9. Rational 1 2 3 4 5 6 7 Emotional 10 Youthful 1 2 3 4 5 6 7 Mature 11. Formal 1 2 3 4 5 6 7 Informal 12 Orthodox 1 2 3 4 5 6 7 Liberal 13 Complex 1 2 3 4 5 6 7 Simple 14 Colourless 1 2 3 4 5 6 7 Colourful 15 Modest 1 2 3 4 5 6 7 Vain SELF IMAGE CONGRUENCE Cesar Dog food uses the idea that dogs look like their owners to sell their dog food. Notice how each image has the same background and the background matches the colour of the brand. Classical Conditioning associations! But this could also be an example of Image Congruence Model. We match the characteristics of ourselves to our pet and therefore the brand THE EXTENDED SELF The extended self is the self created by the external objects which one surrounds oneself with. These objects hold a special importance. If your house was on fire what would you want and get.? Those items would be a part of your extended self. The special objects on your desk or mantle place, the special object someone gave you, these could be your extended self. Have you ever left home and then realized you forgot this item? Did you run back to get it? Maybe your cell phone is part of your extended self. THE EXTENDED SELF Four Levels of the Extended Self ● Individual level: personal possessions; jewelry, car, clothes ● Family level: residence, furnishings house as body for family ● Community level: in terms of your neighbourhood, town, city, ● Group Level; social groups, landmarks, monuments, sports teams Another part of the extended self is our pets! As we've seen they can be so much a part of us that they look like us. A marketer wants us to add their products into our extended self! BODY IMAGE/IDEAL BEAUTY Body image is the subjective picture or mental image of one's own body. A person's satisfaction of self is linked to their culture's idea of beauty. Physical appearance is a large part of a person's selfconcept. Our body image is not always correct. A man may feel he is muscular; a woman may feel she is fat. Either of those could be incorrect. Marketing strategies often exploit a consumer's tendency to distort themselves increasing the gap between what is real and imagined- the difference between the Actual and the Ideal self. The two ads here, try to shame the consumer WOMEN’S AND MEN STANDARDS OF BEAUTY URL https://youtu.be/Xrp0zJZu0a4 URL https://youtu.be/tneKwarw1Yk GENDER ROLES Gender Role: A gender role is a set of societal norms dictating the types of behaviors which are generally considered acceptable, appropriate, or desirable for people based on their actual or perceived sex or sexuality. Society's assumptions about proper roles are communicated to us in many ways including advertising. Unlike maleness and femaleness masculinity and femininity are not biologic. Studies have shown that the idea of femaleness or maleness is communicated to us from birth.We are socialized to conform to gender roles. Marketing of products geared toward one gender or another plays a strong role in shaping cultural ideas and individuals. Sextyping of products is perpetuated by advertising. What products can you think of that are masculine/feminine? GENDER ROLES Ads can perpetuate cheesecake role of woman or beefcake role of man. Can you think of a cereal marketed towards women? How about Special K? GENDER ROLES Ads can perpetuate cheesecake role of woman or beefcake role of man. Dockers tells men to wear the pants and it’s Maxi Milk for Real Men BREAKING STEREOTYPES: EMPOWERMENT CAMPAIGNS URL https://youtu.be/XjJQBjWYD MALE GENDER ROLES AND STEREOTYPES Originally the cigarette brand Marlboro was marketed to women. It had filter tips that were associated with women. In the 50s when the brand wanted to go after the male market, they had to find a way to make the product more manly. They did that by pairing the brand with manly men. The cowboy came to represent the brand and the brand was forever associated with this distinctly male image. Male Gender Roles and Stereotypes The Not So Bright Buffoon Stereotype In recent years we have seen men in ads where they are less than smart. Think of the ads where the dad is eating his cereal in the garage to avoid anyone else taking his cereal, or the ads where the dad is inept and the young son fixes whatever problem is happening in the household. Why would a marketer show a man in such a poor light? The man is probably not the target of the ad; it's more likely the spouse who is being targeted. Perhaps she sees something familiar in the ad; she laughs and she likes the product because she thinks they understand her "issues." The Metrosexual Stereotype In 1994, the term Metrosexual was coined describing a man interested in his appearance and grooming, tough on the inside but soft around the edges: “He loves designer clothes, but is comfortable competing in sport but he's not gay. “ David Beckham the British soccer player is used as an example- he wears nail polish, changes his hairstyle regularly is married to a former Spice Girl and doesn't mind being admired by either sex. Marketers constantly look for new trends and to label any new target market. The category of metrosexual, created an opportunity to create all sorts of products that men formally did not use. The Manly Man - Bad Boy Stereotype By 2005 some marketers started to reject the metrosexual pitch for a more politically incorrect pitch with sex, wacky humor and "bad-boy" attitude. Carl's Jr Burger used Paris Hilton in their ads and Axe used an over the top male pitch In many commercials. Bud Lite made fun of the metrosexual in an ad where women exchanged their metrosexual for a Bud man According to Ad Age (Sept 21, 2009) Alcohol Advertising began taking a new approach in 2009. Ads began to ask men to live by "the Code" of chivalry and say things like, "Damn right your dad drank it" and "Guys never Change" In a rejection of the metrosexual, . . This trend was about "Man Laws."The according to the article The Dad Bod In 2015 we saw the introduction of the Dad Bod trend. "He's not 'beach body ready', he eats too much and he hasn't been to the gym recently, but the 'dadbod' is the internet's new favourite male stereotype, says Chris Mandle" Why is there renewed interest in men in ads who look more like normal men? Review more stereotypes here Male Stereotypes LGBTQ Gay and lesbian consumers are noticed more and more by marketers. Many same sex couples have dual incomes without dependents. Marketers will go wherever the money is! It took a long time for the media and advertising to pay attention to this group. The Commercial Closet, known also as Ad Respect began in 1996 as a journalistic effort and then changed to a non-profit educational project. It's a great resource to see what's good and bad in LGBTQ advertising. Toy Boy Hundai 1999 Sweden URL https://youtu.be/RdTyISEMD8 Marketers and Pride Each year when Pride month rolls around, we see more and more advertisers joining in to show their support of Pride. 2018 examples ● Target says "All pronouns welcome," ● American Apparel "They OK" ● Nike featuring colour lavender and pink triangle ● Adidas introducing a Pride sneaker ● H&M introduces pride collection with slogan "Love for All" ● Calvin Klein, Levi's, 2(x)ist, Micheal Kors and American Rag all have pride themed merchandise Marketers and Pride, Pink Washing What is Pinkwashing? "Pinkwashing is a portmanteau compound word of the words pink and whitewashing. In the context of LGBT rights, it is used to describe a variety of marketing and political strategies aimed at promoting products, countries, people or entities through an appeal to gayfriendliness, in order to be perceived as progressive, modern and tolerant" (source) The term pinkwashing was first used in relation to companies that market products with a pink ribbon symbolizing support for breast cancer charities, while at the same time manufacturing or selling cancer causing products. Today pinkwashing often refers to marketers or others appropriating the LGBTQIA+ movement to promote corporate or political agendas. They market themselves as “gay-friendly” to gain favour while masking other behaviours that are inconsistent. Marketers and Pride, Rainbow Washing Some marketers using the rainbow flag can be accused of Rainbow Washing. Rainbow Washing occurs when companies or corporations put the rainbow flag on products and logos to show superficial support when they may at the same time do little to nothing to support the cause. Image via BuzzFeed These companies commodify a cultural movement. In 2019, 40% of companies with Pride campaigns gave nothing to LGBTQ+ causes according to research by Reboot Online. Women Gender Roles and Stereotypes Stereotypes of women are the norm, but since the early 2000s there has been a trend to showing women as more empowered. See more on female stereotypes here Stereotyping Women Female Empowerment Femvertising Femvertising is the trend for brands to sell female empowerment; advertising that employs profemale talent, messages, and imagery to empower women and girls. Dove was early on with the movement, but there are now numerous others, that often include hashtags like #unstoppable, # LikeAGirl, #ShineStrong, #InspireHerMind, etc. Does Dove really care or is it marketing? What do you think? Do you know what other brand the company that owns Dove also markets? Think about one of the most sexist brands out there. Did you say Axe? Yes it's Axe. Owns and It's great to see real women and empowered women. It's a change from the past. We always have to remember that marketing's role is to market products. Companies do what works and right now the female empowerment pitch is working so we see more and more of it as other jump on the bandwagon. Female Empowerment In 2004-5 Dove started a campaign celebrating real women with a Dove website and in August 2005 Nike introduced a campaign also saluting real women. The Dove campaign began with an ad called Evolution that showed a woman coming in for a transformation for an ad. We see her in the beginning with no makeup. Above the familiar Dove campaign for Real Beauty. The make up artists come in to transform her and finally the computer enhancements are done. In the end there is a beautiful woman in the ad who doesn't really look that much like the woman who walked in. The ad went viral. On the next page you'll see the ad and a couple of the parodies. Female Empowerment: Dove Evolution and Parodies Watch the video to see the original Dove Evolution Commercial and its Parodies. Consider whether the parodies still promote the original Dove commercials. Should Dove be upset? Is any publicity good publicity when it comes to parody of original product? When we create a parody ad are we in fact doing the job of advertisers at no cost? Notice how the last parody uses the original premise to promote their own product. Parody can be for fun or profit! URL https://youtu.be/suDsnblmW5U Empowerment Femvertising Empowerment Femvertising Empowerment Nike What are Girls Made of? URL https://youtu.be/Y_iCIISngdI Empowerment Nike Dream Crazier URL https://www.youtube.com/watch?v=uapP9Xq8uLs Female Empowerment Femvertising Dove and Axe URL https://youtu.be/SwDEF-w4r Preying on Our Self As consumers try to meet almost unattainable ideals, effort is put into altering themselves through diets, surgery, injections, lotions, potions, makeup, accessories, and clothing. All these alterations involve spending money, usually buying something or buying into something. How have marketers influenced these ideas? Is it good or bad? Can we really just be who we are and feel good about it? URL https://youtu.be/zIIKTNPP5Ts References: Class Text Consumer Behaviour: Buying, Having and Being, 8th Canadian Edition, Solomon, Main, White, Dahl, Pearson, ISBN Chapter 6 Thanks for watching