Consumer Behavior PDF

**The Self:** **[Self-Concept:]** **Def:** Beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities. **\* [Self-Esteem:]** **Self-Esteem:** Positivity of a person's self-concept. **Low Self-Esteem:** People who think they will not perform well. **High Self-...

**The Self:** **[Self-Concept:]** **Def:** Beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities. **\* [Self-Esteem:]** **Self-Esteem:** Positivity of a person's self-concept. **Low Self-Esteem:** People who think they will not perform well. **High Self-Esteem:** People who think they will be successful and will take risks. **\* [Real and Ideal Selves:]** **Ideal Self:** Conception of how we would like to be. **Actual Self:** More realistic appraisal of the qualities we possess. **\* [Products Can:]** - Help us reach our ideal self. - Be Consistent with our actual self. **[Multiple Selves:]** **[Role Theory:]** - The sociological perspective of role theory takes the view that **much of consumer behavior resembles actions in a play.** - People act out **many different roles**, they sometimes alter their consumption decisions depending on the particular "play" they are in at the time. - Each of us have many selves and roles. - Marketers pitch products to facilitate active role identity. How do we decide which self to **"activate"** at any point in time." **[Conception and Self-Concept:]** **[You are What you Consume:]** - Social identity as individual consumption behaviors. - Inference of personality based on consumption patterns. Who am I now? - Consumers may attach themselves to a product to maintain their self-concept. I own it, I consumer it. It is like me. **[Self -- Product Congruence:]** - Consumers demonstrate **their values** through their purchase behavior. - **Self-image congruence models:** We choose products when attributes matches the self. **[The External Self:]** **Extended self:** External objects considered a part of us **Levels of extended self: Individual:** Personal possessions (cars, clothing)**, Family:** Residence and furnishings **Community:** Neighborhood or town where you live**, Group:** Social or other groups. **[The Integrated Self:]** - The **Internet of Things (IOT)** increasingly integrates products into our daily lives. - Wearable and implantable devices **blur the lines** that divide humans from machines. - Benefits should be weighed against considerations of privacy and dependency. **[Gender and Consumption:]** **[Gender Difference:]** - Gender roles vary by culture but are changing. **Many societies still expect traditional roles:** - **Agentic roles:** Men are expected to be assertive and have certain skills. - **Communal roles:** Women are taught to foster harmonious relationships. **[Body Image and Consumption:]** **Body Image:** Consumer's **Subjective** evaluation of their physical self. **[Ideals of Beauty:]** Exemplar of appearance "What is beautiful is good" stereotype **Favorable physical features:** Attractive faces**,** Good health and youth**,** Balance/symmetry**,** Feminine curves/hourglass body shape. **\*Is beauty universal or culturally constructed.\*** **\*There is a presence of Universal beauty standards across all countries and cultures.\*(I.E. Waist-to-hip ratio of 0.70).**