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The Self
Chapter 5
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5-2
Perspectives on the Self
We buy products to highlight/hide aspects
of the self
Does the self exist? Collective self vs. independent/unique self
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5-3
Self-Concept
The beliefs a person holds about his/her
own attributes, and how he/she evaluates
these qualities Very complex structure of attributes Attribute dimensions: content, positivity, intensity,
stability over time, and accuracy
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Discussion
Self-esteem advertising: products provide
remedy to low self-esteem
Think about/locate examples of self-esteemadvertising.
Evaluate the probable effectiveness of these
appeals. Is it true that flattery gets you
everywhere?
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Real and Ideal Selves
Ideal self vs. actual self
Comparison influences self-esteem
Ideal self is molded by consumers culture Products
can help us reach ideal self
can be consistent with actual self
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Fantasy
Many successful products appeal to
consumers fantasies
allowing us to try on interesting roles Personal websites = projection of self
VIRTUALMAKEOVER
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Multiple Selves
Each of us has many selves/roles
Situation-dependent
Role identities Marketers pitch products needed to facilitate an
active role identity
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Symbolic Interactionism
Relationships with others play a large part
in forming the self
Symbolic environment Shared meanings
Our possessions define who we are
Self-fulfilling prophecy
Acting the way we assume others expect of us
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Looking-Glass Self
Taking the role of the other
Can vary depending on
Whose perspective we are taking How accurate our predictions are of their
evaluations of us
Self-fulfilling prophecy
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Self-Consciousness
Awareness of self
Public self-consciousness
Self-monitoring High vs. low self-monitors
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Consumption & Self-Concept
Identity marketing
Turok, baby boy Iuma, Harley Davidson tattoo
Product consumption as definition of the self
Discussion: Construct a consumption
biography of a friend, family member, or
classmate.
Make a list of his/her most favorite possessions, andsee if you or others can describe this persons
personality just from the information provided by this
catalogue.
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You Are What You Consume
Social identity as individual consumptionbehaviors
Who am I now?to some extent, your
possessions!
Inference of personality based onconsumption patterns
Attachment to product as it maintains self-concept
Symbolic self-completion theory
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Self/Product Congruence
Self-image congruence models
Cognitive matching of products & self
Ideal self relevance vs. actual self relevance
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The Extended Self
External objects that we
consider a part of us
You are what you drive &
wear Japanese business cards
Levels of extended self
Individual
Family
Community
Group
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