Chapter 5 CB

Consumers who score high on a scale of public self-consciousness

are interest in clothing and are heavy users of cosmetics

Eastern cultures don't stress

collective self

Mary Jane is a very conservative businesswoman by day. However, when she decides to "go out on the town," she likes to party and "kick up her heels." This would be an example of a reaction due to the fact that many consumers

have multiple selves

in terms of the extended self, the level indicated by cars would be

individual

by acting the way we assume there expect us to act, we often wind up making theses perceptions really happened, in a form of

self-fulfilling prophecy

matching product attributes with some aspect a consumer holds to be true of his or her self is consistent with

symbolic self-completion theory

the process of social comparison does not involve

the process of imagining the reactions of others towards oneself