MKTG 371: chapter 6 (Exam #2)
individual level
*the extended self* -consumers include many of their *personal possessions* in self-definition. These products can include jewelry, cars, clothing, etc. -"You are what you wear"
family level
*the extended self* -this part of the extended self includes a consumer's residence and the furnishings in it. We can think of the house as a symbolic body for the family, and the place where we live often is a central aspect of who we are.
group level
*the extended self* A consumer also may feel that landmarks, monuments, or sports teams are a part of the extended self -includes your religion, flag, sports team, etc.
community level
*the extended self* it is common for consumers to describe themselves in terms of the neighborhood or town from which they come. For farm families or other residents with close ties to a community, this sense of belonging is particularly important
Gen Zers
-There is a big movement in terms of trying to go beyond the dichotomy regarding gender -_________ are more likely to know someone who uses gender-neutral pronouns and more likely to agree that forms should offer gender options other than 'man' and 'woman'
symbolic interactionism
-This perspective suggests we exist in a symbolic environment -We assign messing to any situation or object when we interpret the symbols in this environment -Individuals learn shared meanings → we know that a red light means stops, the "golden arches" mean fast food (McDonalds)
identity
-each element that contributes to our self-concept is an _________: "any category label with which a consumer self-associates that is amenable to a clear picture of what a person in that category looks like, thinks, feels, and does"
dramaturgy
-role taking as a key mechanism for interaction -life as a drama; the idea that life is like a never-ending play in which people are actors
narcissism
-the increasing focus on self-reliance in turn creates a culture of ____________, where we are obsessed with what we do and feel the need to constantly record it
Sexual orientation
-the inherent or immutable enduring emotional, romantic, or sexual attraction to other people -basically, its who you are interested in dating and being intimate with
Gender identity
-the inner most concept of self as male, female, a blend of both or neither -how individuals perceive themselves and what they call themselves -can mirror what the person was assigned at birth or be entirely different
the looking-glass self
-the process of imagining the reaction of others toward oneself (aka "taking the role of the other") -according to this view, our desire to define ourselves operates as a sort of psychological sonar: we take readings of our own identity when we "bounce" signals off others and try to project their impressions of us
1. self-image (how you see yourself) 2. self-esteem (the extent to which you value yourself) 3. Ideal self (what/how you'd like to be)
3 components of self-concept: list them
sex-type traits
A person's biological gender (male or female) does not totally determine whether he or she will exhibit __________ ______: characteristics that are stereotypically associated with one gender or the other
According to lecture, what is the most widely adopted visual-based social media?
Individual → Family → Community → Group
List the 4 levels of the extended self from the top of the pyramid to the bottom
1. looking-glass self 2. dramaturgy
List the two primary elements of symbolic interactionism
gender socializations
Many commercial sources, in addition to parents and friends, provide lessons in __________ __________: elements of culture, including advertising, that provide guidelines regarding "appropriate" sex role behaviors for members
sex typed
Many products are _______ ________; they take on masculine or feminine attributes. Marketers often perpetuate this typing.
Selfie
Self-consciousness on steroids -- perhaps that's what we're experiencing in what historians looking back might call "The Era of the _______"
"what is beautiful is good"
The "________ ____ __________ ____ _______" stereotype describes the assumption that attractive people are smarter, more interesting and more competent. -Recent research indicates that preferences for some physical features over others are "wired in" genetically and that these reactions tend to be the same among people around the world
the empty self
The idea with this is that we're losing strong reference points as we become increasingly more global (citizens) -you have to really rely on who you are and a way to remind yourself of who you are and reinforce this internal support is by *externalizing memory* about who you are (e.g. taking selfies)
1. *individual* level 2. *family* level 3. *community* level 4. *group* level
What are the 4 levels of the extended self?
empty self
What explains the infatuation many of us seem to have with photographing ourselves? One explanation hinges on the concept of the ______ ________: a shift toward a greater focus on the self as traditional points of reference such as family and cultural traditions recede in importance
gender identity -- because of the *signaling* aspect
Which are marketers more interested in: sexual orientation OR gender identity
self-completion
______ ________ theory is more related to the idea that we may buy products/services to compensate for something we don't have; you see it with cars a lot
sex-type people
________ _______ are stereotypically masculine or feminine; on the other hand, androgynous people do not have a clearly defined orientation.
body image
a consumer's subjective evaluation of his or her physical self; our evaluations don't necessarily correspond to what those around us see -A person's physical appearance is a large part of his or her self-concept
ideals of beauty
a model, or exemplar, of appearance valued by a culture; may include physical features as well as clothing styles, cosmetics, hairstyles, skin tones, and body types -our desire to match these drive a lot of purchase decisions
self-concept
a person's __________ is a work in progress; each of us modifies some elements of it as we make our way through life -- and particularly as we discover new ideas, social groups we admire, and yes, images we receive from the culture around us that endorses certain types of people over others
ideal self
a person's conception of how he or she would like to be
symbolic interactionism
a sociological approach stressing that relationships with other people play a large part in forming the self -our interactions and possessions define who we are and/or we want to be
dramaturgical perspective
a view of consumer behavior that views people as actors who play different roles; we each play many roles, and each has its own script, props, and costumes -some identities (ex. Husband, boss, student) are more central to the self than others, but other identities (e.g. dancer, gearhead) may dominate in specific situations
gender-bending products
are traditionally sex-typed items adapted to the opposite gender (e.g. Febreze as the Official Air Freshener of the N.F.L.). -Ex. the recent profusion of merchants that sell pink guns for women; Rubbermaid introduced a line of grooming tools specifically for men, including tweezers and clippers
less
as we mature into a role, we actually rely *more/less* on the products people associate with it
cognitive matching
congruence models assume a process of __________ _________ between product attributes and the consumer's self-image → over time we tend to form relationships with products that resemble the bonds we create with other people: these include love, unrequited love (we yearn for it but can't have it), respect, and perhaps even fear or hate (ex. "why is my computer out to get me?")
"you are what you post"
digital self: elements of self-expression that relate to a person's online identity; our physical bodies continue to merge with our digital environments; we're moving from "you are what you wear" to "_______ ________ _______ _______ ________"
ill
in the early 1800s it was fashionable to appear delicate to the point of looking ______; the athletic Gibson Girl of the 1890s; and the small, boyish flapper of the 1920s
extended self
includes considering external objects as part of us (e.g. props and settings consumers use to define their social roles)
social comparison
is the process where a person tries to evaluate his or her self by comparing it to the people depicted in artificial images (such as ads in a magazine). -a basic human tendency.
extended self
many material objects--ranging from personal possessions and pets to national monuments or landmarks--help to form a consumer's identity
extended self
many of the props and settings consumers use to define their social roles become parts of their selves → those external objects that we consider a part of us constitute the ________ _________
-agentic -communal
many societies expect males to pursue ________ goals which stress self-assertion and mastery; however, they teach females to value ________ goals such as affiliation and building harmonious relationship
reproductive
people appear to favor features we associate with good health and youth because these signal __________ ability and strength; these characteristics include large eyes, high cheekbones, and a narrow jaw
symbolic self-completion theory
predicts that people who have an incomplete self- definition tend to complete this identity by acquiring and displaying symbols associated with it (e.g., men and may use "macho" products like cars and cigarettes as a social crutch to bolster their developing masculinity during a period of uncertainty about their new identity as adult males)
-artificial legs & arms -plastic surgery → boob jobs
recent advances in technology continue to erode the barrier between self and not self: list a few examples
actual self
refers to our more realistic appraisal of the qualities we do and don't have
self-image congruence models
research that suggests we choose products when their attributes match some aspect of the self; when we choose a product that we think is aesthetically pleasing this choice makes us feel better about ourselves
identities
some __________ are pretty stable (ex. Mother, African American) whereas other ___________ are more temporary and likely to change (ex. Libertarian, college student, Prius driver)
symbolic self-completion theory
suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role
Self-Concept
the beliefs a person holds about his or her own attributes and how he or she evaluates these qualities
gender identity
the elements of self-concept that reflect sex roles; is an important component of a consumer's self-concept
looking-glass self
the idea that the identity of ourselves is a constant relationship with society and us, and it's never-ending
self-image congruence
the idea that we buy products/services that mirror who we are
self-esteem
the positivity of a person's self-concept; those who rank low on this expect that they will not perform very well, and they will try to avoid embarrassment, failure, or rejection
empty self
this perspective points to the decline of shared points of reference over the last 50 years as we witnessed a decline in family, community, and traditions → as a result people have shifted inward and a focus on the self is an unconscious way to compensate for what we have lost
-actual -ideal
we choose some products bc we think they are consistent with our ________ self, whereas we buy others to help us reach an ________ self/standard
1. *content* (e.g. facial attractiveness versus mental aptitude) 2. *positivity* (i.e. self-esteem) 3. *intensity and stability* over time 4. *accuracy* (i.e. the degree to which one's self-assessment corresponds to reality)
we describe attributes of *self-concept* along dimensions such as: list the 4 main dimensions
self-fulfilling
we tend to pattern our behavior on the perceived expectations of others, as a form of __________ prophecy: a person acts according to the way he or she believes others expect, thus confirming this assumption
self-esteem
when a consumer compares some aspect of himself or herself to an ideal, this judgement influences ______________
self-concept
your overall __________ may be positive, however, there certainly are parts of it you evaluate more positively than others. Ex. Lisa feels better about her professional identity than she does about her feminine identity
