Consumer Behavior Chapter 6

third gender movement

"nonspecific" option on female or male

digital self

These free of inexpensive applications allow virually anyone to dramatically modify his or her ___________ at will as we strategically "modify" the profile photos we post on facebook or the descriptions we share on online dating sites.

Self esteem

____________ is when a consumer compares some aspect to themselves to an ideal, this judgment influences

gender identity ; sex roles

_______________ is an important component of a consumers self concept. people often conform to their cultures expectations about how those of their gender should act, dress, or speak; we refer to these sets of expectations as __________.

social comparison

a person tries to evaluate their appearance by comparing it to the people depicted in artificial images (such as ads)

medical tourism

a rapidly growing sector of the global economy that encourages consumers to travel to other countries for surgical procedures that might be unavailable, more dangerous, or more expensive where they live

a fantasy or daydream is

a self-induced shift in consciousness

bromance

affection between straight male friends.

intersex children

born with both genitals or ambiguous sex characteristics

Sex-typed traits

characteristics we stereotypically associated with one gender or the other

individual level

consumers include many of their personal possessions in self definition. the products can include jewlry, cars, clothing and so on. "you are what you wear" reflects thats ones things are a part of their identity.

public self-consciousness

consumers with high ____ _______________ express more interest in clothing and use more cosmetics

We describe attributes of self-concept along such decisions:

content (facial attractiveness vs. mental aptitude) positivity (self-esteem) intensity and stability over time, and accuracy (the degree to which ones self-assessment corresponds to reality)

Identity

each element that contributes to our self-concept

Gender socializtion

elements of culture, including advertising, that provide guidelines regarding appropriate sex role behavior for members

virtual self

ex: L'Oreal's makeup genius app

neuroendocrinological science

focuses on the potential role of hormonal influences on preferences for different kinds of products or people

Self-monitors

high ________________ are attended to how they present themselves in their social environments, and their estimates of how others will perceive their product choices will influence what they choose to buy

contemporary young mainstream female achievers (CYMFA)

identified different roles women play in different contexts

impression management

in which we work hard to "manage" what others think of us; we strategically choose clothing and other products that will show us off to others in good light

ideals of beauty

include physical appearance, clothing styles, cosmetics, hairstyles, skin tones, and body type.

Ideal-self

is a persons conception of how he or she would like to be

community level

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.

fantasies

many products and services succeed because they appeal to our ex: virtual makeovers

Extended Self

many props and settings consumers use to define their social roles become part of their selves. The external objects that we consider a part of us constitute the _______ _____

agentic goals

many societies expect males to pursue ______ _______ which stress self-assertion and mastery

Communal Goals

many societies teach women to value ____ ______, such as affiliation and building harmonious relations.

cognitive matching

occurs between product attributes and the consumers 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 cant have it), respect, and perhaps fear or hate (why is my computer out to get me)

dramaturgical perspective

on consumer behavior views people as actors who play different roles n

theory of embodied cognition*

our behaviors and observations of what we do and buy shape our thoughts rather than vice versa.

fatshionistas

plus sized consumers who want more options from mainstream fashion marketers

body image distortions

psychological disorder cause the patient to believe that his or her body literally is bigger or smaller than others see it

body image

refers to a consumers subjective evaluation of his or her physical self

Actual self

refers to our more realistic appraisal of the qualities we do and don't have

self-esteem

refers to the positivity of a persons self-concept

Androgyny

refers to the possession of both masculine and feminie traits

sex-typed products

reflect stereotypical masculine or feminine attributes, and consumers associate them with one gender or another

looking-glass self

sociologist call the process of imagining others reactions "taking the role to the other" or the ____________ ______.

power posing*

standing in a confident way even if you don't feel confident

symbolic interactionism

stresses that relationships with other people play a large part to form the self

masculinism

study the male image and the complex culture meanings of masculinity.

Self-concept

summarizes the beliefs a person holds about his or her own attributes and how he or she evaluates the self of those qualities

Enclothed cognition

symbolic meaning of clothing changes how people behave

virtual makeover

technologies make it even easier for each of us to involve the digital self as we choose products to adorn our physical selves. These platforms all the shopper to superimpose images on their faces or bodies so that they can quickly and easily see how products would alter their appearance with out actually buying them.

family level

this part of the extended self includes a consumer's residence and the furnishings in it. The house is a symbolic body for the family, and the place we live often is a central aspect of who we are.

actual self

we choose some products because we think they are consistent with our ______ _______, whereas we buy others to help us reach an ideal standard

group level

we regard our attachments to certain social groups as a part of the self; we'll consider some of these consumer subcultures in later chapters. a consumer also may feel that landmarks monuments, or sports teams are a part of the extended self.

torn-self

where respondents struggle with retaining an authentic culture while still enjoying western freedom

gender bending products

which are traditionally sex-typed items adapted to the opposite gender, such as pink guns for women.

4 levels of the extended self

1. individual level 2. Family level 3. community level 4. Group level

wearable computing

such as apple watch or google glasss

self-image congruence models

suggest that we choose products when their attributes match some aspect of the self.

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.

empty self

the decline of shared points of reference over the past 50 years as we witnessed a decline in family, community, and traditions

self-fulfilling prophecy

when we act the way we assume others expect us to act, we often confirm these with perceptions.

Collective Self**

where a person derives his or her identity in a large measure from a social group, many eastern cultures stress the importance of ________ ________.

vanity sizing

where clothing manufactures deliberately assign smaller sizes to garments

meerkating

which describes the act of someone shooting a live video stream