Lecture: Self

Two parts of Impression Management

1)Impression Motivation 2)Impression Construction

Identity

Any label that an individual self associates with; provide a clear picture of what a person in that category is like

Impression Construction

Individuals will alter their behaviors to affect others' impressions of them

We tend to pattern our behavior on perceived expectations of others as a form of ______________

Self-fulfilling prophecy

self-concept clarity

The extent to which beliefs about oneself are clearly defined, internally consistent, and stable.

Ideal of Beauty

a particular model or exemplar of appearance. Our desire to match up to these ideals drives a lot of purchase decisions

Our self-concept is ____________, some parts are stable but we continue to modify other elements.

a work in progress

We purchase some products because they are consistent with our ____________; we choose others in hopes of reaching an ___________.

actual self; ideal self

When we choose a product that's ____________, the choice makes us feel better about ourselves

aesthetically pleasing

Gender identity: Men vs. Women

agentic goals (stress self-assertion and mastery); women -> communal goals (stress affiliation and building harmonious relationships)

Gender socialization

can occur through parents and friends as well as commercials; the process in which children begin to develop their own beliefs about gender and ultimately form their own gender identity.

Sex roles

culture's expectations about how those of their gender should act, dress, speak, etc (It's unclear to what extent gender differences are innate vs culturally learned

The extended self

external objects that we consider a part of us; individual->family->community->group

The looking-glass self

imagining how others see us. Our appraisal of who are varies depending on whose perspective we consider and how accurately we predict their evaluations of us

Sometimes company exploit _________ by highlighting their products' effectiveness at reaching desired goals

insecurities; eg: 2-in-1 concealer+treatment

When we compare some aspect of ourselves to an ideal, this judgement influence __________________

our self-esteem

Symbolic self-completion theory

people who have incomplete self-definition tend to complete their identities when they acquire and display symbols associated with a specific role; eg: high GRE score means intelligence

We choose brands with _________ similar to our own and can create strong relationships with these brands; we are attached to a brand to the extent it maintains our ______________

personalities; self-concept

Consumers who score high on a scale of _____________ express more interest in clothing and cosmetics than others

public self-consciousness

sex-typed products

reflect stereotypical masculine or feminine attributes that consumers associate with one gender or another; are now focused on male, female and androgynous roles and recognize LGBT consumers

High _________ are more attuned to how they present themselves in social environments; how others perceive their product choices influences what they buy

self-monitors

A person's biological gender does not totally determine whether he/she will exhibit ___________; a consumer's _________ about one's sexuality are also crucial. Masculinity and femininity are ________ biological characteristics, these behaviors vary from _______________.

sex-typed traints; subjective feelings; not; culture to culture

Marketers influence self-esteem through ________________

social comparison

The torn self

sometimes the identities of ours conflict with each other

Self-Concept

the beliefs a person holds about his/her won attributes and how he/she evaluates the self based on these qualities

Impression Motivation

the desire to create specific impressions in others minds

Self-Esteem

the positivity of one's self-concept. individuals with low SE expect they will not perform well and want to avoid embarrassment

embodied cognition

the state of the body modify states of the mind; eg: power posing before a presentation; white coats in makeup ads shows professionalism

Dramaturgical Perspective

views consumers as actors who play different roles

Self-image congruence models

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

ideal self vs. actual self

what we would like to be; how we believe we actually are based on qualities we do and don't have