MKTG 402 (Chapter 6 - The Self: Mind, Gender, and Body)

Self-Consciousness

- Public self-consciousness - Self monitors - Selfie -Empty self

You Are What You Consume

- Social identity as individual consumption behaviors = Question: Who am I now? = Answer: To some extent, your possessions! - Inference of personality based on consumption patterns - People who have an incomplete self-definition complete the identity by acquisition

Embodied Cognition

- Social scientists who study relationships between thoughts and behaviors increasingly talk about the theory of embodied cognition. A simple way to explain this perspective is that "states of the body modify states of the mind." In other words, our behaviors and observations of what we do and buy shape our thoughts rather than vice versa

Impression Management

- We also often engage in a process of 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 a good light.

Wearable computing

- are when we wear devices on our wrist like the Apple Watch.

Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self. A) extended B) actual C) social D) looking-glass

A) extended

College student Jeff Barnes sees himself as a rich banker who drives a top of the line BMW. This fantasy is an expression of the ________. A) ideal self B) actual self C) looking-glass self D) collective self

A) ideal self

Jim Smith thinks he should be more outgoing. He is looking at his ________. A) ideal self B) self-concept C) looking-glass self D) self-esteem

A) ideal self

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image. A) impression management B) self-extension C) self-esteem D) social comparison

A) impression management

If Volkswagen owners see themselves as being more economical and conservative than do owners of the Buick Regal, ________ is probably at work. A) self-image congruence model B) self-concept C) self-image D) looking-glass self

A) self-image congruence model

Anna Jones thinks she should lose some weight even though she is skinny. Anna is concerned about her ________. A) looking-glass self B) body image C) actual self D) ideal self

B) body image

A person's conception of how he/she would like to be is called ________. A) self-image B) ideal self C) self-concept D) self-esteem

B) ideal self

Personal objects, places, and things allow people to feel that they are rooted on their larger social environments. The home can be symbolic for the extended self. Which of the following categories or levels of the extended self would be the home most likely be associated with ________. A) family level B) individual level C) community level D) group level

B) individual level

If a female consumer sees an ad about a woman who can no longer fit into her old bathing suit, the consumer might think about her own situation and make a personal pledge to lose weight before summer arrives. This would be an example of marketing communications that attempt to influence a consumer's level of ________. A) doubt and regret B) self-esteem C) dedication and control D) strength and conviction

B) self-esteem

________ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities. A) Actual self B) Self-esteem C) Self-concept D) Self-ego

C) Self-concept

Many of the props and settings consumers use to define their social roles become part of themselves. For example, one of Mary Bennett's last requests was that when she died, she wanted to be buried in her favorite dress. This situation illustrates ________. A) real self B) ideal self C) extended self D) looking-glass self

C) extended self

Individual level

Consumers include many of their personal possessions in self-definition. These products can include jewelry, cars, clothing, and so on. The saying "You are what you wear" reflects the belief that one's things are a part of one's identity

Pamela Ortiz rarely makes eye contact with others in social settings. Though by many standards she is physically attractive, she perceives that others find her plain and uninteresting. By not making eye contact, she is somewhat creating a self-fulfilling prophecy with respect to males in her social circle. This situation matches occurrences in which of the following "self" situations? A) The dynamic self B) The dependency self C) The frustrated self D) The looking-glass self

D) The looking-glass self

Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation? A) family level B) individual level C) community level D) group level

D) group level

Identity

Each element that contributes to our self-concept is an identity. One way to define identity is "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." Some of these identities are pretty stable (e.g., mother, African American), whereas other identities are more temporary and likely to change (e.g., Libertarian, college student, Prius driver).

Body vs Mind

Embodied cognition = states of body modify states of mind - Power posing - Enclothed cognition

Empty Self

Empty self relates 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. Indeed when we look at young people, we do observe a decline in marriage rates and a low amount of trust people place in government, corporations, and organized religion. The increasing focus on self-reliance in turn creates a culture of narcissism, where we are obsessed with what we do and feel the need to constantly record it (updating our relationship status on Facebook, posting selfies and photos of our meals on Instagram, etc.)

Working on the Body

Fattism - discrimination against people who are overweight *Society is obsessed with weight. Though it began as America's obsession, the cultural priority on thinness is spreading to other countries. Still, even with the ideal of thin, the U.S. consumer today is larger than 60 years ago. The typical woman's body is not as petite as it used to be.

Ideals of Beauty

Favorable physical features: = Attractive faces = Good health and youth = Balance/symmetry = Feminine curves/hourglass body shape = "Strong" male features

Gender Differences in Socialization

Gender roles vary by culture but are changing Many societies still expect traditional roles: = Agentic roles: men are expected to be assertive and have certain skills = Communal roles: women are taught to foster harmonious relationships *Gender roles do vary by culture and they shift as culture shifts. Many of our gender roles are socialized by marketing. For instance, the Bratz line of dolls licenses its name to a cosmetics line targeted to girls ages 6 to 9.

Self-monitors

High self-monitors are more attuned to how they present themselves in their social environments, and their estimates of how others will perceive their product choices influence what they choose to buy.

Real and Ideal Selves

Ideal self: our conception of how we would like to be Actual self: our more realistic appraisal of the qualities we have Products can: = Help us reach ideal self = Be consistent with actual self Impression management means that we work to "manage" what others think of us Fantasy =Looking-glass self = Self-fulfilling prophecy

The Digital Self

People can construct digital versions of their selves online. We use digital footprints, lifestreams, and profiles to do this. - wearable computing - virtual makeover

Self-Concept

The self-concept describes the beliefs a person holds about his or her own attributes and how he or she evaluates the self on those qualities. Although your overall self-concept may be positive, there certainly are parts of it you evaluate more positively than others. You may feel great about your tennis game but wish you could be more fun at parties for example. We choose many products from cars to cologne because we want to highlight or hide some aspect of the self - beliefs we hold about our own attributes

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

Virtual makeovers

are platforms that allow the shopper to superimpose images on their faces or bodies so that they can quickly and easily see how products would alter appearance, without taking the risk of actually buying the item first.

Selfie

- A selfie, or a picture a smartphone user takes of himself or herself on a smartphone (whether or not it's attached to a "selfie stick") is a common form of communication, especially for Millennials.

LGBT consumers

- 3.6 percent of respondents who live in the 50 largest metropolitan areas self-identified as LGBT - The GLBT market is about as large as the Asian American population (currently at about 12 million people). -These consumers spend in the range of $250 billion to $350 billion a year.

Fantasy

- A fantasy or daydream is a self-induced shift in consciousness, which is sometimes a way to compensate for a lack of external stimulation or to escape from problems in the real world. Many products and services succeed because they appeal to our fantasies. An ad may transport us to an unfamiliar, exciting situation; things we purchase may permit us to "try on" interesting or provocative roles. And, with today's technology, such as the virtual makeovers that several Web sites offer, consumers can experiment with different looks before they actually take the plunge in the real world. Vogue's "Makeup Simulation" application (now available in Japan) allows women to see how brands such as Clinique would look on their (simulated) faces.

The Extended Self

- As we noted previously, 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 extended self. In some cultures, people literally incorporate objects into the self: they lick new possessions, take the names of conquered enemies (or in some cases eat them), or bury the dead with their possessions.

Self/Product Congruence

- Consumers demonstrate their values through their purchase behavior - Self-image congruence models: we choose products when attributes matches the self - Research supports this idea that there is a match between product usage and self-image. In one study, car owners' rating of themselves tended to match their perceptions of their cars. In another study, observers were able to match photos of male and female drivers to the cars they drove 70% of the time.

Working on the body elements

- Fattism - Cosmetic surgery - Body decoration and mutilation - Body piercing * Society is obsessed with weight. Though it began as America's obsession, the cultural priority on thinness is spreading to other countries. Still, even with the ideal of thin, the U.S. consumer today is larger than 60 years ago. The typical woman's body is not as petite as it used to be. Consumers increasingly choose to have cosmetic surgery to change a poor body image or to enhance appearance. These may include breast augmentation, liposuction, nose jobs, face lifts, and other enhancements. Decorating the self can serve several purposes. Some of these are to: 1.Distinguish group members from nonmembers 2.Place the individual in the social organization 3.Place the person in a gender category 4.Enhance sex-role identification 5.Indicate desired social conduct 6.Indicate high status or rank 7.Provide a sense of security

Social comparison

- In a study that illustrates the social comparison process, female college students who were exposed to beautiful women in advertisements afterward expressed lowered satisfaction with their own appearance, as compared to other participants who did not view ads with attractive models

Self-fulfilling prophecy

- In symbolic interactionist terms, we negotiate these meanings over time. Essentially we continually ask ourselves the question: "Who am I in this situation?" Those around us greatly influence how we answer this query because we also ask, "Who do other people think I am?" We tend to pattern our behavior on the perceived expectations of others, as a form of self-fulfilling prophecy. When we act the way we assume others expect us to act, we often confirm these perceptions.

Enclothed Cognition

- Indeed one pair of researchers used the term enclothed cognition in their work that showed how the symbolic meaning of clothing changes how people behave. In one study they asked respondents to wear a lab coat, which people associate with attentiveness and precise work. Indeed they found that subjects who wore the lab coat displayed enhanced performance on tasks that required them to pay close attention. But they also introduced a twist: When respondents were told the garment was in fact a painter's coat rather than a doctor's lab coat, the effects went away. In other words, the respondents interpreted the symbolic meaning of the clothing and then altered their behavior accordingly.

Multiple Selves

- Marketers pitch products needed to facilitate active role identities - We all have multiple roles we play in our lives. We may have as many selves as we do different social roles. For the person depicted in the slide, she plays the roles of athlete, wife, sister, friend, and so on. She may behave differently in one role than in another, and she buys products associated with the various roles. Often times, these roles are situation-specific. The person here would probably not wear her basketball jersey to her daughter's PTA meeting. Not only are roles sometimes situation-specific, some are also more central to our overall selves than others. Her role as athlete is probably more central to her identity than is her role as American citizen. - If each person potentially has many social selves, how does each develop? How do we decide which to activate at any point in time? Symbolic interactionism stresses that relationships with other people play a large part in forming the self.

Power Posing

- One of the most powerful examples is the idea that our body language actually changes how we see ourselves; in the most widely viewed TED talk ever, a social psychologist discusses how power posing (standing in a confident way even if you don't feel confident) affects brain activity, Again, the self-fulfilling prophecy at work. The embodied cognition approach is consistent with consumer behavior research that demonstrates how changes in self-concept can arise from usage of brands that convey different meanings

Public self-consciousness

- Public self-consciousness relates to the extent in which a person expresses interest in clothing and the use of cosmetics. In one study, highly self-conscious subjects expressed greater willingness to buy personal products, such as a douche or a gas-prevention remedy, that are somewhat embarrassing to buy but may avoid awkward public incidents later.

Sex-Typed Traits and Products

- Sex-typed traits: characteristics we stereotypically associate with one gender or the other. - Sex-types products: take on masculine or feminine attributes = Princess telephones = Thor's Hammer vodka *Many products are sex-typed. They take on masculine or feminine attributes and consumers associate them with one gender or another. Thor's Hammer vodka brand comes in a short, squat bottle and it is described as "bold, broad, and solid - this is a man's vodka." Both men and women have typical sex roles. Masculinism is the study of male image and its complex cultural meanings. There are three traditional models of masculinity: 1) breadwinner, 2) rebel, and 3) man of action hero. The breadwinner model is based on the American view of success. The rebel model emphasizes rebellion, independence, adventure, and potency. The man-of-action hero draws from the better of the other two models. Men and women receive mixed messages about how they are supposed to behave and feel.

Looking-glass self

- Sociologists call the process of imagining others' reactions "taking the role of the other," or the looking-glass self. 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 impression of us. Like the distorted mirrors in a funhouse, our appraisal of who we are varies depending on whose perspective we consider and how accurately we predict their evaluations of us.

Ideal Self

- When a consumer compares some aspect of himself or herself to an ideal, this judgment influences self-esteem. He or she might ask, "Am I as good-looking as I would like to be?" or "Do I make as much money as I should?" The ideal self is a person's conception of how he or she would like to be

Self-Esteem = Social Comparison

- positivity of self-concept. Self-esteem refers to the positivity of a person's self-concept. So how do marketers influence self-esteem? Exposure to ads can trigger a process of social comparison in which the person tries to evaluate her appearance by comparing it to the people depicted in these artificial settings. This is a basic human tendency and many marketers tap into our need for benchmarks when they supply idealized images of happy, attractive people who just happen to use their products.

Actual Self

- whereas the actual self refers to our more realistic appraisal of the qualities we do and don't have. We choose some products because we think they are consistent with our actual self, whereas we buy others to help us reach an ideal standard.

Extended Self (four levels)

1. Individual 2. Family 3. Community 4. Group

The Body

Body image - subjective evaluation of physical self *A person's physical appearance is a large part of his or her self-concept. Body image refers to a consumer's subjective evaluation of his or her physical self. Our evaluations don't necessarily correspond to what those around us see. Some marketers exploit consumers' tendencies to distort their body images when they prey on our insecurities about appearance. They try to create a gap between the real and the ideal physical selves and consequently motivate a person to purchase products and services he or she thinks will narrow that gap. Even social media apparently impacts how we feel about our bodies. A recent study of Facebook users reported that one-half of them felt more self-conscious about their body images after they looked at photos of themselves and others on the site.

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.

Family level

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