Chapter 6 Consumer Behavior

ideal self

A person's conception of how he/she would like to be

fantasy

Consumers who have a large gap between their real and ideal selves are particularly good targets for marketing communications that use THESE appeals

social outcasts

Historically,in the past, tattoos have been associated with people who are considered THIS

youth

People across all cultures appear to favor physical features that are associated with THIS universally desired trait

66%

The U.S. government estimates that approximately ________ of American adults are overweight or obese.

looking-glass

an example of this type of self is when people feel like others view them a certain way and then act that way because of it, and then others see that person that way as well

family level

category or level of the extended self that a HOME would be

Identity marketing

is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product

ideal of beauty

preference in a culture for a particular model of beauty (or exemplar)

sex-typed

products take on masculine or feminine attributes

Body image

refers to a consumer's subjective evaluation of his or her physical self.

actual self

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

Self-concept

summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities

self-esteem

the positivity of a person's self-concept.

Self-fulfilling prophecy

the way we assume others expect us to act.

impression management

trying to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image

Social comparison

when the person tries to evaluate their appearance by comparing it to the people depicted in these artificial images

group level

If a person dresses in team gear, has every piece of history known for that team, even decorates their home in team objects it would most likely be an example of what level of the extended self

multiple selves

the idea that you can appear to be many different personality types depending on the situation

Collective self

where a person derives his or her identity in large measure from a social group