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