CH 9. Consumers and Self-Image

Shrinking Woman

1960: 25.2 1970: 24.9 1980: 25 1990: 26.3 2000: 27.5

Plus Sizes

2 years ago plus size models ranged between 12 and 18 The average American women wears a size 14 or larger

Fiji's Affect

A disquieting example of the power of media is found in Fiji. Television was not introduced in the remote areas of Fiji until the mid-1990s. Over the next three years, teenage girls went from viewing being overweight positively to viewing it negatively, and 74% thought of themselves as too fat.

What Molds Self-Image and Body Confidence?

A number of factors to women's poor self-image and body dissatisfaction. In a large study of teenagers, the strongest predictors of negative body image were: -A lack of parental support -Negative mood and feelings -The choice to diet ****Girls show higher rates of negative body image than boys AND Unlike boys, the intensity of this increases as they age** When shown thin ideals the average women had an increase in anxiety, depression, anger, and dissatisfaction with their bodies. BUT when this thin ideal is deemphasized in one's peer group, a positive self-image can more easily be cultivated.

Private Self

Actual self-image............... is part of what psychologists refer to as the private self The private self involves those images that you have of yourself that you feel protective about. Actual self-image is how consumers see themselves—their personal identity Ideal self-image..................How consumers would like to see themselves A consumer may see themselves as timid or lacking self-confidence However, they would like to become confident and self-assured. Self-esteem motive............ Realizing your ideal self (through the acquisition of products that are associated with them) boosts self-esteem. Meaning, buying and using a product that has an image consistent with consumers' ideal self-image helps them feel good about themselves

20th Century Beauty Ideals Around The World

Beauty Ideals are NOT permanent!! They are relative to their culture and era, and shift They can be similar or different to different part of the world

Contagious Eating Disorders: The Health Consequences of Media Exposure

Contagious: The term is used to indicate how the use of media can contribute to the spread of how women and men view their bodies. ***10-year-old girls - 81% - fear being fat.***

Eastern Nations

Eating disorders were almost completely absent in Japan and China in the early '90s. ****However, Chinese women do exhibit a significant fear of weight gain.*** Japanese women are becoming skinner in recent years and are very critical of each other's appearance

Western Nations

European and first-world Western nations often broadly share in same conflicting messages of beauty in America France: legislation passed that advertisements ban "extreme thinness or dieting" Italy: extensively objectified in media, plastic surgery

Overall Trends

Fluctuates throughout 20th century....an almost unhealthy thin and bony frame, combined with a substantial bust

Identity and Image

Identity: Idea about oneself, body, values -Identity for individualists based on individual characteristics, for collectivists defined by relationships Image: How others see and judge a person

Concept of Self

Self-concept tends to be more malleable when people are younger The individual self consists of attributes and personality traits that differentiate us from other individuals (for example, 'introverted')," The relational self is defined by our relationships with significant others (for example, 'sister'). The collective self reflects our membership in social groups (for example, 'British')."

Social Self

Social self image............ Linked to public self—how we believe others think about us and we would like others to think of us Social self-image may or may not be in harmony with actual and ideal self. Social consistency motive........ Consumers are motivated to maintain an image others have of them. They feel uncomfortable if they act in ways inconsistent with how they believe others see them. Ideal social self...........Ideal social self-image reflects how consumers would like others to see them. For instance, sports car buyers may want to be seen by others as outgoing, attractive, and sexy. This is their ideal social self-image. Social approval motive....... Consumers are motivated to do things that cause others to think highly of them. Acting inconsistently with the ideal social self-image leads to social disapproval Therefore, people tend to act consistently with their ideal social self-images because they want positive reactions from significant others

The self-concept

The *self-concept* plays a central role in behavior and psychological processes. The *self* consists of the body, family, possessions, moods, emotions, conscience, attitudes, values, traits, and social position.

Beauty throughout History

Up until the 20th century, curvy, voluptuous women beautiful in the U.S. and Europe 1890s-1910s: "The Gibson Girl" 1900 —thin waist, large bosom, rounded shoulders, and smooth neck 1920s: The Flappers-Trendy women with bob haircuts and slender figures (androgynous)smoked, drank, danced, makeup, 1930s-1940s: Fashion in the Depression-hemlines dropped, the body was draped 1940s: Fashion in Wartime- more masculine because women had male jobs, more curvaceous 1950: Post-War- fuller figure, busty, hourglass, "Pin-up Girls" i.e. Marilyn Monroe, skinny girls were shamed 1960: Twiggy-rail-thin look, saw sexual revolution, thin, androgynous women were in 1970: Thin Is In- diet pills, dangerous amphetamines to supplement appetite, Actress Farrah Fawcet, sex symbol 1980: Supermodel and Hardbodies-thin w/ exercise, toned bodies, aerobic exercise, diet and exercise 1990: Heroin Chic and Baywatch- more exaggerated, thin with large breasts, i.e. Pamela Anderson in Baywatch, high fashion had the "waif look" and "heroin chic" thinness with bony look