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