chapter 5 self

8/4/2019 Chapter 5 Self

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Chapter 5

SELF

Consumer Behavior

Group :1.Buntara2.Edi3.Hendru4.Suwarno5.Yenny


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Chapter Objective

The self concept strongly influences consumerbehaviour.

Prodct often play a pivotal role in defining the selfconcept

Sex-role identity is different form gender and society

expectation of masculinity and feminity help to determinethe product we buy to be consistent with theseexpectation

The way we think about our bodies (and the way ourculture tells us we should think) is a key component ofself-esteem.

our desire to live up to cultural expectations ofappearance can be harmful.

Every culture dictates types of body decoration ormutilation that help to identify its member


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Perspective on The Self

We buy products to highlight/hideaspects of the self

Eastern Culture focus on:

The collective self (persons identity comes from

group)

The Interdependent self (persons identity defined

from relationship with others)

Western Culture focus on:

Individuality

Individuality appearance


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Self Concept

Self Concept: the belief a person holdsabout his/her own attributes, and howhe/she evaluates these qualities


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Self Esteem

Ads can trigger social comparison

Attractive models using products

Self-esteem: the positivity of a personsself concept

Low self esteem: think they will not perform well

High Self esteem : think they will be successful

and will take risks


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Real and Ideal Selves

Ideal Self: our conception of how wewould like to be

Actual Self: our more realistic appraisalof the qualities we have

Product can:

Help us reach ideal self

Be consistent with actual self


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Multiple Self

Each of us has many selves and roles

Marketers pitch products needed tofaciliate an active role identities


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Virtual Identity

People are assuming virtual identitiesin Cyberspace

Avatars represent visual identity

How do online selves affect consumerbehaviour??


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Symbolic Interactionism

Symbolic interactionism: relationshipswith others play a large part in formingthe self

Who am I in this situation?

Who do other people think I am?

We pattern our behaviour on theperceived expectation of others aself-fullfiling prophecy


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Looking Glass Self

Looking Glass Self: taking the role ofthe other

We Take readings of our own identityby bouncing signals off others andtrying to project what impression theyhave of us


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Self Consciousness

Self-consciousness: awareness of self

Researchers say that those who scorehigh in:

Public self-consciousness are more interested in

clothing and use more cosmetics

Self-monitoring are attuned to how they present

themselves in social environments


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Consumption and self concept

Identity marketing: consumers altersome aspects of their selves toadvertise for a branded product

Product consumption = definition of theself


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You Are What You Consume

Social Identity as individual consumption behaviours

Question: Who am I now?

Answer: To some extent, your possesion!

Inference of personality based on consumptionpatterns

Consumers may attach themselves to product tomaintain self concept

Symbolic self completion theory: people who may anincomplete self definition complete the identity byacquiring and displaying symbols associated with it


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Self/Product Congruence

Consumers demonstrate their valuesthrough their purchase behaviour

Self image congruence models: wechoose products when attributesmatches the self


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The Extended Self

Extended self: external object that weconsider a part of us

Level of extended self:

Individual: personal possesion

Family: residence and furnishing

Community: neighborhood

Group: social


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Gender differences in Socialization

Gender roles vary by culture but arechanging

Many societies still expect traditionalroles:

Agenic roles: men are expected to be assertive and

have certain skills

Communal roles: women are taught to fosterharmonious relationship


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Sex Typed Traits and Sex Typed

Products

Sex Typed traits : characteristic westereotypically associate with onegender or the other.

Sex Typed products: take on masculineor feminine attributes


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Female Sex Roles

New managerial class of women hasforced marketers to reexaminestrategies

Sporting goods, car accessories andelectronics product targeted to woman


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Male Sex Role

Masculinism: study of male image and the complexcultural meaning of masculinity

Three traditional models of masculinity: Breadwinner

Rebel Man of Action Hero

Metrosexual: Straight, urban male who exhibitsstrong interest and knowledge regarding fashion,home design, gourmet cooking and personal care

that run counter to traditional male sex roles Prosumers/urban influentials: educated consumers

who are willing and able to focus attention on theirpersonal appearance


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Thank You

chapter 5 self

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