Self-ConceptSelf-EsteemSelf-esteem advertising: products provide remedy to low self-esteemReal and Ideal SelvesVirtual IdentityEx. secondlife.comSymbolic InteractionismTheories on SelfConsumption and Self-ConceptMKTG 305 1st Edition Lecture 15Outline of Last Lecture I. Postpurchase SatisfactionII. Product Disposal: Lateral CyclingIII. Chapter 5: The Self DiscussionIV. Perspectives on the SelfOutline of Current Lecture I. Self ConceptII. Self-EsteemIII. Real and Ideal SelvesIV. Virtual IdentityV. Symbolic InteractionismVI. Theories on SelfVII. Consumption and Self-ConceptCurrent LectureSelf-ConceptSelf-concept: the beliefs a person holds about his/her own attributes, and how he/she evaluatesthese qualitiesAttribute dimensions: content (external oriented versus internal oriented), positivity (self-esteem), intensity, stability over time, and accuracySelf-EsteemLow self-esteem: think they will not perform wellHigh self-esteem: think they will be successful and will take risksAds can trigger social comparison Ex. Attractive models using productshttp://www.youtube.com/watch?v=hibyAJOSW8USelf-esteem advertising: products provide remedy to low self-esteemReal and Ideal SelvesIdeal self: our conception of how we would like to beActual self: our more realistic appraisal of the qualities we haveProducts can:-Help us reach ideal self-Be consistent with actual selfThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Plastic surgery : http://www.cnn.com/video/?hpt=hp_c2#/video/living/2012/05/10/dnt-khou-grad-gift-surgery.khouDiscrepancy between real and ideal selves – appeal to consumer’s fantasies.Cyberspace (Virtual world) – Facebook, InstagramVirtual IdentityPeople are assuming virtual identities in cyberspace, Avatars represent visual identityHow do online “selves” affect consumer behavior?Ex. secondlife.comSymbolic InteractionismSymbolic interactionism: relationships with others play a large part in forming the self. (“Who am I in this situation?” “Who do other people think I am?”)We pattern our behavior on the perceived expectation of others: a self-fulfilling prophecyTheories on SelfLooking-Glass Self: Taking the views of the other about oneself, Take our identities by bouncing signals off others and trying to project the impression they have of us.Self-fulfilling prophecy influences actual behaviors.Self-Consciousness: (private self-consciousness vs. public self-consciousness)Self-Monitor: (high self-monitors vs. low self-monitors)Consumption and Self-ConceptIdentity marketing: consumers alter some aspects of their selves to advertise for a branded product e.g., Tattoo adsProduct consumption often means the definition of the self, e.g., Harley-Davidson motorcycle
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