Self and Product CongruenceGender Differences in SocializationIdeals of BeautyThe Western IdealMKTG 305 1st Edition Lecture 16 Outline of Last Lecture I. Self ConceptII. Self-EsteemIII. Real and Ideal SelvesIV. Virtual IdentityV. Symbolic InteractionismVI. Theories on SelfVII. Consumption and Self-ConceptOutline of Current Lecture I. You are what you ConsumeII. Self and Product CongruenceIII. Gender Differences IV. Ideals of BeautyV. The Western IdealCurrent LectureYou Are What You Consume- Social identity as individual consumption behaviors- Question: Who am I now?- Answer: To some extent, your possessions!- Inference of personality based on consumption patterns- Consumers may attach themselves to product to maintain self-concept- Symbolic self-completion theory: people who have an incomplete self-definition complete the identity by acquiring and displaying symbols associated with it.These 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.Self and Product Congruence- Consumers demonstrate their values through their purchase behavior- Self-image congruence models: we choose products when attributes match the self- Extended self: Objects can be part of us.Gender Differences in Socialization- Gender roles vary by culture but are changing- Many societies still expect traditional roles:- Men are expected to be assertive and have certain skills (agentic goals)- Women are taught to foster harmonious relationships (communal goals)- https://www.youtube.com/watch?v=XjJQBjWYDTs- Androgyny: Possession of both masculine and feminine traits.Ideals of Beauty- Exemplar of appearance- “What is beautiful is good” stereotype: the more attractive, the smarter and more competent.- Favorable physical features:- Attractive faces- Good health and youth- Balance/symmetry- Feminine curves/hourglass body shape- “Strong” male features- http://money.cnn.com/2014/11/04/luxury/botox-men-brotox/index.html?iid=SF_BN_RiverThe Western Ideal- Skin color and eye shape = status, sophistication, and social desirability- Less powerful cultures adopt standards of beauty in dominant cultures- Plastic surgery to obtain big round eyes, tiny waists, large breasts, blond hair, and blue eyes- http://abcnews.go.com/blogs/entertainment/2013/09/julie-chen-admits-to-past-plastic-surgery-to-change-asian-eyes/- Media and marketing communicate standards of
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