The Self Chapter 5

1. The Self Chapter 5

2. Perspectives on the Self • We buy products to highlight/hide aspects of the self • Does the self exist? • Collective self vs. independent/unique self

3. Self-Concept • The beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities • Very complex structure of attributes • Attribute dimensions: content, positivity, intensity, stability over time, and accuracy

4. HOTORNOT.COM Self-Esteem • The positivity of a person’s self-concept • Low vs. high self-esteem • Acceptance by others • Social comparison • Marketers: attractive models using their products

5. Discussion • Self-esteem advertising: products provide remedy to low self-esteem • Think about/locate examples of self-esteem advertising. • Evaluate the probable effectiveness of these appeals. Is it true that “flattery gets you everywhere?”

6. Real and Ideal Selves • Ideal self vs. actual self • Comparison influences self-esteem • Ideal self is molded by consumer’s culture • Products… • …can help us reach ideal self • …can be consistent with actual self

7. VIRTUALMAKEOVER Fantasy • Many successful products appeal to consumers’ fantasies… • …allowing us to “try on” interesting roles • Personal websites = projection of self

8. Multiple Selves • Each of us has many selves/roles • Situation-dependent • Role identities • Marketers pitch products needed to facilitate an active role identity

9. Symbolic Interactionism • Relationships with others play a large part in forming the self • Symbolic environment • Shared meanings • Our possessions define “who we are” • Self-fulfilling prophecy • Acting the way we assume others expect of us

10. Looking-Glass Self • “Taking the role of the other” • Can vary depending on… • …Whose perspective we are taking • …How accurate our predictions are of their evaluations of us • Self-fulfilling prophecy

11. Self-Consciousness • Awareness of self • Public self-consciousness • Self-monitoring • High vs. low self-monitors

12. Consumption & Self-Concept • Identity marketing • “Turok,” baby boy Iuma, Harley Davidson tattoo • Product consumption as definition of the self • Discussion: Construct a “consumption biography” of a friend, family member, or classmate. • Make a list of his/her most favorite possessions, and see if you or others can describe this person’s personality just from the information provided by this catalogue.

13. You Are What You Consume • Social identity as individual consumption behaviors • “Who am I now?”…to some extent, your possessions! • Inference of personality based on consumption patterns • Attachment to product as it maintains self-concept • Symbolic self-completion theory

14. Self/Product Congruence • Self-image congruence models • Cognitive matching of products & self • Ideal self relevance vs. actual self relevance

15. The Extended Self • External objects that we consider a part of us • You are what you drive & wear • Japanese business cards • Levels of extended self • Individual • Family • Community • Group ALLMYLIFEFORSALE.COM

16. Sex Roles • Sexual identity is very important to the consumer’s self-concept • Gender differences in consumption situations • E.g., food preferences of men vs. women

17. Gender & Socialization • Advertising reinforces gender expectations • Gender roles vary by culture/nation… • …but do change/evolve over time • Agentic vs. communal goals • E.g., Mattel’s building toy called Ello

18. Gender vs. Sexual Identity • Gender role identity: body & mind • Biological gender vs. sex-typed traits • Masculinity & femininity • Many products are sex-typed… • They take on masculine & feminine attributes • Princess telephones • Thor’s Hammer vodka

19. Androgyny • Possession of both masculine & feminine traits • Androgynous people function well in social situations • Sex-role orientation & responses to marketing stimuli • Females more sensitive to pieces of info • Men consider overall themes • Sex-typed people • “Non-traditional male” (NTM) tendencies

20. BURTON SNOWBOARD GEAR FOR WOMEN Female Sex Roles • New managerial class of women • Has forced marketers to reexamine strategies • Sporting goods, car accessories, and electronics products for women

21. STANDYOURGROUND.COM Male Sex Roles • Masculinism • Three models of masculinity: • Breadwinner • Rebel • Man-of-action hero • Misandry

22. Male Sex Roles (Cont’d) • Grooming products for men • Metrosexual • David Beckham • Queer Eye for the Straight Guy • Prosumers/urban influentials

23. Discussion • The “metrosexual” is a big buzzword in marketing, but is it real or just media hype? • Do you see men in your age group changing their ideas about acceptable interests for males (e.g., home design, cooking, etc.)?

24. GLBT Consumers • ~4%-8% of U.S. population • Equivalent to Asian American market • Spends $250-$350 billion a year • Simmons study: compared to heterosexual markets, readers of gay publications are more likely to… • Hold professional jobs • Own a vacation home • Own a notebook computer

25. Body Image • A consumer’s subjective evaluation of his/her physical self • Body Cathexis

26. Ideals of Beauty • Exemplar of appearance • “What is beautiful is good” stereotype • Favorable physical features • Attractive faces • Good health and youth • Balance/symmetry • Feminine curves/hourglass body shape • “Strong” male features

27. The Western Ideal • Skin color & 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

28. Discussion • How prevalent is the Western ideal of beauty among your peers? • How do you see this ideal evolving now (if at all)?

29. Ideals of Beauty Over Time • Specific “looks”/ideals of beauty • Early 1800s: delicate/”looking ill” appearance, 18-inch waistline (use of corsets) • 1890s: voluptuous, lusty woman • Bad economy: mature features vs. good economy: babyish features • 1990s: “waif” look • Modern women: high heels, body waxing, eyelifts, liposuction

30. Ideals of Beauty Over Time (Cont’d) • Media & marketing communicate standards of beauty • Barbie dolls: unnatural ideal of thinness • Plus-sized apparel market • Strongly masculine, muscled body for men

31. Working on the Body • Products/services promise to alter physical self/self-concept • Fattism (worldwide) • Increasing worldwide obesity rates • Discussion: Should fast-food restaurants be liable if customers sue them for contributing to their obesity?

32. Body Image Distortions • To some, body quality reflects self-worth (particularly among women) • Distorted body image is linked to eating disorders among females • Body dysmorphic disorder & males • Steroid scandals • GI Joe/Batman action figures

33. Cosmetic Surgery • Changing a poor body image or to enhance appearance • TV: Nip/Tuck & Extreme Makeover • Breast Augmentation • Perception that breast size = sex appeal

34. Body Decoration & Mutilation • Decorating the self… • Separates group members from nonmembers • Places the individual in the social organization • Provides a sense of security • Tattoos & body piercing • Historically associated with social outcasts • Now a fashion statement