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Perspectives on the SelfPerspectives on the Self• Does the self exist?

–Yes, though the concept of self is a relatively new way of regarding people and their relationship to society.

• The self is seen by both Western and Eastern cultures as being divided into the:– Inner, more private, self

–Outer, more public, self

• Expressions of independentindependent self are more popular in Western cultures.

• Expressions of interdependentinterdependent self are more common in Eastern cultures.

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Self-ConceptSelf-ConceptThe Self-ConceptSelf-Concept Refers to the Beliefs a Person

Holds About His or Her Attributes, and How He or She Evaluates These Qualities.

Components of the Self-Concept Include:

ContentContentContentContent Positivity Positivity or Negativityor NegativityPositivity Positivity

or Negativityor Negativity

Intensity,Intensity,Stability Over TimeStability Over Time

and Accuracyand Accuracy

Intensity,Intensity,Stability Over TimeStability Over Time

and Accuracyand Accuracy

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Self-ConceptSelf-Concept

Real and Ideal SelvesIdeal - How a Person Would Like to Be

Real - Realistic Appraisal of Who We Really Are

Real and Ideal SelvesIdeal - How a Person Would Like to Be

Real - Realistic Appraisal of Who We Really Are

Self-EsteemRefers to the Positivity of a Person’s Self-Concept

Self-EsteemRefers to the Positivity of a Person’s Self-Concept

Fantasy: Bridging the Gap Between the SelvesWhen the Gap Between the Real and Ideal Self is Large, Those Consumers are Good Targets for Fantasy Appeals

Fantasy: Bridging the Gap Between the SelvesWhen the Gap Between the Real and Ideal Self is Large, Those Consumers are Good Targets for Fantasy Appeals

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Multiple SelvesMultiple Selves• The self has different components, or Role IdentitiesRole Identities,

that are active at specific times.– They cause us to prefer different products and services.

– Some of the identities are more central than others (i.e. husband, boss, student).

– Other identities may be more dominant in certain situations (i.e. stamp collector, dancer, volunteer).

• Symbolic Interactionism Symbolic Interactionism stresses that relationships with other people play a large part in forming the self.– Looking-Glass Self: Process of imagining the reactions of

others toward us (self fulfilling prohecy).

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Products That Shape the Self:You Are What You Consume

Products That Shape the Self:You Are What You Consume• People use an individual’s consumption

behaviors to make judgments about that person’s social identity:–Clothing, grooming habits

– Leisure activities,

– Food preferences,

–Cars.

• Symbolic Self-Completion Theory Symbolic Self-Completion Theory predicts that people who have an incomplete self-definition tend to complete this identify by acquiring and displaying symbols associated with it.

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Consumption and Self-ConceptConsumption and Self-Concept• Loss of SelfLoss of Self–Contribution of possessions to self-identity is most

apparent when these treasured objects are lost or stolen.

• Self-Image Congruence Models Self-Image Congruence Models predict that products will be chosen when their attributes match some aspect of the self.– Ideal-self : more relevant for highly expressive

social products.

–Actual-self: more relevant for everyday, functional products.

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The Extended SelfThe Extended Self

Individual LevelPersonal Possessions

Individual LevelPersonal Possessions

Family LevelResidence and Furnishings

Family LevelResidence and Furnishings

Community LevelNeighborhood or Town

Community LevelNeighborhood or Town

Group LevelSocial GroupsGroup LevelSocial Groups

Those External Objects That We Consider a Part of Us Comprise the Extended SelfExtended Self.

There Are Four Levels of the Extended Self:

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Gender Versus Sexual IdentityGender Versus Sexual Identity

Sex RolesSex Roles

Females: Communal Goals Such AsAffiliation, Relationships

Females: Communal Goals Such AsAffiliation, Relationships

Males:Agentic Goals Such asSelf-Assertion, Mastery

Males:Agentic Goals Such asSelf-Assertion, Mastery

Gender Differences in SocializationGender Differences in Socialization

RolesRoles

AndrogynyAndrogyny

Sex-Typed ProductsSex-Typed Products

Sex-Typed TraitsSex-Typed Traits

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Sex RolesSex Roles

CheesecakeCheesecakeJust-a-JobJust-a-Job

Female Gender RolesFemale Gender Roles

Homemaker ProfessionalCareer

Gay and Lesbian ConsumersGay and Lesbian Consumers

BeefcakeBeefcakeFatherhoodFatherhood

Male Sex RolesMale Sex Roles

Male Bonding

Freedom of Choices

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Body Image Body Image

Body CathexisBody Cathexis Ideals of BeautyIdeals of Beauty

FattismFattism Cosmetic SurgeryCosmetic Surgery

Body Issues in Consumer Behavior

Body Issues in Consumer Behavior

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Body ImageBody Image• A person’s feelings about his or her body

can be described in terms of Body CathexisBody Cathexis.

• Ideals of BeautyIdeals of Beauty–A person’s satisfaction with the physical image

he or she presents to others is affected by how closely that image corresponds to the image valued by his or her culture.

–Examples of ideals are physical features, clothing styles, cosmetics, hairstyles, skin tones and body type.

– Sexual Dimorphic Markers Sexual Dimorphic Markers - those aspects of the body that distinguish between the sexes.

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Working on the BodyWorking on the Body• FattismFattism– The pressure to be slim is continually reinforced

by advertising and peers.

• Body Image DistortionsBody Image Distortions–Exaggeration of appearance importance can result

in disorders of great magnitude such as anorexia or bulimia.

• Cosmetic SurgeryCosmetic Surgery–Consumers increasingly are electing to have

cosmetic surgery to change a poor body image.

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Body Decoration and Mutilation Body Decoration and Mutilation

Provide a Sense of SecurityProvide a Sense of Security

Indicate High Status or RankIndicate High Status or Rank

Indicate Desired Social ConductIndicate Desired Social Conduct

Enhance Sex-Role IdentificationEnhance Sex-Role Identification

Place the Person in a Gender CategoryPlace the Person in a Gender Category

Place the Individual in the Social OrganizationPlace the Individual in the Social Organization

Separate Group Members From NonmembersSeparate Group Members From Nonmembers