Class 11 The Self

CA 2018 Consumer InsightA.Kwanta SirivajjanangkulA.Panitta Kanchanavasita

Albert Laurence School of Communication Arts

Department of Advertising2013

Consumers as Individuals

The self • How do we feel about ourselves?

• How we differ from others

Chapter Outline

How we differ from others

All products we bought, from car to cologne, highlight or hide some

aspect of the self.

Social networking• It helps us to express “the self”

more.

– Share/tweet/IG our feeling to others

• Don’t have video access but still feel a need to let your peeps know exactly what you’re doing 24/7

Both Eastern and Western cultures believe the self divides into…

1.an inner, private self

2.an outer, public self.

1. Self concept• Summary of your own concept which

derived from a belief that construct self attributes• Self Attribute: How you act, how you

look, how you speak

• 2 Main Dimension of Self Concept 1.self esteem2.Real and Ideal Self

1.1 Self esteem• Refers to the positivity of a person’s self

concept.

– People with low self esteem expect that hey will not perform very well, and they will try to avoid embarrassing, failure, or rejection.

– Social comparison where the person tries to evaluate their appearance by comparing it to the people.

1.2 Real and ideal self2.1 Actual self– Refer to our more realistic appraisal of

the qualities we have and don’t have.

2.2 Ideal Self– A person’s conception of how he would

like to be

Impression management • People work hard to “manage” what

others think of us– That’s why we strategically choose clothing

and other products that will show us to others in a good light.

Real and ideal self

We choose some products because we think they are consistent with our actual self, while we buy others to help us reach an ideal standard.

2. Fantasy Bridging the gap between the selves

• Or daydream..• Is a self-induced shift in consciousness, which is

sometimes a way to compensate for a lack of external stimulation or to escape from problems in the real world.1. Multiple Selves2. Virtual Identity3. Symbolic Interactionism4. The Looking-Glass Self

2.1 Multiple selves

• We have as many selves as we do different products and services

• And even vary in terms of how much we like the aspect of ourselves we put on display.

• The self has different components, or role identity, and only some of these are active at any given time.

2.2 Virtual identity

• Virtual identity in cyber space• Visual identity ,avatar• How you show yourself to other.

2.3 Symbolic Interactionism• Red – stop, Leather jacket to look like Rock Star

• We use some product or service as a symbolic to express our ideal self or needs and wants

• Important to understand consumer behavior because it implied that our possessions play a key role as we evaluate ourselves and decide “who we are”

3. Self-consciousness• When consumers aware of themselves in different

situation and act differently • Ex : Come to class late, awkwardly searched for a seat

• Feeling of self-consciousness

• Some people seem to be more sensitive in general to the image they communicate to others

• People who act as if they’re oblivious to the impression they are making

4. Are you what you consume• The reflected self helps shape self-concept, which implies

that people see themselves as they imagine others see them.

• All clothing, car, jewelry, furniture

• Also help to create the perceived self

• People use an individual’s consumption behaviors to identify that person’s social identity.

• Grooming habit/ Leisure activities/ food preferences.

4.1 Symbolic self-completion theory

• We are attached to an object to the extent we rely on it to maintain our self- concept.

• Symbolic self-completion theory

– People who have an incomplete self-definition tend to complete their identity by acquiring and displaying symbols that they associate with that particular role.

• We choose product when their attributes match some aspect of the self.

– A process of cognitive matching between product attributes and the consumer’s self image.

5. Self/Product Congruence

• The highly expressive social product • ex. Perfume• This appears to be more relevant to the

ideal self than the actual self.

• Every function products– The actual self is more relevant than the

ideal self

– Reliable car for work, a flashier super car for nightlife.

5. Self/Product Congruence

6. The Extended Self• Consumer may use to define their social roles

become part of their selves.

• Japanese – name card is one their extended self.

• People do cherish possessions as if they were a part of them

4 levels of the extended self1. Individual level

– Consumers include many possessions in self-definition. “You are what you wear” reflects the belief that one’s things are a part of one’ identity

2. Family level– A consumer’s residence and the furnishings in it. House

as a symbolic body for the family.

3. Community level– Describe themselves in term of their neighborhood or

town form which they from.

4. Group level– Attachments to the certain social groups as a part of the

self. Sport team, landmarks, monuments are the part of the extended self.

7. Body image• Ideal of beauty– May include physical features as well as

clothing styles, cosmetics, hairstyles, skin tone, and body type.

• Dove video

AnyQuestions??