The Self

Michael J. KalsherMGMT 4460/6940

Summer 2014

Chapter Objectives The self-concept strongly influences consumer behavior. Products often play a pivotal role in defining the self-

concept. Sex-role identity is different from gender, and society’s

expectations of masculinity and femininity help to determine the products we buy to be consistent with these expectations.

A person’s sex-role identity is a major component of self-definition. The media plays a key role in teaching us how to behave as “proper” males and females.

The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

Perspective on the Self

We buy products to highlight/hide aspects of the self

Eastern cultures focus on: The collective self (person’s identity comes from

group) The interdependent self (person’s identity defined

from relationships with others) Western cultures focus on:

Individuality Individual appearance

Self-Concept The beliefs a person holds about his/her own

attributes, and how he/she evaluates these qualities

Attribute dimensions: Content (e.g., facial attractiveness, mental

aptitude) Positivity (e.g., self-esteem) Intensity, stability over time, accuracy (i.e., the

degree to which one’s self-assessment corresponds to reality).

There is considerable variation in how people choose to weight each dimension when they evaluate the overall self.

Self-Esteem Self-esteem

Degree of positivity of a person’s self-concept People with low self-esteem:

Expect failure and try to avoid embarrassment Prefer portion-controlled snacks because they lack self-

control People with high self-esteem:

Expect to be successful and will take risks; Enjoy being center of attention

Ads can trigger social comparison Is the current practice of depicting attractive models

using products a good or bad idea? Self-esteem advertising (stimulates positive feelings

about oneself)

Real and Ideal Selves Ideal self: our conception of

how we would like to be. Actual self: a more realistic

self-appraisal of our qualities. Distance between the two

impacts self-esteem Products can be

designed/positioned to help us to reach our “ideal self” or for consistency with our “actual self.”

Impression management: working to “manage” what others think of us.

5-7

BeautySurge.comProvides online plastic surgery digital imaging to enable people to see the potential results of cosmetic surgery (“ideal self”).

Using computer software and in-depth knowledge of plastic surgery, user-submitted photographs are morphed to simulate the results of many plastic surgery procedures.

Multiple Selves People often have many selves and roles that

are situation-dependent. Marketers pitch products to facilitate active role

identities. To be successful, these efforts must ensure the

appropriate role identity is active before pitching the product—timing is everything!

Woman

Sister

Pro athlete

Friend

Wife

Spokesperson

American citizenMother

Virtual Identities

People are assuming virtual identities in cyberspace

Avatars represent visual identity How do online “selves” affect consumer

behavior?

Click photo for secondlife.com

Symbolic Interactionism Symbolic interactionism: Our relationships with

others play a large part in forming the self. We pattern our behavior on the perceived

expectations of others (which sometimes becomes a self-fulfilling prophecy). “Who am I in this situation?” “Who do other people think I am?”

As a society we learn to agree on shared meanings of certain symbols, including brands of products: Mercedes, Chevy Hyundai Harvard, U of NY at Binghamton, University of Central

Washington L’Oreal, Suave, Burt’s Bees “No tears”

Looking-Glass Self The idea that a person's self

grows out of society's interpersonal interactions and the perceptions of others. The term refers to people shaping their self-concepts based on their understanding of how others perceive them.

We gain clues about our own identity by “bouncing” signals off others and trying to guess what impression they have of us.

Charles Horton Cooley 1864 – 1929

Self-Consciousness Self-consciousness

Awareness of self Research indicates that those who score high

in: Public self-consciousness - are more interested in

clothing and use more cosmetics Self-monitoring - are more greatly attuned to how

they present themselves in social environments Self-Monitoring Scale

Consumption and Self-Concept Identity marketing: The practice in which

consumers alter some aspects of their selves to advertise for a branded product.

Product consumption = definition of the self

http://www.youtube.com/watch?v=cEJcYIWI5yE

Great Northern Brewing Company’s annual Black Star Beer Tattoo Contest

You Are What You Consume Social identity as a function of consumption

behaviors. Question: Who am I now? Answer: To some extent, your possessions!

People often make inferences about another person’s personality based on their consumption patterns.

Consumers may attach themselves to a specific product to form—or maintain—their self-concept

Symbolic self-completion theory Suggests that people who have an incomplete self-

definition complete it by acquiring and displaying representative symbols.

Can be traumatic if these items are lost/stolen.

Self/Product Congruence

Consumers demonstrate their values through their purchase behavior

Self-image congruence models: suggests that we choose products whose attributes match our self-image.

Product Usage Self-Image=

The Extended Self Extended self

external objects that we consider a part of us comprise the extended self; tied to the amount of psychic investment

Levels of extended self Individual (personal possessions,

such as cars, clothing, jewelry) Family (residence and

furnishings) Community (neighborhood or

town in which you live) Group (the types of groups you

belong to)

Gender Differences in Socialization Gender roles vary by culture but are

changing Many societies still expect traditional roles:

Agentic roles: Men expected to be assertive and have certain skills

Communal roles: Women taught to foster harmonious relationships

Understanding gender roles can be profitable

Sex-Typed Traits and Products

Sex-typed traits characteristics we stereotypically associate with

one gender or the other. Sex-types products:

take on masculine or feminine attributes Princess telephones Thor’s Hammer vodka

Female Sex Roles

Male Sex Roles

Masculinism study of male image and the

complex cultural meanings of masculinity

Three traditional models of masculinity: Breadwinner (respectability;

traditional) Rebel (independence;

adventure) Man-of-action hero (synthesis)

Male Sex Roles (continued) Metrosexual: straight, urban male who

exhibits strong interests and knowledge that run counter to traditional male sex role

Ubersexuals: the best of the metrosexuals Bono, George Clooney, Pierce Brosnan

How relevant is the metrosexual stereotype today?

GLBT Consumers 4% to 8% of U.S. population Spend $250–$350 billion a year The Asterix Group – Segments within the GLBT

community Super Gays – highly educated, earn high incomes Habitaters – older and in stable relationships Gay Mainstream – conservative Party People – young, live in big cities, least

educated Closeted – Older and traditional

Body Image

Body image: a consumer’s subjective evaluation of his/her physical self

Body cathexis: person’s feelings about his or her own body

Strong body cathexis = frequent purchases of “preening” products Cathexis is the process of

investment of mental or emotional energy in a person, object, or idea.

Another marketing opportunity!

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

Waist-Hip Ratio

Ideals of Beauty Over Time

Specific “looks”/ideals of beauty Early 1800s: “delicate/looking ill” appearance 1890s: voluptuous, lusty 1990s: “waif” look Bad economy: mature features Good economy: babyish features Modern: high heels, body waxing, eyelifts,

liposuction

Is the Western Ideal Getting Real?

Unilever learned that consumers didn’t believe beauty products really work because the women in the ads were so unrealistic Dove’s Campaign for Real Beauty

http://www.youtube.com/watch?v=tbb8D-u8ues

Working on the Body Fattism Cosmetic surgery Body decoration and mutilation Body piercing

Purpose of Decorating the Body1.Distinguish group members from nonmembers2.Place the individual in the social organization3.Place the person in a gender category4.Enhance sex-role identification5. Indicate desired social conduct6. Indicate high status or rank7.Provide a sense of security

Chapter Summary Self-concept as an influence on behavior The role of products in defining self-concept The influence of sex-role identity on

purchases Self-esteem and our body image Cultural expectations of appearance