Consumers as Individuals – the Self
LECTURE 5: CONSUMERS AS INDIVIDUALS – THE SELF
Self-concept
The self-concept refers to the beliefs a person holds about their attributes, and how they evaluate these qualities.
Components of the self-concept
It is composed of many attributes, some of which are given greater emphasis when the overall self is being evaluated. Attributes of self-concept can be described along such dimensions as their content (for example, facial attractiveness vs. mental aptitude), positivity or negativity (i.e. self-esteem), intensity, stability over time and accuracy (that is, the degree to which one’s self-assessment corresponds to reality).
Self-esteem
Self-esteem refers to the positivity of a person’s self-concept. People with low self-esteem do not expect that they will perform very well, and they will try to avoid embarrassment, failure or rejection. People with high self-esteem expect to be successful,, will take more risks and are more willing to be the centre of attention. Self-esteem is often related to acceptance by others.
Marketing communications can influence a consumer’s level of self-esteem. Exposure to ads can trigger a process of social comparison, where the person tries to evaluate their self by comparing it to the people in these artificial images.
Real and ideal selves
Self-esteem is influenced by a process where the consumer compares their actual standing on some attribute to some ideal. The ideal self is a person’s conception of how they would like to be, while the actual self refers to our more realistic appraisal of the qualities we have or lack. And we often engage in a process of impression management where we work hard to ‘manage’ what others think of us by strategically choosing clothing and other cues that will put us in a good light.
The ideal self is partly moulded by elements of the consumer’s culture, such as heroes or people depicted in advertising who serve as models of achievement or apprearance. Products may be
Self-concept
The self-concept refers to the beliefs a person holds about their attributes, and how they evaluate these qualities.
Components of the self-concept
It is composed of many attributes, some of which are given greater emphasis when the overall self is being evaluated. Attributes of self-concept can be described along such dimensions as their content (for example, facial attractiveness vs. mental aptitude), positivity or negativity (i.e. self-esteem), intensity, stability over time and accuracy (that is, the degree to which one’s self-assessment corresponds to reality).
Self-esteem
Self-esteem refers to the positivity of a person’s self-concept. People with low self-esteem do not expect that they will perform very well, and they will try to avoid embarrassment, failure or rejection. People with high self-esteem expect to be successful,, will take more risks and are more willing to be the centre of attention. Self-esteem is often related to acceptance by others.
Marketing communications can influence a consumer’s level of self-esteem. Exposure to ads can trigger a process of social comparison, where the person tries to evaluate their self by comparing it to the people in these artificial images.
Real and ideal selves
Self-esteem is influenced by a process where the consumer compares their actual standing on some attribute to some ideal. The ideal self is a person’s conception of how they would like to be, while the actual self refers to our more realistic appraisal of the qualities we have or lack. And we often engage in a process of impression management where we work hard to ‘manage’ what others think of us by strategically choosing clothing and other cues that will put us in a good light.
The ideal self is partly moulded by elements of the consumer’s culture, such as heroes or people depicted in advertising who serve as models of achievement or apprearance. Products may be