Perspectives on the Self
Chapter 5 - The Self
Perspectives 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
* Self-concept: the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities * Attribute dimensions: content, positivity, intensity, stability over time, and accuracy
Self-Esteem
* Self-esteem: the positivity of a person’s self-concept * Low self-esteem: think they will not perform well * High self-esteem: think they will be successful and will take risks * Ads can trigger social comparison * Attractive models using products
Real and Ideal Selves * Ideal self: our conception of how we would like to be * Actual self: our more realistic appraisal of the qualities we have * Products can: * Help us reach ideal self * Be consistent with actual self * Impression management means that we work to “manage” what others think of us * Fantasy: self-induced shift in consciousness
Multiple Selves * Each of us has many selves and roles * Marketers pitch products needed to facilitate active role identities
Virtual Identity * People are assuming virtual identities in cyberspace * Avatars represent visual identity * How do online “selves” affect consumer behavior?
Symbolic Interactionism * Symbolic interactionism: relationships with others play a large part in forming the self * “Who am I in this situation?” * “Who do other people think I am?” * We pattern our behavior on the perceived expectation of others—a self-fulfilling prophecy
Looking-Glass Self * Looking-glass self: taking the role of the other * We take readings of our own
Perspectives 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
* Self-concept: the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities * Attribute dimensions: content, positivity, intensity, stability over time, and accuracy
Self-Esteem
* Self-esteem: the positivity of a person’s self-concept * Low self-esteem: think they will not perform well * High self-esteem: think they will be successful and will take risks * Ads can trigger social comparison * Attractive models using products
Real and Ideal Selves * Ideal self: our conception of how we would like to be * Actual self: our more realistic appraisal of the qualities we have * Products can: * Help us reach ideal self * Be consistent with actual self * Impression management means that we work to “manage” what others think of us * Fantasy: self-induced shift in consciousness
Multiple Selves * Each of us has many selves and roles * Marketers pitch products needed to facilitate active role identities
Virtual Identity * People are assuming virtual identities in cyberspace * Avatars represent visual identity * How do online “selves” affect consumer behavior?
Symbolic Interactionism * Symbolic interactionism: relationships with others play a large part in forming the self * “Who am I in this situation?” * “Who do other people think I am?” * We pattern our behavior on the perceived expectation of others—a self-fulfilling prophecy
Looking-Glass Self * Looking-glass self: taking the role of the other * We take readings of our own