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    Chapter 3 The Self

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    Leslie Ann Elazegui Untalan
    The document discusses various perspectives on the self, including whether the self exists, individual versus collective views of self, and self-concept. It covers topics like ideal versus actual self, multiple roles that make up the self, and how consumption relates to expressing one's self-concept and identity. Gender roles and ideals of beauty are also addressed.

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    © All Rights Reserved
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    Chapter 3 The Self

    Uploaded by

    Leslie Ann Elazegui Untalan
    51 views27 pages
    The document discusses various perspectives on the self, including whether the self exists, individual versus collective views of self, and self-concept. It covers topics like ideal versus actual self, multiple roles that make up the self, and how consumption relates to expressing one's self-concept and identity. Gender roles and ideals of beauty are also addressed.

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    chapter-3-The-Self

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    The document discusses various perspectives on the self, including whether the self exists, individual versus collective views of self, and self-concept. It covers topics like ideal versus actual self, multiple roles that make up the self, and how consumption relates to expressing one's self-concept and identity. Gender roles and ideals of beauty are also addressed.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    51 views27 pages

    Chapter 3 The Self

    Uploaded by

    Leslie Ann Elazegui Untalan
    The document discusses various perspectives on the self, including whether the self exists, individual versus collective views of self, and self-concept. It covers topics like ideal versus actual self, multiple roles that make up the self, and how consumption relates to expressing one's self-concept and identity. Gender roles and ideals of beauty are also addressed.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 27

    The Self

    Presented by: Prof. Leslie Ann U. Gamundoy


    5-1
    Perspectives on the Self
    • Does the Self Exist?
    – 1980’s called the “Me Decade”
    – March 7th designated “Self Day” by Self magazine
    – Western societies emphasize uniqueness of self.
    – Collective self: Eastern culture’s belief that a
    person’s identity is derived from his or her social
    group.
    – Mien-Tzu: Confucian belief that reputation is
    achieved through success and ostentation

    5-2
    Self Concept
    • Self Concept:
    – The beliefs a person holds about his or her own attributes
    and how he or she evaluates these qualities
    • Dimensions of the Attributes of Self Concept:
    – Content
    – Positivity
    – Intensity
    – Accuracy
    • Consumer perceptions of self can be quite
    distorted, particularly with regard to their
    physical appearance.

    5-3
    Self-Esteem
    • Self-esteem:
    – Refers to the positivity of a person’s self-concept.
    • Social Comparison:
    – A process by which consumers evaluate themselves by
    comparing themselves with others (particularly
    comparisons with idealized images of people in
    advertising)
    • Self-esteem Advertising:
    – Attempts to change product attitudes by stimulating
    positive feelings about the self.

    5-4
    Real and Idealized Selves
    • Ideal Self:
    – A person’s conception of how he or she would like to be
    – Partially molded by elements of a consumer’s culture
    • Actual Self:
    – A person’s realistic appraisal of the qualities he or she does and
    does not possess
    • Fantasy: Bridging the Gap between the Selves:
    – Fantasy: A self-induced shift in consciousness
    – Fantasy appeals: Marketing communications aimed at
    individuals with a large discrepancy between their real and
    ideal selves

    5-5
    Fantasy Appeals

    5-6
    Multiple Selves
    • Role Identities:
    – Different components of the self
    • Symbolic Interactionism:
    – Stresses that relationships with other people play a large
    part in forming the self
    – Self-fulfilling prophecy: By acting the way we assume
    others expect us to act, we wind up confirming these
    perceptions
    • The Looking-Glass Self:
    – The process of imagining the reactions of others toward us

    5-7
    Self-Consciousness
    • Self-Consciousness:
    – A painful awareness of oneself magnified by the belief that
    others are intently watching.
    • Public Self-Consciousness:
    – A heightened concern about the nature of one’s public
    “image”
    – Results in more concern about the appropriateness of
    products and consumption activities
    • Self Monitoring:
    – Awareness of how one presents oneself in a social
    environment

    5-8
    Consumption and Self-Concept
    • Products that Shape the Self: You are What
    you Consume:
    – People use an individual’s consumption behaviors to help
    them make judgments about that person’s social identity.
    – Symbolic self-completion theory: People who have an
    incomplete self-definition tend to complete this identity by
    acquiring and displaying symbols associated with it.
    • Self/Product Congruence:
    – Consumers demonstrate consistency between their values
    and the things they buy.
    – Self-image congruence models: Products will be chosen
    when their attributes match some aspect of the self.

    5-9
    The Extended Self
    • Extended Self:
    – External objects that consumers consider a part of
    themselves
    • Four Levels of the Extended Self:
    – (1) Individual Level: Personal possessions
    – (2) Family Level: Residence and furnishings
    – (3) Community Level: Neighborhood or town one is from
    – (4) Group Level: Social groups
    – A consumer may also feel that landmarks, monuments, or
    sports teams are part of the extended self.
    • Identity Theft:
    – Criminal use of personal information to secure credit
    5 - 10
    Advertisements Extending the Self

    • This Italian ad
    demonstrates that our
    favorite products are
    part of the extended
    self.

    5 - 11
    Sex Roles
    • Sex Identity:
    – An important component of a consumer’s self
    concept
    • Gender Differences in Socialization:
    – Agentic goals (Males): Stress self assertion and
    mastery
    – Communal goals (Females): Stress affiliation and
    fostering of harmonious relations

    5 - 12
    Sex Roles (cont.)
    • Gender Versus Sexual Identity:
    – Sex-Typed Traits: Characteristics stereotypically associated
    with gender
    • Sex-Typed Products:
    – Many products are sex-typed (i.e., they take on masculine or
    feminine attributes and are associated with gender)
    • Androgyny(hem erkek hem dişi, çift cinsiyetli)
    – Refers to the possession of both masculine and feminine traits
    – Sex-typed people: Stereotypically masculine or feminine
    – Androgynous people: Mixed gender characteristics

    5 - 13
    Culturally Bound Sex Roles

    • This ad for Bijan illustrates how sex-role identities are


    culturally bound by contrasting the expectations of how
    women should appear in two different countries.
    5 - 14
    Sex Roles (conc.)
    • Female Sex Roles:
    – Female sex roles are still evolving
    • Male Sex Roles:
    – Masculinism: The study of the male image and the cultural
    meanings of masculinity
    • Gay, Lesbian, Bisexual, and Transgender
    (GLBT) Consumers:
    – GLBT population is an attractive segment to marketers
    – The 1990’s saw big corporations actively court this market
    segment

    5 - 15
    Targeting GLBT Consumers
    • This ad for Alize, a
    cognac drink, is
    geared toward
    lesbians.

    5 - 16
    Body Image

    • Body Image:
    – Refers to a consumer’s subjective evaluation of his
    or her physical self
    • Body Cathexis(yük):
    – A person’s feelings about his or her body
    • Ideal of Beauty:
    – A particular model, or exemplar, of appearance

    5 - 17
    Ideals of Beauty
    • Is Beauty Universal?
    – Men are attracted to an hourglass shape
    – Women prefer men with a heavy lower face, above-average
    height, and a prominent brow
    • The Western Ideal:
    – Big round eyes, tiny waists, large breasts, blond hair, and blue
    eyes
    • Ideals of Beauty over Time:
    – Periods of history tend to be characterized by a specific
    “look”
    – Sexual dimorphic markers: Aspects of the body that
    distinguish between the sexes
    5 - 18
    Waist-Hip Ratios

    Figure 5.1 5 - 19
    Beauty Ideals in the 1950’s

    • This 1951 bathing beauty exemplified an ideal of


    American femininity at that time.
    5 - 20
    Working on the Body
    • Fattism: (discrimination against people who are overweight )
    – Our society is obsessed with weight
    • Body Image Distortions(bozukluk):
    – Women’s ideal figure is much thinner than their
    actual figure
    – Anorexia: Starving oneself in a quest for thinness
    – Bulimia: Binge eating followed by purging
    (vomiting, laxatives, fasting, or over-exercising)
    – Body dysmorphic disorder: An obsession with
    perceived flaws in appearance
    5 - 21
    Unrealistic Body Shape Expectations

    • This ad for an online


    weight-loss site drives
    home the idea that the
    media often
    communicate unrealistic
    expectations about body
    shape.

    5 - 22
    Distorted Body Image

    5 - 23
    Cultural Emphasis on Thinness

    • Society’s emphasis on thinness makes many consumers


    insecure about their body image. This South American
    ad promises, “You’ll never have to go to the beach in a
    T-Shirt again.”
    5 - 24
    Working on the Body (cont.)
    • Cosmetic Surgery:
    – Consumers are increasing electing to have cosmetic
    surgery to change a poor body image or enhance
    appearance.
    – Men are increasingly having cosmetic surgery too.
    • Breast Augmentation:
    – Our culture tends to equate breast size with sex
    appeal.
    – Some women have breast augmentation procedures
    because they feel larger breasts will increase their
    allure.
    5 - 25
    Body Decoration and Mutilation
    • Purpose of Decorating the Self:
    – To separate group members from nonmembers
    – To place the individual in the social organization
    – To place the person in a gender category
    – To enhance sex-role identification
    – To indicate desired social conduct
    – To indicate high status or rank
    – To provide a sense of security
    • Tattoos
    • Body Piercing
    5 - 26
    Tattooing
    • Tattooing is becoming
    mainstream. This
    Spanish ad for Nike
    tennis products says,
    “Rest in heaven, not
    on the court.”

    5 - 27

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