Chapter 5 Flashcards
Self (5 cards)
What is the self-concept, and why is it a crucial concept in understanding consumer behavior?
Definition: The self-concept encompasses the beliefs an individual holds about his or her own attributes and how he or she evaluates those qualities.
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Importance in Consumer Behavior: The self-concept plays a powerful role in guiding consumer choices. People often purchase products and services that they believe align with or enhance their self-image.
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For example, someone who sees themselves as athletic might gravitate towards sports apparel and equipment, while someone who values intellectual pursuits might choose books, courses, or cultural experiences.
What is the looking-glass self, and how does it contribute to the development of the self-concept?
The looking-glass self refers to the process by which our self-perceptions are shaped by how we imagine others perceive us. It’s as if we are looking into a mirror reflecting back the judgments and opinions of those around us.
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How it Works:
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We imagine how we appear to others.
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We interpret others’ reactions to us.
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We develop our self-concept based on these interpretations.
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Marketing Implication: Consumers often make choices based not only on their own preferences but also on how they believe those choices will be perceived by their social groups. Marketers can leverage this by showcasing products as symbols of social approval or belonging.
Explain the symbolic self-completion theory and its relevance to marketing.
This theory suggests that individuals who feel incomplete or insecure about a particular aspect of their self-identity may attempt to “complete” that identity by acquiring and displaying symbols associated with it.
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Example: A young man who aspires to be seen as successful and powerful might purchase a luxury car as a status symbol to compensate for feelings of inadequacy in his career or social life.
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Marketing Relevance: By understanding the symbolic meanings consumers attach to products, marketers can effectively position their offerings as tools for self-expression, identity construction, or social signaling.
What is compensatory consumption? Provide an example.
Compensatory consumption occurs when consumers are threatened or lacking on a particular dimension and attempt to compensate for this threat by engaging in consumption behaviors that restore their sense of self-worth or identity.
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Example: Imagine someone who is experiencing job insecurity or a decline in their social status. They might engage in “retail therapy” to boost their mood and feel more in control, splurging on luxury goods or experiences they might not otherwise purchase as a way to feel better about themselves.
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Marketing Implications: Marketers sometimes target consumers experiencing these vulnerabilities, positioning their products as solutions for restoring confidence, regaining control, or boosting self-esteem.
How do gender roles influence consumer behavior?
Societal Expectations: Societies often have established norms and expectations associated with masculinity and femininity, influencing product preferences, purchase decisions, and brand perceptions.
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Marketing to Gender Roles: Traditionally, marketing has reinforced these roles through sex-typed products—products specifically marketed as being for men or for women.
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Examples: Tools and trucks marketed towards men; cleaning products and kitchen appliances marketed towards women.
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Evolving Landscape: As gender roles become more fluid, marketing strategies are also evolving to reflect greater diversity in gender identity and expression.
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Many brands are moving away from rigid gender stereotypes, promoting inclusivity and targeting consumers based on their interests and values rather than traditional gender roles.
