Chapter 9: Identity And The Self Flashcards
(32 cards)
Define self concept
the beliefs a person holds
about their own attributes and how they
evaluate the self on these qualities
What is identity
Each element that contributes to ourself concept
Define self esteem
the positivity of a person’s
self-concept
What is our ideal self
our conception of how we would like to be
What is our actual self
our more realistic appraisal of the qualities we have
What is our avoidance selves
the type of person we don’t want to be
What is impression management
means that we work to “manage” what others think of us. (a single consumer will act differently in
different situations or with different people)
Explain the looking glass self
The process of imagining others reactions and “taking on the role of the other”
What is the self-fulfilling prophecy
We tend to pattern our behaviour and the perceived expectation of others (how others expect us to act)
Explain social comparison
the person tries to evaluate
their appearance by comparing it to the people
depicted in these artificial images
Explain self-construal
the degree to which we think of our self as independent from others versus feeling interdependent with them
Differentiate between independent self and interdependent self
- Independent self (think of yourself as unique)
- Interdependent self (connected to others)
What is the malleable self
Each of us really is several different people (the you in front of your friends and family is different people)
Explain the dramaturgical perspective
views people as
actors who play different roles, the self has different components, or role identities, and only some of these are active at any given time.
What is symbolic interactionism
Relationships play a large part to form the self
What are self image congruence models
we choose products when their attributes matches some aspect of the self
What are self-image consistent product perceptions
Customers perceive customised products more positively because they allow more alignment with their self image
What is self signaling
a message to ourselves that our choices sync with how we want to think about ourselves
What are the different levels of your extended self
- individual level: consumers include many of their personal possessions in self definition. (such as jewellery, cars, clothing)
- family level: includes a consumers residence and the furnishings in it (the place where we live)
- community level: consumers describe themselves in terms of the neighbourhood or town from which they come
- group level: we regard our attachment to even larger social groups as a part of the self (sports teams being a part of themselves)
Explain compensatory consumption
a way for consumers to respond to threats to their self-esteem by consuming products that link to that aspect of the self-concept
etc. buying expensive
clothes or jewelry
to signal worthiness or attractiveness.
What is the self-concept clarity
Some people have a much clearer picture of their self-concept than others do
What is the symbolic self completion theory
suggests that people who have an incomplete self-definition tend to complete this identity when they acquire and display symbols they associate with that role
etc. a student might wear a
specific brand of clothing
to project an image of
belonging to a particular
group or achieving a
certain status.
What is anti consumption
acts, like boycotting or avoiding products, are emancipating.
etc. refusing to purchase products from companies with unethical practices (Shein, Temu etc.)
What is embodied cognition
States of the body modified state of the mind
