Identity/ Community

Question 1

Self-concept definition

Answer 1

An idea of the self, constructed from the belief on holds about oneself and the response of others.

Question 2

What are the Sirgy (1982) Model 6 selfs?

Answer 2

• The actual self
• The ideal self
• The social self
• The ideal social self
• The negative self
• The avoidance self

Question 3

What is the definition of the Extended self?

Answer 3

Cannot differentiate between me and mine. A product or a thing becomes a part of personal well being and it gets attached to emotion. becoming the parts of ones personality.

Question 4

What is the definition of Community and who by?

Answer 4

Saunders (1994) community can be defined as a web of relationships embracing shared values and goals.

Question 5

List the 4 types of communities in consumption?

Answer 5

• Subculture of consumption
• Marginal subculture
• Brand communities
• Consumer tribes

Question 6

What are the 4 characteristics of Subcultures of consumption?

Answer 6

• Identifiable hierarchical social structure
• Unique ethos or set of shared belief and values
• Unique jargon, rituals and modes of symbolic expressions
• Share similarities to brand communities but subcultures of consumption can have an almost religious quality.

Question 7

Brand communities characteristic?

Answer 7

Weak links between members, strong link to the brand