UT - ADV 319 - ADV Exam 2 Review - Study Guide

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PSYCHOLOGY OF ADVERTISING EXAM 2 STUDY GUIDE

INCLUDES: ● 12 pages of material ● All topics on Dr. Kahlor’s study guide are included with definitions,
explanations, etc. ● Material from lectures and the textbook
Self
Video re: self-concept development ● Young children describe themselves in terms of physical characteristics, possessions,
and behaviors, and then moving into middle childhood, begin to describe themselves in
less concrete terms, in terms of group membership ● During middle childhood, kids also describe themselves in more psychological
dimensions Self-concept, structure/parts; East-West conceptualizations of the self; Collective self ● Self concept: how you know and understand yourself ○ Schema of the self ● Self concept develops as we develop (children video) ● Western societies: emphasis on individual identity ● Eastern societies: emphasis on group identity → also known as the collective self ● Self concept includes: self image, self esteem, and self efficacy Self Image, roles ● Self image: how you perceive yourself; how you think others perceive you ○ Roles, personality, physical characteristics, skills/abilities, hobbies, occupation ○ Impacted by personal and social norms Self-esteem; Dove example from lecture on girl’s self-esteem ● Self esteem: how you feel about yourself - emotionally ○ High self esteem: positive evaluation ○ Low self esteem: negative evaluation ○ Dove ad example: girls wish they could change things about themselves ○ Global self esteem: feelings about who we are - this is constant ○ Situational self esteem changes due to circumstances, roles, events: feelings
about what we do Self efficacy, influences on ● Self efficacy: someone’s judgement about being able to do a particular activity ○ “I can”or “I can’t” ○ Self efficacy levels can vary across circumstances, abilities, etc. ■ It is specific to the task at hand ○ 4 main sources of influence:

■ Mastery: success builds efficacy, failure undermines it ■ Vicarious experience: greater assumed similarity = more persuasive
models’ successes and failures ■ Social persuasion: encouragement from others = greater effort ■ Stress: positive mood = greater self efficacy Nike often appeals to what aspect of the self? ● Example: Nike tries to appeal to your self efficacy - your ability to do something Social comparison ● Social comparison: individual tries to evaluate their appearance by comparing it to the people depicted in artificial images/ads Ideal and actual/real self ● Ideal self: how we would like to be ● Actual self: our realistic appraisal of who we are, our qualities ● Products can help us reach our ideal self, and be consistent with our actual self ○ Ads can encourage and facilitate social comparison ■ Social comparison can highlight discrepancies between ideal and actual self Extended self, levels ● We integrate external entities into our self concept at four levels: ○ Individual: possessions ○ Family: residence ○ Community: town, neighborhood ○ Group: social groups, subcultures Embodied cognition, enclothed cognition ● Embodied cognition: ”States of the body modify states of the mind” ○ Our behaviors and observations of what we do and buy, shape our thoughts
rather than vice versa ● Enclothed cognition: the symbolic meaning of clothing changes how people behave Self consciousness, monitoring ● Self consciousness: awareness of self ● Self monitoring: you are attuned to how you present yourself in social environments ○ High self monitors: study others, are self-conscious, focus on appearance, can
adapt to differing social situations ○ Low self monitors: oblivious to how others see them, they march to their own
drumbeat Multiple selves, roles, examples ● We all have several “selves” and “roles” ○ We have achieved role identities: freely chosen ○ And we have ascribed role identities: gender, race, etc. ● Marketers try to sell us products that are needed to facilitate our role identities Multi-tasking ads vs. what science says ● Thinking about the ideal self and the actual self in terms of multitasking: ○ We think we can successfully multitask (ideal self)

○ BUT we are actually very bad at multitasking (actual self) Identity marketing, “science is a girl thing” ● Ads can reference identities, which improve purchase likelihoods ○ However, messages that try to define an identity often backfire and reduce
purchase likelihood ○ Why? “Science is a girl thing” example: tried to define the identity that women
like girly and feminine things such as makeup, high heels, dresses, etc. ■ These are “girl things” Self image Congruence ● Self-image congruence models suggest that people choose products when their attributes match some aspect of the self ○ Choosing an aesthetically pleasing product = feeling better about ourselves Symbolic interactionism ● Symbolic interactionism: this concept stresses that relationships with other people play a large part to form the self ○ Therefore we exist in a symbolic environment → we assign meaning to any
situation/object when we interpret symbols ○ In a society, individuals agree on shared meanings (a red stop light means stop) Body image ● Body image: someone’s subjective evaluation of his or her physical self ○ Doesn’t always correspond to others’ evaluations of ourselves ● Marketers can exploit this concept we have of ourselves, and create an ideal self that
we think we should be; products are then marketed to us, claiming to close the gap
between our actual self and the ideal self we want Beauty ideals internationally, examples for men from video ● Men’s beauty standards vary across the world Gender identity, roles, socialization ● Children learn from role models and modeled behaviors ● Toys and clothes are often gender-specific for kids Sex-typed products, gender bending ● Sex-typed products: these products reflect stereotypical masculine or feminine attributes ○ Consumers associate the product with one gender or the other ● Gender-bending products: traditionally sex-typed items adapted to the opposite gender ○ Examples: selling pink guns for women, tweezers for men, Febreze for men Personality
Freud’s Structural Model, Ego, id, superego, Cat in the Hat as it relates to Freud ● Freud’s structural model of personality consists of the Id, Ego, and Superego (three different parts of the mind)

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