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

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

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background image 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: 
background image 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) 
background image 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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School: University of Texas at Austin
Department: Advertising
Course: Psychology of Advertising
Professor: Close-Schienbaum
Term: Summer 2015
Tags:
Name: ADV Exam 2 Review
Description: study guide for exam 2
Uploaded: 03/25/2018
12 Pages 75 Views 60 Unlocks
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