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MKT 310 Chapter 7

by: Marissa Sarlls

MKT 310 Chapter 7 MKT 310

Marissa Sarlls
GPA 3.75

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MKT 310 Consumer Behavior book notes chp 7
Consumer Behavior
Dr. Dan Sheehan
Class Notes
Marketing, Consumer, behavior
25 ?




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This 2 page Class Notes was uploaded by Marissa Sarlls on Sunday May 8, 2016. The Class Notes belongs to MKT 310 at University of Kentucky taught by Dr. Dan Sheehan in Spring 2016. Since its upload, it has received 13 views. For similar materials see Consumer Behavior in Marketing at University of Kentucky.


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Date Created: 05/08/16
MKT 310 Chapter 7: The Self The Self  Many Eastern cultures stress the importance of a collective self, where a person derives his or her identity in large measure from a social group  Non-Western cultures tend to focus on an interdependent self where we define our identities largely by our relationships with others Self-Concept  Self-concept—the beliefs a person holds about his own attributes and how he evaluates the self on these qualities o Content—facial attractiveness versus mental aptitude o Positivity—self-esteem o Intensity and stability over time o Accuracy—the degree to which one’s self-assessment corresponds to reality  Self-esteem—refers to the positivity of a person’s self-concept o Social comparison—the person tried to evaluate her appearance by comparing it to the people depicted in these artificial images  College girls exposed to beautiful women and report lower satisfaction with own image  Ideal self—a person’s conception of how he would like to be  Actual self—refers to our more realistic appraisal of the qualities we don’t have  Impression management—we work hard to “manage” what others think of us; we strategically choose clothing and other products that will show us off to others in a good light Fantasy  People with large gap between ideal and actual self are good targets  Fantasy—daydream; a self-induced shift in consciousness which is sometimes a way to compensate for a lack of external stimulation or to escape from problems in the real world  We have as many selves as we do different social roles  The dramaturgical perspective on consumer behavior views people as actors who play different roles o The self has different components, or role identities o Torn self—a condition where immigrants struggle to reconcile their native identities with their new cultures Symbolic Interactionism  Symbolic interactionism—stresses that relationships with other people play a large part form the self. We exist in a symbolic environment and assign meanings based on symbols in that environment o Our self assessment continually evolves as we encounter new situations and people…we negotiate these meanings over time  Looking-glass self—the process of imagining the reaction of others toward oneself o Self-fulfilling prophecy The Extended Self  Extended self—the external objects we consider a part of our self-identity o Some people bury the dead with their possessions  Four levels: o Individual level—consumers include many of their personal possessions in the self definition, such as jewelry, cars, clothing, etc. “You are what you wear” o Family level—includes a consumer’s residence and the furnishings in it. House symbolizes body for the family o Community level—consumer describes themselves in terms of the neighborhood or town from which they come o Group level—we regard our attachments to certain social groups as a part of the self; may also feel that landmarks, monuments, or sports teams are a part of the extended self The Digital Self  Digital self—expresses our online identities o Social footprint—the mark a consumer leaves after she occupies a specific digital space o Lifestream—ongoing record of her digital life across platforms (e.g. tweets, blog posts, etc)


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