Slide hành vi người tiêu dùng chapter6 the self

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Chapter 6

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The Self

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CONSUMER
BEHAVIOR, 8e
Michael Solomon

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Chapter Objectives
When you finish this chapter you should understand
why:

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• The self-concept strongly influences consumer
behavior.

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• Products often play a pivotal role in defining the self-

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concept.

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• Sex-role identity is different from gender, and

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society’s expectations of masculinity and femininity
help to determine the products we buy to be
consistent with these expectations.

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Chapter Objectives
When you finish this chapter you should understand
why:

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• A person’s sex-role identity is a major component of

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self-definition. The media plays a key role in
teaching us how to behave as ―proper‖ males and
females.

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• The way we think about our bodies (and the way our

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culture tells us we should think) is a key component
of self-esteem.

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Perspectives on the Self

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• We buy products to highlight/hide aspects of the self
• Eastern cultures focus on:
• The collective self (person’s identity comes from

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group)
The interdependent self (person’s identity defined
from relationships with others)

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• Western cultures focus on:

• Individuality
• Individual appearance

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Self-Concept

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• Self-concept: the beliefs a person holds about his/her
own attributes, and how he/she evaluates these qualities

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• Attribute dimensions: content (facial attractiveness

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versus mental attitude) , positivity (self-esteem),
intensity, stability over time, and accuracy (the degree to
which one’s self-assessment corresponds to reality)

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• Self-esteem: the positivity of a

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Self-Esteem

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person’s self-concept
• Low self-esteem: think they
will not perform well
• High self-esteem: think they
will be successful and will
take risks

• Ads can trigger social

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comparison
• Attractive models using
products

Click photo for
Hotornot.com

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Discussion

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• Self-esteem advertising: products provide remedy
to low self-esteem

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• Think about/locate examples of self-esteem
advertising

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• Evaluate the probable effectiveness of these

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appeals. Is it true that “flattery gets you
everywhere?”

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Real and Ideal Selves

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• Ideal self: our conception of how we would like to
be

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• Actual self: our more realistic appraisal of the
qualities we have

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• Products can:
• Help us reach ideal self
• Be consistent with actual self

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Multiple Selves

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• Each of us has many selves and roles
• Marketers pitch products needed to facilitate an

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active role identities

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Sister

Friend

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Woman

Spokesperson

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Wife

Pro athlete
American citizen

Mother

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Virtual Identity

Click photo for
secondlife.com

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• People are assuming virtual identities in cyberspace
• Avatars represent visual identity
• How do online ―selves‖ affect consumer behavior?

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Symbolic Interactionism

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• Symbolic interactionism: relationships with others
play a large part in forming the self

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• ―Who am I in this situation?‖
• ―Who do other people think I am?‖
• We pattern our behavior on the perceived

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expectation of others—a self-fulfilling prophecy

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Looking-Glass Self

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• Looking-glass self: taking the role of the other
• We take readings of our own identity by ―bouncing‖

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signals off others and trying to project what
impression they have of us

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Self-Consciousness

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• Self-consciousness: awareness of self

• Researchers say that those who score high in:
• Public self-consciousness are more interested in

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clothing and use more cosmetics
Self-monitoring are attuned to how they present
themselves in social environments

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Consumption and Self-Concept

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• Identity marketing: consumers alter some aspects of
their selves to advertise for a branded product

Click to play Quicktime
video on
Harley-Davidson

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• Product consumption = definition of the self

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Discussion
family member, or classmate.

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• Construct a “consumption biography” of a friend,

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• Make a list of his/her most favorite possessions, and

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see if you or others can describe this person’s
personality just from the information provided by
this catalogue.

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You Are What You Consume

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• Social identity as individual consumption behaviors
• Question: Who am I now?
• Answer: To some extent, your possessions!
• Inference of personality based on consumption

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patterns

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• Consumers may attach themselves to product to

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maintain self-concept

• Symbolic self-completion theory: people who have

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an incomplete self-definition complete the identity by
acquiring and displaying symbols associated with it.

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Self/Product Congruence

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• Consumers demonstrate their values through their
purchase behavior

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• Self-image congruence models: we choose products

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Self-Image

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Product Usage

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when attributes matches the self

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The Extended Self

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• Levels of extended self:
• Individual: personal

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that we consider a part of us

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• Extended self: external objects

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possessions (cars, clothing)
Family: residence and
furnishings
Community: neighborhood
or town where you live
Group: social or other
groups

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Gender Differences in Socialization

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and have certain skills
Communal roles: women are taught to foster
harmonious relationships

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• Gender roles vary by culture but are changing
• Many societies still expect traditional roles:
• Agenic roles: men are expected to be assertive

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Sex-Typed Traits and Sex-Typed
Products

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• Sex-typed traits: characteristics we stereotypically
associate with one gender or the other.

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• Sex-types products: take on masculine or feminine

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attributes
• Pink Princess telephones
• Thor’s Hammer vodka

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• Androgyny: possession of

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• Sex-typed people:

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both masculine and feminine
traits
• Androgynous people
function well in social
situations

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Androgyny

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stereotypically masculine or
feminine
• Females more sensitive to
pieces of info
• Men consider overall
themes
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Female Sex Roles

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• New managerial class of

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women has forced marketers
to reexamine strategies

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• Sporting goods, car

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accessories, and electronics
products targeted to women

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Click photo for
Burtons.com

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• Example: Burton’s shoots
photos of their female models
to make them look strong and
empowered

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