11. nov 10 - self concept

Self concept (core)

beliefs a person has of their attributes and evaluates them

Identity (outfit)

a category label with which a consumer self-associates

Self concept attribute dimensions

content, positivity, intensity, stability over time, accuracy

Real or actual self

appraisal of qualities we have

Ideal self

conception of how we would like to be

People buy products to

reduce psych distance between their actual, ideal, and ought self.

Self discrepancy theory

focusing more on the product or brand features than association (logo or logoless bag)

Symbolic interactionism

our interactions and possessions define who we are and want to be. We assign meaning to situations and products and agree on shared meanings.

Looking glass self

by Cooley 1902, “take the role of others”. We take readings of our own identity by bouncing signals off others and trying to project what impression they have of us

Dramaturgy

role taking as key mechanism for interaction. Life as a drama.

Self image congruence

we buy products that align with who we are.

Self completion theory

we buy products to signal who we want to be.

Extended self

external objects we consider a part of us

Levels of extended self

individual (personal possessions like clothing) → family (residence and furnishings) → community (neighborhood or town you live in) → group (social or other groups)

Sex typed products

traditional gender signals (pink for girls, blue for boys, barbie dolls and trucks)

Gender bending products

rise of gender neutral products across fashion, personal care, and beauty challenging binary categorization

Body image

a person’s idea of their body

Body positivity movement

authentic campaigns, inclusive product lines, diverse body types, consumer empowerment

Strategies for positive consumer self-esteem

authentic self presentation → realistic brand presentation → media literacy education —> mindful consumption

The future

gender neutral products, body positive innovation, healthier social media tools, consumer agency