The Self

Self Concept

is the collection of beliefs and perceptions an individual has about themselves. It encompasses self-esteem, self-image, and self-identity. Central roles

Content

specific attributes qualities and characteristics that individuals associate with themselves

Valence

emotional value or positive/ negative feeling associated with various self concept components

intensity

the strength or stability of the self concept components. It reflects how deeply a person identifies with certain traits or roles

Accuracy

the degree to which an individual self-concept aligns with reality including how accurately they perceive their abilities, traits, and behaviours

Jungian archetypes

the universal patterns all humans share at the deepest level, collective, unconscious, symbolic, mythological, universal

carl jung

integration of conscious and unconscious

rudimentary self concept

the basic awareness an individual has of themselves as a distinct entity separate from others, mirror rouge test

infancy

distinguishes self from the environment, forming rudimentary self awareness

age 2-3

recognizes gender and age; associates with family

age 3-4

focuses on skills and talents in self concept

ages 5-6

social comparisons begins, private self concept (ability to keep selects and tell lies)

teen years

perspective taking and objective self awareness develop, leading to social identity formation

child self concept

concrete, references to character like age, sex, hobbies

Maturing self concept

less emphasis of physical characteristics, more emphasis of psychological states and how other people judge us

independent view of self

in many western cultures people have an independent view of self, a way of defining ones internal

interdependent view of self

a way of defining oneself in terms of ones relationship to other people, recognizing that ones behaviour is often determined by the thoughts, feelings and actions of others, Asain

self congruence

Consumers are more likely to prefer and chose products that algin their concept essential hey way they see themselves to wish to be seen

Symbolic interactionism

products and brands are just functional item: they can carry symbolic meaning that reflect personal values, social status and group affiliations, individual often make choices based on how they perceive other will view their purchase

Extended self (we are what we own)

many things other than the body can also be viewed as part of the self, car, homes

Individual level - inclusion of many personal possessions in self-definition

• Family level - includes a consumers residence and its furnishings

• Community level - the neighborhood or town to which consumers belong

• Group level- attachments to certain social religious groups can be consisted part of self

symbolic self completion

predicts that people who have an incomplete self definition tend to complete this identity by acquiring and displaying symbols associated with

Self esteem

the evaluation of one's own worth or value, influenced by personal beliefs and social comparisons. It can affect motivation and behavior. Products can be used ot bolster or to reward the self usual appeals

ideal self

the concept of the person one aspires to be, often influencing goals and behaviors.

self concept patience theory:

people are motivate to maintain consistency between the self concept and behaviour

social comparison

exposure to ads triggers the process of social comparision, is a basic human tendency to benchmark, supplying idealized images of happy attractive people