GENDER CONSUMPTION

Definition: Self-concept refers to an individual's perception of themselves and is made up of three key components:
  - Self-Image: This is how individuals see themselves.
  - Self-Esteem: This reflects how positively or negatively individuals think of themselves.
  - Ideal Self vs. Actual Self: This involves the comparison between what individuals aspire to be and their current self.
Impression Management: The process through which individuals curate their public image.
  - Self-fulfilling Prophecy: The idea that if a person wants to become something, they will act in ways that align with that aspiration.
  - Social Comparison: Measuring oneself against others to assess personal worth.
  - Identity Marketing: Branding oneself through physical or product branding to communicate identity.
Self-Image Congruence Models: Suggests that individuals seek products aligning with their self-concept, creating a preference for products that reflect their perceived identity.

This week focuses on the niche area of gender in consumer behavior, which is generally viewed as a topic of interest among students.

Women:
  - Stereotypically seen as more frequent shoppers than men.
  - Traditionally responsible for household shopping (groceries, furniture, decor).
  - Exhibit brand loyalty and are willing to shop around for better deals.
  - View shopping as a meaningful activity, not just a chore.
    - Example: Women spend considerable time on product choices (e.g., peanut butter).
  - Use a Comprehensive Processing Mode: Involves analyzing all available cues such as color, branding, price, and availability.
Men:
  - Typically perceive shopping as boring and prefer not to browse.
  - Do not traditionally engage in shopping for the home as much as women.
  - More likely to use a Selective Processing Mode or heuristics, focusing on one cue (e.g., price) rather than all available information.

Definition of Gender: Can be understood through different lenses:
  - Physiological Component: Broadly equated with anatomy and often confused with sex.
  - Psychological Component: How individuals identify and interpret their gender.
  - Sociological Component: Influences from society/culture on perceptions and behaviors regarding gender.
Gender Essentialism: The belief that biological sex is the sole determinant of behaviors and attributes associated with gender. Suggests fixed, essential traits based on anatomy.
Non-essentialist Perspective: Views gender as a socially constructed concept, separate from biological sex, allowing for a broader, more complex understanding of gender identity.

Explains how societal norms and expectations shape behaviors and perceptions related to gender.
Sources of socialization include:
- Commercial sources (advertisements, toys)
- Family dynamics, friends, and peers, which provide both explicit and incidental lessons on gender roles.
Learning Theories:
- Operant Conditioning: Rewards and punishments shape gender-specific behaviors (e.g., reactions to preferences in toys).
- Social Learning Theory: Imitation of gendered behaviors observed in models around us (advertisements showcasing traditional play behaviors).

Schema Construction: The mental framework that categorizes behaviors expected from males and females.
- Individuals use their understanding of gender schemas to interpret behaviors of themselves and others.
Impact of Gender Schemas on Self-Concept and Self-Esteem:
- Schemas can lead individuals to feel positive or negative self-worth based on conformity to gender norms.
- Gender identity development involves navigating these societal expectations and can affect self-esteem when one deviates from established norms.

Consumer Decision-Making:
- Gendered marketing influences how products are perceived and consumed based on ingrained gender identities and attitudes.
- Marketers utilize gender cues from products and spokespeople to target different consumer segments based on self-concept.
Examples of Gendered Marketing:
- Unique branding for products based on gender distinctions (e.g., pink tools for women).
- Price discrepancies between similar products marketed towards different genders (e.g., women’s razors often priced higher than men’s).

Defined beliefs regarding appropriate roles and behaviors for men and women.
Two types of gender role beliefs:
- Egalitarian Beliefs: Support equal roles for men and women, with concepts like dual incomes and shared responsibilities.
- Traditional Beliefs: Reinforce different roles, suggesting men should be breadwinners and women caregivers.
Effects on Consumption:
- Women with egalitarian beliefs participate more in high-paying careers and make larger purchases.
- Understanding that gender role attitudes influence not only individual behaviors but also target consumer markets.

Consider implications of the material covered regarding consumer behaviors and gender.
Conclusion: The complexity of gender roles and consumer behavior reveals how deeply societal standards shape expectations, product marketing, and individual identity formation.