.c om Chapter ng th an co ng The Self cu u du o CONSUMER BEHAVIOR, 8e Michael Solomon CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Chapter Objectives When you finish this chapter you should understand why: co ng • The self-concept strongly influences consumer behavior th an • Products often play a pivotal role in defining the self- ng concept du o • Sex-role identity is different from gender, and cu u society’s expectations of masculinity and femininity help to determine the products we buy to be consistent with these expectations Hoang Duc Binh, 2008 5-2 CuuDuongThanCong.com https://fb.com/tailieudientucntt .c om Chapter Objectives When you finish this chapter you should understand why: co ng • A person’s sex-role identity is a major component of ng th an self-definition The media plays a key role in teaching us how to behave as ―proper‖ males and females du o • The way we think about our bodies (and the way our cu u culture tells us we should think) is a key component of self-esteem Hoang Duc Binh, 2008 5-3 CuuDuongThanCong.com https://fb.com/tailieudientucntt Perspectives on the Self co ng c om • We buy products to highlight/hide aspects of the self • Eastern cultures focus on: • The collective self (person’s identity comes from an th ng • group) The interdependent self (person’s identity defined from relationships with others) cu u du o • Western cultures focus on: • Individuality • Individual appearance Hoang Duc Binh, 2008 5-4 CuuDuongThanCong.com https://fb.com/tailieudientucntt Self-Concept c om • Self-concept: the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities ng • Attribute dimensions: content (facial attractiveness cu u du o ng th an co versus mental attitude) , positivity (self-esteem), intensity, stability over time, and accuracy (the degree to which one’s self-assessment corresponds to reality) Hoang Duc Binh, 2008 5-5 CuuDuongThanCong.com https://fb.com/tailieudientucntt • Self-esteem: the positivity of a c om Self-Esteem du o ng th an co ng 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 cu u comparison • Attractive models using products Click photo for Hotornot.com Hoang Duc Binh, 2008 5-6 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion c om • Self-esteem advertising: products provide remedy to low self-esteem co ng • Think about/locate examples of self-esteem advertising th an • Evaluate the probable effectiveness of these cu u du o ng appeals Is it true that “flattery gets you everywhere?” Hoang Duc Binh, 2008 5-7 CuuDuongThanCong.com https://fb.com/tailieudientucntt Real and Ideal Selves c om • Ideal self: our conception of how we would like to be co ng • Actual self: our more realistic appraisal of the qualities we have cu u du o ng th an • Products can: • Help us reach ideal self • Be consistent with actual self Hoang Duc Binh, 2008 5-8 CuuDuongThanCong.com https://fb.com/tailieudientucntt Multiple Selves ng c om • Each of us has many selves and roles • Marketers pitch products needed to facilitate an co active role identities an Sister Friend du o ng th Woman Spokesperson cu u Wife Pro athlete American citizen Mother Hoang Duc Binh, 2008 5-9 CuuDuongThanCong.com https://fb.com/tailieudientucntt Virtual Identity Click photo for secondlife.com cu u du o ng th an co ng c om • People are assuming virtual identities in cyberspace • Avatars represent visual identity • How online ―selves‖ affect consumer behavior? Hoang Duc Binh, 2008 5-10 CuuDuongThanCong.com https://fb.com/tailieudientucntt Male Sex Roles ng co image and the complex cultural meanings of masculinity c om • Masculinism: study of male cu u du o ng th masculinity: • Breadwinner • Rebel • Man-of-action hero an • Three traditional models of Hoang Duc Binh, 2008 5-26 CuuDuongThanCong.com https://fb.com/tailieudientucntt Male Sex Roles (cont.) c om • Metrosexual: straight, urban male who exhibits co ng strong interests and knowledge regarding fashion, home design, gourmet cooking, and personal care that run counter to traditional male sex role an • Prosumers/urban influentials: educated consumers cu u du o ng th who are willing and able to focus attention on their personal appearance Hoang Duc Binh, 2008 5-27 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion c om • The “metrosexual” is a big buzzword in marketing, but is it real or just media hype? co ng • Do you see men in your age group changing their th an ideas about acceptable interests for males (e.g., home design, cooking, etc.)? cu u du o ng • Why metrosexuals tend to live in urban areas? Hoang Duc Binh, 2008 5-28 CuuDuongThanCong.com https://fb.com/tailieudientucntt GLBT Consumers co ng c om • 4% to 8% of U.S population • Spend $250–$350 billion a year • Compared to heterosexuals readers of gay cu u du o ng th an publications are more likely to: • Hold professional jobs • Own vacation home • Own notebook computer Hoang Duc Binh, 2008 5-29 CuuDuongThanCong.com https://fb.com/tailieudientucntt Body Image ng an • Body cathexis: person’s co consumer’s subjective evaluation of his/her physical self c om • Body image: a du o ng th feelings about his or her own body • Strong body cathexis = cu u frequent purchases of ―preening‖ products Hoang Duc Binh, 2008 5-30 CuuDuongThanCong.com https://fb.com/tailieudientucntt Ideals of Beauty cu u du o ng th an co ng c om • Exemplar of appearance • ―What is beautiful is good‖ stereotype • Favorable physical features: • Attractive faces • Good health and youth • Balance/symmetry • Feminine curves/hourglass body shape • ―Strong‖ male features Hoang Duc Binh, 2008 5-31 CuuDuongThanCong.com https://fb.com/tailieudientucntt cu u du o ng th an co ng c om Waist-Hip Ratio Hoang Duc Binh, 2008 5-32 Figure 5.1 CuuDuongThanCong.com https://fb.com/tailieudientucntt The Western Ideal c om • Skin color and eye shape = status, sophistication, and social desirability ng • Less powerful cultures adopt standards of beauty in co dominant cultures th an • Plastic surgery to obtain big round eyes, tiny waists, cu u du o ng large breasts, blond hair, and blue eyes Hoang Duc Binh, 2008 5-33 CuuDuongThanCong.com https://fb.com/tailieudientucntt Discussion c om • How prevalent is the Western ideal of beauty among your peers? co ng • How you see this ideal evolving now (if at all)? If cu u du o ng th an so, how? Hoang Duc Binh, 2008 5-34 CuuDuongThanCong.com https://fb.com/tailieudientucntt Specific ―looks‖/ideals of beauty th an 1990s: ―waif‖ look co 1890s: voluptuous, lusty ng Early 1800s: ―delicate/looking ill‖ appearance ng Bad economy: mature features du o Good economy: babyish features u Modern : high heels, body waxing, eyelifts, liposuction cu • • • • • • c om Ideals of Beauty Over Time Hoang Duc Binh, 2008 5-35 CuuDuongThanCong.com https://fb.com/tailieudientucntt Ideals of Beauty Over Time (cont.) c om • Media and marketing communicate standards of beauty cu u du o ng th an co ng • Plus-sized apparel market • Strongly masculine, muscled body for men Hoang Duc Binh, 2008 5-36 CuuDuongThanCong.com https://fb.com/tailieudientucntt Is the Western Ideal Getting Real? c om • Unilever conducted research that indicated ng consumers didn’t believe beauty products really work co • Started campaign to reassure ―real‖ women that cu u du o ng th an their ―imperfect‖ bodies were fine: Dove’s campaign for real beauty Hoang Duc Binh, 2008 5-37 CuuDuongThanCong.com https://fb.com/tailieudientucntt Body Image Distortions (particularly among women) c om • To some, body quality reflects self-worth co ng • Distorted body image is linked to eating disorders an among females th • Body dysmorphic disorder (obsession with cu u du o ng perceived flaws in appearance) becoming more common among young men • Steroid scandals • GI Joe/Batman action figures Hoang Duc Binh, 2008 5-38 CuuDuongThanCong.com https://fb.com/tailieudientucntt Cosmetic Surgery c om • Changing a poor body image co ng or to enhance appearance • TV: Nip/Tuck and Extreme Makeover sex appeal cu u du o ng th an • Breast augmentation • Perception that breast size = Hoang Duc Binh, 2008 5-39 CuuDuongThanCong.com https://fb.com/tailieudientucntt • Decorating the self • Separates group members c om Body Decoration and Mutilation ng th an co ng from nonmembers • Places the individual in the social organization • Provides a sense of security u du o • Tattoos and body piercing • Historically associated with cu • social outcasts Now a fashion statement Hoang Duc Binh, 2008 5-40 CuuDuongThanCong.com https://fb.com/tailieudientucntt ... of others—a self- fulfilling prophecy Hoang Duc Binh, 2008 5-12 CuuDuongThanCong.com https://fb.com/tailieudientucntt Looking-Glass Self ng c om • Looking-glass self: taking the role of the other... c om • Self- esteem advertising: products provide remedy to low self- esteem co ng • Think about/locate examples of self- esteem advertising th an • Evaluate the probable effectiveness of these cu... relationships with others play a large part in forming the self th an co ng • ―Who am I in this situation?‖ • ―Who other people think I am?‖ • We pattern our behavior on the perceived cu u du