消费基础及其行为 11

ConsumerBehavior:Buying,Having,andBeingFourteenthEditionChapter9IdentityandtheSelfCopyright©2024

PearsonEducation,Inc.AllRightsReservedLearningObjectives(1of2)9.1Explainhowtheself-conceptstronglyinfluencesconsumerbehavior.9.2Describehowourconsumptionchoicesareexpressionsofouridentitiesandextensionsofourselves.9.3Summarizehowconsumersarefindingnewwaystoexpressidentityviatheirconsumptionchoices.LearningObjectives(2of2)9.4

Recognizethemanysocioculturalfactorsthatcontributetogenderidentity9.5

Discusshowourbodiesareanimportantcomponentofouridentities.LearningObjective9.1Explainhowtheself-conceptstronglyinfluencesconsumerbehavior.TheSelfTheSelf-ConceptandSelf-EsteemSelf-concept:thebeliefsapersonholdsabouttheirownattributesandhowtheyevaluatetheselfonthesequalitiesIdentity:

Eachelementthatcontributestoourself-conceptSelf-esteem:thepositivityofaperson’sself-conceptWhatIsSelf-Esteem?Self-esteemThepositivityofaperson’sself-conceptPeoplewithlowself-esteemexpectthattheywillnotperformverywell,andtheywilltrytoavoidembarrassment,failure,andrejectionSomeproductspromisetogiveourself-esteemaboostTheSelfandOthersIdealself:ourconceptionofhowwewouldliketobeActualself:ourmorerealisticappraisalofthequalitieswehaveAvoidanceselves.thetypeofpersonwedon’t

wanttobeProductscan:HelpusreachidealselfBeconsistentwithactualselfImpressionmanagementmeansthatweworkto“manage”whatothersthinkofusLooking-GlassSelfSelf-fulfillingprophecySocialComparison/SelfConstrualSocialcomparison:thepersontriestoevaluatetheirappearancebycomparingittothepeopledepictedintheseartificialimagesSelf-construal:thedegreetowhichwethinkofourselfasindependentfromothersversusfeelinginterdependentwiththemIndependentselfInterdependentselfSelf-ConsciousnessPublicself-consciousnessSelfmonitorsThemalleableselfEachofusreallyisseveraldifferentpeopleRoleIdentities:DoYouKnowYourLinesThedramaturgicalperspectiveonconsumerbehaviorviewspeopleasactorswhoplaydifferentrolesTheselfhasdifferentcomponents,orroleidentities,andonlysomeoftheseareactiveatanygiventimeSymbolicinteractionismRelationshipsplayalargeparttoformtheselfCreatingOurSelfasWeConsumeSelf-imagecongruencemodels:wechooseproductswhenattributesmatchestheselfSelf-image-consistentproductperceptionsSelf-signaling:amessagetoourselvesthatourchoicessyncwithhowwewanttothinkaboutourselvesForReflection(1of5)Advertisingcanutilizeaconsumer’sself-esteeminpromotingaproductbyofferingtheproductasaremedytolowself-esteemSelf-esteemadvertisingProductsprovideremedytolowself-esteemHoweffectivedoyouthinkthisformofadvertisingis?LearningObjective9.2Describehowourconsumptionchoicesareexpressionsofouridentitiesandextensionsofourselves.WeConsumetoExpressOurIdentitiestheExtendedSelfExtendedselfIndividualFamilyCommunityGroupFigure9.1LevelsoftheExtendedSelfLearningObjective9.3Summarizehowconsumersarefindingnewwaystoexpressidentityviatheirconsumptionchoices.NewWaystoExpressIdentityCompensatoryConsumptionSelf-conceptclaritySymbolicself-completiontheoryAnti-consumptionasself-definingEmbodiedCognitionPowerposingEnclothedcognitionIsittruethatyouarewhatyouwear?OurDigitalSelvesWearablecomputingVirtualmakeoverForReflection(2of5)Constructa“consumptionbiography”ofafriend,familymember,orclassmateMakealistofhis/hermostfavoritepossessions,andseeifyouorotherscandescribethisperson’spersonalityjustfromtheinformationprovidedbythiscatalogueLearningObjective9.4RecognizethemanysocioculturalfactorsthatcontributetogenderidentityGenderandConsumerBehaviorGenderSocializationandGenderRolesGenderroles:Peopleoftenconformtotheirculture’sexpectationsabouthowthoseoftheirgendershouldact,dress,orspeakGendersocialization:Manycommercialsources,suchasgirls’dolls,boys’toyguns,andcartoonsprovidelessonsforbothgirlsandboysPatriarchalmasculinity:aviewpointthatadvocatesthesuperiorityofmasculinityoverfemininity,ortheauthorityofmenoverwomenGenderDifferencesinConsumerBehaviorAgenticorientationemphasizesinstrumentalityandindependenceCommunalorientationvaluesinclusivenessandinterdependenceForReflection(3of5)Whataretwoexamplesofsex-typedproducts?Aretheresituationsforwhichpromotingsex-typedproductsmightlimitthemarketforaproduct?BewareofGenderStereotypesinAdvertisingandProductsAndrogynyandgender-bendingproductsTowardgreatergenderFluidityThequestforgenderjusticeandequalityAmalesex-typedproductLearningObjective9.5Discusshowourbodiesareanimportantcomponentofouridentities.TheBodyBodyimageAconsumer’ssubjectiveevaluationoftheirphysicalselfIdealsofBeautyandStereotypesSatisfactionwithphysicalimagedependsonhowcloselytheimagecorrespondstotheidealourculturevalues.IdealofBeauty:modelorexemplarofappearancePhysicalfeatures(e.g.,awell-roundedderrièreforwomenorasix-packformen)Clothingstyles,cosmetics,hairstyles,skintoneBodytype--petite,athletic,voluptuousDesirestomatchtheseidealsdrivepurchasedecisions.MarketingandAdvertisingContributetoaSociety’sIdealsofBeautyMediadeterminingwhichformsofbeautyweconsiderdesirableatanypointintimeWhethertheidealsofbeautyareshapedbyadvertisingandaffectsocietyorshapedbysocietyandreflectedinadvertisingisanage-olddebateImagesofimpossiblythinandflawlesslybeautifulwomencontinuetobombardyounggirlsandwomenTheironyisthatmediastandardsareimpossibletoattainThesveltemodelsdonotexist

inreallifeBeyondAgeismandSexismNegativeconsequencesof

impossiblebodyidealsBodypositivityEnterthefatshionistasNegativeConsequencesofImpossibleBodyIdeasBodyimagedistortionsThinspirationGroupdietingBodyPositivity:EntertheFashionistasThegrowingpopularityof“full-figured”womenhasdrawnattentiontotheendangeredself-esteemoflargerwomenBodyDecorationandMutilationBodymodificationCosmeticsurgeryTattoosThemechanizedbodyThequantifiedselfForReflection(4of5)Whatisconsideredtheidealofbeautyamongyourpeers?Howdoesthisidealaffectyourchoicesasaconsumer?ForReflection(5of5)Doyouhaveatattoo?Ifso,whatmotivatedyourdecision?Ifnot,whynot?Canyouseetheinfluenceofcultureonyourdecisiontotattooornot?ChapterSummaryTheself-conceptinfluencesconsumerbehavior.Genderidentityisanimportantcomponentofacons