MKT201 – Week 6 The Self (Ch. 5)

Perspectives on the Self Does the Self Exist? – –1980’s called the “Me Decade” – –March 7 th designated “Self Day” by Self magazine – –Western societies emphasize uniqueness of self. – –Collective self: Eastern culture’s belief that a person’s identity is derived from his or her social group. – –Mien-Tzu (FACE): Confucian belief that reputation is achieved through success and ostentation (boastful display)

Self Concept Self Concept: – –The beliefs a person holds about his or her own attributes and how he or she evaluates these qualities Many Dimensions of the Attributes of Self Concept such as: – –Content (facial attractiveness Vs mental aptitude) – –Positivity (i.e. self-esteem) – –Intensity & stability over time – –Accuracy (i.e. the degree to which one’s self-assessment corresponds to reality) Consumer perceptions of self can be quite distorted, particularly with regard to their physical appearance.

Self-Esteem Self-esteem: –Refers to the positivity of a person’s self-concept. Marketing communication attempts to influence consumer by:Marketing communication attempts to influence consumer by: Social Comparison:Social Comparison: –A process by which consumers evaluate themselves by comparing themselves with others (particularly comparisons with idealized images of people in advertising) Self-esteem Advertising:Self-esteem Advertising: –Attempts to change product attitudes by stimulating positive feelings about the self.

Real and Idealized Selves Ideal Self:Ideal Self: –A person’s conception of how he or she would like to be –Partially molded by elements of a consumer’s culture Actual Self:Actual Self: –A person’s realistic appraisal of the qualities he or she does and does not possess Fantasy: Bridging the Gap between the Selves: –Fantasy: A self-induced shift in consciousness –Fantasy appeals: Marketing communications aimed at individuals with a large discrepancy between their real and ideal selves

Self-Concept Real and Ideal Selves Ideal - How a Person Would Like to Be Real - Realistic Appraisal of Who We Really Are Real and Ideal Selves Ideal - How a Person Would Like to Be Real - Realistic Appraisal of Who We Really Are Components of the Self-Concept Content, Positivity or Negativity, Intensity, Stability Over Time, and Accuracy Components of the Self-Concept Content, Positivity or Negativity, Intensity, Stability Over Time, and Accuracy Self-Esteem Refers to the Positivity of a Person’s Self-Concept Self-Esteem Refers to the Positivity of a Person’s Self-Concept Fantasy: Bridging the Gap Between the Selves When the Gap Between the Real and Ideal Self is Large, Those Consumers are Good Targets for Fantasy Appeals Fantasy: Bridging the Gap Between the Selves When the Gap Between the Real and Ideal Self is Large, Those Consumers are Good Targets for Fantasy Appeals

Fantasy Appeals

Multiple Selves Role Identities: – –Different components of the self (student / dancer; active at any given time) Symbolic Interactionism: – –Stresses that relationships with other people play a large part in forming the self (symbols -> meanings: red light: stop; gold watch: rich man) – –Self-fulfilling prophecy (prediction): By acting the way we assume others expect us to act, we wind up confirming these perceptions (e.g. boy – playing toy guns) The Looking-Glass Self: – –The process of imagining the reactions of others toward us, i.e., “taking the role of the other”; depending on whose views we’re considering.

Self-Consciousness Self-Consciousness: – –A painful awareness of oneself magnified by the belief that others are intently watching. – –Excessively conscious of one's appearance or manner (think about Michael Jackson )

Self-Consciousness (cont’d) Techniques to measure such tendency: – –Measurement of Public Self-Consciousness : A heightened concern about the nature of one’s public “image” Results in more concern about the appropriateness of products and consumption activities (e.g., clothing, cosmetics) – –Measurement of Self Monitoring: Awareness of how one presents oneself in a social environment (e.g., physical appearance, accomplishments)

Consumption and Self-Concept Identity Marketing: - a strategy which tries to alter some aspects of a person’s self to advertise for a branded product. e.g., free season tickets for life for anyone who will tattoo the logo of a product/brand.

Consumption and Self-Concept Products that Shape the Self: You are What you Consume – –People use an individual’s consumption behaviors to help them make judgments about that person’s social identity. – –Symbolic self-completion theory: People who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it. Example: Adolescent boys (age 13-17) – using “macho” products such as cars and cigarettes (showing masculinity)

Consumption and Self-Concept Self/Product Congruence: – –Consumers demonstrate consistency between their values and the things they buy. – –Self-image congruence models: Products will be chosen when their attributes match some aspect of the self. – –predict that products will be chosen when their attributes match some aspect of the self. Ideal-self : more relevant for highly expressive social products. Actual-self: more relevant for everyday, functional products.

The Extended Self Extended Self: – –External objects that consumers consider a part of themselves Four Levels of the Extended Self: – –(1) Individual Level: Personal possessions – –(2) Family Level: Residence and furnishings – –(3) Community Level: Neighborhood or town one is from – –(4) Group Level: Social groups A consumer may also feel that landmarks, monuments, or sports teams are part of the extended self. Identity Theft: – –Criminal use of personal information to secure credit

Protection Against Identity Theft

The Extended Self Individual Level Personal Possessions (you are what you wear) Individual Level Personal Possessions (you are what you wear) Family Level Residence and Furnishings (symbolic body) Family Level Residence and Furnishings (symbolic body) Community Level Neighborhood or Town (belonging) Community Level Neighborhood or Town (belonging) Group Level Social Groups (subcultures) Group Level Social Groups (subcultures) Those External Objects That We Consider a Part of Us Comprise the Extended Self. There Are Four Levels of the Extended Self:

Advertisements: Extending the Self This Italian ad demonstrates that our favorite products are part of the extended self.This Italian ad demonstrates that our favorite products are part of the extended self.

Some consumers feel that a sports team is part of the extended self. At they celebrate fanaticism toward the Tennessee Titans football team. How does affiliation with a sports team affect self perceptions? What other affiliations are part of the extended self? Discussion Question

Sex Roles Sex Identity:Sex Identity: –An important component of a consumer’s self concept Gender Differences in Socialization:Gender Differences in Socialization: –Agentic goals (Males): Stress self assertion and mastery –Communal goals (Females): Stress affiliation and fostering of harmonious relations

Sex Roles Gender differences in consumption situationsGender differences in consumption situations –E.g., food preferences of men vs. women

Satirical (Sarcastic) Ad of Exploitation This French shoe ad pokes fun at ads that demean women by proclaiming: “No woman’s body was exploited in the making of this advertisement.”This French shoe ad pokes fun at ads that demean women by proclaiming: “No woman’s body was exploited in the making of this advertisement.”

Sex Roles (cont.) Gender Versus Sexual Identity: – –Sex-Typed Traits: Characteristics stereotypically associated with gender (masculinity Vs femininity) – –Sex-Typed Products: Many products are sex-typed (i.e., they take on masculine or feminine attributes and are associated with gender. (Beer: masculine, Shampoo: feminine) Androgyny: – –Refers to the possession of both masculine and feminine traits – –Sex-typed people: Stereotypically masculine or feminine – –Androgynous people: Mixed gender characteristics

Gender vs. Sexual Identity Many products are sex- typed…Many products are sex- typed… –They take on masculine & feminine attributes Princess telephonesPrincess telephones Thor’s Hammer vodkaThor’s Hammer vodka

Culturally Bound Sex Roles This ad for Bijan illustrates how sex-role identities are culturally bound by contrasting the expectations of how women should appear in two different countries. (Perfumes)

Sex Roles (cont.) Female Sex Roles: – –Female sex roles are still evolving Male Sex Roles: – –Masculinism: The study of the male image and the cultural meanings of masculinity Gay, Lesbian, Bisexual, and Transgender (GLBT) Consumers: – –GLBT population is an attractive segment to marketers – –The 1990’s saw big corporations actively court this market segment

Female Sex Roles (S5) New managerial class of womenNew managerial class of women –Has forced marketers to reexamine strategies Sporting goods, car accessories, and electronics products for womenSporting goods, car accessories, and electronics products for women

Male Sex Roles Masculinism –Three models of masculinity: Breadwinner (civic virtues, pursuit material success)Breadwinner (civic virtues, pursuit material success) Rebel (rebellion, independence, adventure, potency/powerful)Rebel (rebellion, independence, adventure, potency/powerful) Man-of-action hero (best of the other two models)Man-of-action hero (best of the other two models) Misandry (hatred of males as a sex )Misandry (hatred of males as a sex )

Male Sex Roles (Cont’d) Grooming products for menGrooming products for men –Metrosexual (straight, urban male who exhibits strong interests and knowledge about fashion, home design, gourmet cooking and personal care) David BeckhamDavid Beckham Queer Eye for the Straight Guy GuyQueer Eye for the Straight Guy Guy Guy Guy –Prosumers/urban influentials (educated customers focus on personal appearance and living environment)

Discussion The “metrosexual” is a big buzzword in marketing, but is it real or just media hype?The “metrosexual” is a big buzzword in marketing, but is it real or just media hype? Do you see men in your age group changing their ideas about acceptable interests for males (e.g., home design, cooking, etc.)?Do you see men in your age group changing their ideas about acceptable interests for males (e.g., home design, cooking, etc.)? ualhttp://en.wikipedia.org/wiki/Metrosex ualhttp://en.wikipedia.org/wiki/Metrosex ualhttp://en.wikipedia.org/wiki/Metrosex ual

Gender Versus Sexual Identity Sex Roles Females: Communal Goals Such As Affiliation, Relationships Females: Communal Goals Such As Affiliation, Relationships Males: Agentic Goals Such as Self-Assertion, Mastery Males: Agentic Goals Such as Self-Assertion, Mastery Gender Differences in Socialization Roles Androgyny Sex-Typed Products Sex-Typed Traits

GLBT Consumers (Gay, Lesbian, Bisexual, and Transgender) ~4%-8% of U.S. population~4%-8% of U.S. population –Equivalent to Asian American market –Spends $250-$350 billion a year –Simmons study: compared to heterosexual markets, readers of gay publications are more likely to… Hold professional jobsHold professional jobs Own a vacation homeOwn a vacation home Own a notebook computerOwn a notebook computer

Body Image Body Image:Body Image: –Refers to a consumer’s subjective evaluation of his or her physical self Body Cathexis:Body Cathexis: –A person’s feelings about his or her body about his or her body Ideal of Beauty:Ideal of Beauty: –A particular model, or exemplar, of appearance

Ideals of Beauty Is Beauty Universal?Is Beauty Universal? –Men are attracted to an hourglass shape –Women prefer men with a heavy lower face, above- average height, and a prominent brow The Western Ideal:The Western Ideal: –Big round eyes, tiny waists, large breasts, blond hair, and blue eyes Ideals of Beauty over Time:Ideals of Beauty over Time: –Periods of history tend to be characterized by a specific “look” –Sexual dimorphic markers: Aspects of the body that distinguish between the sexes

Ideals of Beauty Over Time Specific “looks”/ideals of beautySpecific “looks”/ideals of beauty –Early 1800s: delicate/”looking ill” appearance, 18-inch waistline (use of corsets) –1890s: voluptuous, lusty woman –Bad economy: mature features vs. good economy: babyish features –1990s: “waif” look (large round eyes and a very thin body) –Modern women: high heels, body waxing, eyelifts, liposuction

Waist-Hip Ratios (normal: 0.6 – 0.8)

Beauty Ideals in the 1950’s This 1951 bathing beauty exemplified an ideal of American femininity at that time.This 1951 bathing beauty exemplified an ideal of American femininity at that time.

Ideals of Beauty Over Time (Cont’d) Media & marketing communicate standards of beautyMedia & marketing communicate standards of beauty –Barbie dolls: unnatural ideal of thinness Plus-sized apparel marketPlus-sized apparel market Strongly masculine, muscled body for menStrongly masculine, muscled body for men

Working on the Body Fattism:Fattism: –Our society is obsessed with weight Body Image Distortions:Body Image Distortions: –Women’s ideal figure is much thinner than their actual figure –Anorexia: Starving oneself in a quest for thinness –Bulimia: Binge (uncontrolled) eating followed by purging (vomiting, laxatives, fasting, or over-exercising) –Body dysmorphic disorder: An obsession with perceived flaws in appearance

Unrealistic Body Shape Expectations This ad for an online weight-loss site drives home the idea that the media often communicate unrealistic expectations about body shape.This ad for an online weight-loss site drives home the idea that the media often communicate unrealistic expectations about body shape.

In this advertisement, it is insinuated/introduced that this model’s physique was achieved partially through drinking milk. (Notice that the model is so thin you can see her ribs.) Is her physique really ideal? What kind of distorted message is this sending to young girls about body image? Discussion Question

Distorted Body Image

Cultural Emphasis on Thinness Society’s emphasis on thinness makes many consumers insecure about their body image. This South American ad promises, “You’ll never have to go to the beach in a T-Shirt again.”

Working on the Body (cont.) Cosmetic Surgery: – –Consumers are increasing electing to have cosmetic surgery to change a poor body image or enhance appearance. – –Men are increasingly having cosmetic surgery too. Breast Augmentation: – –Our culture tends to equate breast size with sex appeal. – –Some women have breast augmentation procedures because they feel larger breasts will increase their allure/attractiveness.

Body Decoration & Mutilation Decorating the self…Decorating the self… –Separates group members from nonmembers –Places the individual in the social organization –Provides a sense of security Tattoos & body piercingTattoos & body piercing –Historically associated with social outcasts –Now a fashion statement

Body Decoration and Mutilation: Purposes Provide a Sense of Security (e.g. lucky ornaments) Indicate High Status or Rank (e.g. glasses with clear lenses) Indicate Desired Social Conduct (e.g. earring for gays) Enhance Sex-Role Identification (e.g. high-heel shoes) Place the Person in a Gender Category (e.g. red lips) Place the Individual in the Social Organization (e.g. boy-> man) Place the Individual in the Social Organization (e.g. boy-> man) Separate Group Members From Nonmembers

Tattooing Tattooing is becoming mainstream. This Spanish ad for Nike tennis products says, “Rest in heaven, not on the court.”Tattooing is becoming mainstream. This Spanish ad for Nike tennis products says, “Rest in heaven, not on the court.”

Body Piercing Body piercing has practically become a mainstream fashion statement.Body piercing has practically become a mainstream fashion statement.