Global Consumer Culture Self Esteem & Body Image

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Consumption People buy products not for what they do, but for what they mean

Self Concept

Dimensions of the Attributes of Self-Concept Content (e.g. facial attractiveness, mental aptitude) Positivity or Negativity (e.g. self-esteem) Intensity Accuracy (the degree to which one’s self assessment corresponds to reality) Self-Concept The beliefs a person holds about his or her own attributes and how he or she evaluates these qualities

Kaiser’s Typology –Self-schema –As a process –Self-perception –Social comparison –Self-definition –Self-esteem Consumer perceptions of self can be quite distorted, particularly with regard to their physical appearance. Self-Concept

Self-Esteem Refers to the positivity of a person’s self-concept Social Comparison A process by which consumers evaluate themselves by comparing themselves with others (particularly comparisons with idealized images of people in advertising)

Measuring Self-Esteem Rosenberg’s Self-Esteem Scale 1. Calculate and Add scores for items 1, 2, 4, 6, & 7 Strongly agree = 3 Agree = 2 Disagree = 1 Strongly disagree = 0

Measuring Self-Esteem Rosenberg’s Self-Esteem Scale 1. Calculate and Add scores for items 3, 5, 8, 9, & 10 Strongly agree = 0 Agree = 1 Disagree = 2 Strongly disagree = 3

Measuring Self-Esteem Rosenberg’s Self-Esteem Scale Add totals together = Score = normal range <15 = indicates low self-esteem

Public self-consciousness Self monitoring Self Consciousness A painful awareness of oneself magnified by the belief that others are intently watching

Actual Self A person’s realistic appraisal of the qualities he or she does and does not possess Real & Idealized Selves Ideal Self A person’s conception of how he or she would like to be Partially molded by elements of a consumer’s culture

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 Fantasy

Role Theory Symbolic Interactionism Views consumers as living in a symbolic environment, and how people interpret these symbols determines the meanings derived (Resembles components of a play) Role Identities Different components of the self

Body Image

“An internalized view of one’s appearance that drives behavior and influences information processing” (Altabe & Thompson, 1994, p. 171) Body satisfaction Lack of disparity between estimated current body image and ideal body image Body dissatisfaction “The disparity between estimated current body image and ideal body image” (Fitzgibbon, Blackman, & Avellone, 2000, p. 583) Body Image

Measuring Body Image Stunkard Scale

Men do not tend to differ in ratings of their current figure, their ideal figure, and the figure they think is most attractive to women. In contrast, women rate both the figure they think is most attractive to men and their ideal figure as much thinner than their actual figure. Gender Differences

Fattism Our society is obsessed with weight Body Image Distortions Women’s ideal figure is much thinner than their actual figure Anorexia Bulimia Body dysmorphic disorder Body Image

Unrealistic Body Expectations

Distorted Body Image

An ideal of beauty is a particular model, or exemplar, of appearance. Ideals of beauty for both men and women may include: –physical features –clothing styles –cosmetics –hairstyles –skin tone –body type –symmetry Ideals of Beauty

Ideals of Beauty over Time –Periods of history tend to be characterized by a specific “look” –Realignment of sexual dimorphic markers (Aspects of the body that distinguish between the sexes) Ideals of Beauty

Purpose of Decorating the Self: –To separate group members from nonmembers –To place the individual in the social organization –To place the person in a gender category –To enhance sex-role identification –To indicate desired social conduct –To indicate high status or rank –To provide a sense of security Body Decoration & Mutilation

Cosmetic Surgery: –Change poor body image and enhance appearance –Men are increasingly having cosmetic surgery too. –Some women have procedures because they feel the procedure will increase their allure. Body Alterations

Tattooing