Self Concept

Self Concept af catherine newley

1. Products that shape the self

2. -attachment shows how to maintain their SELF CONCEPT

3. -coping process protects self from being diluted in an unfamiliar situation

4. symbolic self completion theory- incomplete self definition encourages them to complete by acquiring objects

5. loss of self - when possessions are lost, reluctancy to acquire new ones

6. self image

7. digital world is important to self image

8. extended self

9. 1. individual level 2.family level 3.community level 4.group level

10. Gender Roles

11. men follow agenetic goals and women follow communal goals

12. sex type products; men= project interdependence & activity, women=self expressive goods concerned with appearance & self

13. evolving female gender roles-segmenting women- marketers adapt to this

14. male sex roles are evolving, from masculinism to METROSEXUAL

15. Coping strategies

16. - demarcating, compromising and synthesizing

17. identity conflicts occur because possible goals are not always complementary

18. objectification theory- self objectification leads to health risks, and mental issues.. women internalise an observers perspective as a primary view of their physical selves

19. bogerson and schnoeder-a. faceism, idealisation, exclusion, exotisation-- harmful conventoins used to portray 'ideal women'

20. Compensation consumption: reactive compensatory compensation to overcome self discrepancy

21. Self esteem

22. Real and Ideal selves

23. Self consciousness

24. eg;ideal self- purchasing perfume

25. real selves: everyday functional products

26. self image congruence models: inner private self vs public outer self-- consumption is effected by these models

27. product congruence

28. when possessions are lost or die, a part of us dies

29. self discrepancy; gap between actual and desired selves (higgins,1987)

30. ways of incorporating possessions into self a) buying b)appropriating/ controlling