Self Concept
von 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
