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Perspectives
on Self
Self Concept
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Content
What we actually look like, how smart we are, how we
dress...
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Self-Esteem
Positive or Negative?
Intensity, stability, accuracy
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Real and Ideal Selves
What are we really like? What would we like to
be?
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Fantasy
Bridging the Gap
How do products help us bridge this gap?
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Multiple Selves
We all play many
roles
What different roles do you play?
What costumes hang in your closet?
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Symbolic Interactionism -
We have many social selves and we need a different
set of products as props to play each one. Here, an
ad for Urban Barn furniture uses a recognized older
style of furniture to make you think about buying
furniture to differentiate yourself from the self
that is still your mother's son or daughter
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Looking Glass Self - how
do you imagine the reaction of others to your behaviour?
Here Campbell's Soup creates in the
mind of a parent the image that the family will have of
the kind of parent who stays home all day cooking up a
scrumptious stew for dinner |
Self Consciousness
| Do you worry
about your appearance? Kiwi reminds you that you'll feel better
with your shoes shined
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Consumption
and Self Concept
You Are What You Consume
Symbolic
Self-Completion Theory
What have you bought to make up for what you weren't? |
Self/Product
Congruence
Self-Image
Congruence Models
What have you bought because "it's you"? |
The Extended Self
Individual
Family
Community
Group
What have you bought because you belong to one of
these? |
Gender
Roles
Differences
in Socialization
| Agentic
Goals
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Communal
Goals
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This ad from 1953 is definitely aimed
at women. We'll look for ads today that focus
primarily on one gender.
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Gay and Lesbian Consumers
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Exercise
Gay and Lesbian Consumers |
We will
look at magazines to see if we can find ads aimed at
gays. If you're reading this ahead of time and you know
of any, please bring them in. |
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For more on the issue of
marketing to gays, see the work of my colleague and
friend, Steven Kates.
Steven is a Chartered Accountant, a graduate of the York Schulich
MBA and PhD programmes, and now a professor at Simon
Fraser University in Vancouver. In
addition to publishing in the top marketing journals
Steven had his doctoral thesis published as a book
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Body
Image
Hair
Fattism
Body Image Distortions
Cosmetic Surgery
Body Decoration & Mutilation
Body Piercing
Linking the concepts in body
decoration with the theories about group influence,
what have you done to
yourself (that you'd be willing to talk about!) in
this area?
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Time for Group Meetings
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