Bài giảng Hành vi người tiêu dùng - Chương 6: The self - Bùi Thị Phương Hoa
Chapter 6
The Self
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Chapter Objectives
When you finish this chapter you should understand
why:
• The self-concept strongly influences consumer
behavior.
• Products often play a pivotal role in defining the self-
concept.
• Sex-role identity is different from gender, and
society’s expectations of masculinity and femininity
help to determine the products we buy to be
consistent with these expectations.
Hoang Duc Binh, 2008
5-2
Chapter Objectives
When you finish this chapter you should understand
why:
• A person’s sex-role identity is a major component of
self-definition. The media plays a key role in
teaching us how to behave as ―proper‖ males and
females.
• The way we think about our bodies (and the way our
culture tells us we should think) is a key component
of self-esteem.
Hoang Duc Binh, 2008
5-3
Perspectives on the Self
• We buy products to highlight/hide aspects of the self
• Eastern cultures focus on:
• The collective self (person’s identity comes from
group)
• The interdependent self (person’s identity defined
from relationships with others)
• Western cultures focus on:
• Individuality
• Individual appearance
Hoang Duc Binh, 2008
5-4
Self-Concept
• Self-concept: the beliefs a person holds about his/her
own attributes, and how he/she evaluates these qualities
• Attribute dimensions: content (facial attractiveness
versus mental attitude) , positivity (self-esteem),
intensity, stability over time, and accuracy (the degree to
which one’s self-assessment corresponds to reality)
Hoang Duc Binh, 2008
5-5
Self-Esteem
• Self-esteem: the positivity of a
person’s self-concept
• Low self-esteem: think they
will not perform well
• High self-esteem: think they
will be successful and will
take risks
• Ads can trigger social
comparison
• Attractive models using
Click photo for
products
Hotornot.com
Hoang Duc Binh, 2008
5-6
Discussion
• Self-esteem advertising: products provide remedy
to low self-esteem
• Think about/locate examples of self-esteem
advertising
• Evaluate the probable effectiveness of these
appeals. Is it true that “flattery gets you
everywhere?”
Hoang Duc Binh, 2008
5-7
Real and Ideal Selves
• Ideal self: our conception of how we would like to
be
• Actual self: our more realistic appraisal of the
qualities we have
• Products can:
• Help us reach ideal self
• Be consistent with actual self
Hoang Duc Binh, 2008
5-8
Multiple Selves
• Each of us has many selves and roles
• Marketers pitch products needed to facilitate an
active role identities
Sister
Woman
Friend
Wife
Spokesperson
Pro athlete
Mother
American citizen
Hoang Duc Binh, 2008
5-9
Virtual Identity
• People are assuming virtual identities in cyberspace
• Avatars represent visual identity
• How do online ―selves‖ affect consumer behavior?
Click photo for
secondlife.com
Hoang Duc Binh, 2008
5-10
Hoang Duc Binh, 2008
5-11
Symbolic Interactionism
• Symbolic interactionism: relationships with others
play a large part in forming the self
• ―Who am I in this situation?‖
• ―Who do other people think I am?‖
• We pattern our behavior on the perceived
expectation of others—a self-fulfilling prophecy
Hoang Duc Binh, 2008
5-12
Looking-Glass Self
• Looking-glass self: taking the role of the other
• We take readings of our own identity by ―bouncing‖
signals off others and trying to project what
impression they have of us
Hoang Duc Binh, 2008
5-13
Self-Consciousness
• Self-consciousness: awareness of self
• Researchers say that those who score high in:
• Public self-consciousness are more interested in
clothing and use more cosmetics
• Self-monitoring are attuned to how they present
themselves in social environments
Hoang Duc Binh, 2008
5-14
Consumption and Self-Concept
• Identity marketing: consumers alter some aspects of
their selves to advertise for a branded product
• Product consumption = definition of the self
Click to play Quicktime
video on
Harley-Davidson
Hoang Duc Binh, 2008
5-15
Discussion
• Construct a “consumption biography” of a friend,
family member, or classmate.
• Make a list of his/her most favorite possessions, and
see if you or others can describe this person’s
personality just from the information provided by
this catalogue.
Hoang Duc Binh, 2008
5-16
You Are What You Consume
• Social identity as individual consumption behaviors
• Question: Who am I now?
• Answer: To some extent, your possessions!
• Inference of personality based on consumption
patterns
• Consumers may attach themselves to product to
maintain self-concept
• Symbolic self-completion theory: people who have
an incomplete self-definition complete the identity by
acquiring and displaying symbols associated with it.
Hoang Duc Binh, 2008
5-17
Self/Product Congruence
• Consumers demonstrate their values through their
purchase behavior
• Self-image congruence models: we choose products
when attributes matches the self
Product Usage
Self-Image
=
Hoang Duc Binh, 2008
5-18
The Extended Self
• Extended self: external objects
that we consider a part of us
• Levels of extended self:
• Individual: personal
possessions (cars, clothing)
• Family: residence and
furnishings
• Community: neighborhood
or town where you live
• Group: social or other
groups
Hoang Duc Binh, 2008
5-19
Gender Differences in Socialization
• Gender roles vary by culture but are changing
• Many societies still expect traditional roles:
• Agenic roles: men are expected to be assertive
and have certain skills
• Communal roles: women are taught to foster
harmonious relationships
Hoang Duc Binh, 2008
5-20
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