Self and Self Identity

IMBA
National Chengchi University (Taiwan)
Spring 2017
 Measuring Self Esteem

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your self esteem. Source: Morris Rosenberg, Univ. of Maryland
your self esteem. Source: Morris Rosenberg, Univ. of Maryland

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 Perspectives on the Self
We buy products to highlight/hide aspects of
the self
Does the self exist?
Collective self vs. independent/unique self

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 Self-Concept
The beliefs a person holds about his/her own
attributes, and how he/she evaluates these
qualities
Very complex structure of attributes
Attribute dimensions: content, positivity, intensity,
stability over time, and accuracy

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 Self-Esteem
The positivity of a persons self-concept
Low vs. high self-esteem
Acceptance by others
Social comparison
Marketers: attractive models using their products

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 Real and Ideal Selves
Ideal self vs. actual self
Comparison influences self-esteem
Ideal self is molded by consumers culture
Products
can help us reach ideal self
can be consistent with actual self

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 Fantasy
Many successful products appeal to
consumers fantasies
allowing us to try on interesting roles
Personal websites = projection of self

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 Multiple Selves
Each of us has many selves/roles
Situation-dependent
Role identities
Marketers pitch products needed to facilitate an active
role identity

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 Symbolic Interactionism
Relationships with others play a large part in
forming the self
Symbolic environment
Shared meanings
Our possessions define who we are
Self-fulfilling prophecy
Acting the way we assume others expect of us

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 You Are What You Consume
Social identity as individual consumption
behaviors
Who am I now?to some extent, your
possessions!
Inference of personality based on
consumption patterns
Attachment to product as it maintains self-
concept
Symbolic self-completion theory

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 Self/Product Congruence
Self-image congruence models
Cognitive matching of products & self
Ideal self relevance vs. actual self relevance

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 The Extended Self
External objects that we
consider a part of us
You are what you drive &
wear
Levels of extended self
Individual
Family
Community
Group

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 Sex Roles
Sexual identity is very
important to the consumers
self-concept
Gender differences in
consumption situations
E.g., food preferences of men
vs. women

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 Gender & Socialization
Advertising reinforces gender expectations
Gender roles vary by culture/nation
but do change/evolve over time
Agentic vs. communal goals
E.g., Mattels building toy called Ello

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 Gender vs. Sexual Identity
Gender role identity: body
& mind
Biological gender vs. sex-
typed traits
Masculinity & femininity
Many products are sex-
typed
They take on masculine &
feminine attributes
Princess telephones
Thors Hammer vodka
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 Female Sex Roles
New managerial class of
women
Has forced marketers to
reexamine strategies
Sporting goods, car accessories,
and electronics products for
women

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 Male Sex Roles
Masculinism
Three models of masculinity:
Breadwinner
Rebel
Man-of-action hero

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 Male Sex Roles (Contd)
Grooming products
for men
Metrosexual
David Beckham
Queer Eye for the
Straight Guy

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 GLBT Consumers
~4%-8% of U.S. population
Equivalent to Asian American
market
Spends $250-$350 billion a
year
Simmons study: compared to
heterosexual markets, readers
of gay publications are more
likely to
Hold professional jobs
Own a vacation home
Own a notebook computer

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 Body Image
A consumers subjective
evaluation of his/her
physical self
Body Cathexis
The emotional
significance of some
object or idea to a person.

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 Ideals of Beauty
Exemplar of appearance
What is beautiful is good stereotype
Favorable physical features
Attractive faces
Good health and youth
Balance/symmetry
Feminine curves/hourglass body shape
Strong male features

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 The Western Ideal
Skin color & eye shape = status, sophistication, and social
desirability
Less powerful cultures adopt standards of beauty in dominant
cultures
Plastic surgery to obtain
big round eyes, tiny waists, large breasts, blond hair, and blue eyes

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 Ideals of Beauty Over Time
Specific looks/ideals of beauty
Early 1800s: delicate/looking ill
appearance, 18-inch waistline (use of
corsets)
1890s: voluptuous, lusty woman
Bad economy: mature features vs.
good economy: babyish features
1990s: waif look
Modern women: high heels, body
waxing, eyelifts, liposuction

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 Ideals of Beauty Over Time (Contd)
Media & marketing
communicate standards
of beauty
Barbie dolls: unnatural
ideal of thinness
Plus-sized apparel
market
Strongly masculine,
muscled body for men

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 Working on the Body
Products/services promise to alter physical
self/self-concept
Fattism (worldwide)
Increasing worldwide obesity rates
Discussion: Should fast-food restaurants be
liable if customers sue them for contributing to
their obesity?

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 Body Image Distortions
To some, body quality reflects
self-worth (particularly among
women)
Distorted body image is linked to
eating disorders among females
Body dysmorphic disorder &
males
Steroid scandals
GI Joe/Batman action figures

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 Cosmetic Surgery
Changing a poor body
image or to enhance
appearance
TV: Nip/Tuck & Extreme
Makeover
Breast Augmentation
Perception that breast size =
sex appeal

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