TESTBANK CONSUMER BEHAVIOR 12E BY SOLOMON TESTBANK CHAPTER 6 CONSUMER BEHAVIOR CONSUMER BEHAVIOR BUYING HAVING BEING SOLUTION MANUAL CONSUMER BEHAVIOR Chapter 6: THE SELF: Mind, Gender, and BodyCHAPTER OBJECTIVESWhen students finish this chapter, they should understand why:1.The selfconcept strongly influences consumer behavior. 2.Products often define a person’s selfconcept.3.Gender identity is an important component of a consumer’s selfconcept.4.The way we think about our bodies (and the way our culture tells us we should think) is a key component of selfesteem. 5.Every culture dictates certain types of body decoration or mutilation.EndofChapter Support MaterialSUMMARY OF SPECIAL FEATURE BOXES1.Net Profit Technology has allowed users to post video, created microfame or nanofame – a few seconds of attention from fans.2.Marketing Pitfall Corporate recruiters are less likely to consider a candidate that is dressed inappropriately or who does not protect hisher image on social media sites.3.Marketing PitfallA judge allowed Renault to go forward with its plan to name its new electric car the Zoe Renault in spite of the complaints from consumers who have the name Zoe who fear sexualized ridicule. 4.The Tangled WebCell phones with cameras make the new phenomenon known as sexting possible. Users take and send nude or seminude pictures of themselves. Employers use services such as Reputation.com to scour the internet for inappropriate pictures. 5.Marketing OpportunityIdentity marketing uses consumers who alter some aspect of their selves to advertise for a brand. 6.CB as I See It: Derek Rucker, Northwestern University Products can signal identity. A psychological threat shapes the type of products one desire, a process called compensatory consumption. 7.Net Profit Technology can be used to increase consumer’s selfesteem through rewards such as badges, and allow the display of physical locations using geospatial platforms. 8.The Tangled WebUsers have developed strong emotional ties to Facebook, making it very difficult to quit using the site. 9.Marketing PitfallRestaurant chains have successfully attracted diners with busty servers in short shorts, leading to the industry phenomenon called breastaurants. 10.Marketing OpportunitySamesex marriages have created a new, lucrative market in the wedding industry. 11.The Tangled WebGroup dieting is a growing problem as consumers visit blogs devoted to excessive weight loss.12.Marketing PitfallThe ideals of beauty, including to tan or not to tan, changes based on culture. In the U.S., tanning is equated with health and leisure, even though instances of cancer attributed to tanning has increased. 13.REVIEW61.List three dimensions that describe the selfconcepts.1.Content—facial attractiveness versus mental aptitude;2.Positivity or negativity—selfesteem; and3.Intensity, stability over time, and accuracy—the degree to which one’s selfassessment corresponds to reality.(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking)62.Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase. The ideal self is a person’s conception of how he or she would like to be, whereas the actual self refers to our more realistic appraisal of the qualities we have and don’t have. Product choices will vary, but products associated with the ideal self are more likely to be expressive.(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking,)63.How might the “digital self” differ from a consumer’s selfconcept in the real world, and why is this difference potentially important to marketers?Technology allows user to modify profile photos on online sites. Many users create identities in the form of an avatar when playing online games. While our physical bodies don’t change, we are becoming more what we post than what we really are. Respondents in one study placed more value on digital items that effect physical identities. We can also use our digital self to try products such as makeup, hairstyles, and clothing, before actually trying the product. This is an important opportunity for marketers because consumers can quickly and easily see how the product would alter appearances, without the risk of actually buying the product. (5 minutes, chapter Objective 2, AACSB: Reflecting Thinking)64.Have ideals of beauty in the United States changed over the last 50 years? If so, how? A study of almost 50 years of Playboy centerfolds shows that the women have become less shapely and more androgynous since Marilyn Monroe graced the first edition with a voluptuous hourglass figure of 37–23–36. However, a magazine spokesman comments, “As time has gone on and women have become more athletic, more in the business world and more inclined to put themselves through fitness regimes, their bodies have changed, and we reflect that as well. But I would think that no one with eyes to see would consider playmates to be androgynous.”(10 minutes, Chapter Objective 4, AACSB: Reflective Thinking)65.What is fattism? Fattism is an obsession with weight.(5 minutes, Chapter Objective 5, AACSB: Reflective Thinking,)66.What does “the looking glass self” mean? How do feelings about the self influence what we buy?This process of imagining the reactions of others toward us is known as “taking the role of the other,” or the looking glass self. According to this view, our desire to define ourselves operates as a sort of psychological sonar: We take readings of our own identity by “bouncing” signals off others and trying to project what impression they have of us.(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking)67.How do Eastern and Western cultures differ in terms of how people think about the self? The emphasis on the unique nature of the self is much greater in Western societies. Many Eastern cultures instead stress the importance of a collective self, where a person derives his identity in large measure from his social group. Both Eastern and Western cultures see the self as divided into an inner, private self, and an outer, public self. However, where they differ is in terms of which part is seen as the “real you”—the West tends to subscribe to an independent construal of the self that emphasizes the inherent separateness of each individual.(5 minutes, Chapter Objective 1, AACSB: Multicultural and Diversity Understanding)68.How did tattoos originate? Tattoos have a long history of association with people who are social outcasts. For example, the faces and arms of criminals in sixthcentury Japan were tattooed as a means of identifying them, as were Massachusetts prison inmates in the nineteenth century and concentration camp internees in the twentieth century. Marginal groups, such as bikers or Japanese yakuze (gang members) often use these emblems to express group identity and solidarity.(5 minutes, Chapter Objective 6, AACSB: Reflective Thinking)61.At the end of the day, are you what you buy?62.Are you what you post online?63.Shopping for backtoschool basics used to mean Tshirts, jeans, socks and some notebooks. Now, many parents have a new item to add to the list: tattoos. About 45% of parents polled say that hair highlights, teeth whitening, even tattoos are among the items they will buy their kids to go back to school. What (if any) age is appropriate for kids to get these grownup additions? “Breastaurants” represent a popular category of dining establishments. Is it ethical to hire women as waitresses because they have certain physical characteristics? Is it ethical to exclude others (including men) from these jobs if they don’t?
Trang 1CHAPTER OBJECTIVES
When students finish this chapter, they should understand why:
1 The self-concept strongly influences consumer behavior
2 Products often define a person’s self-concept
3 Gender identity is an important component of a consumer’s self-concept
4 The way we think about our bodies (and the way our culture tells us we should think) is akey component of self-esteem
5 Every culture dictates certain types of body decoration or mutilation
CHAPTER SUMMARY
The self-concept strongly influences consumer behavior.
Consumers’ self-concepts are reflections of their attitudes toward themselves Whether these attitudes are positive or negative, they will help to guide many purchase decisions; we can use products to bolster self-esteem or to “reward” the self
Products often define a person’s self-concept.
We choose many products because we think that they are similar to our personalities The symbolic interactionist perspective of the self implies that each of us actually has many selves, and we require a different set of products as props to play each role We view many things other than the body as part of who we are People use valued objects, cars, homes, and even
attachments to sports teams or national monuments to define the self, when they incorporate these into the extended self
Gender idenity is an important component of a consumer’s self-concept.
Sex-roles, or a society’s conceptions about masculinity and femininity, exert a powerful
influence on our expectations about the brands we should consume
Advertising plays an important role because it portrays idealized expectations about gender identity
The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.
A person’s conception of his or her body also provides feedback to self-image A culture
communicates specific ideals of beauty, and consumers go to great lengths to attain these Many consumer activities involve manipulating the body, whether through dieting, cosmetic surgery,
Trang 2hard to live up to cultural ideals One common manifestation is eating disorders, diseases in which women in particular become obsessed with thinness.
Every culture dictates certain types of body decoration or mutilation.
Body decoration or mutilation may serve such functions as separating group members from nonmembers, marking the individual’s status or rank within a social organization or within a gender category or even providing a sense of security or good luck
Trang 3CHAPTER OUTLINE
I The Self?
The self-concept strongly influences consumer behavior Many products, from cars to cologne, are bought because the person is trying to highlight or hide some aspect of the self Feelings about the self shape consumption practices as consumers try to meet society’s expectations abouthow a male or female should look or act
A Does the Self Exist?
1 The idea that each human life is unique rather than part of a group was developed in late medieval times
2 Expression of self is more popular in the Western cultures Eastern cultures tend to
emphasize the importance of collective self (interdependence, identity derived from a
social group/relationships with others), while Western cultures emphasize the
separateness of each individual
3 The self is seen by Western and Eastern cultures as being divided into the inner, private self and outer, public self
4 A Confucian perspective stresses the importance of “face” (others’ perceptions of the self and maintaining one’s desired status in their eyes) One dimension of face is
mien-tzu (reputation achieved through success and ostentation).
Discussion Opportunity—Give an example of “face” in an Eastern culture Relate this example
to products, services, or promotion.
B Self-Concept
1 The self-concept summarizes the beliefs a person holds about his or her attributes and
how he or she evaluates these qualities
2 Self-concept is a very complex structure Components of the self-concept include:
Content—such as facial attractiveness versus mental aptitude.
Positivity—such as self-esteem.
Intensity, stability over time, and
Accuracy—the degree to which one’s self-assessment corresponds to reality.
Discussion Opportunity—Have each student evaluate themselves as to their self-concept by listing all beliefs they hold about themselves (including attributes such as personality
characteristics, strengths, weaknesses, talents, roles, affiliations, etc.) Then have them select the ten most important attributes and rank order them Have them take a good look at the ten items Ask the students to close their eyes and picture themselves according to the ten attributes After a few seconds, instruct them to erase the most important attribute from their self-concept and continue (eyes closed) to picture them without it After a few seconds, repeat this with the second most important attribute, then the third most, then the fourth most At the point that you feel the objective has been accomplished, have everyone open his or her eyes Encourage students to share their feelings about this exercise at each phase Was it difficult to “erase” attributes from the self-concept? Why? What happened when the first attribute was erased?
Trang 43 Self-esteem refers to the positivity of a person’s concept Those with low
self-esteem do not think they will perform well and will try to avoid embarrassment or failure, or rejection
4 Marketers can influence a consumer’s level of self-esteem Social comparison is the
process where a person tries to evaluate his or her self by comparing it to the people depicted in artificial images (such as ads in a magazine) This form of comparison appears to be a basic human tendency
*****Use Consumer Behavior Challenge Here *****
Discuss #6-11
Discussion Opportunity—Find some examples of ads that promote self-esteem and show them in class.
5 Consumers may use badges (e.g bumper stickers, Foursquare badges, pins on
Gowalla) to bolster self-esteem/show evidence of their achievements (They may use
geospatial platforms through smartphones to identify physical locations.)
6 The ideal self is a person’s conception of how he or she would like to be
7 The actual self refers to our more realistic appraisal of the qualities we have and
don’t have
8 Consumers often engage in the process of impression management where they work
hard to manage what others think of them by strategically choosing clothing and othercues that will put them in a good light
a Islamic men in Egypt increasingly have a zebibah (Arabic for raisin; dark circle
of callused skin between hairline and eyebrows from pressing forehead to the ground during daily prayers), since some add prayers to make the bump more pronounced/broadcast piousness
b People also practice impression management when they exaggerate positive qualities on Facebook or dating sites
Discussion Opportunity—Have students make columns on a sheet of notepaper Have them write down attributes in each column describing their ideal self and their actual self Have some students share the differences and similarities that they found
*****Use Review 6-4 Here *****
C Fantasy: Bridging the Gap Between the Selves
1 Although most people experience a discrepancy between their real and ideal selves, for some consumers this gap is larger than for others These people are good targets
for fantasy appeals
2 A fantasy or daydream is a self-induced shift in consciousness that is sometimes a
way of compensating for a lack of external stimulation or of escaping from problems
in the real world
Trang 5Discussion Opportunities—Ask: How do advertisers appeal to our fantasies? Can you give some examples?
Discussion Opportunity—Describe a fantasy you have had What role did advertisers or
marketers play in expanding this fantasy (if they did)? Explain.
3 Each of us is really made up of multiple selves We have as many selves as we do
social roles This causes us to prefer different products and services in different situations
4 The self has different components or role identities
a Some of the identities are more central than some identities (e.g., husband, boss, mother, student)
b Others might be dominant in certain situations (e.g., dancer, gearhead, advocate for the homeless)
c A study of Iranian people living in the U.K revealed something the authors
termed the torn self, where respondents struggle to retain an authentic culture
while enjoying Western freedom
d Marketers want to ensure the appropriate role identity is active before s/he pitchesproducts consumers need to play a role
D Virtual Identity
1 The tremendous growth of real-time, interactive virtual worlds allows people to
assume virtual identities in cyberspace
a People use virtual identities to interact in computer-mediated environments
(CMEs) like Sims, Second Life, Webkinz, Habbo Hotel, etc.
b People choose their avatars (visual identities) ranging from realistic versions of
themselves to tricked-out versions with exaggerated physical features or winged dragons or superheroes
2 The sociological tradition of symbolic interactionism stresses that relationships with
other people play a large part in forming the self
a This perspective suggests we exist in a symbolic environment
b Each of us interprets our identity and this assessment evolves each time we encounter a new situation/new people
c We tend to pattern our behavior on the perceived expectations of others in a form
of self-fulfilling prophecy (by acting the way others expect us to act).
3 The looking glass self is the process of imagining the reactions of others toward us
(also known as “taking the role of the other”)
Discussion Opportunity—Ask: How many multiple selves do you have? When was an instance when your “looking-glass self” was operating? Explain.
4 Self-consciousness, an awareness of self and concern for one’s public image that can
result in feelings of awkwardness, varies by individual and by situation
a Consumers who score high on a scale of public self-consciousness express more
interest in clothing and cosmetics than those who score lower
Trang 6b High self-monitors are more attuned to how they present themselves in social
environments
*****Use Review 6-6 Here *****
Discussion Opportunity—What was one of your most embarrassing moments? If the
circumstances were different, would you have been less self-conscious?
Discussion Opportunity—Give an illustration where you were engaged in self-monitoring.
E Consumption and Self-Concept
1 When consumers alter some aspect of their selves to advertise for a branded product
(i.e., being paid by a company to tattoo their logo) this is called Identity marketing.
2 A consumer’s possessions place her into a social role, which helps to answer the question, “Who am I now?”
3 People use an individual’s consumption behaviors to help them make judgments about that person’s social identity
4 We are attached to an object when we rely on it to maintain our self-concept Objects
act as security blankets by reinforcing our identities, especially in unfamiliar
situations
Discussion Opportunity—Ask students if there has ever been a time when an object was a
security blanket for them Explain how this occurred.
5 Symbolic self-completion theory predicts that people who have an incomplete self-
definition tend to complete this identity by acquiring and displaying symbols
associated with it (e.g., men and may use “macho” products like cars and cigarettes as
a social crutch to bolster their developing masculinity)
6 The contribution of possessions to self-identity is apparent when we lose treasured objects
Discussion Opportunity—Ask: Have you ever lost (or had destroyed) an object that, because it was lost or destroyed, affected your self-concept? Explain.
7 Self/product congruence suggests that consumers demonstrate consistency between their values and the things they buy
a Self-image congruence models predict that products will be chosen when
their attributes match some aspect of the self
b These models assume a process of cognitive matching between product
attributes and the consumer self-image
c Although research results are mixed, the ideal self appears to be more relevantthan the actual self appears as a comparison standard for highly expressive social products
Trang 7Discussion Opportunity—Give an example of self-image congruence when you have
purchased something Explain.
II The Extended Self
The extended self includes considering external objects as part of us (e.g props and
settings consumers use to define their social roles)
Discussion Opportunity—Ask students to brainstorm a small list of objects that they
consider being part of their extended self What do these objects have to do with their
self-expression? How would an advertiser appeal to their extended self?
8 Four levels of extended self have been described:
1) Individual level—you are what you wear.
2) Family level—includes your house and furniture.
3) Community level—includes your neighborhood and hometown.
4) Group level—includes your religion, flag, sports team, etc.
Discussion Opportunities—Give an illustration of the four different forms of extended self How might marketers or advertisers use these forms?
III Gender Identity
Sexual identity is a very important component of a consumer’s self-concept We tend to
conform to culture’s expectations (sex roles) about how those of our gender should act
dress or speak; these expectations, however, change
Discussion Opportunity—Ask: Have you ever made a purchase (or failed to make a purchase) because of gender issues? Explain your example
*****Use Consumer Behavior Challenge Here *****
Discuss #13
A Gender Differences in Socialization
1 A society’s assumptions about the proper roles of men and women are communicated
in terms of the ideal behaviors that are stressed for each gender during gender
socialization by commercial sources, parents and friends
a In many societies, males are controlled by agentic goals that stress self-assertion
Trang 8Discussion Opportunity—Find a magazine ad that demonstrates agentic goals and one that demonstrates communal goals To which gender are these ads directed? In what publication did the ads appear? In your opinion, was there a conscious attempt to segment?
2 Gender Versus Sexual Identity
a Gender role identity is a state of mind as well as body
b A person’s biological gender does not totally determine whether he or she will
exhibit sex-typed traits (characteristics that are stereotypically associated with
one sex or the other)
1 Masculinity and femininity are not biological characteristics.
2 Characteristics of gender role change from one culture to another
3 Bromance is affection between straight male friends.
3 Many products are sex typed; they take on masculine or feminine attributes
Marketers often perpetuate this typing
4 Androgyny refers to the possession of both masculine and feminine traits.
a Sex-typed people are stereotypically masculine or feminine; androgynous
people do not have a clearly defined orientation
b Masculinity and femininity are not opposite ends of the same dimension
c Differences in sex-role orientation can influence how we respond to marketingstimuli
5 Gender-bending products are traditionally sex-typed items adapted to the opposite
gender (e.g Febreze as the Official Air Freshener of the N.F.L.)
Discussion Opportunity—Ask: Why do you suppose we have boys’ and girls’ toys? Is society or marketing responsible for this?
Discussion Opportunity—Ask: Are there any role reversal products that you prefer (such as more feminine lotion—for a male—or a more masculine scent such as in perfume—for a
female)? When might role reversal be present (single males having to cook and clean an
apartment, therefore paying attention to ads about these products or a female having to wear more masculine business suits)? How do you feel about this?
B Female Sex Roles
1 Sex roles constant evolve, and there may be contradictory messages about appropriatebehavior
2 Contemporary Young Mainstream Female Achievers (CYMEA) play different
roles in different contexts (e.g feminine as a mother or partner, masculine as
businesswoman)
Discussion Opportunity—What stereotypes of women do you feel are no longer true? How are marketers attempting to appeal to the “new” woman?
C Male Sex Roles
1 Masculinism is devoted to the study of the male image and cultural meanings of
masculinity
2 Men receive mixed messages about how they are supposed to behave and feel
Trang 93 Men are trying to make sense out of three different models of masculinity:
a Breadwinner – focused on success; celebrates respectability, civic virtues, pursuit
of material success, and organized achievement
b Rebel – emphasizes rebellion, independence, adventure and potency
c Man-of-action hero – synthesis that draws from the better of the other two
models
Discussion Opportunity—Ask: Can you think of any ads where they have females performing acts that were predominately male roles in the past? Can you think of an ad in which the male is
a sex object? (You might want to locate examples of each and bring them in to share with the class after they have responded.)
E Gay, Lesbian, Bisexual, and Transgender (GLBT) Consumers
1 The proportion of the population that is GLBT is difficult to determine and efforts to measure this group have been controversial
2 The GLBT market is at least as large, if not larger, than the Asian American
population (currently at about 12 million people) and consumers in this market spend
$250-$350 billion a year
3 Gay relationships are increasingly mainstream in most parts of the United States A Gallup survey in 2014 found that 55% of Americans favor same-sex marriage, where
as 8 out of 10 young adults support it
Discussion Opportunity—Name popular movies or television shows where gay or lesbian actors
or actresses are a central theme Watch the show and note the products that are advertised during these shows In your opinion, was this a way to reach this particular market segment? Explain.
IV The Body
A A person’s physical appearance is a large part of his or her self-concept
B Body image refers to a consumer’s subjective evaluation of his or her physical self.
C Marketers try to create a gap between the real and idea self to motivate consumers to buy products that will narrow that gap
D A person’s feelings about his or her body can be described in terms of body cathexis
Cathexis refers to the emotional significance of some object or idea to a person, and some
parts of the body are more central to self-concept than are others
*****Use Exhibit 6.14 Dove Here*****
Discussion Opportunity—According to the text, which parts of the body are consumers usually the most satisfied? The least satisfied? How might marketers use this information?
Trang 10E An ideal of beauty is a particular model, or exemplar, of appearance Examples of
ideals are physical features, clothing styles, cosmetics, hairstyles, skin tone, and body type
Discussion Opportunity—Ask the Women: Write down on a piece of paper what your ideal man looks like Ask the Men: Write down on a piece of paper what your ideal woman looks like Discuss the results with the class (This often leads to a wild discussion Relate the findings to
“ideals of beauty” as used by our society.)
F Is beauty universal?
1 The “what is beautiful is good” stereotype describes the assumption that attractive
people are smarter, more interesting and more competent
2 Recent research indicates that preferences for some physical features over others are
“wired in” genetically, and that these reactions tend to be the same among people around the world
3 Male and female preferences may be triggered physiologically by hormonal changes
4 The Western ideal of beauty is about big round eyes, tiny waists, large breasts, blond hair and blue eyes It has been adopted internationally by younger generations internationally Older generations have diverse ideals of beauty
*****Use Consumer Behavior Challenge Here *****
Discuss #6-4
5 Ideals of beauty, and the products used to attain those ideals, vary across periods
6 These changes have resulted in a realignment of sexual dimorphic markers—those
aspects of the body that distinguish between the sexes
7 Is the ideal getting real? Some brands appeal to women by pointing out that the average woman is not a supermodel
8 There are also ideals for male beauty, which tend to include a strong, muscular physique
Discussion Opportunity—Ask: What body “ideals” are “in” at present for both men and
women? Why are these features deemed “beautiful”? How do advertisers use this? What
happens to people who do not have these traits?
G Working on the Body - Because many consumers are motivated to match up to some ideal of appearance, they often go to great lengths to change aspects of their physical selves
1 Fattism: As reflected in the expression “you can never be too thin or too rich,” our society has an obsession with weight
2 Many have elected to have cosmetic surgery to change a poor body image
*****Use Consumer Behavior Challenges Here *****
Discuss Review #6-5 and #6-7
Trang 11Discussion Opportunity—What do you think of the “thin is in” concept? (Notice the differences between the responses of males and females.) Ask students if they have ever known anyone with any of the disorders mentioned in the chapter, and (if so) ask them to relate the story to the class What would this have to do with marketing? Is there a link?
3 Body decoration and mutilation is in the news on a rather regular basis Decorating ormutilating one’s self is not a new concept It may, in fact, serve several purposes:
To separate group members from nonmembers
To place the individual in the social organization
To place the person in a gender category
To enhance sex-role identification
To indicate desired social conduct
To indicate high status or rank
To provide a sense of security
Discussion Opportunity—Ask: How many of you have some type of body decoration? Ask
individuals what form they have Have them explain why they do this? Are there any marketing
or consumption connections? Explain.
4 Tattoos—both temporary and permanent—are a popular form of body adornment, perhaps because a tattoo is a risk-free way to express an adventurous side of the self
5 Body piercing (decorating the body with various kinds of metallic inserts) has
evolved from a practice associated with some fringe groups to become a popular fashion statement
Discussion Opportunity—Discuss tattooing and body piercing with the class How many have done it? Why? What type of statement was being made? How might marketers and advertisers use these trends in their promotions? What do you think the long-term trend will be?
H Body Image Distortions
1 Researchers link distorted body image to eating disorders
2 Consumers may sacrifice their health to gain a desirable body image
3 Psychiatrists report increasing cases of body dysmorphic disorder (an obsession
with perceived flaws in appearance) among young females and males
Trang 12End-of-Chapter Support Material
SUMMARY OF SPECIAL FEATURE BOXES
1. Net Profit
Technology has allowed users to post video, created microfame or nanofame – a few
seconds of attention from fans
2. Marketing Pitfall
Corporate recruiters are less likely to consider a candidate that is dressed inappropriately
or who does not protect his/her image on social media sites
3. Marketing Pitfall
A judge allowed Renault to go forward with its plan to name its new electric car the Zoe Renault in spite of the complaints from consumers who have the name Zoe who fear sexualized ridicule
Cell phones with cameras make the new phenomenon known as sexting possible Users take and send nude or semi-nude pictures of themselves Employers use services such as Reputation.com to scour the internet for inappropriate pictures
5. Marketing Opportunity
Identity marketing uses consumers who alter some aspect of their selves to advertise for
a brand
6. CB as I See It: Derek Rucker, Northwestern University
Products can signal identity A psychological threat shapes the type of products one desire, a process called compensatory consumption
7. Net Profit
Technology can be used to increase consumer’s self-esteem through rewards such as
badges, and allow the display of physical locations using geospatial platforms
Trang 138. The Tangled Web
Users have developed strong emotional ties to Facebook, making it very difficult to quit using the site
9. Marketing Pitfall
Restaurant chains have successfully attracted diners with busty servers in short shorts,
leading to the industry phenomenon called breastaurants
10. Marketing Opportunity
Same-sex marriages have created a new, lucrative market in the wedding industry
11. The Tangled Web
Group dieting is a growing problem as consumers visit blogs devoted to excessive weightloss
12. Marketing Pitfall
The ideals of beauty, including to tan or not to tan, changes based on culture In the U.S., tanning is equated with health and leisure, even though instances of cancer attributed to tanning has increased
13 REVIEW
6-1. List three dimensions that describe the self-concepts
1 Content—facial attractiveness versus mental aptitude;
2 Positivity or negativity—self-esteem; and
3 Intensity, stability over time, and accuracy—the degree to which one’s
self-assessment corresponds to reality.
(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking)
6-2. Compare and contrast the real versus the ideal self List three products for which a person
is likely to use each type of self as a reference point when he or she considers a purchase
The ideal self is a person’s conception of how he or she would like to be, whereas the actual self refers to our more realistic appraisal of the qualities we have and don’t have Product choices will vary, but products associated with the ideal self are more likely to
be expressive.
(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking,)
6-3. How might the “digital self” differ from a consumer’s self-concept in the real world, and
Trang 14Technology allows user to modify profile photos on online sites Many users create identities in the form of an avatar when playing online games While our physical bodies don’t change, we are becoming more what we post than what we really are Respondents
in one study placed more value on digital items that effect physical identities We can also use our digital self to try products such as make-up, hairstyles, and clothing, before actually trying the product This is an important opportunity for marketers because consumers can quickly and easily see how the product would alter appearances, without the risk of actually buying the product
(5 minutes, chapter Objective 2, AACSB: Reflecting Thinking)
6-4. Have ideals of beauty in the United States changed over the last 50 years? If so, how?
A study of almost 50 years of Playboy centerfolds shows that the women have become less shapely and more androgynous since Marilyn Monroe graced the first edition with a voluptuous hourglass figure of 37–23–36 However, a magazine spokesman comments,
“As time has gone on and women have become more athletic, more in the business world and more inclined to put themselves through fitness regimes, their bodies have changed, and we reflect that as well But I would think that no one with eyes to see would consider playmates to be androgynous.”
(10 minutes, Chapter Objective 4, AACSB: Reflective Thinking)
6-5. What is fattism?
Fattism is an obsession with weight.
(5 minutes, Chapter Objective 5, AACSB: Reflective Thinking,)
6-6. What does “the looking glass self” mean? How do feelings about the self influence what
we buy?
This process of imagining the reactions of others toward us is known as “taking the role
of the other,” or the looking glass self According to this view, our desire to define ourselves operates as a sort of psychological sonar: We take readings of our own identity
by “bouncing” signals off others and trying to project what impression they have of us.
(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking)
6-7. How do Eastern and Western cultures differ in terms of how people think about the self?
The emphasis on the unique nature of the self is much greater in Western societies Many Eastern cultures instead stress the importance of a collective self, where a person derives his identity in large measure from his social group Both Eastern and Western cultures see the self as divided into an inner, private self, and an outer, public self However, where they differ is in terms of which part is seen as the “real you”—the West tends to subscribe to an independent construal of the self that emphasizes the inherent
separateness of each individual.
(5 minutes, Chapter Objective 1, AACSB: Multicultural and Diversity Understanding)
6-8. How did tattoos originate?
Tattoos have a long history of association with people who are social outcasts For example, the faces and arms of criminals in sixth-century Japan were tattooed as a