The Self

1. The Self

2. Why Self-concept • Not enough to know demographics Important to consider: • How a product fits a consumer’s self-concept • How a product makes consumers feel

3. Self-concept • Who are you? • What do you identify yourself with? Gender Physical characteristics Age Political beliefs Nationality Occupation/student Religion Personal history/tendencies Other • Has this changed? How? Why?

4. Self-Concept • Self-Conceptis the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities • Self-concept can be divided into four parts: • Actual Self: more realistic appraisal of the qualities we have, who I am now • Ideal Self: how we would like to be • Private Self: how I am or would like to be to myself • Social Self: how I am viewedby others or how I would like to be viewed by others

5. Interdependent Self-Concept is based on the common Asian cultural belief in the fundamental connectedness of human beings, emphasizing family, cultural, professional, and social relationships. Independent Self-Concept is based on the predominant Western cultural belief that individuals are inherently separate, emphasizing personal goals, characteristics, achievements, and desires. Self-Concept Interdependent/Independent Self-Concepts

6. Self-Concept Possessions and the Extended Self The extended self consists of the self plus possessions. People tend to define themselves in part by their possessions. Identify possessions that define you. Symbolic self-completion theory: people who have an incomplete self-definition complete the identity by acquiring and displaying symbols associated with it. Tattoos can become a part of one’s extended self

7. Consumption Biography We can infer personality based on consumption patterns… • 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.

8. Self-Concept Marketing Ethics The self-concept has many dimensions. Critics blame marketers for focusing too much attention on the importance of beauty, and defining it as being young and slim with a fairly narrow range of facial features. A major concern is that individuals are developing self-concepts that are heavily dependent on their physical appearances rather than other equally or more important attributes.

9. Other dimensions of the Self • 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 • Self-consciousness: awareness of self • Body image: a consumer’s subjective evaluation of his/her physical self Ralph Lauren model Filippa Hamilton fired because she wasn’t thin enough. She is 5-foot-10, 120-pounds and a size 4.

10. What is the Western Ideal of Beauty? • “What is beautiful is good” stereotype • Skin color and eye shape = status, sophistication, and social desirability • Plastic surgery to obtain big round eyes, tiny waists, large breasts, blond hair, and blue eyes • How prevalent is the Western ideal of beauty? • How do you see this ideal evolving now (if at all)? If so, how?

11. Is the Western Ideal getting real? The Dove Campaign Evolution ad, Beauty Pressure ad, Real Beauty ad, Reactions? • How did this campaign affect you? How do you think it affects young girls and their self esteem? • What role does marketing play in creating perceptions of self esteem? In particular, what is the “frame” used for female beauty? Describe the marketing strategy behind this campaign. • From a strategic point of view, does this approach make sense? Why?