Consumers and the Self: Understanding Consumer Behavior

1. Συμπεριφορά Καταναλωτή και το άτομο The self

2. Consumers as decision-makers Consumers as individuals Consumers in the Consumer Behaviour marketplace Perceptions, Learning, Motivation, Involvement, Attitudes

3. The self – defined Η ΣΚ δίνει έμφαση στο άτομο και στο ότι κάθε άτομο είναι μοναδικό. Δημιουργία προϊόντων που ικανοποιούν το άτομο. A relatively new concept that regards people and their relationship to society. Takes the idea that each human life is unique, rather than a part of a group. Accepts the notion that the self is an object to be pampered.

4. Self concept Self concept refers to the beliefs people hold about their attributes and how they evaluate these qualities. Η ιδέα που έχουμε για τον ευατό μας εξαρτάται από τα χαρακτηριστικά μας, τα πλεονεκτήματα-μειονοκτήματα μας, τις ποιότητες μας ... • The different components of the self concept are: • self esteem – the positivity of a person’s self concept. Self esteem advertising attempts to change product attitudes by stimulating positive feelings about the self. • real and ideal selves – consumers’ comparison of actual standing on some attribute to some ideal. The ideal self is a person’s conception of how she/he would like to be. The actual self is the more realistic appraisal of the actual qualities held.

5. Consumption and self-concept • Products that shape the self – you are what you consume. • Self product congruence – consumers demonstrate consistency between their values and the items purchased. Self image congruence models predict that products will be chosen when their attributes match some aspect of the self. • The extended self – the use of products and settings used by consumers to define their social roles becomes part of their selves.

6. Καταναλώνουμε σε πολλαπλά επίπεδα... • Individual level – inclusion of many personal possessions in self definition, e.g. cars, clothing, etc. • Family level – includes a consumer’s residence and its furnishings. • Community level – the neighbourhood or town from which consumers belong. • Group level – attachments to certain social groups can be considered part of self.

7. Το φύλο και οι ρόλοι μας επηρεάζουν την κατανάλωση ... Sexual identity is an important component of a person’s self concept. People often conform to their culture’s expectations about how those of their gender should act. Every society creates a set of expectations regarding the behaviours appropriate for men and women and communicates these. Marketing has historically been defined by men so is still dominated by male values.

8. Οι ρόλοι των φύλων και τα στερεότυπα Female roles – social changes, such as the increase in women in the workplace has led to a change in the way women are regarded by men, the way they regard themselves, and the products they choose to buy. Male roles – the ‘new man’ is allowed to be more compassionate and to have closer relationships with other men. The more sensitive side of their nature is evolving and becoming an issue for marketers.

9. Ideals of beauty • Ideals of beauty for both men and women may include: • physical featuresas well as • clothing styles. • cosmetics. • hairstyles. • skin tone. • body type. • Ποιος επιβάλλει τις αξίες και τα κριτηρία ομορφιάς?????

10. Body image • The ideal – many consumers are motivated to match up to an ideal appearance and often go to great lengths to change aspects of their physical selves. • Size – the pressure to be slim is continually reinforced by advertisers and by peers. • Image distortions – many people perceive a strong link between self-esteem and appearance and some exaggerate this connection even more and sacrifice greatly to attain what they consider to be a desirable body image. • Cosmetic surgery and body decoration and mutilation changes a person’s perception of their body image.

11. Comprehensive Communication Model Commercial Non-Profit Individual Formal vs. Informal Verbal vs. Nonverbal 1-sided vs. 2-sided Factual vs. Emotional Selective Exposure Individuals Target Audience Intermediary Audience Unintended Audiences Mediated by: Involvement Mood Experience Personal Charac. Encodes Channel (Medium) Message Receiver (Consumer) Sender (Source) Decodes Symbols Pictures Words Images Paid vs. Unpaid Print, Broadcast, Electronic Personal vs. Impersonal Responds Appropriately? Yes No Miscomprehends? Yes Pretests to Ensure Message Will be Received Posttests to Ensure Message Was Received No Feedback