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Consumer Behavior: Buying, Having, and Being

Twelfth Edition

Chapter 6

The Self: Mind, Gender, and Body

Learning Objectives

6.1 The self-concept strongly influences consumer behavior.

6.2 Products often define a person’s self-concept.

6.3 Gender identity is an important component of a consumer’s self concept.

6.4 The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

6.5 Every culture dictates certain types of body decoration or mutilation.

Learning Objective 6.1

The self-concept strongly influences consumer behavior.

What Is Self-Concept?

Self-concept summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.

Collective Self

Identity

Sample self-concept

Friendly

Funny

A social butterfly

A romantic

A brunette

A tax accountant

A mother of two

Former high school tennis champion

Graduate of Cal State San Bernardino university

Sometimes cynical but mostly idealistic

A believer in racial equality

What Is Self-Esteem?

Self-esteem refers to the positivity of a person’s self-concept. People with low self-esteem expect that they will not perform very well, and they will try to avoid embarrassment, failure, and rejection.

Social comparison

Low SE focus on avoiding failure and rejection

High SE take more risks, willing to be center of attention

Variables Influencing Image

7-7

competence

Social Comparison

The person tries to evaluate her appearance by comparing it to the people depicted in the artificial images(ads)

7-8

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

Impression management means that we work to “manage” what others think of us

7-9

Multiple Selves

Marketers pitch products needed to facilitate active role identities

7-10

Bridging the gap between selves

Virtual mirror

7-11

Several major retailers are testing a “virtual mirror” that simulates what makeup and hair dye would look like on shoppers. With the EZFace system, a person stands in front of the screen and an internal camera takes a picture. Then the person scans the barcodes of various cosmetics—such as mascara, foundation, eye shadow, blush, and lip gloss—and each automatically appears on the appropriate part of the face. The customer can print out the image, send it by email, or post it on Facebook.

Looking-Glass Self

7-12

Imagining others’ reactions

self-fulfilling prophecy

Learning Objective 6.2

Products often define a person’s self-concept.

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

People who have an incomplete self-definition complete the identity by acquisition

7-14

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

7-15

The Levels of the Extended Self

Individual: personal possessions (cars, clothing)

Family: residence and furnishings

Community: neighborhood or town where you live

Group: social or other groups

7-16

Embodied Cognition

Power posing

Enclothed cognition

The Digital Self

Wearable computing

Virtual makeover

Learning Objective 6.3

Gender identity is an important component of a consumer’s self-concept.

10-20

Gender Differences in Socialization

Gender roles vary by culture but are changing

Many societies still expect traditional roles:

Agentic roles: men are expected to be assertive and have certain skills

Communal roles: women are taught to foster harmonious relationships

Gender roles do vary by culture and they shift as culture shifts. Many of our gender roles are socialized by marketing. For instance, the Bratz line of dolls licenses its name to a cosmetics line targeted to girls ages 6 to 9.

One function of child’s play is to rehearse for adulthood. Children act out different roles they might assume later in life and learn about the expectations others have of them. The toy industry provides the props that children use to perform these roles.10 Depending on which side of the debate you’re on, these toys either reflect or teach children about what society expects of males and females.

Preschool boys and girls do not exhibit many differences in toy preferences, but after the age of 5 they part company: Girls tend to stick with dolls, whereas boys gravitate toward “action figures” and high-tech diversions.

Barbie’s rebirth as a career woman illustrates how a firm takes concerns about socialization to heart. Although Mattel introduced a Barbie doll astronaut in 1964 and an airline pilot in 1999, it never provided much detail about the careers themselves. Today girls can choose to play with Working Woman Barbie. She comes with a miniature computer and cell phone as well as a CD-ROM about understanding finances. She dresses in a gray suit, but the skirt reverses to a red dress for her to wear with red platform shoes when she goes on after-work adventures with Ken.

societies expect males to pursue agentic goals, which stress self-assertion and mastery. However, they teach females to value communal goals, such as affiliation and building harmonious relations.

Sex roles

Gender differences in consumption

Men: Meat, beer, frosted flakes, root beer

Women: Fruit, wine, multigrain cereal, bottled water

Advertising reinforces learned roles

2-21

10-22

Sex-Typed Traits and Products

Sex-typed traits: characteristics we stereotypically associate with one gender or the other.

Sex-types products: take on masculine or feminine attributes

Princess telephones

Thor’s Hammer vodka

“bold and broad and solid. This is a man’s kind of vodka . . . it’s not your frosted . . . girly-man vodka.”

Blue or Pink

2-23

Learning Objective 6.4

The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem.

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

7-25

Today’s Ideal Female Body

Body image distortions

Vanity sizing

Fattism

Learning Objectives 6

Every culture dictates certain types of body decoration or mutilation.

7-27

Working on the Body

Body anxiety

Cosmetic surgery

Body decoration and mutilation

Body piercing

Chapter Summary

Self-concept as an influence on behavior

The role of products in defining self-concept.

Gender identity is an important component of a consumer’s self concept.

The way we think about our bodies influences self-esteem.

Body mutilation is a way we decorate our bodies.