Chapter 6
1. self-concept?
Definition
How self-concept influences consumer behavior?
Different dimensions of self-concept (actual self, ideal self, social self, ideal social self, possible self)
1. What is personality?
1. Psychoanalytic Approach to Personality
· Explain how personality is formed (id, ego and superego)
1. Brand Personality
Define brand personality and explain its significance
Article “Possessions and Extended Self”
1. Read Section “Mastery of Possessions and Human Development” pp. 146 – 148
· Do functions that possessions fulfill in our lives are constant over our life spans?
· Explain the relationship between self and possessions in each stage of our life spans: infant and children, adolescence and adulthood, and old age.
· Discuss marketing implication for each stage
2. Read Section “Maintaining Multiple level of self” pp. 152 – 154
· What are different levels of self? Describe each level
· How consumption objects are incorporated into extended self at each level?
3. Read section “Pet as extended self” pp.155-156
· Explain how pet owners incorporate their pets into their extended self