Transcript CA 2018 Consumer Insight
Class 11 The Self
CA 2018 Consumer Insight A.Kwanta Sirivajjanangkul A.Panitta Kanchanavasita Albert Laurence School of Communication Arts Department of Advertising 2013
Consumers as Individuals
Perception
Learning and Memory
Motivation and Values The Self Personality and Lifestyles • Process on how we absorb and interpret information about products. • The way we mentally store this information and how it
adds to our exist knowledge during the learning process.
• The reason or motivation to absorb this information and how our cultural values influence what we do.
• Explores on how our views about ourselves affect what we do, want, and buy.
• How people’s individual personalities influence these decision and how the choice we make help to define our lifestyles.
The self
• How do we feel about ourselves?
• How we differ from others
Chapter Outline
1. Self Concept 1. Self-Esteem 4. Are You What you consume?
2. Real & Ideal Self 2. Fantasy: Bridging the gap between the selves 1. Symbolic self-completion theory 5. Self-Product Congruence 1. Multiple Selves 6. Extended Self 2. Virtual Identity 7. Body Image 3. Symbolic Interactionism 3. Self-Consciousness
How we differ from others
All products we bought, from car to cologne, highlight or hide some aspect of the self.
Social networking
• It helps us to express “the self” more.
– Share/tweet/IG our feeling to others • Don’t have video access but still feel a need to let your peeps know exactly what you’re doing 24/7
Both Eastern and Western cultures believe the self divides into… 1.an inner, private self 2.an outer, public self.
1. Self concept
• Summary of your own concept which derived from a belief that construct self attributes • Self Attribute: How you act, how you look, how you speak • 2 Main Dimension of Self Concept 1. self esteem 2. Real and Ideal Self
1.1 Self esteem
• Refers to the positivity of a person’s self concept.
– People with low self esteem expect that hey will not perform very well, and they will try to avoid embarrassing, failure, or rejection.
– Social comparison where the person tries to evaluate their appearance by comparing it to the people.
1.2 Real and ideal self
2.1 Actual self – Refer to our more realistic appraisal of the qualities we have and don’t have.
2.2 Ideal Self – A person’s conception of how he would like to be
Real and ideal self Impression management
• People work hard to “manage” what others think of us – That’s why we strategically choose clothing and other products that will show us to others in a good light.
We choose some products because we think they are consistent with our actual self, while we buy others to help us reach an ideal standard.
2. Fantasy
Bridging the gap between the selves • • Or daydream..
Is a self-induced shift in consciousness, which is sometimes a way to compensate for a lack of external stimulation or to escape from problems in the real world.
1. Multiple Selves 2. Virtual Identity 3. Symbolic Interactionism 4. The Looking-Glass Self
2.1 Multiple selves
• We have as many selves as we do different products and services • And even vary in terms of how much we like the aspect of ourselves we put on display.
• The self has different components, or role identity, and only some of these are active at any given time.
2.2 Virtual identity
• • • Virtual identity in cyber space Visual identity ,avatar How you show yourself to other.
2.3 Symbolic Interactionism
• Red – stop , Leather jacket to look like Rock Star • We use some product or service as a symbolic to express our ideal self or needs and wants • Important to understand consumer behavior because it implied that our possessions play a key role as we evaluate ourselves and decide “who we are”
3. Self-consciousness
• • When consumers aware of themselves in different situation and act differently Ex : Come to class late, awkwardly searched for a seat • Feeling of self-consciousness • Some people seem to be more sensitive in general to the image they communicate to others • People who act as if they’re oblivious to the impression they are making
4. Are you what you consume
• The reflected self helps shape self-concept, which implies that
people see themselves as they imagine others see them.
• All clothing, car, jewelry, furniture • Also help to create the perceived self
• People use an individual’s consumption behaviors to identify that person’s social identity.
• Grooming habit/ Leisure activities/ food preferences.
4.1 Symbolic self-completion theory
• We are attached to an object to the extent we rely on it to maintain our self- concept.
• Symbolic self-completion theory – People who have an incomplete self-definition tend to complete their identity by acquiring and displaying symbols that they associate with that particular role.
5. Self/Product Congruence
• We choose product when their attributes match some aspect of the self.
– A process of cognitive matching between product attributes and the consumer’s self image.
5. Self/Product Congruence
• The highly expressive social product • ex. Perfume • This appears to be more relevant to the ideal self than the actual self.
• Every function products – The actual self is more relevant than the ideal self – Reliable car for work, a flashier super car for nightlife.
6. The Extended Self
• Consumer may use to define their social roles become part of their selves.
• Japanese – name card is one their extended self.
• People do cherish possessions as if they were a part of them
4 levels of the extended self
1. Individual level – Consumers include many possessions in self-definition. “You are what you wear” reflects the belief that one’s things are a part of one’ identity 2. Family level – A consumer’s residence and the furnishings in it. House as a symbolic body for the family.
3. Community level – Describe themselves in term of their neighborhood or town form which they from.
4. Group level – Attachments to the certain social groups as a part of the self. Sport team, landmarks, monuments are the part of the extended self.
7. Body image
• Ideal of beauty – May include physical features as well as clothing styles, cosmetics, hairstyles, skin tone, and body type.
• Dove video