Lecture notes Consumer Behaviour Unit 6: The Self, Mind, Gender and Body (5BUS)
13 views 0 purchase
Course
Consumer Behaviour (5BUS111802062021)
Institution
University Of Hertfordshire
Book
Consumer Behavior
Unit Objectives
1. Self-concept strongly influences consumer behaviour and why.
2. Products often play a pivotal role in defining self-concept.
3. There are various self-concept theories.
4. The way we think about our bodies is a key component of self-esteem.
TEST BANK FOR CONSUMER BEHAVIOUR : BUYING, HAVING AND BEIGN 8th CANADIAN EDITION BY SOLOMON ALL CHAPTERS INCLUDED 2024 BEST GUIDE.
TEST BANK for Consumer Behavior, 9th Edn by Michael Solomon. All Chapters 1-16.
Lecture notes Consumer Behaviour Unit 7: Attiudes and Pursasive Communication(5BUS1118-0206-2021)
All for this textbook (11)
Written for
University of Hertfordshire
Unknown
Consumer Behaviour (5BUS111802062021)
All documents for this subject (9)
Seller
Follow
todd-200
Reviews received
Content preview
Unit 6 – The Self: Mind, Gender and body
Perspectives of the Self
We buy products to hide/highlight aspects of the self,
Eastern culture focuses on
- The collective self (a person’s identity coming from a group)
- The interdependent self (a person’s identity is defined by their relationship to
others
Western culture focuses on
- Individuality
The self is divided into
Inner, private self, your inner thoughts
Outer, public self, how people see you
These two can be completely different. E.G. a person may on the outside appear to be very
confident and on the inside be very anxious. This then influences the products we buy
Self-Concept
Summarises the beliefs a person holds about their own attributes and how they evaluate
these qualities
Very complex structure defined by
1) Content, describes how you see your physical attractiveness and mental aptitude
2) Positivity, your feelings, self esteem
3) Intensity and stability over time, the strength of emotions and its consistency over
time
4) Accuracy, the degree to which your self-assessment corresponds to reality
Self-Esteem
The positivity of a person’s self-concept
People with low self-esteem think they will not perform well and will try to avoid
embarrassment, failure and rejection
People with high self-esteem will think they will be successful and will take more
risks
Adverts will try to trigger comparison to make us compare ourselves to the person in
the advert so we try and be like that person, most ads use attractive models and
makes us want to be like them.
Normal relatable people is more believable
Marketers will try and position products to make us try and improve our self-esteem
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller todd-200. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $17.51. You're not tied to anything after your purchase.
