2. Chapter 7
The Self and Selves

3. Learning Objectives
After completing this chapter, you should be able to:
Know the characteristics of self-concept and understand more about how you characterize yourself and how others are likely to describe you.
Recognize the I-self, the me-self, and the looking-glass self.
Explain how self-concept affects intrapersonal processes such as self-narrative, information processing of self-relevant information, and the regulation of affect.
Describe how self-concept affects interpersonal processes such as lifestyle, interaction strategy, and interpersonal influence.

4. Learning Objectives (continued)
Discuss the relationship between people’s self-concepts and their consumption behavior, including relating self-concept to the circle of consumption.
Recognize how the self-concept varies cross-culturally.
Explain the relationship between personality traits and self-concept and discuss applications of personality theory to consumer behavior.

5. Exhibit 7.1 The Relational Self

6. Interactive Sources of Selfhood
Significant others
individuals with whom we interact in various kinds of role relations, are crucial in the formation of our self.
Materials and objects
the physical environment that we rely on for survival and the technologies that support and mediate our social relations affect the development of our self.
Ideas, beliefs and values
ideology and religious beliefs influence the way we perceive and respond to our social and physical environment

7. Self-Concept… is multifaceted is dependent on situations and motives
it includes a collection of images, activities, goals, feelings, roles, traits and values
is dependent on situations and motives
is only one of many factors influencing behavior
is malleable and dynamic

8. Self Concept intrapersonal processes interpersonal processes
including information processing, affect and motivation
interpersonal processes
including social perception, choice of situation, partner, interaction strategy and reaction to feedback

9. Self-Concept is Multi-Faceted
I-self
the active observer, the knower, or the information processor
Me-self
the known, observed, and constructed self-image
Looking-glass self
Image congruence hypothesis
self-concept is enhanced through the transfer of socially accepted meanings of the product or brand to oneself
Extended self
external objects to which we are emotionally attached and that we consider a part of ourselves

10. Self-Concept Depends on Situations and Motives
Working or activated self-concept
description of oneself varies with situations and motives
People selectively retrieve different aspects of their self-concepts on goals and motives
Sometimes consumers may contrive to use products to trigger aspects of the self

11. Behavioral Constraints and Possible Selves
Behavior is constrained by factors other than one’s self-concept
Self-concept is composed of self-schemas
system of knowledge structures organized in memory and consisting of self-relevant information
Possible selves
past, present or future views of self

12. Self-Concept is Changeable
Self-concept is flexile and changeable
Consumers’ self-concepts are especially dynamic during certain role transitions
Role transitions and self-esteem
the degree to which people have a positive attitude towards themselves
Role transitions are marked by changes in consumption patterns

13. Exhibit 7.2 A Dynamic Model of Self-Concept

14. The Dynamic Self-Concept Intrapersonal Processes
Self-narrative
stories that are coherent, context sensitive accounts of experiences that provide a sense of personal continuity in time and space
Self-relevant information
internalized self-schemas that represent a reference value or standard of comparison for new information
Self-gifts
frequently carry messages about identify and self-distinctiveness, which contributes to self-esteem
Desired selves
what a person thinks he or she really can and would like to be

15. The Extended Self ?

16. Communicating Self to Others Through Products
Step 1: Person buys product symbolic of self
Step 2: Reference group associates product with person
Step 3: Reference group attributes to person qualities of the product
Person’s
self-concept
Reference group
Step 3
Symbolic
Product
Step 2
Step 1

17. Interpersonal Processes
Self is a reference point for evaluating others
Consumption communicates socially shared meanings about identity
High self-monitors
concerned with being consistent with their conception of how people behave in a particular situation
Low self-monitors
concerned with being themselves in various situations
Consumers may use goods to close the gap between actual and possible selves

18. Self-Concept and the Circle of Consumption
Production
Acquisition
Consumption
Disposal

19. Self Concept and the Circle of Consumption
Production:
Men barbecue
Women cook Thanksgiving
“Home-made” and “Hand-crafted”
Acquisition:
Provisioning and housewives’ self concept
Bargaining and self efficacy
Consumption:
The latest thing
Kitchen and family room
Disposition:
Voluntary simplicity
Environmental concerns

20. Web Sites Production: www.williams-sonoma.com/cat/index.cfm
Acquisition:
Consumption:
Disposition:

21. Consumer Goods and Consumption Behavior
Contribute to self narrative
Illustrate aspect of self
Symbolize or mark self-change
Integrate incompatible self-conceptions
Close gap between actual and desired self
Try on a "possible self"

22. Self-Concept Around the World
Euro-American self
individualism, autonomy, self-assertion
Chinese self
accordance with anticipated expectations of others and social norms (relational self - enduring social relations and cultural ideas)
Japanese self
proper role behavior, identification with others needs, harmony
Hinduism self
achieving identity with higher power
African self
practical, spiritual, interdependent, socially oriented achievement motivation

23. Percentage Who Indicated They Thought About Their Appearance All the Time (Vanity?)
Venezuela
Russia
Mexico
South Africa
Philippines
Turkey
Saudi Arabia
Brazil 10 20 30 40 50 60 70
Women from:
Men from:
Source: Marketing News, 28/2/2000, p.8

24. Personality Personality
distinctive and enduring patterns of thoughts, emotions and behaviors that characterize each individual’s adaptation to the situations of his of her life
Ancient history suggest relation between personality and astrology
Contemporary view initiated by Sigmund Freud

25. Traits Traits Measures of personality traits:
characteristics in which one person differs from another in a relatively permanent and consistent way
Measures of personality traits:
Social Character Scale
Five Factor Personality Structure

26. Self-Esteem and Self-Efficacy
the positivity of a person’s attitude towards him/herself
Low self-esteem is related to exaggerated concerns with looking glass self and influences compulsive buying
Self-efficacy
people’s beliefs about their capabilities to exercise control over events that affect their lives
Self-efficacy should vary cross-culturally.

27. Applications to Consumer Behavior Research
It is difficult to predict consumer brand choices based on personality traits alone
Personality variables are related to consumption behaviors
It may be possible to predict behavior averaged over a sample of situations and/or occasions
Advertisers can use personality traits to segment markets and target their market offerings

28. Key Terms compulsive buying role transition desired selves
extended self
high self-monitors
image congruence hypothesis
I-self
looking-glass self
low self-monitors
me-self
personality
possible selves
relational self
relationship harmony
role transition
self-concept
self-efficacy
self-esteem
self-gifts
self-narratives
self-relevant information
self-schemas
socially oriented achievement motivation
traits
working or activated self-concept