Consumer Behaviour 2nd Edition Supplementary Material

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S?µpe??f??? ?ata?a??t? ?a? t? ?t?µ? The self
2
Consumers as decision-makers
Consumers as individuals
Consumers in the
Consumer Behaviour
marketplace
Perceptions, Learning, Motivation,
Involvement, Attitudes
3
The self defined
? S? d??e? ?µfas? st? ?t?µ? ?a? st? ?t? ???e
?t?µ? e??a? µ??ad???. ??µ??????a p?????t?? p??
??a??p????? t? ?t?µ?. A relatively new concept
that regards people and their relationship to
society. Takes the idea that each human life is
unique, rather than a part of a group. Accepts
the notion that the self is an object to be
pampered.
4
Self concept
Self concept refers to the beliefs people hold
about their attributes and how they evaluate
these qualities. ? ?d?a p?? ????µe ??a t?? e?at?
µa? e?a?t?ta? ap? ta ?a?a?t???st??? µa?, ta
p?e??e?t?µata-µe?????t?µata µa?, t?? p???t?te?
µa? ...

• The different components of the self concept are
• self esteem the positivity of a persons self
  concept. Self esteem advertising attempts to
  change product attitudes by stimulating positive
  feelings about the self.
• real and ideal selves consumers comparison of
  actual standing on some attribute to some ideal.
  The ideal self is a persons conception of how
  she/he would like to be. The actual self is the
  more realistic appraisal of the actual qualities
  held.

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Consumption and self-concept

• Products that shape the self you are what you
  consume.
• Self product congruence consumers demonstrate
  consistency between their values and the items
  purchased. Self image congruence models predict
  that products will be chosen when their
  attributes match some aspect of the self.
• The extended self the use of products and
  settings used by consumers to define their social
  roles becomes part of their selves.

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?ata?a?????µe se p???ap?? ep?peda...

• Individual level inclusion of many personal
  possessions in self definition, e.g. cars,
  clothing, etc.
• Family level includes a consumers residence
  and its furnishings.
• Community level the neighbourhood or town from
  which consumers belong.
• Group level attachments to certain social
  groups can be considered part of self.

7
?? f??? ?a? ?? ????? µa? ep??e????? t??
?ata????s? ...
Sexual identity is an important component of a
persons self concept. People often conform to
their cultures expectations about how those of
their gender should act. Every society creates a
set of expectations regarding the behaviours
appropriate for men and women and communicates
these. Marketing has historically been defined by
men so is still dominated by male values.
8
?? ????? t?? f???? ?a? ta ste?e?t?pa
Female roles social changes, such as the
increase in women in the workplace has led to a
change in the way women are regarded by men, the
way they regard themselves, and the products they
choose to buy. Male roles the new man is
allowed to be more compassionate and to have
closer relationships with other men. The more
sensitive side of their nature is evolving and
becoming an issue for marketers.
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Ideals of beauty

• Ideals of beauty for both men and women may
  include
• physical features as well as
• clothing styles.
• cosmetics.
• hairstyles.
• skin tone.
• body type.
• ????? ep?ß???e? t?? a??e? ?a? ta ???t???a
  ?µ??f????????

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Body image

• The ideal many consumers are motivated to match
  up to an ideal appearance and often go to great
  lengths to change aspects of their physical
  selves.
• Size the pressure to be slim is continually
  reinforced by advertisers and by peers.
• Image distortions many people perceive a strong
  link between self-esteem and appearance and some
  exaggerate this connection even more and
  sacrifice greatly to attain what they consider to
  be a desirable body image.
• Cosmetic surgery and body decoration and
  mutilation changes a persons perception of their
  body image.

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Comprehensive Communication Model
Commercial Non-Profit Individual Formal vs.
Informal
Verbal vs. Nonverbal 1-sided vs. 2-sided Factual
vs. Emotional
Selective Exposure
Individuals Target Audience Intermediary
Audience Unintended Audiences
Mediated by Involvement Mood Experience Personal
Charac.
Encodes
Channel (Medium)
Message
Sender (Source)
Receiver (Consumer)
Decodes
Symbols Pictures Words Images
Paid vs. Unpaid Print, Broadcast,
Electronic Personal vs. Impersonal
Responds Appropriately?
Yes
No
Miscomprehends?
Yes
Pretests to Ensure Message Will be
Received Posttests to Ensure Message Was Received
No
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