Ch. 7 The Self

Question 1

self-concept

Answer 1

summarizes the beliefs a person holds about this own attributes and how he evaluates the self on these qualities

Question 2

attributes (4)

Answer 2

• content: facial attractiveness vs. mental aptitude
• positivity: self esteem
• intensity and stability: over time
• accuracy: how close self assessment corresponds to reality

Question 3

self-esteem

Answer 3

refers to the positive of a person’s self concept

Question 4

ideal self

Answer 4

how we would like to be

Question 5

actual self

Answer 5

realistic appraisal of the qualities we have

Question 6

impression management

Answer 6

we work to manage what others think of us

Question 7

symbolic interactionism

Answer 7

stresses that relationships with other people play a large part in forming the self

Question 8

looking glass self

Answer 8

taking the role of the other

Question 9

identity marketing

Answer 9

promotional strategy where consumers alter some aspects of their selves to advertise for a branded product
ex. tattoo of logo

Question 10

self-image congruence models

Answer 10

we choose products when attributes matches the self

Question 11

extended selfs definiton

Answer 11

external objects we consider a part of us make up

Question 12

extended selfs (4)

Answer 12

• Individual: personal possessions (cars, clothing)
• family: residence and furnishings
• community: neighbourhood or town
• group: social or other groups

Question 13

Freud (3)

Answer 13

Id, ego, superego

Question 14

Id

Answer 14

• primitive and instinctive component of personality, pleasure at all costs

Question 15

ego

Answer 15

works by reason, decision making

Question 16

superego

Answer 16

incorporates the values and morals of society

Question 17

brand archetypes

Answer 17

Each brand archetype has a unique set of values, fears and desires

Question 18

traits relevant to cb (5)

Answer 18

• innovativeness - like to try new things
• materialism - acquires and owns products
• self-consciousness - motors and controls image projects to others
• need for cognition - thinks about things, processes brand information
• frugality - deny short term purchases

Question 19

Brand personality

Answer 19

• set of traits people attribute to a product as if it were a person

Question 20

Brand equity

Answer 20

extent to which a consumer holds strong, favourable, and unique associations with a brand in memory
- extent to which you bay more