MKTG2501 Lecture Notes - Lecture 9: Episodic Memory, Computer Data Storage, Sensory Memory
10 Aug 2018
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Lecture 9: self concept, group influence & social connections. Eastern cultures focus on: the collective (self-person"s identity comes from group, the interdependent (self-person"s identity defined from relationships with others) Carl rogers (1947) suggested that the self" develops through interactions with others and. The beliefs a person holds about his or her own attributes and how he or she evaluates these qualities: self-esteem: Refers to the positivity of a person"s self-concept. Marketing communication can influence consumer"s level of self-esteem: social comparison, self-esteem advertising: A process by which consumers evaluate themselves by comparing themselves with others (particularly comparisons with idealised images of people in advertising) Attempts to change product attitudes by stimulating positive feelings about the self. Ideal self: a person"s conception of how they would like to be, partially molded by elements of a consumer"s culture, products can: help us reach the ideal self , be consistent with actual self.
