MKT 230 Chapter Notes - Chapter 5: Symbolic Interactionism, Impression Management, Social Comparison Theory

• School: Humber College
• Department: MKT
• Course: MKT 230
• Professor: N O R Ma Oulette

Document Summary

The self-concept refers to the beliefs a person holds about his or her own attributes and how he or she e(cid:448)aluates these (cid:395)ualities. Although o(cid:374)e"s o(cid:448)e(cid:396)all self-concept may be positive, there are certainly parts of the self that are evaluated more positively than others. The self concept is a very complex structure. It comprises many attributes, some of which are given greater emphasis in determining overall self-attribute. While the self-concept can be somewhat stable over time and situations, situational factors can influence how we feel about ourselves. Self-esteem refer to the positivity of your attitude toward yourself. People with low self-esteem do not expect to perform very well, and they will try to avoid embarrassment, failure, or rejection. In contrast, people with high self-esteem expect to be successful, will take more risks, and are more willing to be the center of attention. Self-esteem is often related to acceptance by others. Marketing communication (cid:272)a(cid:374) i(cid:374)flue(cid:374)(cid:272)e a (cid:272)o(cid:374)su(cid:373)e(cid:396)"s le(cid:448)el of self-esteem.