Management and Organizational Studies 1021A/B Chapter Notes - Chapter 5: Masculinity, Reference Group, Body Painting

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Vicki Olds

Document Summary

Ideal self concept of how would like to be shaped by culture/people depicted in ads. Real and ideal selves: actual self realistic appraisal of qualities we do/don"t have, may buy products consistent w/ actual self or to help reach ideal self. Impression management manage what others think of us strategically choose clothing/products to present self in pos light. * low collective self-esteem for gender participants (didn"t value/identify w/ gender) less likely to choose product linked to gender. * high collective self-esteem maintained pref for gender-linked p/s regardless of if gender identity viewed negatively or not. * males in second life virtual leave more space when talking to other males and less likely to maintain eye contact. Image differs depending on whose views considering image varies to others perspectives and how accurately able to predict their evaluations of us. Consumption and self-concept: some props/products so important to roles people play they are viewed as part of extended self.