MARK217 Lecture Notes - Lecture 6: Self-Image, Impression Management, Gender Identity
Document Summary
Lecture notes week 6 - personality and the self. The way we think about our bodies is a key component of self esteem. What is self concept: summarises the beliefs a person holds about his own attributes and how he evaluates the self on these qualities, the self concept strongly in uences consumer behaviour, collective self, identity. What is self esteem: refers to the positivity of a persons self concept. People with low self esteem expect that they will not perform very well and they will try to avoid embarrassment, failure and rejection: example > Social comparison: a process by which consumers evaluate themselves by comparing themselves with others. You are what you consume: social identity consumption behaviours, symbolic self completion theory > people who have an incomplete self de nition complete the identity by acquisition and displaying symbols associated with it.
