COM 362 Chapter Notes - Chapter 5: Symbolic Interactionism, Impression Management, Social Comparison Theory

• School: University of Victoria
• Department: Commerce
• Course: COM 362
• Professor: H A R D I S T Y, D A V I D

Document Summary

The self is divided into an inner private and an outer public self. Western culture focuses on an independent self, non-western cultures focus on an interdependent self (a person"s idenity is largely deined by relaionships with others). Self concept = beliefs a person holds about his or her own atributes and how he or she evaluates these qualiies. Stereotype threats = anxiety which consumers feels when they fear that they conirm a group stereotype. Self-esteem = posiivity of your aitude towards yourself (oten related to the acceptance by others). Exposure to ads can trigger a process of social comparison and therefore inluence consumers" levels of self-esteem. Impression management: trying to inluence what others think about us. The self has diferent components/ role ideniies (depending on the situaion) -> marketer must make sure that the appropriate role idenity is acive before pitching his products. People also take virtual ideniies (avatars) in computer-mediated environments (virtual worlds)