Course framework

Consumer behavior
Keen consumers——Perception
Rational consumers——Learning and Memory
Complex consumers——Self and Personality 1

Reasons of
Motivation
Consumption ｛ Attitudes 2
Decision
Information Searching
Evaluation Model
Process
｛
Decision-making
Context Influence 3
After-Purchase Behavior
Environment Group and Culture 4 1
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Effect
 Complex consumers
—— Self and Personality
（Chapter 6&7）

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 *self-concept, personality and marketing application
(自我概念及个性与营销应用)
*Gender identity, body and marketing application
(性别身份、身体与营销应用)

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 1. self-concept
and personality

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 5 different ways

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 1.1 The self-concept

The self-concept summarizes the beliefs a person holds about his/her

own attributes and how he or she evaluates the self on these qualities.
• Complex dimensions of self-concept：
• content /positivity (i.e., self-esteem)/ intensity and stability
over time/ accuracy (Supermean effect-超平均数效应)
• The composition of self-concept (P.126/127)

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 The self-concept （cultural influence）
Define self by what I have
done, what I have, what
Western
distinguishes me from
culture others, and believe that we
are born independent

（独立型自我）

Define self by examining

my social roles, family
Asian relationships, and social
culture
circles, there is a lot of
overlap between the self
and parents, spouses, and
（依存型自我） children (collective self)
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 The self-concept（The extended-self）
• Those external objects that we consider a part of us
constitute the extended self (延伸的自我P.131)
Are We What We buy?
Four levels of the extended self
-Consumers include many of their personal possessions in self-
definition (e.g. jewelry, cars, clothing).

-This part of the extended self includes a consumer’s

residence and the furnishings in it.

-It is common for consumers to describe themselves in

terms of the neighborhood or town from which they come
e.g. 朝阳群众
-We regard our attachments to certain social groups as a
part of the self;
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 The self-concept（The digital self）
• In the online world, we selectively present personal cues
to others, forming our alter ego——the digital self
• We define ourself by digital labels we create

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 1.2 Self-concept
and
consumption

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 Self-concept and consumption
• The impact of self-concept on consumers

A person tends to engage in

A person tends to engage in behaviors that are consistent
behaviors that enhance their with, or maintain, their self-
self-concept or self-image concept (self-image
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congruence models, P.129)
 Ideal
self
A person’s conception of
The ideal self is the
how he or she would like
reference standard for
to be
the real self.

Actual
Ideal self is a kind of self
motivator that affects Our more realistic
people's behavior, namely, appraisal of the qualities
self-esteem motivation. we do and don’t have
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 Ideal self and actual self
e.g. pictures
Impression
management
Reduce the gap to get a both “real” and
“beautiful” self

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 What if the gap is especially large….
These people are especially
good targets for marketing
communications that employ
fantasy appeals (P.126)

A fantasy or daydream is a self-induced shift in consciousness, which

is sometimes a way to compensate for a lack of external stimulation
or to escape from problems in the real world.

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 Effects of Ads
• Marketers trigger social comparison by presenting happy and
attractive ideal figures in advertisements to influence the
formation of consumers' self-concept.(P.125)
Self-esteem
Actual self Product Ideal self
Fantasy
Possible
negative
effect?

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 2.2 Self-consistency motive
• In many occasions, we choose products when their attributes match
some aspect of the self
• Multiple Selves（different social roles, P.126）
Teacher
• Dramaturgical perspective（戏剧行为观点）：We
each play many roles, The self has different
Daughter Sister
components / role identities, and only some of these
are active at any given time.（activate specific self）
• Symbolic interactionism（符号互动论）stresses that relationships
with other people play a large part to form the self
• Situational self-image（环境自我形象）theory suggests that which
self an individual chooses to express
depends on specific circumstances

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 2.2 Self-consistency motive
• Symbolic self-completion theory （符号自我完成理论P.131）：
people who have an incomplete self-definition tend to complete this
identity when they acquire and display symbols they associate with
that role.

• As we mature into a role, we actually rely less on the products

• People often judge a person's social identity by the things he owns
and acquires
• Products can also help us define our self-concept and social identity,
telling ourselves and others who We are at the moment.
• The contribution of possessions to self-identity is perhaps most
apparent when we lose these treasured objects.
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 Help consumers create a self-concept

Social dimension
Individual dimension

Group dimension
Relationship dimension

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 Help consumers create a self-concept-
Social dimension

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 Help consumers create a self-concept-
Individual dimension

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 Help consumers create a self-concept-
Collective dimension

Patriotic economic
(爱国经济)

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 Help consumers create a self-concept-
Collective dimension

Alumni economic
(校友经济)

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 Help consumers create a self-concept-
Relationship dimension

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 2.3 Self-concept and brand selection
Self-image congruence models（自我形象一致性模型）

Product Behavior
Brand image Look for
products
Relationship and brands
Satisfaction
（match） that improve
and maintain Purchase contributes
Our self-image to the ideal self-concept

Consumer
Self-concept
Self-concept
enhancement
• Brands that are more in line with consumers' self-concepts are more
likely to be liked
• Marketers should strive to build brand image so that the positioning
is consistent with the self-concept of target consumer groups
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 Malhotra Semantic differential scale
（马尔霍特拉语义差别量表)
——Self-image/Brand image measurement

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 3. Gender
identity

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 3. Gender identity
• Gender identity is an important component of self-concept.
• People often conform to their culture’s expectations about how
those of their gender should act, dress, or speak（性别角色sex roles）
• Gender socialization（社会化中的性别差异）：lessons in
expectation about appropriate" gender approach-------stereotype
（刻板印象）
• Male：agentic goals (动因目标)，self-assertion and mastery(自主和掌控)
• Female：communal goals (公共目标)，affiliation and building harmonious
relations (合群及促进和谐的关系)
• Gender-role identity：a state of mind as well as body
•Sex-typed traits (性别典型特质)
• Sex-Typed products(性别典型产品)

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 3. Gender identity
• Androgyny(中性)
• the possession of both masculine and feminine traits
• a scale to identify “nontraditional males” (NTMs)（P219）

• Gender-bending product(无性别差异产品)
• traditionally sex-typed items adapted to the opposite gender
• http://v.youku.com/v_show/id_XMTUwNDA4MDA1Ng.html

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 4. The body
• Body image: a consumer’s subjective evaluation of his or
her physical self
• Ideal of beauty(美的典范): a particular model, or
exemplar, of appearance, including physical features and
clothing style.
• The changing trend

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 本章小结
1. 消费者的自我概念会对其消费行为产生影响。自我概念概括了一个人对他/她自己
的特质的信念，以及他/她如何根据这些特质来评价自己。

2. 自我概念是多维度的，包含了比如说性别、外貌、智商、性格等多方面的特质，
可能是积极的（自尊），也可能缺乏积极性，其强度和稳定性可能随时间而变化
。人们的自我概念可能是不准确的，常有“超平均数效应”。

3. 延伸的自我由自我和拥有物两部分构成，人们倾向于根据拥有物来界定自己。有
些东西不仅是自我概念的外在显示，也构成了自我的有机部分，如果丧失了那些
关键拥有物，会让人觉得失去了自我或成为了另外一个完全不同的人（如手机）
。延伸自我在个人、家庭、社区和族群四个层次上都可能有所体现。

4. 自我概念会通过自尊动机与自我一致动机来影响消费者决策。自尊动机驱使消费
者购买能够提升自我概念或自我形象的产品，如通过形象管理来缩小现实自我与
理想自我的差距。营销者也常通过在广告中体现光鲜形象来驱使消费者进行社会
比较，从而激活自尊动机。

5. 自我一致动机驱使人们选择与他们的自我概念相一致的产品。但人们可能有多重
自我，与哪一个自我相一致可戏剧行为论、符号互动论等多种理论解释。
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 本章小结
6. 符号自我完成论表明人们有时借助所买的物品来完成自我定义，并且人们可以通
过一个人拥有的东西来判断他的社会身份。因此营销者可以从社会、个人、集体
和关系四个维度帮助消费者建立自我概念。

7. 自我形象一致性模型表明消费者寻求那些品牌形象与自我形象一致的产品，从而
更接近理想自我，不断强化自我概念。

8. 性别认同是自我概念的重要组成部分。人们通常会遵循社会文化对其性别应有的
行为方式的期望。因此有一些产品具有性别典型特质，或者有一些性别典型产品
。但随着时代发展，中性或者五性别差异产品越来越多出现。

9. 消费者的身体形象是其对自身物理自我的主观评价。美的标准一直在改变。

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