consumer behavior

psychographics  use of psychological,sociological, and anthropological factors to  determine market segments  geographic information mapping systems  SimplyMaps by Geographic Research, Inc prizm by claritas corporation  66 clusters of U.S. zip codes 

products can highlight/hide aspects  multiple selves  each of us has many selves and roles  marketers pitch products needed to facilitate active roles identities  the extended self  extended self: external objects that we consider a part of us ( cars, clothes, house, neighborhood, social groups, etc.)  symbolic self-completion theory  we feel "incomplete" so we consume products to complete us  we are what we consume?  ideals of beauty  what is beautiful?  favorable physical features  in the western ideal getting real  unilever learned that consumers didn't believe beauty products really work because the women in the ads were so unrealistic  dove's campaign for real beauty  gender differences in socialization  gender roles vary by culture are changing  sex-typed products  sex-typed traits: characteristics we stereo typically associate with one gender or the other...