The Self


  • 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 
    • sex-types products : take on masculine or feminine roles 
  • female sex roles 
  • male sex roles 
    • metrosexual: straight urban male who exhibits stron interests and knowledge 
  • LGBTQ consumers 
    • 4 to 8% of U.S. population 

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