The Self
What is the Self Concept?
The ideas, attitudes, and perceptions people have about
themselves
The image one has of oneself.
self-concept is important in how a person judges and
evaluates other persons or products.
 What model or brand of automobile is an "upwardly
mobile urban professional" (yuppie) likely to purchase?
And the
construction
worker?
This product
appeals to a
man’s selfimage.
72% of men and 85%
of women are unhappy
with at least one
aspect of their
appearance
Many products are
bought because
people are trying to
highlight or hide some
aspect of the self
Self-Esteem
Self Esteem refers
to the positivity of
one's attitudes
towards self
Consumer's feeling
about themselves
shape their
consumption practices
Self-Esteem Marketing
We buy things like
luxury cars, sporty
cars, clothes, scents,
jewellery, clothes
vacations, exercise
equipment, cologne,
etc. because of how
they make us feel
better about ourselves
Self Esteem Slogans
Diet Coke "Live your life" — or, in other
words, drink it because you just feel good
about it - not to lose weight
Apple computer: "The Power to Be Your
Best.“
Charles Atlas "You Too Can Have A
Body Like Mine.“
Camay soap "You are in a Beauty
Contest Every Day of your Life.”
Gillette: “The best a man can get."
Dasani: "Treat yourself well.
Everyday."
The real and the Ideal
The Gap
creates a
tension
The Real - the reality of
who we are
The Ideal - who we
would like to be.
Products are purchased because they are consistent with either self.
The Real and the Ideal
Many products appeal to consumers
tendencies to fantasize about the way
we would like to be
The Breck girls were idealized
images of an American woman from
the 1930s to the 1980s who
Advertising executives thought
everyone could love: a woman both
desirable and chaste
poses were executed in pastels,
with soft focus and haloes of light
and color to create highly
romantic images of feminine
beauty and purity
Multiple Selves
consumers are different
people at different times
We play different roles - in
class or at work
Different selves have
different consumption
patterns
Clairol permits you to
explore and express the full
range of your multiple selves
1998 Bacardi
launches a $15 million
advertising campaign
under the theme
"Bacardi by night."
"We know our
consumers do
something each day -they work, they have
responsibilities. But at
night they let off steam.
Who do the ads
target?
CONSUMPTION AND SELF CONCEPT
 Consumption of products and services contributes to the
definition of self.
 Consumers exhibit attachment to products to the extent
that it is used by the person to maintain his or her self
concept.
Gender Identity
What does it Mean to be a Man in Our Society
• Men never cry
• Should not show emotion
• Not quitters
• Physically brave
• Independent
• Heroic and patriotic ideals
• Adventurous
• Shaving
• First day at work - earning a wage
• Initiations
• tough
• Courageous
• Drinking
• Physical strength
• Sex
This ad is striking
because it shows a
man in what is
typically thought of
as a woman’s role.
What does the fact
that he can open
the pail “without
passing out” say
about men?
This Pirelli image of Carl Lewis wearing red high heel
shoes challenges the conventional view of black male
athletes as being ‘super-masculine’
Gays are 12 times more likely to be in professional jobs,
 94% more likely to use a product of service advertised in a gay
publication
Why have men remained the primary target for marketers?
Nearly 85% of top officers in Fortune
500 companies are men.
54% of privately owned firms are
owned by men.
Men make up approximately 53% of
the U.S. labor force.
In 2000, the average annual salary for
men was $37,339, an average of
$10,000 more than women.
16% of men who work full-time earn
$75,000 or more annually.
According to Rodman Sims (Marketing to Men) there
are only three things that matter to men
Sex
toys
freedom
Women as Consumers
Women buy or influence the
purchase of 80% of all
consumer goods and 51% of all
consumer electronics.
Women influence 80% of all
family health care decisions
and buy 75% of all over-thecounter medications.
Women accounted for 65% of
new vehicle purchases in 2002;
they also made just slightly less
than half of all used-car
purchases.
“Shopping is female”
Paco Underhill
80 per cent of the household
dollar is spent by women
The products do not need to
be geared towards women
since they generally control
spending for their family's
household, as well as for their
own personal needs
70% of men's underwear is
bought by women.
Studies continue to show
that women control purchases
of everything from household
goods to investments and
expensive consumer durables
such as automobiles.
According to a study by Business Week and Gallup, women will
control $1 trillion by 2010, representing nearly two-thirds of the
USA’s wealth.
While women have more money, they now have less time than in
the past and shopping now plays a mostly functional and less
recreational role
For many women
shopping is a social activity
When women shop
together they tend to spend
more time and money than
when alone
How can you take advantage of this?
“bring- a-friend-get-a-discount”
Seating areas outside dressing
rooms
Cafes on the premises to allow
women to shop, and take a break
without leaving the selling floor
For women
shopping is
more of a ritual
Take more care in choosing their purchases and are more likely to
study products before they buy.
For many products they require more privacy
Women’s spatial requirements are greater than men’s
Women demand more of a retail environment than men
Environments where they have more space and can spend more
time and money
Women's Changing Attitudes Toward Shopping
1.Women are now more price conscious they have a new "value"
mindset about shopping - Retailers need to market a strong value
message
2.Women up to their mid 40s are receptive to shopping as a means
of keeping up with trends and fashions. Creating and marketing
new products for women in their 30s & 40s could yield good
results, for they generally have more money to spend..
3. women have severe reactions
to poor customer service:
walking out, not buying, not
returning to the store, and
spreading the word among their
friends (37% of women choose
one store over another based on
customer service).Customer
service must be a priority
4.Because women steadily lose interest in the "shopping
experience" as a goal unto itself as they age, retailers should
arrange their stores with the products for younger women in a
more experiential setting and those for women over thirty-five in a
more straightforward display.
5. Women over 60 are more likely to shop
for social reasons and, though to a lesser
extent, as a means of giving themselves a
little pick-me-up. Older women (60+)
should be courted differently than younger
women. Retailers need to create an
atmosphere that induces conversations
among customers, one which promotes
items typically purchased for treats for
oneself (e.g. clothes and clothing accessories,
craft items, home décor items).
Canadian research has
indicated women are not
particularly impressed by firms
seeking their dollars..
Do companies generally
meet the needs of women as
consumers?
Do women feel less valued than
male consumers?
If so what can businesses do
about it?
How should women be
portrayed in promotional
material?
Cascade Dishwashing Detergent
1958 issue of Lady's Home Journal.
The man in this ad is envious of his
hostess' spotless drinking glasses.
Rather than giving him advice on how
to get his glasses just as clean, she advises
him to tell his wife to use Cascade.
The designers of this ad assume that
washing dishes is a woman's chore.
The roles are strictly defined; it never
crosses the woman's mind that Jean's
husband might have something to do
with dishwashing in his household.
How are women portrayed today?
Many contemporary ads portray women as "multifaceted success
machines”.
She is a nurturer and a seducer.
She is the twenty-four hour a day
woman, and she never sleeps.
Is it a mistake to portray women
this way?
Which word seems to go
with each picture?
taketa
naluma
Sound Symbolism: The vast majority of people pair taketa with
the angular illustration and naluma with the curved one.
taketa
Because the consonants are
hard it is perceived as
“harder” and more
“masculine”
Clorox, a hard-working
laundry product
naluma
consonants are sonorants
perceived as “softer” and
more “feminine”
Chanel, a perfume
Social Influences (continued)
 Sex roles: society’s expectations about the appropriate
attitudes, behaviours, and appearance for men and women.
 Products can take on the
attributes of their users, and
become linked to one gender
or another.
 Men buy hardware while
women shop for clothing and
food(?)
 In today’s social environment
of gender equality, changing
roles, and political
correctness, these rules no
longer apply.
BODY
IMAGE
How an individual
conceptualizes
his/her personal
appearance
including the size,
shape, and weight
of his/her body
Is there an
ideal body
image?
While on average
people weigh more than
they did 20 years ago;
the perceived 'ideal'
body type is getting
thinner.
This dissonance has
been found to
contribute to body
dissatisfaction in both
men and women
A poll by Kellogg’s found
that 62 percent out of a
sample of 503 women over
18-years-old believe that an
ideal body weight and size
do exist.
These women said the major
factor determining the
feminine ideal comes from
television advertising or
fashion magazines.
 Ads appearing in popular teen
magazines promise to transform a
girl’s appearance. While these ads
are designed to encourage a girl to
use make-up and dieting to look
acceptable, they can undermine
her self-confidence and contribute
to negative body image
 Girls are usually more
concerned with appearance than
boys because they have been
socialized to overemphasize
appearance
 One study of Saturday
morning toy commercials found
that 50% of commercials aimed
at girls spoke about physical
attractiveness, while none of the
commercials aimed at boys
referred to appearance
 Other studies found 50% of
advertisements in teen girl
magazines and 56% of television
commercials aimed at female
viewers used beauty as a
product appeal.
Teen People Magazine
March 2003
One study found
women’s
magazines have
10.5 times more
ads and articles
promoting weight
loss than men’s
magazines did.
Victoria’s Secret is Revealed
What does this ad suggest women
should look like?
The current ideal of female beauty
is difficult to achieve. The ideal being
a young Caucasian female, height
5'8"- 5'10", weighing 110-120 pounds
or less.
 Make-up, lighting and airbrushing are used to slim down the
images even more.
Less than 10% of the female
population are genetically destined to
fit this ideal.
Victoria’s Secret, “Angels’ Collection”
Changing beauty standards
• In 1957, Miss America was
5'7" and weighed 150
pounds.
• In 2002 Miss America was
5'9 " and weighed 117
pounds
Marian
McKnight
Manning,
S.Carolina
Katie
Harman
Gresham,
Oregon
The latest addition to Mattel's best-selling fashion
doll range has caused near-riots in toy stores as
children and collectors alike rush to pick up their
very own Bulimic Barbie.
The new doll, complete with a fridge full of ice
cream, chocolate and cake, is the epitome of doll
technology. "Look at this," squealed mother-of-two
Dawn Galway, 31, activating the toy's realistic gag
reflex by pushing its hand into its mouth. "Isn't that
the cutest thing you've ever seen?" she asked, as the
synthetic vomit gushed into the tiny basin.
A Mattel PR spokeswoman said: "Mattel have an
ongoing commitment to fans of Barbie to keep her
relevant and now. Market research indicates that
many young girls are developing a fascination with
bulimia and other eating disorders, and this new doll
reflects that." Barbie enthusiast Kylie Holridge, 10,
said. "Now, with Bulimic Barbie, I know just how to
get that perfect thin figure.
Bulimic Barbie
Kylie's elder sister Jodie, 13, said that Barbie has
inspired her quest for a slimmer, trimmer figure
since she was nine.
Matel, the makers of Barbie, sued The Body Shop, UK for
this ad. They withdrew it and settled out of court.
Kellogg’s Special K cereal
realized that campaigns
featuring young, thin
models barely squeezing
into tight clothes alienated
their older audience,
“Our consumers told us
they really couldn't relate to
advertising techniques that
used unrealistic body
images. "They said that
they couldn’t live up to the
standards of beauty dictated
by advertisers."
1998 Kellogg's Special K runs a campaign
that says there is no ideal body weight.
“Men are Supposed to be Strong”
 What message does this ad
send to men? Women?
 Do we usually see more
scantily clad men or women?
 Is this what a man looks like?
Should men look like this?
Why or why not?
 Where do our ideals of beauty
come from?
• Recent advertising trends are just as harmful to men
• Unforgiving & unrealistic images
• Men’s magazines encourage obsession with body
image, aging & sexual prowess
Different Self-Images
Actual SelfImage
Ideal Self-Image
Ideal Social
Self-Image
Social Self-Image
Expected
Self-Image
The Marketing Concept
Issues Related to
Self and Self-Image
• One or multiple
selves
• Makeup of the selfimage
• Extended self
• Altering the selfimage
• A single consumer will act
differently in different
situations or with different
people
• We have a variety of social
roles
• Marketers can target
products to a particular
“self”
The Marketing Concept
Issues Related to
Self and Self-Image
• One or multiple selves
• Makeup of the self image
• Extended self
• Altering the self- image
• Contains traits, skills, habits,
possessions, relationships and way
of behavior
• Developed through background,
experience, and interaction with
others
• Consumers select products
congruent with this image
The Marketing Concept
Issues Related to
Self and Self-Image
• One or multiple
selves
• Makeup of the selfimage
• Extended self
• Altering the selfimage
• Possessions can extend self in
a number of ways:
–
–
–
–
Actually
Symbolically
Conferring status or rank
Bestowing feelings of
immortality
– Endowing with magical powers
The Marketing Concept
Issues Related to
Self and Self-Image
• One or multiple
selves
• Makeup of the selfimage
• Extended self
• Altering the self image
• Consumers use selfaltering products to express
individualism by
–
–
–
–
Creating new self
Maintaining the existing self
Extending the self
Conforming