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In chapter 6, the term identity is immediately brought up. How a person identifies themselves is a direct reflection on what kind of products they buy. For example, a beauty guru is more likely to buy the newest eye shadow pallet then a person who never wears makeup. This is why marketers always have a specific type of consumer in mind when they market their product. This chapter also talks about the difference between a person’s ideal self and their actual self. Ideal self is what a person would like to be, and the actual self is the actual qualities a person has. Everyone is going to have their ideal self regardless of their situation, especially when their objectives and goals are constantly changing. For example, a college student doesn’t plan to be a student for the rest of their lives, so they are going to have some form of an ideal self that they want to meet later in life.
When marketing a product, it is normal to market that product to either males or females. There was even a research report that stated what females and males tend to respond to when picking a product. Females are other-oriented, and males are more self-oriented. Not only that, but apparently females are more responsive to negative data. This being the case, I would bring up in the discussion whether the females in the class believe this fact is true or not. I would bring up this question mainly because I find it hard to come up with an example of when I brought a product based on negative data.
I found Chapter 6 very interesting. In the chapter it says “We choose many products, from cars to cologne, because we want to highlight or hide some aspect of the self”, this is very true. For example, many of the products you buy you can identify with on some level whether that is it gives you confidence or you can feel as if it adds value to your life. The products we buy are a big part in how we market ourselves. What you wear, drive, and etc help create an attitude that you give off. For example, if someone is wearing louis vuitton you automatically think that they have money, theyre professional, and classy. Whereas if somebody was wearing clothing from tillys, you would think theyre more laid back. The products you buy help you express yourself.
Chapter 6 focuses on how consumer feelings about themselves shape the way they consume certain products, particularly in today’s society which tells individuals how they should act and look. Identity, gender and the body are the different concepts to our self-concept. Consumers choose products based on what they are or who they are trying to become. In today’s world they portrait specific models and appearances as an ideal beauty. The desire to follow this ideal beauty is what drive a lot of consumers to purchase certain products . For example, many girls nowadays want to dress or look like Kim Kardashian, they look up to her whether it is for her unique fashion style, her body shape or for being the empowering woman she is. She is able to sell a lot of different products such as makeup products, clothing, perfumes etc because she is a public image in the market and many people want to be like her.
Consumers’ self-concepts are like a mirror, they are a reflection of their own attitudes toward themselves . Depending on these attitudes, whether they are positive or negative, is what drive consumers to purchase certain products to boost their self-esteem up or reward themselves to feel better. Advertisers do a good job when they portray idealizations about gender identity because it helps them know what brands they should sell and for consumers to know what brands they should consume. Many people define the “self” by purchasing/using valued objects, cars, homes, cellphones etc, and this is because consumers have the idea that what the products they purchase is similar to who we they are.
I believe that the purchases that people make does in fact define who they are. When making a decision it is typically based on the persons personalities and what they like, if they did not crave a desire for the product they most likely would not have purchased it. Also, if someone makes a purchase to fulfill their need of a certain image they have of themselves, even though they may not relate to the item, this still defines who they are because they are someone who needs to impress others. I think that just like society is constantly changing, the ideals of beauty is also changing. This is because what was attractive to consumers in society 50 years ago, most likely is not still appealing today. Also, beauty varies in different parts of the world so when areas become more and more diverse, they are changing or adapting to what is ideal in that area.
The first term I saw that I see a lot is collective self. This term is when a person derives his or her identity in large measure from a social group. You see this a lot of times in this generation. They go to social media or gravitate to certain people because the need of satisfaction from others. I do feel that beauty is changing everyday in the world. But that’s wth any generation that comes. I also feel that what you buy should always show who you are as a person. But than again some people buy things just to fit in.
by reading and understand I learn that body Image consumer’s subjective evaluation of his or her physical self. and also embodied cognition the perspective that our behaviors and observations of what we do and buy shape our thoughts rather than vice versa.
Reading chapter 6, i learned about the body image and what others think about how your “self” can help marketers connect with them better. Reading people and using different observations can be useful and everyone can use it, even in their everyday life.
This chapter made me think about the Old Spice commercials and that they are actually advertised more towards women because statistics show that women are the ones who physically buy those products. Of course some things are marketed to men and some to women. Consumers act in a number of crazy and silly ways. to be honest I wonder if marketing works at all
Chapter 6 talks about a consumers’ actual self and their ideal self. How a consumers’ products are a reflection of them. I believe this is true because you can really tell a lot about how someone portrays themselves by the things they buy, and the clothes they wear. Today, people are so caught up in appearance, they will do anything to portray themselves as a certain way by their belongings. For example, most people think that having the newest products and the ability to keep up with the latest trends portray that you have money, and you can afford it, which is not always the case. But people going out of their way to impress others when their situation isn’t always stable enough shows a lot about their character. I do see the ideals of beauty is changing; different trends get brought to our attention so often.
There is process that consumers follow when they decide to purchase new or expensive goods. This is a 5 stage process called the consumer decision making process. The 5 stages are: need recognition, information search, evaluation of alternatives, purchase, and post purchase behavior.
* Need Recognition
* Information Search
* Alternative Evaluation
* Purchase Decision
i think an important concept in chapter 6 that covers the self, mind, gender and body, is self-esteem. self esteem refers to the positivity of a persons self concept and how people with higher self esteem will spend more on themselves but people with lower perceived self esteem will spend more on other people. and marketers can manipulate these feelings with social comparison where people will compare themselves to the people they see in ads which affects peoples views of themselves and will either positively or negatively impact their self esteem
One of the terms that caught my attention was collective self. This is when a person bases there personality off of a celebrity or social group. They need satisfaction from other people to feel good so they usually gravitate towards famous people. I see this with my sister and her love for boy bands and Justin Bieber. Her mood and how happy she is sometimes is based off of what these people, who she doe not know personally, do.
Chapter 6 basically talks to the consumer about consuming and themselves. The easiest way to talk about it or explain it, is the fact that we as the conusmers we buy things in order to help with the identity of ourselves. That statement relates to my real life experience because I feel like in this world, there are an abundant amount of people/consumers who believe that materialistic things matter, and I can state that I actually used to be this type of individual. It was important to me what brands I wore defined who I was but then I changed those ways and realized that clothes are the same and will always be the same despite the brand that it was made from, therefore it should not be as important as it is today but I feel like it got this way due to how society made it because it’s an influence, and a trend that always comes around that cause others to buy or want something that is not neccesarily needed.
Chapter 6 talks about the consumer and ideas of self-esteem, gender, and identity. What makes something popular? Why is wearing a certain thing or looking a certain way so important to social-hierarchy? Marketers jobs are to know what is popular and capitalize on it by exploiting their consumers out of capital.
Chapter 6 describes how we identify who we are with the products we consume. From our clothing to our accessories you can make assumptions about who one is as an individual.Marketers review our purchase tendencies and market to us based on our habits and how we want to appear.
Chapter 6 talks a lot about the self. What I took from the chapter is the self-esteem part. Self-esteem plays a big role in the world today, because of the things people buy. Self-esteem make people buy the things they buy, because the copy off the celebrities wear and buy to seem cool or to seem they have money.
Chapter 6 it talks about how one’s identity affects our behavior. Consumer’s self concept reflects how a person views themselves and how they wish to be viewed. For example, if you are athletic your more likely to buy products that are related to athletic equiptment and sports. These products are marketed differently than lets say how one would market cosmetics. The products we buy are related to how we express ourselves.
When the chapter discusses the body, they made a comment that marketers tend to exploit insecurities of consumers. They portray an image that is appealing to the consumers by making them feel that their product will make them have the perfect body type. Ironically enough, this week in my international marketing class, this similar topic had been discussed and we had to provide whether we thought this was an ethical method of advertising. I do not believe that this is ethical because, for the most part, marketers are devaluing consumers and making them feel as though their current image is not good enough for society and they must change it.
In chapter 6 it talks about gender identity, and how someone conforms to their culture’s expectations on how they should act, dress or speak; which are known as sex roles. These roles differ and can change of time within different societies. The chapter also talks about body image; the consumers evaluation of his or her physical self. I also found interesting the part about ideal of beauty. This is so important because every culture defines beauty in a different way.
In chapter six we also learn about gender and how consumers handle it One example would be sex typed products. This is where markerters Reflect stereotypical masculine or feminine attributes, and consumers associate them with one gender or the other. These items could be cars or makeup.
What each individual decides to purchase does say a little something about them. In Chapter 6, it highlights the fact that marketers are aware that people buy things to make themselves feel and look better so they try to pay close attention to just how self-conscious we are. For example, a girl who doesn’t like the acne on her face may buy makeup to cover up those blemishes. I do in fact see the ideals of beauty changing; people no longer have to possess long hair or light skin to be perceived as beautiful. I believe that beauty lies in the eyes of the beholder. Believe in yourself!
One too many times too often are consumers expected to behave a certain way because of their gender. For example, men are always expected to do the hard labor while women simply cook and clean. Today, we get to see how these “sex roles” are changing as time moves on. As we evolve as a society, so does the products we purchase. In result, marketers have to be conscious of the advertisements they release that may offend people because of gender identity.
Everyone has their own insecurities about their body. Some men may think they are more muscular than they are or some women may think they are fatter than they are. Marketers try to use our own insecurities to motivate us into buying their products. By purchasing their products they believe that we will be more confident, but this is not always the case.
In chapter 6 we also learned about how marketers use gender to sell products to consumers. I think the best example of this is beauty products for women. Marketers know that women like to look good and when they look good they feel good so they market their beauty products towards them. It is the same way with men, marketers will push more masculine products to try to attract male consumers.
When thinking about the mind and body and how consumers spend to take care of it. It sounds very low on Maslow’s Hierarchy. Yet most purchases that don’t involve essential food or drink, actually fulfill levels higher, lots of purchases that consumers make actually are more along the levels of esteem, love, and belonging. The mind especially needs to purchase things that they can associate with esteem or belonging. These, especially in most Americans case as they need these levels fulfilled.
Chapter 6 also speaks on the Ideals of Beauty. An ideal of beauty is a particular model or example of appearance. The ideals of beauty for both men and women my include physical features such as a well-rounded derriere for women or a well-defined six pack for men. The other physical features are clothing styles, cosmetics, hairstyles, skin tone and body type. our desires match up to these ideals for better or which which drives a lot of purchase decisions.
Chapter 6 goes over body, mind, and gender. These are components that make up our identity and form how we view ourselves. As humans we are always aware of our self image and how we present ourselves to others, to satisfy this we buy products that enhances our appearance. Products can also be marketed to us based off our gender and the roles we take in society.
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