TÜKETİCİ DAVRANIŞLARI - Deneme Sınavı - 1

Self esteem

Self-esteem forms through a comparison of a realistic understanding of the self with an ideal one. The ideal self represents how the person would like to be. When people construct who they are, they consider themselves sometimes in a private context and sometimes within a social context (Evans et al. 2009).

Multiple selves Depending on the occasions and social interactions, people construct multiple selves or multiple identities.

Looking-glass self Looking-glass is a mirror that shows our reflection of how we expect we appear to other people. When you look at the mirror, you see yourself from others’ perspectives (Cooley 1902). A person always looks at multiple mirrors, not a single one

Back-stage

Goffman’s (1959) theatrical analogy has elements such as front-stage, back-stage, appearance, and manner. A person is like an actor who performs at the front stage, defining the situation to the audience

I, II, III

Arnould and Price’s (2003) research on authoritative performances and authenticating acts aim to study the role of consumption in self-formation at two levels: 1. being a community member and 2. being an individual self. Authoritative performances are situations like rituals or festivals where a group of people participates, a collective sense of identity exists, and participants feel the community and the security it creates for the members. Examples of such communities are lifestyle groups, affinity groups, family, ethnic groups. Authoritative performances are learned, rehearsed in the group many times, and practiced together. Wedding ceremonies, cooking, serving guests at home are some examples of authoritative performances

The extended self

Possessions ranging from personal consumption items to pets and national monuments and landmarks create a sense of self

The social actual self-congruency with brand image

Table 3.2. Actual and Ideal Self Congruence and Motivations in Context

Actual self

Ideal self

Private Context

Actual Self-image congruency with brand image

Self-consistency is the motive to buy the brand

Ideal Self-image congruency with brand image

Self-esteem is the motive to buy the brand

Social Context

Social Self-image congruency with brand image

Social consistency is the motive to buy the brand

Social Ideal Self-image congruency with brand image

Social approval is the motive to buy the brand

Source: adopted from Evans et al 2009, p. 210.

The interactions of the id, superego, and ego shapes the personality

Freud’s Psychoanalytical theory argues that at the base of our motivation and personality is unconscious needs and drives (e.g., sexual or other biological drives). The interactions of the id, the superego, and the ego as three systems define the personality.

Aggressive-oriented types

Aggressive-oriented types

“want to excel, to achieve success, prestige, and admiration. They see other people as competitors…They consider strength, power, and unemotional realism to be necessary qualities. People are valued if useful to one’s goals” (Noerager 1979, p.58).

Neuroticism

See table Table 3.3 The Big Five Personality Factors for a detailed explanation.

Consuming as classification .