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Consumer Behavior Chapter 5 (The Self

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self-concept
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beliefs a person holds about his own attributes and how he evaluates the self on these qualities
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self-esteem
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positivity of a person’s self-concept
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social comparison
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when person tries to evaluate their appearance by comparing it to the people depicted in these artificial images
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badges
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Graphics awarded to a user for achievement
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geospatial platforms
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digital applications that integrate sophisticated GPS technology to enable users to alert friends of their exact whereabouts via their mobile phones
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ideal self
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person’s conception of how he would like to be
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actual self
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more realistic appraisal of the qualities we do and do NOT have
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impression management
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Attempt by people to get others to see them as they want to be seen
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fantasy
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Self-induced shift in consciousness due to lack of stimulus
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torn self
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When individuals struggle with retaining a native culture while confronted with a new culture
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virtual identities
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the appearance and personality a person takes on as an avatar in a computer-mediated environment like ‘Second Life’
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computer-mediated environments (CMEs)
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The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactiv
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avatars
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Graphic representations of users of virtual worlds.
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symbolic interactionism
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relationships with other people play a large part in forming the self and have different social selves
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looking-glass self
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An image of yourself based on what you believe others think of you, created by Sociologist named Cooley
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identity marketing
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a promotional strategy where consumers alter some aspects of their selves to advertise for a branded product
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symbolic self-completion theory
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People are motivated to complete their self- definitions (e.g., musicians) when indicators or symbols of this definition are lacking (e.g., skills) by engaging in activities that complete the symbols (e.g., training). Thus, when moral self-definition is at stake, such as when one has indulged in morally questionable activities, one should naturally be motivated to engage in activities that will restore moral integrity.
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self-image congruence models
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models suggest that we choose products when their attributes match some aspect of the self.
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extended level
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When a word is applied correctly to all the objects that apply.
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4 levels of extended self
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1)Individual Level 2)Family Level 3)Community Level 4)Group Level
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Individual Level
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Consumers include many of their personal possessions in self-definition
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Family Level
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Part of the extended self includes a consumer’s residence and the furnishings in it
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Community Level
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Sense of belonging is particularly important with close ties to the __________________
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Group Level
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Subgroups such as sport teams, political parties, organizations
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sex roles
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Culture’s expectations about how those of their gender should act, dress, or speak
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Agentic goals
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an emphasis on self-assertion and mastery, often associated with traditional male gender roles
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communal goals
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societies teach females to value these goals, such as affiliation and the fostering of harmonious relations
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sex-typed traits
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characteristics that are stereotypically associated with one gender or the other
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contemporary young mainstream female achievers (CYMFA)
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identified different roles these women play in different contexts.
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Masculinism
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assumption that the world is, and should be, shaped mainly by men, for men
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Androgyny
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Combination of culturally determined female and male characteristics in one person.
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goth subculture
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a lifestyle group inspired by vampire myths that illustrates an androgynous approach to gender identity
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gender-bending products
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a traditionally sex-typed item adapted to the opposite gender
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Body image
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Descriptive and evaluative beliefs about one’s appearance.
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Body cathexis
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a person’s feelings about his or her body
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ideal of beauty
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a particular model or exemplar of appearance
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Fattism
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the presure to be slim is continually reinforced by advertings and peers
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Body dysmorphic disorder
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An obsession with perceived flaws in appearance and average age is 15.