chapTer 6 The Self: Mind, Gender, and Body 203

Fantasy: bridging the Gap between the Selves

Most people experience a discrepancy between their real and ideal selves, but for some con-
sumers this gap is especially large. These people are especially good targets for marketing
communications that employ fantasy appeals.19 A fantasy or daydream is a self-induced
shift in consciousness, which is sometimes a way to compensate for a lack of external
stimulation or to escape from problems in the real world.20 Many products and services
succeed because they appeal to our fantasies. An ad may transport us to an unfamiliar,
exciting situation; things we purchase may permit us to “try on” interesting or provocative
roles. And, with today’s technology, such as the virtual makeovers that several Web sites
offer, consumers can experiment with different looks before they actually take the plunge
in the real world. Vogue’s “Makeup Simulation” application (now available in Japan)
allows women to see how brands such as Clinique would look on their (simulated) faces.
Johnson & Johnson’s ROC Skincare offers its “Skin Correxion Tool” to simulate the effects
of anti-aging products.21

Multiple Selves
In a way, each of us really is a number of different people—for example, your mother prob-
ably would not recognize the “you” that emerges at a party at 2:00 am! We have as many
selves as we do different social roles. Depending on the situation, we act differently, use
different products and services, and even vary in terms of how much we like the aspect of
ourselves we put on display. A person may require a different set of products to play each
of her roles: She may choose a sedate, understated perfume when she plays her profes-
sional self, but splash on something more provocative on Saturday night as she transitions
to her femme fatale self.
The dramaturgical perspective on consumer behavior views people as actors who
play different roles. We each play many roles, and each has its own script, props, and cos-
tumes.22 The self has different components, or role identities, and only some of these are
active at any given time. Some identities (e.g., husband, boss, student) are more central
to the self than others, but other identities (e.g., dancer, gearhead, or advocate for the
homeless) may dominate in specific situations.23 Indeed, some roles may conflict with one
another. For example, one study of Iranian young people who live in the United Kingdom
described what the authors termed the torn self, where respondents struggle with retain-
ing an authentic culture while still enjoying Western freedom (and dealing with assump-
tions of others who believe they might be terrorists).24

A message about multiple selves from Chile.

Source: Courtesy of Prolam Young & Rubicam.