The Self:

Mind, Gender & Body

Chapter 6 by Group 3
MEMBERS
Agung Dewangga A. 2006552331
Alfiani Pramesti 2006552376
Elizabeth Stefani S. 2006553031
Jonathan M. Sitorus 2006553435
The Self
Does the Self Exist?

People buy some products to highlight or

hide aspects of themselves.

Western cultures focus on: individuality

and individual appearance

Eastern cultures focus on: a collective self

and interdependent self

Both Western & Eastern believes that

self: an inner, private self and an outer,
public self.
 Self Concept
■ Self concept: the beliefs a person holds about his or her own attributes and how he or she evaluates
the self on these qualities.
■ Self concept’s attributes dimensions:
○ Content
○ Positivity
○ Intensity and stability over time
○ Accuracy
■ Identity:
○ Each element that contributes to our self concept
○ A consumer self-associates that is amenable to a clear picture of what a person in that category
looks like, thinks, feels and does.”
 Self Esteem
The positivity of a person’s self concept

Low self esteem → they will not perform

High self esteem → they are powerful,
very well, and they will try to avoid
worth it, successful, and a risk taker.
embarrassment, failure, or rejection

How do marketers influence

self-esteem?
 Real and Ideal Selves
■ Ideal self: a person’s conception of how he or she would like to be
■ Actual self: our more realistic appraisal of the qualities we do and don’t have
■ Impression management: a work hard to “manage” what others think of us
Fantasy: Bridging the Gap Between the Selves
■ People who experiences discrepancy between their
real and ideal selves are good targets for marketing
communication that employ fantasy appeals
■ Fantasy: or daydream is a self-induced shift in
consciousness
■ 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 Sephora Virtual Artist
 Multiple Selves

■ People have as many selves as they do different

social roles.
■ A marketer may want to ensure that the appropriate
role identity is active before pitching products that
customers need to play a particular role
■ Symbolic interactionism: relationships with other
people play a large part to form the self

Bunga Citra Lestari

 The Looking-Glass Self
■ Looking-glass self: a process of imagining others’
reactions “taking the role of the other”
■ People take readings of their own identity when
they “bounce” signals off others and try to project
their impression of him or her.
■ People tend to pattern their behavior on the
perceived expectations of others, as a form of
self-fulfilling prophecy. When people act the way
they assume others expect them to act, they
often confirm these perceptions.
 Self-Consciousness
Awareness of self

■ Consumers who score high on a scale of public

self-consciousness express more interest in clothing and
use more cosmetics than others who score lower.
■ Highly self-concious subjects expressed greater
willingness to buy personal products.
■ High self-monitors are more attuned to how they
present themselves in their social environments, and
their estimates of how others will perceive their product
choices influence what they choose to buy.
 Are We What We Buy?
Congruence
■ Self-image congruence models suggest that people choose
Product usage
products when the attributes match some aspect of the self.
=
■ Some specific attributes useful to describe matches between
Self image
consumers and products include rugged/delicate,
excitable/calm, rational/emotional, and formal/informal
■ People attached to an object to the extent they rely on it to
maintain their self-concept
■ Symbolic self-completion theory: people who have an
incomplete self-definition tend to complete this identity when
they acquire and display symbols they associate with that role.
 The Extended
Self
● The external objects that we
consider a part of us.
● This external objects (product /self)
doesn’t even have to be that strong
to influence a consumer’s self -
concept.
● There are four levels of the
extended self:
1. Individual Level
2. Family Level
3. Community Level
4. Group Level
Embodied & Enclothed Cognition
Embodied Cognition

■ Relationships between thoughts and behaviours.

■ States of the body modify states of the mind.
■ Power Posing - The idea our body language actually
changes how we see ourselves.

Enclothed Cognition

■ The symbolic meaning of clothing changes how people

behave.
 The Digital Self
❏ “Post-Production” tools to engineer our identities.
❏ Anyone to dramatically modify his or her digital self at
will as we strategically.
❏ Create additional identities in the form of avatars in
virtual worlds.
❏ “You are what you wear” to “You are what you post.”

Wearable Computing Virtual Makeovers

Our digital interactions will become Technologies to involve the digital self as
attached to our bodies. we choose.
 Gender Identity
★ Gender identity is an important component of a
consumer’s Self-concept.
★ People often conform to their culture’s
expectations about how those of their gender
should act, dress, or speak; we refer to these
sets of expectations as sex roles.
 Many commercial
sources, provide
Sex role lessons in gender
Socialization socialization for both
girls and boys.
Sex-Typed Female Sex Role

products
Male Sex Role

Marketers promote many

sex-typed products. They
reflect stereotypical masculine
or feminine attributes, and
consumers associate them with
one gender or another.
Androgyny
Gay, Lesbian, Bisexual, and
Transgender (GLBT)
 female sex role
The evolution of a new managerial class
of women has forced marketers to
change their traditional assumptions
about women as they target this
growing market.
In a complex society like ours, we often
encounter contradictory messages
about “appropriate” behavior, and we
may find ourselves putting on a
different face as we jump from situation
to situation.
An exploration of what the authors
labeled contemporary young mainstream
female achievers (CYMFA) identified
different roles these women play in
different contexts.
Ex: as a mother or partner, they enact a
highly feminine role; as a tough, pitiless
businessperson, they play a masculine
role; and with a friend they might evoke
both roles at once.
 male sex role
Stereotype of the ideal male is a tough,
aggressive, muscular man who enjoys
“manly” sports.
The researchers suggest that men try to
make sense out of three different
models of masculinity that they call
breadwinner, rebel, and man-of-action
hero.
The breadwinner model draws of success
and celebrates respectability, civic virtues,
pursuit of material success, and organized
achievement.
The rebel model, on the other hand,
emphasizes rebellion, independence,
adventure, and potency. The
man-of-action hero is a synthesis that
draws from the best of the other two
models.
 Androgyny
Androgyny refers to the possession of both masculine and
feminine traits. Androgyny can open new markets if
marketers can expand the reach of their target audience.
Some companies that sell exclusively to one gender may
therefore decide to test the waters with the other sex when
they promote gender-bending products, which are
traditionally sex-typed items adapted to the opposite gender,
such as the recent profusion of merchants that sell pink guns
for women.
Gay, Lesbian,
Bisexual, and
Transgender (GLBT)
The proportion of the population that is gay or
lesbian is difficult to determine, and efforts to
measure this group have been controversial.
Gay relationships are increasingly mainstream in
most parts of the United States. Of late the
cultural also spotlight has turned on transgender
people.
 THE BODY
The way we think about our bodies (and the
way our culture tells us we should think) is
the key component of self-esteem.
 Body image refers to a consumer’s
subjective evaluation of his or her physical self.

Our evaluations don’t necessarily correspond to

what those around us see.

Whether these perceptions are accurate is

Some marketers exploit consumers’ tendencies almost a moot point because our body
to distort their body images when they prey on insecurities weigh us down whether they’re
our insecurities about appearance. justified or not.

Marketers try to create a gap between the real

and the ideal physical selves and consequently
motivate a person to purchase products and
services he or she thinks will narrow that gap.

Shiseido campaign with its slogan, “Beauty lies within, and every time
we bring it to light, we make the world a little brighter”
 Attractive people tend to make a better first
An ideal of beauty is a particular impression on clients, win more business and
model, or exemplar, of appearance. earn more.

Our satisfaction with the physical image we One study

present to others depends on how closely we reported
think the image corresponds to the ideal our
culture values.

An average a U.S. worker who was among the

bottom one-seventh in looks, as assessed by
Our desires to match up to these ideals—for randomly chosen observers, earned 10 to 15
better or worse—drive a lot of our purchase percent less per year than a similar worker
decisions. whose looks were assessed in the top one-third.
 People appear to favor features we associate
Is Beauty Universal? with good health and youth because these
signal reproductive ability and strength.
 An ideal of beauty functions as a sort of
cultural yardstick

Advertising and other forms of mass Consumers compare themselves to some

media play a significant role in standard, and they are dissatisfied with
determining which forms of beauty we their appearance to the extent that they
consider desirable at any point in time don’t match up to it

This may lower their own self-esteem or,

in some cases, possibly diminish the
effectiveness of an ad because of negative
feelings a highly attractive model arouses
The Perfect “Body” by Victoria’s Secret was criticized for showing Cacique by Lane Bryant #ImNoAngel Campaign in response
unrealistic standard of beauty towards Victoria’s Secret Campaign, The Perfect “Body”
 In an effort to

Halodoc offers lots of free article related to body Raise awareness about body image, how to
image. This topic belongs to mental health identify it, its potential effects on mental health,
section and how to deal and treat it
Ideals of Female
Beauty Evolve
Over Time
 What Is Today’s Ideal of
Female Beauty?
Now

Then
 Ideals of
Male Beauty
 To separate group To place the individual
Body members from in the social
nonmembers organization
Decoration
To place the person in To provide a sense of
And a gender category security

Mutilation To enhance sex-role To indicate desired

identification social conduct
Every culture dictates certain
types of body decoration or
To indicate high status
mutilation
or rank
 Body Anxiety
Many consumers experience
a gap between their real and
ideal physical selves
It is difficult to overstate the
importance of the physical
self-concept (and consumers’
desires to improve their
appearances) to many
marketing activities
Exposure to these messages
increases the desire to conform
to a cultural ideal while
simultaneously decreases a
person’s belief that they can
attain this ideal

They often go to great

lengths to change aspects of
their appearance

Cosmetic Surgery
Consumers increasingly
choose to have cosmetic
surgery to change a poor
body image or simply to
enhance appearance.
 Björk-Pagan Poetry
Serve some of the same
To make statements functions that other
about the self kinds of body painting do

Tattoos
in primitive cultures

Then

Indian Nose Piercings

Body Piercings

Maasai Ear Piercings

Evolved from a practice
associated with fringe
groups to a popular
fashion statement
Now
Thank
You.
Any Questions?