Transcript Document

MKT201 – Buyer Behavior
Chapter 5
Supplementary Examples
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The Self
Perspectives on the self
- Self-concept
- Self-esteem (Real & Ideal self, Fantasy)
- Multiple-selves (Role identities, symbolic interactionism, Looking Glass self)
- Self-consciousness (Self-monitoring)
Consumption of the self concept
- Identity Marketing
- Products that shape the self: Symbolic self-completion theory
- Self/product congruence
- Extended self
Sex roles
Body images
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Self-esteem and Advertising
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A man looks in his bedroom mirror and sees all that bare scalp
gleaming through his thinning hair. He holds a three-way argument
with himself: one real self, a bald self on his right and the last self,
with a full head of hair, on his left. The bald self is insecure and
whiny. The fully thatched self is self-confident and assured. At that
moment the real self decides that he must do something before he
goes completely bald and becomes like the insecure one. He
obviously would rather be self-confident and assured, an argument
winner like his hairy self.
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This is an example of commercial that rely on the concept of selfesteem, that the purchase of a product will raise how a person feels
about herself.
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Self-esteem and Advertising
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Self-esteem is a combination of psychological factors that can
include confidence, assertiveness, self-respect, strong bonds to
and/or the respect of other people. Sometimes it includes conceit,
arrogance and an attitude of superiority.
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Those with low self-esteem do not think they will perform well and
will try to avoid embarrassment, failure, or rejection.
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Those with high self-esteem expect to be successful, will take more
risks, and are more willing to be the center of attention.
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Self-esteem Advertising attempts to change product attitude by
stimulating positive feeling about the self.
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Self-esteem and Advertising
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Ads aimed at men will show how the product or service will allow
purchaser to raise his status in his hierarchy. They will be more
attractive, more intelligent, richer, stronger, younger. But certainly in
some way superior to others.
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For example, some business machine (copiers, computers, etc)
commercials will have one man accomplishing something well by
using the product, He then refuses to tell how he did it. This places
him in a superior position that he maintains through secrecy. The
aim of the commercial is to sell the product to men who would like
to do the same.
Personal grooming products, such as deodorants, colognes,
shaving aids, hair coloring, etc. are also sold using self-esteem
through improving appearance. Most of these ads use the idea of
drawing the attention of attractive women, of increasing sex appeal
and sexual success.
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Self-esteem and Advertising
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Ads aimed at women will show how the product or service will
enhance their connection with those people with whom they wish a
bond.
For example, there is an ad for a weight loss program. The woman
says that she couldn’t lose weight on to her programs, and she was
so fat that her kids couldn’t even put their arms around her.
However, the sponsor’s product allowed her to lose weight she
wanted to. The implication is clear: using the product enhances the
bond with the children.
Many food products are sold to women by using self-esteem. A
recent coffee commercial opened with a husband and wife waking
up, obviously uncomfortable with each other because of the
unresolved fight of the night before. The man gets up and makes
the coffee. When the woman arrives, they smile at each other over
their cups – they are back together, connected, and the coffee was
the catalyst
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Self-esteem and Advertising
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Other foods show how a woman can increase the love and
closeness of her family and friends because she serves them the
product.
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Personal grooming and hygiene ads, such as for cosmetics, hair
coloring, skin creams and lotions, douches, napkins and tampons,
etc., also use self-esteem through connection.
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Summary: People need self-esteem. It gives them the sense of
self-worth that allows them to like themselves, like others, and find
life worth living. By appealing to this need in people, advertising
has a powerful tool for selling.
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Commercial with Fantasy Appeal
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Style of commercial that uses special effects or
caricatures to create the idea of fantasy about the
product, such as the Little Elves who make cookies, or
Mr. Clean, or the Jolly Green Giant.
The technique of a fantasy commercial is principally to
appeal to the emotions to arouse interest in the product.
In a fantasy commercial, the focus is the message itself,
whereas in a testimonial commercial, the focus is the
source of the message.
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