consumer behavior: the self
TRANSCRIPT
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Consumer Behavior: The SelfThe Collaborative Efforts of:
ANDREA ADAMS ALY HOMAN CARA RUBIN KATE McMENAMIN
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Defining “The Self”• Self Concept• Summarizes the beliefs a person holds about his own attributes and how he evaluates
the self on these qualities• Ideal Self• A person’s conception of how he would like to be
• Actual Self• Refers to our more realistic appraisal of the qualities we do and don’t have
• Impression Management• Our efforts to “manage” what others think of us; choosing products that show us off in a
good light
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The Process• 3 participants of different gender and age
• Goal: Show us who you are!
• Follow up interview with each participant
• Compare & Contrast findings
• Conclusion & Implications
A virtual vision board
“a place to discover ideas for all your projects and interests, handpicked by
you” – Pinterest
Users pin “pins” to “boards”
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Meet the Pinners
Chloe Ramsay: Female, Age 21
Tina Reger:Female, Age 39
Francesco Folino:Male, Age 20
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Chloe & Fantasy• Tropics• Sun and Sand• Weeks before Spring Break• State of Mind
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Chloe & The Extended Self• Sister’s Jewelry Line• Essential piece of her
everyday outfit
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Chloe & Personality• Quirky• Confident• Western Society
P e r s o n a l i t y [pur-suh-nal-i-tee]Noun1. A person’s unique psychological makeup which consistently influences the way the person responds to his or her environment
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• Victorian Style Homes• Bucket List• Where Tina desires to vacation
Tina & Fantasy
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• Individual• Pearls & lace• Summer fashions
• Family• Husband & children• Family values
• Group• Charity• Spartan Group
Tina & The Extended Self
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• Dramaturgical perspective• Wife• Mother• Career Woman
Tina & Multiple Selves
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• Focus on Professional Growth• A “real-world” desire
Francesco & Fantasy
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• Individual• Family• Group
Francesco & The Extended Self
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• Michael Kors, Versace, & Nike
Francesco & Brand Personality
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Compare & ContrastSimilarities Differences
• Extended Self• Family Level• Group Level
• Body Image • Western Ideal of Beauty
• Fantasy
• Social Footprints• Larger impact from younger
demographic• Ideal Self• Brand Personality• Nike, Michael Kors, Versace
• Self-Image Congruence Model• Pearls & Lace
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Conclusion: Marketing Implications• Customer Relationship Management Systems• Behavioral Tracking Software• Mass Customization• Bridges Gap Between Ideal & Real
“ 4 7 % o f U . S . o n l i n e s h o p p e r s b o u g h t s o m e t h i n g a s a r e s u l t o f a P i n t e r e s t r e c o m m e n d a t i o n . ” ( P l a t y p u s L o c a l )
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Conclusion: Perfume vs. Toast
VS“ I t i s o n e t h i n g t o c o n s i d e r a b r a n d p e r s o n a l i t y f o r a n e x p r e s s i v e , i m a g e - o r i e n t e d p r o d u c t , s u c h a s p e r f u m e , a n d q u i t e a n o t h e r t o i m p u t e h u m a n c h a r a c t e r i s t i c s t o a t o a s t e r . ” – S o l o m o n , 2 7 6
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