Global Consumer Culture

Self Esteem & Body Image

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Consumption

People buy products not

for what they do, but for

what they mean

Self Concept

Dimensions of the Attributes of Self-ConceptContent (e.g. facial attractiveness, mental

aptitude)Positivity or Negativity (e.g. self-esteem)Intensity Accuracy (the degree to which one’s self

assessment corresponds to reality)

Self-Concept

The beliefs a person holds about his or her own attributes and how he or

she evaluates these qualities

Kaiser’s Typology–Self-schema–As a process–Self-perception–Social comparison–Self-definition–Self-esteem

Consumer perceptions of self can be quite distorted, particularly with regard to their

physical appearance.

Self-Concept

Self-EsteemRefers to the positivity of a person’s self-concept

Social ComparisonA process by which consumers evaluate themselves by comparing themselves with others (particularly comparisons with idealized images of people in advertising)

Measuring Self-EsteemRosenberg’s Self-Esteem Scale

1. Calculate and Add scores for items 1, 2, 4, 6, & 7Strongly agree = 3Agree = 2Disagree = 1Strongly disagree = 0

Measuring Self-EsteemRosenberg’s Self-Esteem Scale

1. Calculate and Add scores for items 3, 5, 8, 9, & 10Strongly agree = 0Agree = 1Disagree = 2Strongly disagree = 3

Measuring Self-EsteemRosenberg’s Self-Esteem Scale

Add totals together = Score

15-25 = normal range<15 = indicates low self-esteem

Public self-consciousness

Self monitoring

Self Consciousness

A painful awareness of oneself magnified by the belief that others

are intently watching

Actual SelfA person’s realistic appraisal of the qualities he or she does and does not possess

Real & Idealized Selves

Ideal SelfA person’s conception of how he or she would like to bePartially molded by elements of a consumer’s culture

Bridging the Gap between the Selves

FantasyA self-induced shift in consciousness

Fantasy appeals Marketing communications aimed at

individuals with a large discrepancy between their real and ideal selves

Fantasy

Role TheorySymbolic Interactionism

Views consumers as living in a symbolic environment, and how people interpret these symbols determines the meanings derived (Resembles components of a play)

Role IdentitiesDifferent components of the self

Body Image

“An internalized view of one’s appearance that drives behavior and influences information processing”

(Altabe & Thompson, 1994, p. 171)

Body satisfactionLack of disparity between estimated current

body image and ideal body imageBody dissatisfaction “The disparity between estimated current body

image and ideal body image” (Fitzgibbon, Blackman, & Avellone, 2000, p. 583)

Body Image

Measuring Body ImageStunkard Scale

• Men do not tend to differ in ratings of their current figure, their ideal figure, and the figure they think is most attractive to women.

• In contrast, women rate both the figure they think is most attractive to men and their ideal figure as much thinner than their actual figure.

Gender Differences

FattismOur society is obsessed with weight

Body Image DistortionsWomen’s ideal figure is much thinner than their actual figure

•Anorexia•Bulimia•Body dysmorphic disorder

Body Image

Unrealistic Body Expectations

Distorted Body Image

• An ideal of beauty is a particular model, or exemplar, of appearance.

• Ideals of beauty for both men and women may include:– physical features– clothing styles– cosmetics– hairstyles – skin tone– body type – symmetry

Ideals of Beauty

• Ideals of Beauty over Time– Periods of history tend to be

characterized by a specific “look”

– Realignment of sexual dimorphic markers (Aspects of the body that distinguish between the sexes)

Ideals of Beauty

• Purpose of Decorating the Self:– To separate group members from nonmembers– To place the individual in the social organization– To place the person in a gender category– To enhance sex-role identification– To indicate desired social conduct– To indicate high status or rank– To provide a sense of security

Body Decoration & Mutilation

• Cosmetic Surgery:– Change poor body image and enhance

appearance– Men are increasingly having cosmetic surgery

too.– Some women have procedures because they

feel the procedure will increase their allure.

Body Alterations

Tattooing