Chapter 7
The Self
5-1
, Perspectives on the Self
• Does the Self Exist?
– 1980’s called the “Me Decade”
– March 7th designated “Self Day” by Self magazine
– Western societies emphasize uniqueness of self.
– Collective self: Eastern culture’s belief that a
person’s identity is derived from his or her social
group.
– Mien-Tzu: Confucian belief that reputation is
achieved through success and ostentation
5-2
, Self Concept
• Self Concept:
– The beliefs a person holds about his or her own attributes and how he
or she evaluates these qualities
• Dimensions of the Attributes of Self Concept:
– Contente.g., facial attractiveness versus mental aptitude)
– Positivity (i.e., self-esteem)
– Intensity and stability over time
• Accuracy (i.e., the degree to which one’s self-assessment
corresponds to reality)
• Consumer perceptions of self can be quite distorted,
particularly with regard to their physical appearance.
5-3
The Self
5-1
, Perspectives on the Self
• Does the Self Exist?
– 1980’s called the “Me Decade”
– March 7th designated “Self Day” by Self magazine
– Western societies emphasize uniqueness of self.
– Collective self: Eastern culture’s belief that a
person’s identity is derived from his or her social
group.
– Mien-Tzu: Confucian belief that reputation is
achieved through success and ostentation
5-2
, Self Concept
• Self Concept:
– The beliefs a person holds about his or her own attributes and how he
or she evaluates these qualities
• Dimensions of the Attributes of Self Concept:
– Contente.g., facial attractiveness versus mental aptitude)
– Positivity (i.e., self-esteem)
– Intensity and stability over time
• Accuracy (i.e., the degree to which one’s self-assessment
corresponds to reality)
• Consumer perceptions of self can be quite distorted,
particularly with regard to their physical appearance.
5-3
