Jansson-Boyd, Cathrine V. (2010) Consumer Psychology
What is meant by multiple identities?
Due to the different roles people play, they tend to have more than one person within society. This results in multi-dimensional personalities constructed of the many characteristics they possess. The roles in which people play within society are determined by what they do. Job roles, parental roles, volunteering roles etc. all connect to make up each person's self-identity.
Due to the different roles people play, they tend to have more than one person within society. This results in multi-dimensional personalities constructed of the many characteristics they possess. The roles in which people play within society are determined by what they do. Job roles, parental roles, volunteering roles etc. all connect to make up each person's self-identity.
How are identities formed?
The formation of identities start early in life and continue throughout the whole of each person's life. Self-recognition develops around the age of 2 and gradually becomes more complex as they grow older. Human identities are continuously moulded and influenced by parents, siblings, friends, peers, school, societies, or sports clubs they belong to. In adulthood feelings, motivations, political beliefs, religious beliefs, physical appearance, group memberships, age and the material possessions they own, all influence the description they give themselves.
People often overlook that others have more than one identity and this is because humans have a 'basic need to simplify and impose order on the world. Consequently, humans consign others to groups (social categorisation) and compare themselves to others (social comparison) in an attempt to impose order on the worlds as well as distinguishing how people are similar or different to themselves, helping with the process of figuring out who they are.
The formation of identities start early in life and continue throughout the whole of each person's life. Self-recognition develops around the age of 2 and gradually becomes more complex as they grow older. Human identities are continuously moulded and influenced by parents, siblings, friends, peers, school, societies, or sports clubs they belong to. In adulthood feelings, motivations, political beliefs, religious beliefs, physical appearance, group memberships, age and the material possessions they own, all influence the description they give themselves.
People often overlook that others have more than one identity and this is because humans have a 'basic need to simplify and impose order on the world. Consequently, humans consign others to groups (social categorisation) and compare themselves to others (social comparison) in an attempt to impose order on the worlds as well as distinguishing how people are similar or different to themselves, helping with the process of figuring out who they are.
What is social categorisation?
Humans categorise the world around them in relation to themselves. The perception of others is often affected by people's material possessions while classification of objects can be influenced by marketing and advertising. The process of categorising individuals can lead to others becoming depersonalised because the focus is on the groups of people and the type of possessions they own.
Humans categorise the world around them in relation to themselves. The perception of others is often affected by people's material possessions while classification of objects can be influenced by marketing and advertising. The process of categorising individuals can lead to others becoming depersonalised because the focus is on the groups of people and the type of possessions they own.
What is social comparison?
An important source of understanding oneself is through comparisons with other people. Social comparison is about how people learn about themselves by comparing similarities and difference to others. The continuous comparison to others is driven by a need to maintain and sometimes increase positive self-esteem.
Social comparison occurs in two forms, the downward social comparison occurs when we compare ourselves to those who do less well, we appear to do better ourselves and feel superior. There will be times when comparisons cannot be chosen and may end up comparing to someone viewed to be more competent or desirable. This is known as an upward comparison and can have a harmful effect on self-esteem. This comparison often happens when consumers are comparing themselves to 'ideal' media images, something that has been extensively explored in regards to how women rate their own physical attractiveness and the impact upon self-esteem.
An important source of understanding oneself is through comparisons with other people. Social comparison is about how people learn about themselves by comparing similarities and difference to others. The continuous comparison to others is driven by a need to maintain and sometimes increase positive self-esteem.
Social comparison occurs in two forms, the downward social comparison occurs when we compare ourselves to those who do less well, we appear to do better ourselves and feel superior. There will be times when comparisons cannot be chosen and may end up comparing to someone viewed to be more competent or desirable. This is known as an upward comparison and can have a harmful effect on self-esteem. This comparison often happens when consumers are comparing themselves to 'ideal' media images, something that has been extensively explored in regards to how women rate their own physical attractiveness and the impact upon self-esteem.
What is social identity theory?
Social identity theory is a person's sense of who they are, based on their group. Groups give us a sense of social identity, a sense of belonging to the social world. This means that we naturally try to enhance the status of the group to which we belong so that our self-image can be increased.
Social identity theory is a person's sense of who they are, based on their group. Groups give us a sense of social identity, a sense of belonging to the social world. This means that we naturally try to enhance the status of the group to which we belong so that our self-image can be increased.
What is an example of strong brand identification?
Some consumers have a stronger relationship with their preferred brand than other users of a similar product category and this has been linked to the number of product users. Mac was found to be much more likely to be part of consumer's self-concept in comparison to PC. The stronger self-connection to the product was explained by the fact that Macintosh computers are less commonly used and hence make the user think of themselves as a part of a small closely knit community.
Some consumers have a stronger relationship with their preferred brand than other users of a similar product category and this has been linked to the number of product users. Mac was found to be much more likely to be part of consumer's self-concept in comparison to PC. The stronger self-connection to the product was explained by the fact that Macintosh computers are less commonly used and hence make the user think of themselves as a part of a small closely knit community.
What are the negative effects on body image?
Comparing to others through physical appearance or our possessions can have a negative impact as we feel we don't meet the unobtainable, digitally manipulated ideals portrayed by the media. This pressure to be perfect starts at a young age through products such as barbies. Children play with them and see them as a morphed reality to live up to, an unrealistic image which fails to portray the image of the average woman. Therefore as the child develops into adolescence and fails to live up to these ideals they look for ways to alter their appearance in order to try to conform to the media ideals. This destructive cycle makes unreachable targets which leads to poor physical and mental health.
Comparing to others through physical appearance or our possessions can have a negative impact as we feel we don't meet the unobtainable, digitally manipulated ideals portrayed by the media. This pressure to be perfect starts at a young age through products such as barbies. Children play with them and see them as a morphed reality to live up to, an unrealistic image which fails to portray the image of the average woman. Therefore as the child develops into adolescence and fails to live up to these ideals they look for ways to alter their appearance in order to try to conform to the media ideals. This destructive cycle makes unreachable targets which leads to poor physical and mental health.
What is self-discrepancy theory?
This theory seeks to explain why people are unhappy with their physical appearance and there ate three types of self-schema, organised sets of expectations.
Actual self - the way people are at the present point in time
Ideal self - the self we aspire to be, helping us to strive to be our perception of perfect
Ought self - the way we think we should be and prevents us from doing things that don't fit who we want to be
Those with high discrepancies are much more likely to have self-esteem and engage with identity seeking buying behaviour.
This theory seeks to explain why people are unhappy with their physical appearance and there ate three types of self-schema, organised sets of expectations.
Actual self - the way people are at the present point in time
Ideal self - the self we aspire to be, helping us to strive to be our perception of perfect
Ought self - the way we think we should be and prevents us from doing things that don't fit who we want to be
Those with high discrepancies are much more likely to have self-esteem and engage with identity seeking buying behaviour.
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