TESTBANK CONSUMER BEHAVIOR 12E BY SOLOMON TESTBANK CHAPTER 6 CONSUMER BEHAVIOR CONSUMER BEHAVIOR BUYING HAVING BEING SOLUTION MANUAL CONSUMER BEHAVIOR Chapter 6: THE SELF: Mind, Gender, and BodyCHAPTER OBJECTIVESWhen students finish this chapter, they should understand why:1.The selfconcept strongly influences consumer behavior. 2.Products often define a person’s selfconcept.3.Gender identity is an important component of a consumer’s selfconcept.4.The way we think about our bodies (and the way our culture tells us we should think) is a key component of selfesteem. 5.Every culture dictates certain types of body decoration or mutilation.EndofChapter Support MaterialSUMMARY OF SPECIAL FEATURE BOXES1.Net Profit Technology has allowed users to post video, created microfame or nanofame – a few seconds of attention from fans.2.Marketing Pitfall Corporate recruiters are less likely to consider a candidate that is dressed inappropriately or who does not protect hisher image on social media sites.3.Marketing PitfallA judge allowed Renault to go forward with its plan to name its new electric car the Zoe Renault in spite of the complaints from consumers who have the name Zoe who fear sexualized ridicule. 4.The Tangled WebCell phones with cameras make the new phenomenon known as sexting possible. Users take and send nude or seminude pictures of themselves. Employers use services such as Reputation.com to scour the internet for inappropriate pictures. 5.Marketing OpportunityIdentity marketing uses consumers who alter some aspect of their selves to advertise for a brand. 6.CB as I See It: Derek Rucker, Northwestern University Products can signal identity. A psychological threat shapes the type of products one desire, a process called compensatory consumption. 7.Net Profit Technology can be used to increase consumer’s selfesteem through rewards such as badges, and allow the display of physical locations using geospatial platforms. 8.The Tangled WebUsers have developed strong emotional ties to Facebook, making it very difficult to quit using the site. 9.Marketing PitfallRestaurant chains have successfully attracted diners with busty servers in short shorts, leading to the industry phenomenon called breastaurants. 10.Marketing OpportunitySamesex marriages have created a new, lucrative market in the wedding industry. 11.The Tangled WebGroup dieting is a growing problem as consumers visit blogs devoted to excessive weight loss.12.Marketing PitfallThe ideals of beauty, including to tan or not to tan, changes based on culture. In the U.S., tanning is equated with health and leisure, even though instances of cancer attributed to tanning has increased. 13.REVIEW61.List three dimensions that describe the selfconcepts.1.Content—facial attractiveness versus mental aptitude;2.Positivity or negativity—selfesteem; and3.Intensity, stability over time, and accuracy—the degree to which one’s selfassessment corresponds to reality.(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking)62.Compare and contrast the real versus the ideal self. List three products for which a person is likely to use each type of self as a reference point when he or she considers a purchase. The ideal self is a person’s conception of how he or she would like to be, whereas the actual self refers to our more realistic appraisal of the qualities we have and don’t have. Product choices will vary, but products associated with the ideal self are more likely to be expressive.(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking,)63.How might the “digital self” differ from a consumer’s selfconcept in the real world, and why is this difference potentially important to marketers?Technology allows user to modify profile photos on online sites. Many users create identities in the form of an avatar when playing online games. While our physical bodies don’t change, we are becoming more what we post than what we really are. Respondents in one study placed more value on digital items that effect physical identities. We can also use our digital self to try products such as makeup, hairstyles, and clothing, before actually trying the product. This is an important opportunity for marketers because consumers can quickly and easily see how the product would alter appearances, without the risk of actually buying the product. (5 minutes, chapter Objective 2, AACSB: Reflecting Thinking)64.Have ideals of beauty in the United States changed over the last 50 years? If so, how? A study of almost 50 years of Playboy centerfolds shows that the women have become less shapely and more androgynous since Marilyn Monroe graced the first edition with a voluptuous hourglass figure of 37–23–36. However, a magazine spokesman comments, “As time has gone on and women have become more athletic, more in the business world and more inclined to put themselves through fitness regimes, their bodies have changed, and we reflect that as well. But I would think that no one with eyes to see would consider playmates to be androgynous.”(10 minutes, Chapter Objective 4, AACSB: Reflective Thinking)65.What is fattism? Fattism is an obsession with weight.(5 minutes, Chapter Objective 5, AACSB: Reflective Thinking,)66.What does “the looking glass self” mean? How do feelings about the self influence what we buy?This process of imagining the reactions of others toward us is known as “taking the role of the other,” or the looking glass self. According to this view, our desire to define ourselves operates as a sort of psychological sonar: We take readings of our own identity by “bouncing” signals off others and trying to project what impression they have of us.(5 minutes, Chapter Objective 1, AACSB: Reflective Thinking)67.How do Eastern and Western cultures differ in terms of how people think about the self? The emphasis on the unique nature of the self is much greater in Western societies. Many Eastern cultures instead stress the importance of a collective self, where a person derives his identity in large measure from his social group. Both Eastern and Western cultures see the self as divided into an inner, private self, and an outer, public self. However, where they differ is in terms of which part is seen as the “real you”—the West tends to subscribe to an independent construal of the self that emphasizes the inherent separateness of each individual.(5 minutes, Chapter Objective 1, AACSB: Multicultural and Diversity Understanding)68.How did tattoos originate? Tattoos have a long history of association with people who are social outcasts. For example, the faces and arms of criminals in sixthcentury Japan were tattooed as a means of identifying them, as were Massachusetts prison inmates in the nineteenth century and concentration camp internees in the twentieth century. Marginal groups, such as bikers or Japanese yakuze (gang members) often use these emblems to express group identity and solidarity.(5 minutes, Chapter Objective 6, AACSB: Reflective Thinking)61.At the end of the day, are you what you buy?62.Are you what you post online?63.Shopping for backtoschool basics used to mean Tshirts, jeans, socks and some notebooks. Now, many parents have a new item to add to the list: tattoos. About 45% of parents polled say that hair highlights, teeth whitening, even tattoos are among the items they will buy their kids to go back to school. What (if any) age is appropriate for kids to get these grownup additions? “Breastaurants” represent a popular category of dining establishments. Is it ethical to hire women as waitresses because they have certain physical characteristics? Is it ethical to exclude others (including men) from these jobs if they don’t?
Chapter 6: THE SELF: Mind, Gender, and Body CHAPTER OBJECTIVES When students finish this chapter, they should understand why: The self-concept strongly influences consumer behavior Products often define a person’s self-concept Gender identity is an important component of a consumer’s self-concept The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem Every culture dictates certain types of body decoration or mutilation CHAPTER SUMMARY The self-concept strongly influences consumer behavior Consumers’ self-concepts are reflections of their attitudes toward themselves Whether these attitudes are positive or negative, they will help to guide many purchase decisions; we can use products to bolster self-esteem or to “reward” the self Products often define a person’s self-concept We choose many products because we think that they are similar to our personalities The symbolic interactionist perspective of the self implies that each of us actually has many selves, and we require a different set of products as props to play each role We view many things other than the body as part of who we are People use valued objects, cars, homes, and even attachments to sports teams or national monuments to define the self, when they incorporate these into the extended self Gender idenity is an important component of a consumer’s self-concept Sex-roles, or a society’s conceptions about masculinity and femininity, exert a powerful influence on our expectations about the brands we should consume Advertising plays an important role because it portrays idealized expectations about gender identity The way we think about our bodies (and the way our culture tells us we should think) is a key component of self-esteem A person’s conception of his or her body also provides feedback to self-image A culture communicates specific ideals of beauty, and consumers go to great lengths to attain these Many consumer activities involve manipulating the body, whether through dieting, cosmetic surgery, piercing, or tattooing. Sometimes these activities are carried to an extreme because people try too Copyright © 2017 Pearson Education, Inc 6-1 hard to live up to cultural ideals One common manifestation is eating disorders, diseases in which women in particular become obsessed with thinness Every culture dictates certain types of body decoration or mutilation Body decoration or mutilation may serve such functions as separating group members from nonmembers, marking the individual’s status or rank within a social organization or within a gender category or even providing a sense of security or good luck Copyright © 2017 Pearson Education, Inc 6-2 Chapter 6: The Self CHAPTER OUTLINE I The Self? The self-concept strongly influences consumer behavior Many products, from cars to cologne, are bought because the person is trying to highlight or hide some aspect of the self Feelings about the self shape consumption practices as consumers try to meet society’s expectations about how a male or female should look or act A Does the Self Exist? The idea that each human life is unique rather than part of a group was developed in late medieval times Expression of self is more popular in the Western cultures Eastern cultures tend to emphasize the importance of collective self (interdependence, identity derived from a social group/relationships with others), while Western cultures emphasize the separateness of each individual The self is seen by Western and Eastern cultures as being divided into the inner, private self and outer, public self A Confucian perspective stresses the importance of “face” (others’ perceptions of the self and maintaining one’s desired status in their eyes) One dimension of face is mien-tzu (reputation achieved through success and ostentation) Discussion Opportunity—Give an example of “face” in an Eastern culture Relate this example to products, services, or promotion B Self-Concept The self-concept summarizes the beliefs a person holds about his or her attributes and how he or she evaluates these qualities Self-concept is a very complex structure Components of the self-concept include: Content—such as facial attractiveness versus mental aptitude Positivity—such as self-esteem Intensity, stability over time, and Accuracy—the degree to which one’s self-assessment corresponds to reality Discussion Opportunity—Have each student evaluate themselves as to their self-concept by listing all beliefs they hold about themselves (including attributes such as personality characteristics, strengths, weaknesses, talents, roles, affiliations, etc.) Then have them select the ten most important attributes and rank order them Have them take a good look at the ten items Ask the students to close their eyes and picture themselves according to the ten attributes After a few seconds, instruct them to erase the most important attribute from their self-concept and continue (eyes closed) to picture them without it After a few seconds, repeat this with the second most important attribute, then the third most, then the fourth most At the point that you feel the objective has been accomplished, have everyone open his or her eyes Encourage students to share their feelings about this exercise at each phase Was it difficult to “erase” attributes from the self-concept? Why? What happened when the first attribute was erased? Copyright © 2017 Pearson Education, Inc 6-3 Self-esteem refers to the positivity of a person’s self-concept Those with low selfesteem not think they will perform well and will try to avoid embarrassment or failure, or rejection Marketers can influence a consumer’s level of self-esteem Social comparison is the process where a person tries to evaluate his or her self by comparing it to the people depicted in artificial images (such as ads in a magazine) This form of comparison appears to be a basic human tendency *****Use Consumer Behavior Challenge Here ***** Discuss #6-11 Discussion Opportunity—Find some examples of ads that promote self-esteem and show them in class Consumers may use badges (e.g bumper stickers, Foursquare badges, pins on Gowalla) to bolster self-esteem/show evidence of their achievements (They may use geospatial platforms through smartphones to identify physical locations.) The ideal self is a person’s conception of how he or she would like to be The actual self refers to our more realistic appraisal of the qualities we have and don’t have Consumers often engage in the process of impression management where they work hard to manage what others think of them by strategically choosing clothing and other cues that will put them in a good light a Islamic men in Egypt increasingly have a zebibah (Arabic for raisin; dark circle of callused skin between hairline and eyebrows from pressing forehead to the ground during daily prayers), since some add prayers to make the bump more pronounced/broadcast piousness b People also practice impression management when they exaggerate positive qualities on Facebook or dating sites Discussion Opportunity—Have students make columns on a sheet of notepaper Have them write down attributes in each column describing their ideal self and their actual self Have some students share the differences and similarities that they found *****Use Review 6-4 Here ***** C Fantasy: Bridging the Gap Between the Selves Although most people experience a discrepancy between their real and ideal selves, for some consumers this gap is larger than for others These people are good targets for fantasy appeals A fantasy or daydream is a self-induced shift in consciousness that is sometimes a way of compensating for a lack of external stimulation or of escaping from problems in the real world Copyright © 2017 Pearson Education, Inc 6-4 Chapter 6: The Self Discussion Opportunities—Ask: How advertisers appeal to our fantasies? Can you give some examples? Discussion Opportunity—Describe a fantasy you have had What role did advertisers or marketers play in expanding this fantasy (if they did)? Explain Each of us is really made up of multiple selves We have as many selves as we social roles This causes us to prefer different products and services in different situations The self has different components or role identities a Some of the identities are more central than some identities (e.g., husband, boss, mother, student) b Others might be dominant in certain situations (e.g., dancer, gearhead, advocate for the homeless) c A study of Iranian people living in the U.K revealed something the authors termed the torn self, where respondents struggle to retain an authentic culture while enjoying Western freedom d Marketers want to ensure the appropriate role identity is active before s/he pitches products consumers need to play a role D Virtual Identity The tremendous growth of real-time, interactive virtual worlds allows people to assume virtual identities in cyberspace a People use virtual identities to interact in computer-mediated environments (CMEs) like Sims, Second Life, Webkinz, Habbo Hotel, etc b People choose their avatars (visual identities) ranging from realistic versions of themselves to tricked-out versions with exaggerated physical features or winged dragons or superheroes The sociological tradition of symbolic interactionism stresses that relationships with other people play a large part in forming the self a This perspective suggests we exist in a symbolic environment b Each of us interprets our identity and this assessment evolves each time we encounter a new situation/new people c We tend to pattern our behavior on the perceived expectations of others in a form of self-fulfilling prophecy (by acting the way others expect us to act) The looking glass self is the process of imagining the reactions of others toward us (also known as “taking the role of the other”) Discussion Opportunity—Ask: How many multiple selves you have? When was an instance when your “looking-glass self” was operating? Explain Self-consciousness, an awareness of self and concern for one’s public image that can result in feelings of awkwardness, varies by individual and by situation a Consumers who score high on a scale of public self-consciousness express more interest in clothing and cosmetics than those who score lower Copyright © 2017 Pearson Education, Inc 6-5 b High self-monitors are more attuned to how they present themselves in social environments *****Use Review 6-6 Here ***** Discussion Opportunity—What was one of your most embarrassing moments? If the circumstances were different, would you have been less self-conscious? Discussion Opportunity—Give an illustration where you were engaged in self-monitoring E Consumption and Self-Concept When consumers alter some aspect of their selves to advertise for a branded product (i.e., being paid by a company to tattoo their logo) this is called Identity marketing A consumer’s possessions place her into a social role, which helps to answer the question, “Who am I now?” People use an individual’s consumption behaviors to help them make judgments about that person’s social identity We are attached to an object when we rely on it to maintain our self-concept Objects act as security blankets by reinforcing our identities, especially in unfamiliar situations Discussion Opportunity—Ask students if there has ever been a time when an object was a security blanket for them Explain how this occurred Symbolic self-completion theory predicts that people who have an incomplete selfdefinition tend to complete this identity by acquiring and displaying symbols associated with it (e.g., men and may use “macho” products like cars and cigarettes as a social crutch to bolster their developing masculinity) The contribution of possessions to self-identity is apparent when we lose treasured objects Discussion Opportunity—Ask: Have you ever lost (or had destroyed) an object that, because it was lost or destroyed, affected your self-concept? Explain Self/product congruence suggests that consumers demonstrate consistency between their values and the things they buy a Self-image congruence models predict that products will be chosen when their attributes match some aspect of the self b These models assume a process of cognitive matching between product attributes and the consumer self-image c Although research results are mixed, the ideal self appears to be more relevant than the actual self appears as a comparison standard for highly expressive social products Copyright © 2017 Pearson Education, Inc 6-6 Chapter 6: The Self Discussion Opportunity—Give an example of self-image congruence when you have purchased something Explain II The Extended Self The extended self includes considering external objects as part of us (e.g props and settings consumers use to define their social roles) Discussion Opportunity—Ask students to brainstorm a small list of objects that they consider being part of their extended self What these objects have to with their self-expression? How would an advertiser appeal to their extended self? Four levels of extended self have been described: 1) Individual level—you are what you wear 2) Family level—includes your house and furniture 3) Community level—includes your neighborhood and hometown 4) Group level—includes your religion, flag, sports team, etc Discussion Opportunities—Give an illustration of the four different forms of extended self How might marketers or advertisers use these forms? III Gender Identity Sexual identity is a very important component of a consumer’s self-concept We tend to conform to culture’s expectations (sex roles) about how those of our gender should act dress or speak; these expectations, however, change Discussion Opportunity—Ask: Have you ever made a purchase (or failed to make a purchase) because of gender issues? Explain your example *****Use Consumer Behavior Challenge Here ***** Discuss #13 A Gender Differences in Socialization A society’s assumptions about the proper roles of men and women are communicated in terms of the ideal behaviors that are stressed for each gender during gender socialization by commercial sources, parents and friends a In many societies, males are controlled by agentic goals that stress self-assertion and mastery b Females are taught to value communal goals, such as affiliation and the fostering of harmonious relations Discussion Opportunity—Identify goals that you think are uniquely male and female How can marketers exploit these goals and the associated needs? Copyright © 2017 Pearson Education, Inc 6-7 Discussion Opportunity—Find a magazine ad that demonstrates agentic goals and one that demonstrates communal goals To which gender are these ads directed? In what publication did the ads appear? In your opinion, was there a conscious attempt to segment? Gender Versus Sexual Identity a Gender role identity is a state of mind as well as body b A person’s biological gender does not totally determine whether he or she will exhibit sex-typed traits (characteristics that are stereotypically associated with one sex or the other) Masculinity and femininity are not biological characteristics Characteristics of gender role change from one culture to another Bromance is affection between straight male friends Many products are sex typed; they take on masculine or feminine attributes Marketers often perpetuate this typing Androgyny refers to the possession of both masculine and feminine traits a Sex-typed people are stereotypically masculine or feminine; androgynous people not have a clearly defined orientation b Masculinity and femininity are not opposite ends of the same dimension c Differences in sex-role orientation can influence how we respond to marketing stimuli Gender-bending products are traditionally sex-typed items adapted to the opposite gender (e.g Febreze as the Official Air Freshener of the N.F.L.) Discussion Opportunity—Ask: Why you suppose we have boys’ and girls’ toys? Is society or marketing responsible for this? Discussion Opportunity—Ask: Are there any role reversal products that you prefer (such as more feminine lotion—for a male—or a more masculine scent such as in perfume—for a female)? When might role reversal be present (single males having to cook and clean an apartment, therefore paying attention to ads about these products or a female having to wear more masculine business suits)? How you feel about this? B Female Sex Roles Sex roles constant evolve, and there may be contradictory messages about appropriate behavior Contemporary Young Mainstream Female Achievers (CYMEA) play different roles in different contexts (e.g feminine as a mother or partner, masculine as businesswoman) Discussion Opportunity—What stereotypes of women you feel are no longer true? How are marketers attempting to appeal to the “new” woman? C Male Sex Roles Masculinism is devoted to the study of the male image and cultural meanings of masculinity Men receive mixed messages about how they are supposed to behave and feel Copyright © 2017 Pearson Education, Inc 6-8 Chapter 6: The Self Men are trying to make sense out of three different models of masculinity: a Breadwinner – focused on success; celebrates respectability, civic virtues, pursuit of material success, and organized achievement b Rebel – emphasizes rebellion, independence, adventure and potency c Man-of-action hero – synthesis that draws from the better of the other two models Discussion Opportunity—Ask: Can you think of any ads where they have females performing acts that were predominately male roles in the past? Can you think of an ad in which the male is a sex object? (You might want to locate examples of each and bring them in to share with the class after they have responded.) E Gay, Lesbian, Bisexual, and Transgender (GLBT) Consumers The proportion of the population that is GLBT is difficult to determine and efforts to measure this group have been controversial The GLBT market is at least as large, if not larger, than the Asian American population (currently at about 12 million people) and consumers in this market spend $250-$350 billion a year Gay relationships are increasingly mainstream in most parts of the United States A Gallup survey in 2014 found that 55% of Americans favor same-sex marriage, where as out of 10 young adults support it Discussion Opportunity—Name popular movies or television shows where gay or lesbian actors or actresses are a central theme Watch the show and note the products that are advertised during these shows In your opinion, was this a way to reach this particular market segment? Explain IV The Body A A person’s physical appearance is a large part of his or her self-concept B Body image refers to a consumer’s subjective evaluation of his or her physical self C Marketers try to create a gap between the real and idea self to motivate consumers to buy products that will narrow that gap D A person’s feelings about his or her body can be described in terms of body cathexis Cathexis refers to the emotional significance of some object or idea to a person, and some parts of the body are more central to self-concept than are others *****Use Exhibit 6.14 Dove Here***** Discussion Opportunity—According to the text, which parts of the body are consumers usually the most satisfied? The least satisfied? How might marketers use this information? Copyright © 2017 Pearson Education, Inc 6-9 E An ideal of beauty is a particular model, or exemplar, of appearance Examples of ideals are physical features, clothing styles, cosmetics, hairstyles, skin tone, and body type Discussion Opportunity—Ask the Women: Write down on a piece of paper what your ideal man looks like Ask the Men: Write down on a piece of paper what your ideal woman looks like Discuss the results with the class (This often leads to a wild discussion Relate the findings to “ideals of beauty” as used by our society.) F Is beauty universal? The “what is beautiful is good” stereotype describes the assumption that attractive people are smarter, more interesting and more competent Recent research indicates that preferences for some physical features over others are “wired in” genetically, and that these reactions tend to be the same among people around the world Male and female preferences may be triggered physiologically by hormonal changes The Western ideal of beauty is about big round eyes, tiny waists, large breasts, blond hair and blue eyes It has been adopted internationally by younger generations internationally Older generations have diverse ideals of beauty *****Use Consumer Behavior Challenge Here ***** Discuss #6-4 Ideals of beauty, and the products used to attain those ideals, vary across periods These changes have resulted in a realignment of sexual dimorphic markers—those aspects of the body that distinguish between the sexes Is the ideal getting real? Some brands appeal to women by pointing out that the average woman is not a supermodel There are also ideals for male beauty, which tend to include a strong, muscular physique Discussion Opportunity—Ask: What body “ideals” are “in” at present for both men and women? Why are these features deemed “beautiful”? How advertisers use this? What happens to people who not have these traits? G Working on the Body - Because many consumers are motivated to match up to some ideal of appearance, they often go to great lengths to change aspects of their physical selves Fattism: As reflected in the expression “you can never be too thin or too rich,” our society has an obsession with weight Many have elected to have cosmetic surgery to change a poor body image *****Use Consumer Behavior Challenges Here ***** Discuss Review #6-5 and #6-7 Copyright © 2017 Pearson Education, Inc 6-10 Technology allows user to modify profile photos on online sites Many users create identities in the form of an avatar when playing online games While our physical bodies don’t change, we are becoming more what we post than what we really are Respondents in one study placed more value on digital items that effect physical identities We can also use our digital self to try products such as make-up, hairstyles, and clothing, before actually trying the product This is an important opportunity for marketers because consumers can quickly and easily see how the product would alter appearances, without the risk of actually buying the product (5 minutes, chapter Objective 2, AACSB: Reflecting Thinking) 6-4 Have ideals of beauty in the United States changed over the last 50 years? If so, how? A study of almost 50 years of Playboy centerfolds shows that the women have become less shapely and more androgynous since Marilyn Monroe graced the first edition with a voluptuous hourglass figure of 37–23–36 However, a magazine spokesman comments, “As time has gone on and women have become more athletic, more in the business world and more inclined to put themselves through fitness regimes, their bodies have changed, and we reflect that as well But I would think that no one with eyes to see would consider playmates to be androgynous.” (10 minutes, Chapter Objective 4, AACSB: Reflective Thinking) 6-5 What is fattism? Fattism is an obsession with weight (5 minutes, Chapter Objective 5, AACSB: Reflective Thinking,) 6-6 What does “the looking glass self” mean? How feelings about the self influence what we buy? This process of imagining the reactions of others toward us is known as “taking the role of the other,” or the looking glass self According to this view, our desire to define ourselves operates as a sort of psychological sonar: We take readings of our own identity by “bouncing” signals off others and trying to project what impression they have of us (5 minutes, Chapter Objective 1, AACSB: Reflective Thinking) 6-7 How Eastern and Western cultures differ in terms of how people think about the self? The emphasis on the unique nature of the self is much greater in Western societies Many Eastern cultures instead stress the importance of a collective self, where a person derives his identity in large measure from his social group Both Eastern and Western cultures see the self as divided into an inner, private self, and an outer, public self However, where they differ is in terms of which part is seen as the “real you”—the West tends to subscribe to an independent construal of the self that emphasizes the inherent separateness of each individual (5 minutes, Chapter Objective 1, AACSB: Multicultural and Diversity Understanding) 6-8 How did tattoos originate? Tattoos have a long history of association with people who are social outcasts For example, the faces and arms of criminals in sixth-century Japan were tattooed as a Copyright © 2017 Pearson Education, Inc 6-14 Chapter 6: The Self means of identifying them, as were Massachusetts prison inmates in the nineteenth century and concentration camp internees in the twentieth century Marginal groups, such as bikers or Japanese yakuze (gang members) often use these emblems to express group identity and solidarity (5 minutes, Chapter Objective 6, AACSB: Reflective Thinking) DISCUSS 6-9 At the end of the day, are you what you buy? Student responses will differ based on opinion Students may discuss the self-image congruence models that suggest we choose products when their attributes match some aspect of the self Emotional connects can make consumers defensive of their favorite brands if they see negative information about those brands Cognitive matching between product attributes and self-image should also be considered Ideas such as the reflected self and self-concept can be used to support the student’s opinions (10 minutes, Chapter Objective 1, AACSB : Reflective Thinking) 6-10 Are you what you post online? Students will have different responses based on opinions A discussion on digital self and the ability to modify profile photos will help support the idea of impression management Some students may include a discussion about the use of avatars The discussion might include thoughts about social media sites such as Facebook, using online posts to create an impression, and how marketers use postings, Students might also discuss how online postings are changing our ideals of beauty and self-expression (10 minutes, Chapter Objective 2, AACSB: Reflective Thinking) 6-11 Shopping for back-to-school "basics" used to mean T-shirts, jeans, socks and some notebooks Now, many parents have a new item to add to the list: tattoos About 45% of parents polled say that hair highlights, teeth whitening, even tattoos are among the items they will buy their kids to go back to school What (if any) age is appropriate for kids to get these grownup additions? Students will have different opinions about the appropriate age for each of these three items Some students may bring up the show “Toddlers in Tiaras”, where pre-school girls are often consumers of highlights and teeth whitening Look for students to support their opinions with references to consumer socialization and what the use of the product means in relationship to the consumer’s self-concept (15 minutes, Chapter Objective 6, AACSB: Reflective Thinking) 6-12 “Breastaurants” represent a popular category of dining establishments Is it ethical to hire women as waitresses because they have certain physical characteristics? Is it ethical to exclude others (including men) from these jobs if they don’t? Student opinions will vary but will likely include information about Hoots or other chains that attract diners with servers in short shorts and tight or small tops The discussion should focus on sex-typed products and how they reflect stereotypical masculine or feminine attributes, and how products are associated with one gender or another (10 minutes, Chapter Objective 4, AACSB: Reflective Thinking) Copyright © 2017 Pearson Education, Inc 6-15 6-13 One consequence of the continual evolution of sex roles is that men are concerned as never before with their appearance Men spend $7.7 billion on grooming products globally each year A wave of male cleansers, moisturizers, sunscreens, depilatories, and body sprays washes up on U.S shores, largely from European marketers L’Oréal Paris reports that men’s skincare products are now its fastest-growing sector In Europe, 24 percent of men younger than age 30 use skincare products— and 80 percent of young Korean men Even some cosmetics products, like foundation and eyeliner, are catching on in some segments, though men aren’t comfortable owning up to using them In fact, a British makeup product looks like a ballpoint pen so men can apply it secretly at the office Over the past decade, the media paid a lot of attention to so called “metrosexuals”: straight males who are interested in fashion, home design, gourmet cooking, and personal care products How widespread is this phenomenon? Do you see men in your age group focusing on these interests? Should marketers change how they think of male sex roles today? Student responses will vary and include information based on their own life experiences An identification of sex-typed products should be made, and how marketers are challenging the stereotype Men receive mixed messages about how they are supposed to behave and feel One study found that men try to make sense out of three models of masculinity: the breadwinner, rebel, and man-of-action hero Products are becoming more androgynous, and the orientation is not clearly defines Study respondents did not link androgynous lifestyles to sexual orientation The result of androgyny is the promotion of fender-bending products (6 minutes, Chapter Objective 3, AACSB: Reflective Thinking) 6-14 Some activists object to Axe’s male-focused marketing because they claim it demeans women In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls Guess what? The same company – Unilever – owns both Axe and Dove Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another? Student responses to this will vary Some will see the behavior as hypocritical and others will say it is just a matter of segmentation and targeting based on an understanding of the target audience When Unilever consolidated brands, they try to capture universal values – for Dove it was real beauty and for Unilever it was something they termed “bom chicka wah wah” – which could otherwise be characterized as appealing to men using the promise of sex Two videos may help show the contrast in the strategies between the two brands: http://www.youtube.com/watch?v=9zKfF40jeCA is the Onslaught video from Dove; http://www.youtube.com/watch?v=SwDEF-w4rJk is a parody on the Onslaught video that shows Axe images Recently, South Africa decided to pull the Fallen Angels ad from Axe because of a complaint (20 minutes, Chapter Objective 3, AACSB: Reflective Thinking and Ethical Understanding and Reasoning Abilities) 6-15 The mainstream media have sent a clear message for the last several years: It’s cool to be slutty Role models like Paris Hilton, Lindsay Lohan, Britney Spears, and even Bratz Copyright © 2017 Pearson Education, Inc 6-16 Chapter 6: The Self dolls convey standards about how far preteens and teens should go when they broadcast their sexuality Now, as these messages seem to go over the top (at least in the eyes of some concerned parents), we start to see early signs of a backlash because some who subscribe to the “modest movement” advocate a return to styles that leave almost everything to the imagination At the Pure-Fashion Web site, girls get style tips recommending skirts and dresses that fall no more than four fingers above the knee and no tank tops without a sweater or jacket over them; the ModestApparel site proclaims, “because a modest woman is a beautiful woman Is our culture moving from a celebration of “girls gone wild” to “girls gone mild?” Responses will vary based on students opinion The idea that how we dress is an opportunity for impression management Self-esteem, or the positivity of a person’s selfconcept is reflected in how they dress, as consumers seek to avoid embarrassment, failure, or rejection The idea of social comparison might also be included as a way to evaluate appearance by comparing it to the people depicted in artificial images Responses will also consider the ideal self to the actual self, and how we engage in the process of impression management (20 minutes, Chapter Objective 1, AACSB: Reflective Thinking) 6-16 The clothing chain H&M features computer-generated models on its Web site The company drew criticism for presenting only picture-perfect people; for example, the Norwegian Broadcasting Corporation accused the chain of “creating unrealistic physical ideals.” A company spokesman defended the move by explaining that these unreal bodies would ensure that the garments remain the focus of online shoppers’ attention In contrast, the teen-oriented magazine Seventeen pledged to always feature “real girls” in its pages This change was in response to an online petition that gathered nearly 85,000 signatures in just days The 14-yearold reader who posted the petition stated, “For the sake of all the struggling girls all over America, who read Seventeen and think these fake images are what they should be, I’m stepping up I know how hurtful these photoshopped images can be.” What you think of this argument—does the use of only “perfect” bodies create a problem for real shoppers? Student’s responses will vary but cover similar issues Body image refers to a consumer’ subjective evaluation of his or her physical self Our evaluations don’t necessarily correspond to what those around us see Whether the perceptions are accurate is not the point, because our insecurities weigh us down whether they’re justified or not Some marketers exploit consumer’s tendencies to distort their body images when the prey on insecurities about appearance Even social media impacts how we feel about our bodies Our satisfaction with the physical image we present to others depends on how closely we think the image corresponds to the ideal our culture values An ideal of beauty is a particular model of appearance, and may include physical features, clothing styles, hairstyles, skin tone, and body type Our desire to match up to these ideas drives a lot of our purchase decisions However, beauty is not universal Marketers and mass media play a large role in determining which forms of beauty we consider desirable When we don’t measure up, it lowers our self-esteem, and can possible diminish the effectiveness of an ad because of negative feeling Our culture communicates standards of beauty virtually everywhere An increase of body image distortion is occurring among females These psychological disorders cause consumers to believe that the body is bigger or Copyright © 2017 Pearson Education, Inc 6-17 smaller than others see it This results in eating disorders and other life issues for real shoppers (20 minutes, Chapter Objective 4, AACSB: Reflective Thinking) APPLY 6-17 If our possessions indeed come to be a part of us, how we bring ourselves to part with these precious items? Researchers find that people often take steps to distance themselves from a favored object before they get rid of it Strategies they identified include taking pictures and videos of the objects; moving them into an out-of-the way location such as a garage or an attic; or washing, ironing, and wrapping the item Interview people you know who have disposed if a product that was important to them— for example, a well-used car or a favorite sweatshirt that finally had too many holes to keep What steps did they take to “divest” themselves of this attachment (such as removing personal items from a car before selling it, etc.) Answers will vary, some students will talk about giving these products to charity, others will discuss how they are just not needed anymore (30 minutes, Chapter Objective 1, AACSB: Reflective Thinking) 6-18 Construct a “consumption biography” of a friend or family member Make a list and/or photograph his or her most favorite possessions and see if you or others can describe this person’s personality just from the information provided by this catalog Students might like to bring in a short videotape of the types of products the subject owns This is usually a fun exercise, as students love to guess who the subject is Usually, of course, they can pinpoint the person and come close to describing the person’s personality (Possible Individual Field Project) (45 minutes, Chapter Objective 2, AACSB: Reflective Thinking 6-19 Interview victims of burglaries or people who have lost personal property in floods, hurricanes, or other natural disasters How they go about reconstructing their possessions, and what effect did the loss appear to have on them? Similarly, poll your class: If their house or apartment was on fire and they could only take one possession with them as they evacuate, what would this be? This project may be somewhat difficult to if no losses have occurred An alternative is to have students watch news broadcasts and record their impressions of the responses and demeanor of the interviewed subjects Given the recent El Nino effect on the lives of many U.S citizens, there will be many stories about losses and difficulties encountered How does a marketer deal with these situations? See if the students can find marketing responses that seem admirable and unacceptable (75 minutes, Chapter Objective 2, AACSB: Reflective Thinking) 6-20 Find examples of self-esteem advertising Evaluate the probable effectiveness of these appeals Is it true that “Flattery gets you everywhere?” Most major magazines contain a variety of this type of advertisement To make the project more interesting, however, probe deeper Go to mothers’ magazines and business magazines and see how self-esteem advertising appeals are used Are they different from Copyright © 2017 Pearson Education, Inc 6-18 Chapter 6: The Self the fashion magazines and sports magazines? An additional question can be raised about this form of advertising for different market segment groups For example, how is selfesteem advertising done for teens (a group that may suffer from lack of self-esteem) or minority ethnic groups (which might also suffer from low self-esteem)? (30 minutes, Chapter Objective 1, AACSB: Reflective Thinking 6-21 Watch a set of ads featuring men and women on television Try to imagine the characters with reversed roles (i.e., the male parts played by women and vice versa) Can you see any differences in assumptions about sex-typed behavior? Students will have fun with this challenge though it will be a revelation to some An example of an ad that has women and men playing their traditional roles is a Duncan Hines cake mix commercial The commercial shows the wife/mother making a cake When the cake is ready, the father/husband and children are smiling and happy The ad then says, “Nothin’ says lovin’ like a cake from the oven.” If one switches the roles of the man and woman, the ad somehow would not correspond to our image of having a cake baked by someone who loves us Most of the time we will want to see ads that reflect a reality, as we normally perceive it (Possible Field Project Idea) (30 minutes, Chapter Objective 3, AACSB: Reflective Thinking) 6-22 How people you know feel about their cars? Interview some of them about the “relationship” they have Do they decorate their cars? Do they have nicknames for them? And, check out a video on YouTube called “I Love My Car” to really see how deep these relationships can go Student answer will vary and should include a lively discussion about their relationship with their cars, and other important possessions (30 minutes, Chapter Objective 3, AACSB: Reflective Thinking) 6-23 Many advertisers routinely purchase stock photography when they need an image of a certain kind of person to insert in an ad Many photos of women reflect common stereotypes, ranging from the crisp businesswoman who wears a suit and glasses and holds a briefcase to the smiling mother who pours milk into cereal bowls for her kids at breakfast Sheryl Sandberg, the Facebook executive who is an advocate for women in business, started an organization called Lean In to promote leadership Lean In has now partnered with Getty Images, one of the biggest stock photography companies, to offer an image collection that represents women differently The new collection depicts women as surgeons, painters, bakers, soldiers, and hunters There are girls riding skateboards and women lifting weights Look through a sample of current magazines and collect images of women To what extent they represent a range of roles? Categorize these images according to the type of product advertised and the situation that photo depicts (e.g multitasking women holding a tablet and a baby, happy homemaker, etc.) Based on what you find what message our media give us about gender roles today? Media continues to use stereotypical roles including females and the elderly (30 minutes, Chapter Objective 1, AACSB: Reflective Thinking) Copyright © 2017 Pearson Education, Inc 6-19 Copyright © 2017 Pearson Education, Inc 6-20 Chapter 6: The Self CASE STUDY TEACHING NOTES Chapter Case Study: Riding the Plus-Size Wave Summary of Case This case features the well-known plus-size company, Lane Bryant Although the company has been around since 1900, they are riding a wave of success that is based on changing weights, body types, and perceptions of beauty A key element in the strategy of Lane Bryant is the way that they are positioning plus-sized women in society With new product lines and promotional campaigns, they are sending the message that it’s not only okay to be a plus-size, but that women in this category can be as in-style as anyone Suggestions for Presentation There is quite a bit of information in the text on the ideals of beauty and how perceptions of such are changing around the world While many countries throughout the world are adopting what has been the Western ideal for quite some time, western countries are seeing a shift in what is considered acceptable among men and women The Marketing Opportunity special feature focusing on women’s body types can complement this case Suggested Answers for Discussion Questions CS 6-1 Explain the success that Lane Bryant is currently experiencing in relation to selfconcept, self-esteem, and self-consciousness Look for students to understand the following concepts The self-concept: What are the beliefs that women have about their own qualities and traits and how they evaluate such? Self-esteem: What is the nature of the positivity of plus-sized women with respect to their self-concepts? Self-consciousness: How aware are plus-sized women of how they appear to others and how they fit in relative to other women? (15 minutes, Chapter Objective 1, AACSB: Reflective Thinking) CS 6-2 Discuss the real-world changes that appear to be occurring with respect to media images of women What are the reasons for this? Find two recent articles or examples that illustrate these changes This might go two directions The western standard is characterized by the Playboy study that is highlighted in the chapter showing the trend over the last fifty years has been toward women being thinner and thinner, less voluptuous However, information contained in the Marketing Opportunity special feature (as mentioned above) provides a counterpoint to this ideal The reality is that the average size and weight of women in the Copyright © 2017 Pearson Education, Inc 6-21 United States has been increasing Dove’s “Real Beauty” campaign has been the most famous to take on the supermodel stereotypes that the media has perpetuated for so long However, the information contained in this case also is evidence of such (10 minutes, Chapter Objective 4, AACSB: Reflective Thinking) CS 6-3 How you reconcile the greater degree of acceptance of plus-sized women with the parallel emphasis our society continues to place on thinness (as evidenced by the billions we spend on diet products, exercise, and so on)? Given the health problems associated with obesity (heart disease, diabetes, etc.) should the industry continue to encourage this acceptance? What role is social media playing in this issue? For Lane Bryant, it is not a matter of encouraging acceptance of obesity or emphasizing thinness as an ideal The issue is to meet the needs of plus-sized women As for society, there are always ideals and people who not meet the ideals This is not something that can be easily reconciled However, we might follow the European Parliament’s statement on advocating for realistic beauty images Its statement is non-binding but sends a clear message (20 minutes, Chapter Objectives and 5, AACSB: Reflective Thinking) Copyright © 2017 Pearson Education, Inc 6-22 Chapter 6: The Self Additional Support Material STUDENT PROJECTS Individual Projects If possible, ask students to contact the gay and lesbian student club on campus Select a sample from both genders and ask them about how they view products marketed to their segment Do they see a difference between what is targeted at them vs what is targeted at the “straight” segments? Is stereotyping still prevalent? Have them provide examples Look for students to provide authentic responses from both genders The responses are likely to vary depending on the person who is asked Students can compare their responses in class and analyze the reasons for the differences (30 minutes, Chapter Objective 3, AACSB: Reflective Thinking) Ask a student to bring to class two brands within the same product category that project different images to the consumer Have the student discuss the projected images by comparing and contrasting the two different brands What techniques did the marketer use to project these images? Is the self-concept of the buyer important? Explain Students may select products that appeal to different lifestyles or different genders Look for students to identify characteristics of the brand, perhaps by noting the communications, packaging, distribution, pricing strategy, that help it establish and association with the specified image The student can speculate about whether the marketer is attempting to fill a gap in the buyer’s self-concept The student should support his/her opinion with an explanation of why s/he believes it is the case (20 minutes, Chapter Objective 2, AACSB: Analytic Skills) Ask students to interview the managers of two retail-clothing stores See if they can discover the degree to which the managers believe that consumer personalities and selfimages are important to the marketing and promotional activities of their store Ask the students if they are in agreement with the managers’ comments Again, the responses are likely to vary depending on the person who is asked Students can compare their responses in class and analyze the reasons for the differences, considering the type of retail store, the price points and level of service offered, and the gender(s) served by the store (20 minutes, Chapter Objective 2, AACSB: Reflective Thinking) Have male students and female students (separately) interview three women and three men whom they think are just about the right weight for their height and bone structure (instruct students to tell respondents that their responses are completely confidential) The students should ask the respondents if they think of themselves as overweight, underweight, or about right Then, see if they can determine how the subjects reached their conclusions Next, ask the subjects if they are doing anything to manage their Copyright © 2017 Pearson Education, Inc 6-23 weight If possible, have students ask the respondents what their weight and height are Discuss how the students seem to feel about their weight Subjects may reference ideals associated with the media and other sources of socialization You may want to ask students to include questions about the subject’s cultural background to see if they can identify any differences based on culture The stigma associated with weight may prevent some respondents from wanting to share some of this information, especially with members of the opposite sex, which provides a challenge but also provides something else to discuss in class (60 minutes, Chapter Objective and 5, AACSB: Reflective Thinking Have students find media examples of men exhibiting agentic as well as communal goals Have them the same for women How much did they find that each gender tended to adhere to the societal expectation? Students should recognize that agentic goals stress assertiveness and mastery, while communal goals stress affiliation and relationships For the second part, students should analyze whether it was more difficult to identify ads the opposite gender role (malecommunal; female- agentic) and what the portrayals in the ads they selected indicate about societal expectations (45 minutes, Chapter Objective 3, AACSB: Reflective Thinking) Ask your students to compile a list of ten household chores Then have each student interview two married couples (one newlywed and the other seasoned) to determine who usually performs that chore—the husband or the wife If possible, have the students ask the subject when their spouse is not around Do they agree? Have students share their findings with the class Students may observe more consistency among the seasoned couple than the newlywed couple, but it really depends on whom they speak Students should look for evidence that the roles have changed or that the roles have not changed with the length of the marriage (75 minutes, Chapter Objective 3, AACSB: Reflective Thinking) Assign students to collect advertisements that would tell a stranger something about their self-concept (and image) Have them put these ads on a poster board and bring them to class Display the poster boards in class and see if the class can match the boards to the correct students Students like this assignment because it allows them to use creativity to tell a story about themselves using products and images It also provides students with an opportunity to get to know one another better as they match the collages to the student (30 minutes, Chapter Objective 2, AACSB: Reflective Thinking) Have students consider the ethical consequences of the products and promotional campaigns produced by both the fashion industry and the fast-food industry Have them develop their thoughts as a written assignment Have them share their responses in class before turning the assignment in Student opinions will vary Look for students to support their opinions with information from the chapter Copyright © 2017 Pearson Education, Inc 6-24 Chapter 6: The Self (45 minutes, Chapter Objective 5, AACSB: Ethical Understanding and Reasoning Ability) Assign students to collect five ads that show male or female models exhibiting tattoos or body piercing (they may want to consult tattoo-related magazines or they may print ads from the Internet) Comment on the reason for the display Did the model match the product to be sold? Do people that not have tattoos or body piercing relate well to the ad? How could you determine this? The chapter notes that tattoos and piercings have become more mainstream However, tattoos are still associated with rebellion and risk taking Students should identify whether the image associated with the tattooed/pierced model is congruent with the image of the product (30 minutes, Chapter Objective 6, AACSB: Reflective Thinking) 10 Students should visit a website for cosmetic surgeons Have them find testimonials from actual patients that describe the reasons why they obtained the augmentations that they did In addition to reporting about the testimonials, ask students to analyze the reasons why the consumers obtained the augmentation and relate the reasons to the concept of selfconcept (20 minutes, Chapter Objectives and 5, AACSB: Reflective Thinking) 11 Within a 10-mile radius of the campus where the students are taking this class, have students put together a list of the tattoo parlors Have them call each and find out how long they have been in business Have them visit a few of the parlors that have been around the longest and interview the owner as to how many shops there were 10 years ago Have the students then construct a list of the tattoo shops at that point in time Students should draw conclusions based on this comparison Students should notice an increase in the number of tattoo parlors They may want to ask the owners of the parlors that have been around the longest how the clientele has changed (lifestyle, number of tattoos, volume of clients) as they form their conclusions (90 minutes, Chapter Objective 3, AACSB: Analytic Skills) Group Projects Ask groups to interview other students on campus and determine the type of behaviors and activities they are engaged in to appeal to others they meet both on and off campus Do they change their appearance depending on the person or persons they are meeting with? If they do, how and why? If they not, why not? When students think of others they meet on campus, they may think about particular groups (e.g sorority/fraternity members, members of a sport team) or individuals (fellow students in a business class, parents of roommates, professors) If they not, they may be prompted to so When students think of others they meet off campus, they may think of employers, students from other schools, patrons at an establishment where s/he works, etc It is likely that students will recognize that we often change our appearance based on our audience and expectations/social norms Copyright © 2017 Pearson Education, Inc 6-25 (120 minutes, Chapter Objective 2, AACSB: Reflective Thinking) Have each student interview four people (one each in their 20s, 30s, 40s, and 50s) to determine how important appearance is on the job Then have students form groups in class to discuss their findings In addition, have them discuss their own opinions on this issue as well as whether or not they feel an employee’s appearance should be considered in performance evaluations See if their attitudes change when the employee must deal directly with customers This activity is also interesting when you ask the subjects about the proper appearance in church or at an important social function The type of job the interviewee holds and the individual’s cultural background may have a greater impact on their perception that appearance is important than the age group they belong You can bring up the Abercrombie & Fitch mystery-shopping example, where the mystery shopper rates the “model’s” attractiveness and those that not meet the standards are given jobs in the stock room or have their hours cut You can also bring up the saying that one should “dress for the job you want.” Students are likely to have different opinions about the importance of appearance in customer-facing positions, church and social functions (120 minutes, Chapter Objective 4, AACSB: Reflective Thinking) Have student groups devise a list of traditional male traits with respect to personal care and hygiene Then, have them visit a cosmetics section of a major department store and interview salespeople with respect to the nature of their male customers What are they buying, how are they using it? Then, have the groups compare their interview findings with their list of traditional characteristics Traditional male traits regarding personal care and hygiene might reflect ideas that suggest it is not masculine to preen or peacock However, the increase in male consumption of tanning, teeth whitening, skin care and even make-up products suggest an increased concern for personal appearance and a willingness to act on it This may be a function of high divorce rates (resulting in men who want to have an improved appearance to start dating again) and women who are part of the work force who put less emphasis on how much money a potential spouse makes and more emphasis on his appearance (45 minutes, Chapter Objective 3, AACSB: Reflective Thinking) Have each group design a role-playing scenario that deals with one of the following situations: (a) A 40-year-old male suddenly announces to his wife that he plans to get a tattoo (b) A couple, both 40 years old, discusses with their teenage son or daughter whether tattooing or body piercing would be appropriate How can arguments be avoided? (c) A female loan officer in a bank has decided to have her nose pierced Look for students to adopt the stereotypical characteristics of the individual in the situation they choose to role-play Students involved in the role-play and student observers may comment on the meaning behind the tattoos and the piercings, and on whether it is culturally acceptable for individuals with different roles to express themselves in this way (30 minutes, Chapter Objective 6, AACSB: Reflective Thinking) Copyright © 2017 Pearson Education, Inc 6-26 Chapter 6: The Self eLAB Individual Assignments Go to www.victoriassecret.com How does this famous website use enhancement of the self to attract consumers? Would you expect males to visit the site as well as females? How could the site make it easier for males to purchase from the site (remember, males make up a significant portion of sales in the organization’s retail stores)? Is sizing easy on this site? How could it be improved? Victoria’s Secret may create a gap between the actual self and the ideal self for women in their target audience who visit the website They sell the idea that their products can help women fill this gap by making them “sexy” or “angels.” The brand promise to men is similar – it is an idealized version of his partner The site could make sizing easier (e.g offering visuals for sizing), which may help broaden the site’s appeal to male consumers (20 minutes, Chapter Objective and 3, AACSB: Reflective Thinking) Go to www.tattoo.com Need a tattoo? Ever thought about getting one? Well, this website might just get you started in that direction After reviewing the site, what are your impressions about tattooing? How is a self-concept involved in this process? What might cause you to get a tattoo if you not already have one? Pretend that you are going to get a tattoo—which one of the designs would you choose? Download it (or copy it) Bring it to class; show your choice; explain why it is really “you.” Have fun with this one Tattoo.com is a site where you can submit your tattoo idea for a free artist’s rendering or explore existing tattoos for inspiration Students should recognize that tattoos could be used by consumers to make statements about themselves Tattoos are often associated with adventures or rebellion and venturesomeness Ask students to explain why they selected the designs they did (15 minutes, Chapter Objective 6, AACSB: Reflective Thinking) Go to www.dailymakeover.com Take the free demo Upload a picture of yourself, perform a makeover that you feel genuinely suits you Print a copy of the picture and bring it in to share with others who the same Evaluate the results in the context of the self-concept When students talk about the self-concept in this example, probe for them to so in the context of content, positivity, intensity and stability over time and accuracy Ask students to comment on the aspects other members of the class wanted to change the most, and how a marketer might learn from the exercise (30 minutes, Chapter Objective 1, AACSB: Reflective Thinking) Group Assignments Copyright © 2017 Pearson Education, Inc 6-27 As a group, visit several social networking sites How are members at various sites expressing themselves? What kinds of information are they providing? What does that tell the reader about them? Are there differences between the various sites’ members and their expressions? Students are likely to observe differences between men and women in terms of what and how often each gender shares You may tie this assignment back to the question of employers looking at information about potential employees on Facebook (30 minutes, Chapter Objective 1, AACSB: Reflective Thinking) Go to www.bodypiercing.com This interesting site presents a wealth of information about body piercing What marketing efforts are used to attract potential users? What other products were advertised? What intrigued you the most about the website? What can you tell about the demographics of the visitors to this website? How did you determine this? Did the website interest you in getting “pierced”? Explain How did your group react to the information on the site? Body piercing sells different types of adornments for piercings The website uses gifts to attract potential users It also uses and affiliate marketing program to promote the site (where another site could earn a percentage of the sale if it refers someone the bodypiercing.com and the individual purchases something When students refer to demographics, they should consider age, gender, education, household income, etc Look for students to provide justification for the demographics (45 minutes, Chapter Objective 6, AACSB: Reflective Thinking) Copyright © 2017 Pearson Education, Inc 6-28 ... depilatories, and body sprays washes up on U.S shores, largely from European marketers L’Oréal Paris reports that men’s skincare products are now its fastest-growing sector In Europe, 24 percent... inappropriate pictures Marketing Opportunity Identity marketing uses consumers who alter some aspect of their selves to advertise for a brand CB as I See It: Derek Rucker, Northwestern University... describes the assumption that attractive people are smarter, more interesting and more competent Recent research indicates that preferences for some physical features over others are “wired in”