Concepts of self in marketing

- Arjun Chhetri - Himadri Palikhe - Shrawan Tamrakar

Self
Eastern Vs Western culture

Self-concept
Consumers will seek out brands or suppliers whose images are congruent with their selfconcept.

Self-esteem
Marketers influence self-esteem by triggering a social comparison

Real and ideal selves

Gap Marketers target the ones with large gap

multiple selves
Different roles

Virtual identity

Self-consciousness

Sex role
gender differences are innate or are culturally shaped. women eat less portions, a chocolate company came up with a mini chocolate bars directed towards women

Gender differences in socialization

marketers also portrayed men as having agentic goals and women having communal goals.

Sex typed products

Pink

Vs

Blue

Androgynous
NTMs

Gender bending products

Female sex roles

marketing communication towards independent/professional women

Male Sex Roles

Our cultures stereotype of ideal male is a tough, aggressive, and muscular and who enjoys manly sports. The researchers suggest that men are trying to make sense out of three different models of masculinity that they call breadwinner, rebel and man of action hero, as they figure out who they are supposed to be.

Metrosexuality

Metro sexual consumers

Men spend $ 7.7 billion on grooming products globally each year. Men are increasingly becoming avid consumers of once taboo goods and services such as grooming products, salon services and fashion goods. This research will potentially aid marketers in determining what type of masculine depictions consumers will respond to most favorably and how such characterizations will affect their consumption practices.

Gay, Lesbian, Bisexual and Transgender (GLBT) Consumers

Gays and lesbians spend more than $600 billion every year; theyre a business owners dream customers. The gay market has come out of the closet and flourished as one of the most powerful and promising groups of consumers in the checkout line. The rainbow flag is colored green, and smart marketers are taking notice.

Ideals of Beauty
Sociocultural standards of feminine beauty are presented in almost all forms of popular media, barraging women with images that portray what is considered to be the "ideal body." The mass media's depiction of women portrays a standard of beauty that is unrealistic and unattainable for a majority of women in society.

Thank you