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Lecture 2: The All-Consuming SelfDr. Amanda Earley
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Lecture Outline
1. Defining the Self Concept
2. Freud and Psychoanalysis: Linking Self and Consumption
3. Consumption and the Extended Self
4. Marketing to the Self Concept
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I. DEFINING THE SELF-CONCEPT
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Defining the Self-Concept
The term refers to the ideas an individual has about himor herself. It is valued and evaluativein other words, we
monitor our self concept, and may feel the need to
improve or change it. Others have an incredibly positive
self-conceptdeservedly, or not!
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Key Elements of the Self
Concept
Key concepts:
Self Esteem
Real & Ideal Selves
Fantasy
Self-Monitoring
The Dramaturgical perspective
And multiple Selves
Fractured Self
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Key Elements of the Self
Concept: Self EsteemSelf Esteemthe positivity of a personsself-concept. In psychological research,this is often defined in terms of a scale,and negative self esteem may bepathologised. Cultural researchers wouldbe more interested in how society
produces negative and positive self esteem(e.g. by creating anxieties about womensidentities, self-presentation, looks, weight,etc.)
Self esteem is often established by social
comparison, the processes whereby welearn about ourselves and evaluateourselves compared to others (e.g. peoplewe find to be more or less attractive,intelligent, etc.).
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Key Elements of the Self
Concept: Real & Ideal Selves Real selfrefers to how we perceive ourselves, in the
present. There is no external measure for the real self;
as such, it is always highly subjective. Nevertheless, it is
more realistic than the
Ideal selfrefers to the individual we would like to be, at
some future time.
RealSelf
IdealSelf
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Key Elements of the Self
Concept: Fantasy
Fantasybridging the gap between selves
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Key Elements of the Self-
Concept: Self-MonitoringThose who spend a lot of time
evaluating themselves can be
described as high on self-
monitoring. Those withpublic
self-consciousnessare very
concerned with how others
see them. They may spend a
lot of time focusing on their
looking-glass selvesour ideaof ourselves that we form
when we try to think of how
others see us (often by looking
through a mirror)
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Key Elements of the Self-
ConceptThe dramaturgical
perspectivein sociology
argues that we wear
different selves, putting on
masksthat enable us to be
different people on different
stages. For example, we may
act one way at work, in front
of our bosses, and another, inbackstage locations such as
smokers hideaways.
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Key elements of Self-ConceptThis can differ entirely from
how we act at home, or inleisure settings. In effect, we
wear different costumesand
use differentprops in order to
performin different contexts.
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Key Elements of SelfAlso a sociological
perspective, symbolicinteractionismsays we adopt
the identities, props, and
behaviours we exhibit based
on the symbolic meaningtheycommunicate to others. In
other words, the masks role
identitieswe put on are
largely socially defined. This
creates a self-fulfilling
prophecy: the way in which
we structure our behaviour to
fit with expectations.
An example may bethe yummy
mummy ideal,
which many feel
they must fulfill.
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Key Elements: Interdependent
and Collective Selves Our senses of self may be largely
structured by social groups. For
example, a large part of our
selves may be defined by being
parents, or alternatively by being
someones child and/or sibling.
Cross-cultural researchers like
Hofstede argue that some
cultures are more collectivst,
indicating that they are less
individualist, and consequently
the self is more defined by
membership in a collective (e.g.
family, ethnic group).
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Key Elements of the Self
Concept: Fractured Self
Fractured Self or torn self
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II. FREUD AND PSYCHOANALYSIS:
LINKING SELF AND CONSUMPTION
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Introducing Freud
By providing an explanation of the dynamicsunderlying self-hood, psychoanalytic theory can helpexplain the role played by goods and services in themakeup of our selves. Put simply, Freuds theory offersan explanation which focuses on the investment of
psychic energy (motive force) into consumer goods.
Psychoanalysis is the name of:
a procedure for the investigation of mental processeswhich are almost inaccessible in any other way,
a method (based upon that investigation) for thetreatment of neurotic disorders and
a collection of psychological information obtained alongthose lines, which is gradually being accumulated into anew scientific discipline.(Freud 1923)
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Freuds Theory of the Id, Ego &
Superego
Freud developed the idea that
much of ones adult personalitystems from a fundamental
conflict between a persons
desire to gratify his or her
physical needs and the necessity
to function as a responsiblemember of society.
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Freuds Theory of Psychic
EnergyFreuds theory is hydraulic in that energy plays a vitally
important part of his explanation and provides a key role in
understanding behaviour.
Psychic Energy - motive force
Ego Defense:
Repressionimpulse is shut out
Displacementimpulse is redirected
Sublimation(sexual) impulse redirected
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Putting it Together
According to Freud, the id is the source of all true needs,
providing energy and motive force for the demand for need
satisfaction.
The superego reins in the desire for direct sexual satisfactionand replaces such actions with others for the sublimation of
sexual desire is through the purchase of consumer goods and
services.
Freuds nephew, Edward Bernays, put this theory into
marketing practice. For more information on this, see the
documentary The Century of the Self(especially episode 1)
http://topdocumentaryfilms.com/the-century-of-the-self/http://topdocumentaryfilms.com/the-century-of-the-self/7/26/2019 Lecture 2 Final
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III. CONSUMPTION AND THE
EXTENDED SELF
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Bringing the Self into
Consumer Research
Extended self
perspective largely
began with the
work of Russ Belk
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Possessions and the extended
self
Built on the work of early psychologist William
James as well as Freud
James defined the self in terms of all things an
individual can call his or hers
If you can describe something as my____, then it
is a part of you, and you may be consuming it!
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Summary: Possessions and the
extended self
Our sense of self extends to:
-What we wear
-Things weve touched (e.g.
food)
-Our achievements
-Our minds
-Our homes and territories-Our families and pets
-Our bodies and organs
http://www.youtube.com/watch?v=UTduy7Qkvk8http://www.youtube.com/watch?v=UTduy7Qkvk87/26/2019 Lecture 2 Final
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Possessions and the extended
self
Also involved:
-psychoanalysis (Dichter, Winnicott)
-existential philosophy (Sartre)
-heterodox economics (Marx, Veblen)
-sociology (Goffman, Simmel)
-anthropology (Clifford, McCracken)
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Processes of the Extended Self
Characteristics of the Extended Self
Investing Self in Objects
Loss of Possessions
Possessions and the Sense of Past
Incorporating Possessions into the Extended Self
Control/Mastery
Creation
Knowledge
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Maintaining Multiple
Levels of the Extended Self
Individual levelyou are what you wear.
Family levelincludes your house and
furniture.
Community levelincludes your
neighbourhood and hometown.
Group levelyour religion, flag, sports team,
and so on.
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IV. MARKETING AND THE SELF-
CONCEPT
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Marketing to the Self-Concept
Consumer Identity and Identifying as
Consumers
From Identity for Sale to a Saleable
Identity
Marketing Manipulation and the Play
on Fear
http://www.standpointlondon.co.uk/gallery/2011/jemima-brown/index.phphttp://www.standpointlondon.co.uk/gallery/2011/jemima-brown/index.phphttp://www.standpointlondon.co.uk/gallery/2011/jemima-brown/index.phphttp://www.standpointlondon.co.uk/gallery/2011/jemima-brown/index.php7/26/2019 Lecture 2 Final
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Extending the Self ConceptLargely drew on the following perspectives:
The Contribution of Gordon Allport
My idea of myself is rather my own idea of myneighborsview of me (Allport 1924: 325)
Looking Glass Self Marketers encourage people to think about how
others see usthey ask us to imagine the reactionsof others, towards ourselves
Symbolic Interactionism Everything we do has implications for the self,
implications that we obsessively monitor; wearingthis, eating that, looking like this are all read asreflections of the self. Constellations of consumptionare used to express particular role identities.
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Marketing to the Self-Concept
Self-Product Congruence: consumers demonstrate consistency
between their values and the objects consumed.
Symbolic Self-Completion Theory: predicts that people who
have an incomplete self-definition tend to complete thisidentity by acquiring and displaying symbols associated with it.
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Extension: Consumer Identity
ProjectsFocuses on the ways in which consumers use market
resources to form coherent and/or fragmented senses
of themselves
Consumers as identity makers
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Conclusions
Various theories of the self have become very important to
the study of consumer behaviour
Who we are, or who we think we are, largely shapes
consumption
Relevance to both individuals and marketers
Consumer researchers enhanced conversations about the selfby developing theory of the extended self
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Questions???
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Readings for THIS lecture
Preparatory Reading
Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. (2013)Consumer Behaviour: A European Perspective - chapter 5.
Follow-up Reading
1. Belk, R. (1988) Possessions and the Extended Self,Journal of
Consumer Research, 15(2): 139-168.
2. Cohen, J. (1989) Comments: An Over-Extended Self?Journal of
Consumer Research, 16(1): 125-128.
3. Sirgy, M. (1982) Self Concept in Consumer Behaviour: A Critical
Review,Journal ofConsumer Research, 9(3): 287300.
4. Strachey, J., (1962) Sigmund Freud: A Sketch of his Life and
Ideas in Freud, S. Introductory Lectures on Psychoanalysis.