Chapter 6 Personality, LifestyleS, and the Self-Concept
Self-Concept and Body Presentation
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- Cosmetic Surgery and Body Modification
- Body Piercings and Tattooing
Self-Concept and Body PresentationThe issue of self-concept in consumer behavior has several practical implications. The term self-esteem refers to the positivity of an individual’s self-concept. Unilever Corp. addressed the issue of unrealistic body types with their “Real Beauty” campaign for the brand, Dove.
Open a discussion with students about self-esteem. Do students agree that society shapes their self-esteem? Do female students believe that fashion determines their own personal view of their bodies? Cosmetic Surgery and Body ModificationTechniques such as plastic surgery, liposuction, and breast augmentation have become very popular. According to the American Academy for Aesthetic Plastic Surgery, nearly 10 million procedures were performed in the U.S. in 2009. Even with the recent downturn in the economy there was only a 2% decrease in cosmetic procedures performed. Body Piercings and TattooingThe growth of body piercing among college-aged students is particularly noteworthy. It has been estimated recently that nearly 51% of teens and young adults have some form of body piercing. For consumers, body piercings and tattoos have become more popular than ever. Q: Ask students whether they have tattoos and body piercings. Do they agree with the statements in the book? A: The book presents research on piercings and tattooing indicating that this form of self-expression is sometimes associated with increased levels of drug and alcohol use, unprotected sexual activity, trait anxiety, and depression. LO5. Understand the concept of self-congruency and how it applies to consumer behavior issues. Self-Congruency Theory and Consumer Behavior
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