Consumer behavior: Buying having and being (11th)
7-1 List three dimensions that describe the self-concept.
7-2 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.
7-3 How might the “digital self” differ from a consumer’s self-concept in the real world, and why is this difference potentially important to marketers?
7-4 Have ideals of beauty in the United States changed during the past 50 years? If so, how? What is fattism?
7-5 How did tattoos originate?
7-6 At the end of the day, are you what you buy?
7-7 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 percent of parents polled say that hair highlights, teeth whitening, and even tattoos are among the items they will buy their kids to go back to school. What age is appropriate for kids to get these grownup additions?
7-9 Construct a “consumption biography” of a friend or family member. Make a list of or photograph his or her favorite possessions, and see if you or others can describe this person’s personality just from the information provided by this catalog.
7-11 Find examples of self-esteem advertising. Evaluate the probable effectiveness of these appeals. Is it true that “Flattery gets you everywhere?”
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