Self Image Self Esteem, Consumer Behavior, Personality...

www.imis.ac.in Study Note @ Consumer Behavior Do advertisements influence our self image and our self esteem? Some critics accuse marketers of systematically creating anxiety, promoting envy, and fostering feelings of inadequacy and insecurity to sell us their products. Marketers respond that advertising does nothing more than mirror societys values, alerts people to new products and bargains, or motivate people to switch brands. At the very worst, they say, it bores or annoys. Of course, some ads provide information useful to consumers. And advertising clearly plays a valid role in an economy based on a system of free enterprise. The question is not whether advertising is valid; clearly, it is. The concern discussed here is the†¦show more content†¦The implied message for the viewer is that this is the way to be cool; this is the way a young man should act. The male image shown in ads almost never includes such traits as sensitivity, vulnerability, or compassion. This may d iscourage boys and men from displaying these natural and desirable human traits. Ads may thus limit a boy or mans sense of what he can or should be. The actors in ads tend to be handsome, with clear complexions and hair that is perfectly combed or perfectly windblown. They are also almost always athletic. Physical or even sexual prowess is suggested in scenes of physically challenging, dangerous, or aggressive sports. The self-image of boys and men who do not exhibit these traits for example, who have normal complexions, are not athletic, and dont feel cool and confident may suffer when they watch these ads. Negative feelings about oneself, whether related to appearance or anything else, can be followed by lower self-esteem. Ads offer to sell a new self-image. Of course, the ads that injure our self-image and self-esteem dont stop there. They conveniently offer to sell a product that will solve our newly imagined problem. Consider this quote from Nancy Shalek, president of an advert ising agency: Advertising at its best is making people feel that without their product, youre a loser. Kids are very sensitive to that. If you tell them to buy something, they are resistant. But if you tellShow MoreRelatedConsumer Psychology1046 Words   |  5 PagesDEFINITION Consumer psychology is a specialty area that studies how our thoughts, beliefs, feelings and perceptions influence how people buy and relate to goods and services. One formal definition of the field describes it as the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. 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