Chapter 5: The Self
Who is the customer? –
Self Concept
The self concept refers to the beliefs a person holds about their attributes and how they evaluate these qualities. (Solomon, 2016; p159)
The structure of self comprises of (at least) nine dimensions: content, direction, intensity, salience, consistency, stability, clarity, verifiability, and accuracy (Rosenborg, 1979)


Self Esteem
Self esteem refers to the positivity of a person’s self concept
Low self esteem vs. high self esteem
Social comparison triggers by ads
Actual self refers to what you know about your current self, the qualitites that we have or lack
Ideal self is a person’s perception that how they would like to be
From a self-esteem perspective, consumers have motivations to buy a product to maintain positively valued image and enhance negatively valued image.
Self Esteem Scale (Rosenborg)
Self awareness
Private self awareness refers to an awareness of those aspects of the self that are hidden from the public (Though, feelings, desires, dreams, attitude)
Public self awareness refers to an awareness of those aspects of the self that can be viewed by others, public statement, expression of emotion, and appearance.

Self consciousness is a personality trait that refers to an individual’s tendency to be attentive to his or her sense of self.
Grocery shoppers using cart with an attached mirror will be more likely to purchase products
and healthy food
Consumers who score high on scale of public self consiousness use more cosmetics than others who score lower.
Study tip: Using a mirror as a study aid
Private self consciousness “Internal self analysis and reflection” vs. Public self consciousness “External self analysis and public appearance”
PriSC demonstrate a greater sense of emotional awareness, consume more acohol in response to failure or negative life events. PriSC also have a tendency to ruminate (i.e ponder and contemplate). PubSC are more concerned about their appearance and products that can be visible to others.



Self concept
Self monitoring refers to the extent in which people monitor or regulate the nature of their public appearance they present to others during their social and interpesonal relationship
High self monitors are people who are able to control a great degree the image they present to others.
Low self monitors are people who are less concerned with determining nature of the situation and generating a public appearance that matches it
High self monitors are attentive to social cues and are capable of controlling their interepersonal behavior to achieve their desired public image. High self-monitors are also more susceptible to normative social influence than are low self-monitors.
Comsumer choice?
Luxury products vs. “First price products”
Marketing based on self
Soft sell vs. Hard sell
Soft sell is based on images consumer project as a result of using a product (public image, form)
Hard sell involves stressing the quality of product and functional values of the product (inherent feature of the product, function)
Self theories
Empty Self – Loss of connection with friends and family, compensates with social media, selfies instagram etc.
Self product congruence models suggests that we choose products matching aspect of self. Lose someone close either stop talking or they pass away, we lose some of our self. When a person with a memory that he/she shares only with you, a piece of you is lost forever.
The extended self happened when people incorporate objects into the self.
Identity
Definitions: Sigmund Freud first introduces a concept of ego by which a person can perceive, memorize, and modify the environment to fulfill his or her needs
Identity – Refers to definitions an individual uses to help distiguish self from others – Exp> My name is Garfield and I am a stamp collecter
Personal Identity> Refers to a person who uses self knowledge and self analysis to define identity: Exp: Sees her self an excellent violist.
Independent self: A sense of self based on indivual’s personal feelings and belief separate from the social context: EXP: Penny has her own politic view which is very different to her family.
Collective self: A sense of identity linked to group members (Ethic, religious, or cultural) Exp: Christian
Identity Research: Consumer company identity match in loyality program
Anoymous online environment makes it possible for people to reinvent themselves through the production of new identity. However, there are contraints in a anonymous environment. For example: Facebook, identity construction through About me, facebook acitivties.

Consumer brand identification identifies antecedences of comsumer drivers including brandself similarity, brand distinctiveness, brand social benefits, brand warmth, and memorable brand experiences.
Embodied recognition:
You are what you consume
State of body can shape a state of mind
You are what you post: Instagram, Facebook, twitter.
Gender roles
- Confirm to culture’s expectations about how genders should act, dress and speak –> influence strongly choices and preferences.
- Some societies are less tolerant for deviation from gender norms. “Girl and boy toys”
- Food consumption *Men supposed to eat a lot”
Gender Goal
Agentic vs. Communal goals *being aware of individual difference, culture
Time spending on store “Women more often spends longer time in stores than men, but its individual.
Selectively vs. Comprehensively
Detailed focus vs. Theme focus
What marketing currently does+
Females tend to spend more on cosmetic products as a sexual selction strategy to enhance their physical appearance
Body image
What concerns males and females?
Why they have such concerns?
Attracting potential partner
Feel confident
What can be a negative impact?
Low height
Summary:
Self concept influences consumer behaviour
You are normal






41-46Shopping, buying, disposing and evaluating.
Problem Recognition -> Information Search -> Evaluation of Alternatives -> Product choice -> Outcomes
Displays: Vanningsanlegg I dagligvarebutikker, dikta speil for å ser freshere ut. (Varepresentasjon)
Price reduction: Pakkepris, tilbud, prisstrategi, høstsalg, black Friday, julesalg.
Store layout: butikkens utforming, KAM (Key account manager),
Stock out: Frukt & grønt, brød, holde hyllende fulle,
Sales personell: Personale, selgere, ansatte, åpningstider, parkering, informasjon I butikk

Dagligvare tilbud -> endereoler med tilbud som kunder må forbi. (MENY)
REMA veldig lyse butikker
Tacohelg på meny, tilbud på bare noen ting til taco, ikke alt.
Capstilbud 3 for 2  - behov for 1, men 33% tilbud var fristende.
Carlings hadde 40% under slottsfjell mot festivalbånd – utlevering av bånd var rett vedsiden av.
Klesbutikker, flinke ansatte – gode tilbakemeldinger, erfarende og virker pålitelige.
Personell og tilbud på G-Sport

Psykologisk holdning til tid – hvilket type produkter bruker vi dersom vi er I sosiale situasjoner.
Hva er tid for seg selv, og hva er tid sammen med andre?
Temporal Orientation: Nostalgiske produkter
Planning Orientation: Planlagt / spontant
Five perspectives on Time: Time is a ---- (Preasure cooker, Map, Mirror, River, Feast)
Kø teori: Hvor lenge aksepterer du å vente på kø I kassa? Dagligvarebutikker åpner flere kasser ved 3+ I kø.
Teknologi – sparer tid – Telefoner, robot støvsuger/gressklipper
Reach – Rekkevidde, hvem du når – hvor mange du når.
Conversion rate – Når du de riktige, går de inn? Kjøper de? (Conversion rate = hvor mange ser deg mot hvor mange som responderer) Lavpriskalender//Norwegian
Servicescapes – Service / tjenestelitteratur – Personinteraksjon (Overbringelsen får större betydning) Relasjoner mellom ulike personer I virksomheten og kundene. Samhandling mellom servicegiver og servicemottaker.
Experience Economy – (Opplevelses økonomi) Kultiverer for en råvare – Varen må få ett innhold som gjør at man vil betale for det. Lage arenaer / stories som gjør at du vil betale enda mer for det.
Does guest satisfaction seem better on a sunny day? Dårligere avkastning jo dårligere vær – mye psykologi, dårlig vær dårlig humør – Kunstig lys eksperimenter gjør humøret bedre – Finere vær mer penger går i omløp i butikker, spesielt i sentrale lokasjoner – Turistbransjen er avhengig av bra vær (masse studier rundt temaet)
Situasjonsbestemt faktor som været har stor betydning for kundeopplevelsen. Regn gir sterkere opplevelse av alt rundt seg, smitte over godt humør, ikke la eget humør smitte over om du er nedfor av regnet. Mer bearbeiding i dårlig vær.
Narsissisme: Evaluere en salgsperson / ansatt i en butikk. Utseende - sosial intelligent - naturlig autoritet Eiendomsmeglere: Kompenserer med antrekk og dyr bil som en form for fysisk attraktivitet

Chapter 4
Perception: The ability to hear, see or become aware of something through senses.
The perception can be defined as recognition and interpretation of sensory information.
Advertising targets our senses, catches our attention.
Decisions to purchase depend not only on what we sense but also how we interpret it through our personal lens. (experience, culture, gender, personality)
Whether consumers can recognize or make sense of the ad.
Three stages of perceptual process: Sensations
Sensory Threshold: is the range of stimulus that we can recognize or detect.
Absolute Threshold: refers to the minimum amount of stimulation that can be detected on a sensory channel.
Differential threshold refers to the ability of a sensory system to detect changes or differences between two stimuli.
Weber’s Law: The minimum change in a stimulus that can be detected is called Just Noticeable Difference “JND”
Weber’s Law: the amount of change that is necessary to be noticed is related to the original intensity of the stimulus. The stronger the initial stimulus, the greater the change must be for it to be noticed.
Sensory Overload: There are many stimuli, however we only can process a very small number of stimuli in our environment. How can marketers make their focal brands stand out?
Subliminal Perception: A stimulus below the threshold of recognition.
Virtually no proof on the effect of subliminal perception on consumer behavior.
Ambient Cues: Colors, structure of products.
Environmental cues: Luxury, experience – feeling
Visual cues: Visual effect of colors: Red stimulates appetite
Red background, helps to remember detail while blue background stimulates creativeness.
People become more socially active in red rooms, but stay longer in blue rooms.
Blue, green and yellow means relaxing.
Black and white imply different meanings according to cultural differences.
Smell: Impulsive, when hungry, you don’t think clear. (Smell increases memories. Scented branded pencil -3.67/10 vs non-scented pencil .87 branded pencil (Krishna 2010)
Pleasant scents increase evaluation of the stores and variety products.
Taste:  Disclosure of ingredients only affect the taste of beer (adding balsamic vinegar) when disclosed prior to consumption) (Fortelle ingrediensene til ett produkt kan gi en annen opplevelse og smak av produktet enn om informasjonen ikke blir gitt)
In a wine tasting experiments, participants received (positive or negative) information about the wine prior to or after the tasting. When the information was give prior to the tasting, negative information about the wine resulted in  lower ratings compared to the group that received positive information.

Human touch: Waiters who touch customers’ shoulders friendly receive larger tips.
Consumers are more willing to try new foods if touched by the sales representative.
Hot coffee mug vs. Cold coffee mug
Physical interaction with touch screens enhances consumers scenes of ownership, touching product also can lead to higher evaluation.
Endowment effect: Why product touching can have a great impact.
We want to be in a temperature that is closer to our body heat.

Sound: Music in stores influences shopping pace. Slower music vs. fast pace music. (If you want people to stay longer you play slow music, fast food faster music)
Choice of wine, French vs. German wine when French music is playing? (Consistency, when French music is playing, consumers want French win…) (North, Hargreaves, & McKendrick 1999)

Attention: Attention depends on? How to Get Consumers’ attention?
Important (How much the object matters)
Salience (How much the object stands out)
Surprise (Not something normal, you get the consumers attention)
Sammendrag: Visual effects (color, text size, eye sight level)
Odor (Perfume, good smells in hotels or stores)
Unique sounds (Harley Davidson)
Flavor (Brun Ost)
Perceptual selection: Why is our perception selective? Can we perceive all stimuli around us?
Perceptual vigilance: Refers to needs and individual differences.
Perceptual defense: People see what they want to see and avoid seeing what they don’t want to see.
Factors influencing perceptual process are intensity, duration, discrimination, exposure.
Interpretation: Refer to the meanings we assign to the stimuli. (Fjell og snø, vanlig for oss, spesielt / ferie for andre – Halvfullt eller halvtomt glass – 2 vinglass med drikke, yngre kan mene det er vann eller juice, vi forbinder det med vin)
Gestalt principle: Similarity: consumers tend to group objects that share similar physical characters.
Closure: consumers tend to perceive incomplete picture as complete.
Proximity: When objects are laid out together, they are perceived as belonging to each other.
Figure ground: One part will dominate and another part will recede to background.
When do Gestalt principle work: Similarity: extended product lines – Closure: Audience – Marketing message – Spill over effect
Augmented Reality: Future business model

1. Apple web page is designed for people that want an apple – exclusive
Komplett web page is designed for people that is unsure what the want - Everyday
2. White makes the products more clear, professional and attractive.
3. Advertising for a main product and additional accessories (Apple)
4. Attractive bright colors , which takes your attention. Apple uses wide variety of colors to show of their quality. iPad pro tells a story of a tablet that does everything, better, or so they advertise.
Apple has a way more smooth and catching design, they can also base their design off their own products, while Komplett uses the yellow blue color design for a Scandinavian standard “low price” company.



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