Consumer Behaviour

Tutorial 3
Preparation Task
The Self (Identity)
PREP TASK 3 OF 7:

Student Learning Objectives:

Familiarise students with the theoretical bases of identity and its role in consumption.
Facilitate a critical, reflective understanding of identity change within a marketing context.
Encourage a critical appreciation of marketing issues related to identity and self-based
imagery.
Encourage the use of a more formal, evidence-based approach to the exposition of personal
knowledge.

Student Task:
Search for research papers/journal articles on this weeks topic of Identity and the Self.
These will probably consider issues noted within both the core text and this weeks lectures.
These papers are often conceptual and theoretical, you may like to find examples (from your
own behaviour and from cited evidence) to illustrate practical implications. Reading these
papers may help you to formulate your ideas and potential insights but, as usual, this is not
compulsory.

Complete the boxed questions overleaf to form a basis for this understanding.

Submit your answers via VISION (check Vision for details) before the next tutorial
with your name and student number clearly marked below.
All 7 prep tasks must be submitted to qualify for the course.
You will receive standardised feedback for the example essay style question.
Keep these safe and use as a revision tool for future assessment.

This topic will form the basis of discussion in the subsequent tutorial.

Your Name
Matriculation Number
Date Submitted
Your Tutors Name

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The Self (Identity)

Elena Shevchenko
PREP TASK

Three
of
SEVEN

Consumer Behaviour
This prep task formalises your learning by asking a series of questions relating to the exam style
question below. Provide brief answers to these questions within the boxes.

Discuss the value of an understanding of Identity for Marketers

Now outline answers to the following questions within the boxes:
Psychoanalytical psychologists might define the self as:

Behaviourists might define the self as:

Cognitive psychologists might define the self as:

Name and describe 2 main elements of the self-concept:

Name 3 social psychological perspectives on Personal and Social identity and explain the nature of
influence/power (lecture notes):

Give an example of a product that shows the use of sex-typing for:

Female markets:

Male markets:

Androgynous markets:
Do you think that you have a high or low body cathexis rating? Now explain why (i.e. what does it
mean?)

Name 5 products and services that you own/use and say how they might support your identity:

Consumer Behaviour

Explore the value/usefulness of identity theories and models to explain consumer behaviour:
(This question is a chance for you to collect some insights that will help you to provide a more
critical answer in your examination (e.g. think of useful and less useful elements, explain why you
think they are more or less useful, give examplesthis then becomes a great crib sheet for your
revision).

Well done !