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Discussion Opportunities—Give an illustration of the four different forms of extended self. How
might marketers or advertisers use these forms?
II. Sex Roles
Sexual identity is a very important component of a consumer’s self-concept. We tend to
conform to culture’s expectations (sex roles) about how those of our gender should act
dress or speak; these expectations, however, change.
Discussion Opportunity—Ask: Have you ever made a purchase (or failed to make a purchase)
because of gender issues? Explain your example.
*****Use Consumer Behavior Challenge Here *****
Discuss #13
A. Gender Differences in Socialization
1. A society’s assumptions about the proper roles of men and women are communicated
in terms of the ideal behaviors that are stressed for each gender during gender
socialization by commercial sources, parents and friends.
a. In many societies, males are controlled by agentic goals that stress self-assertion
and mastery.
b. Females are taught to value communal goals, such as affiliation and the fostering
of harmonious relations.
Discussion Opportunity—Identify goals that you think are uniquely male and female. How can
marketers exploit these goals and the associated needs?
Discussion Opportunity—Find a magazine ad that demonstrates agentic goals and one that
demonstrates communal goals. To which gender are these ads directed? In what publication did
the ads appear? In your opinion, was there a conscious attempt to segment?
2. Gender Versus Sexual Identity
a. Gender role identity is a state of mind as well as body.
b. A person’s biological gender does not totally determine whether he or she will
exhibit sex-typed traits (characteristics that are stereotypically associated with
one sex or the other).
1. Masculinity and femininity are not biological characteristics.
2. Characteristics of gender role change from one culture to another.
3. Bromance is affection between straight male friends.
3. Many products are sex typed; they take on masculine or feminine attributes.
Marketers often perpetuate this typing.
4. Androgyny refers to the possession of both masculine and feminine traits.
a. Sex-typed people are stereotypically masculine or feminine; androgynous
people do not have a clearly defined orientation.
b. Masculinity and femininity are not opposite ends of the same dimension.
c. Differences in sex-role orientation can influence how we respond to marketing
stimuli.
5. Gender-bending products are traditionally sex-typed items adapted to the opposite
gender (e.g. Febreze as the Official Air Freshener of the N.F.L.).
Discussion Opportunity—Ask: Why do you suppose we have boys’ and girls’ toys? Is society or
marketing responsible for this?
Discussion Opportunity—Ask: Are there any role reversal products that you prefer (such as more
feminine lotion—for a male—or a more masculine scent such as in perfume—for a female)?
When might role reversal be present (single males having to cook and clean an apartment,
therefore paying attention to ads about these products or a female having to wear more
masculine business suits)? How do you feel about this?
B. Female Sex Roles
1. Sex roles constant evolve, and there may be contradictory messages about appropriate
behavior.
2. Contemporary Young Mainstream Female Achievers (CYMEA) play different
roles in different contexts (e.g. feminine as a mother or partner, masculine as
businesswoman)
Discussion Opportunity—What stereotypes of women do you feel are no longer true? How are
marketers attempting to appeal to the “new” woman?
C. Male Sex Roles
1. Masculinism is devoted to the study of the male image and cultural meanings of
masculinity.
2. Men receive mixed messages about how they are supposed to behave and feel.
3. Men are trying to make sense out of three different models of masculinity:
a. Breadwinner – focused on success; celebrates respectability, civic virtues, pursuit
of material success, and organized achievement
b. Rebel – emphasizes rebellion, independence, adventure and potency
c. Man-of-action hero – synthesis that draws from the better of the other two
models
Discussion Opportunity—Ask: Can you think of any ads where they have females performing
acts that were predominately male roles in the past? Can you think of an ad in which the male is
a sex object? (You might want to locate examples of each and bring them in to share with the
class after they have responded.)
A. Gay, Lesbian, Bisexual, and Transgender (GLBT) Consumers
1. The proportion of the population that is GLBT is difficult to determine and efforts to
measure this group have been controversial.
2. The GLBT market is at least as large, if not larger, than the Asian American
population (currently at about 12 million people) and consumers in this market spend
$250-$350 billion a year.
3. Gay relationships are increasingly mainstream in most parts of the United States. A
Gallup survey in 2014 found that 55% of Americans favor same-sex marriage, where
as 8 out of 10 young adults support it.
Discussion Opportunity—Name popular movies or television shows where gay or lesbian actors
or actresses are a central theme. Watch the show and note the products that are advertised
during these shows. In your opinion, was this a way to reach this particular market segment?
Explain.
III. Body Image
A. A person’s physical appearance is a large part of his or her self-concept.
B. Body image refers to a consumer’s subjective evaluation of his or her physical self.
C. Marketers try to create a gap between the real and idea self to motivate consumers to buy
products that will narrow that gap.
D. A person’s feelings about his or her body can be described in terms of body cathexis.
Cathexis refers to the emotional significance of some object or idea to a person, and some
parts of the body are more central to self-concept than are others.
*****Use Exhibit 6.13 Dove Here*****
Discussion Opportunity—According to the text, which parts of the body are consumers usually
the most satisfied? The least satisfied? How might marketers use this information?
E. An ideal of beauty is a particular model, or exemplar, of appearance. Examples of
ideals are physical features, clothing styles, cosmetics, hairstyles, skin tone, and body
type.
Discussion Opportunity—Ask the Women: Write down on a piece of paper what your ideal man
looks like. Ask the Men: Write down on a piece of paper what your ideal woman looks like.
Discuss the results with the class. (This often leads to a wild discussion. Relate the findings to
“ideals of beauty” as used by our society.)
F. Is beauty universal?
1. The “what is beautiful is good” stereotype describes the assumption that attractive
people are smarter, more interesting and more competent.
2. Recent research indicates that preferences for some physical features over others are
“wired in” genetically, and that these reactions tend to be the same among people
around the world.
3. Male and female preferences may be triggered physiologically by hormonal changes.
4. The Western ideal of beauty is about big round eyes, tiny waists, large breasts, blond
hair and blue eyes. It has been adopted internationally by younger generations
internationally. Older generations have diverse ideals of beauty.
*****Use Consumer Behavior Challenge Here *****
Discuss #6-4
2. Ideals of beauty, and the products used to attain those ideals, vary across periods.
3. These changes have resulted in a realignment of sexual dimorphic markers—those
aspects of the body that distinguish between the sexes.
4. Is the ideal getting real? Some brands appeal to women by pointing out that the
average woman is not a supermodel.
5. There are also ideals for male beauty, which tend to include a strong, muscular
physique.
Discussion Opportunity—Ask: What body “ideals” are “in” at present for both men and
women? Why are these features deemed “beautiful”? How do advertisers use this? What
happens to people who do not have these traits?
G. Working on the Body - Because many consumers are motivated to match up to some
ideal of appearance, they often go to great lengths to change aspects of their physical
selves.
1. Fattism: As reflected in the expression “you can never be too thin or too rich,” our
society has an obsession with weight.
2. Many have elected to have cosmetic surgery to change a poor body image.
*****Use Consumer Behavior Challenges Here *****
Discuss #6-5 and #6-7
Discussion Opportunity—What do you think of the “thin is in” concept? (Notice the differences
between the responses of males and females.) Ask students if they have ever known anyone with
any of the disorders mentioned in the chapter, and (if so) ask them to relate the story to the class.
What would this have to do with marketing? Is there a link?
3. Body decoration and mutilation is in the news on a rather regular basis. Decorating or
mutilating one’s self is not a new concept. It may, in fact, serve several purposes:
To separate group members from nonmembers
To place the individual in the social organization
To place the person in a gender category
To enhance sex-role identification
To indicate desired social conduct
To indicate high status or rank
To provide a sense of security
Discussion Opportunity—Ask: How many of you have some type of body decoration? Ask
individuals what form they have. Have them explain why they do this? Are there any marketing
or consumption connections? Explain.
4. Tattoos—both temporary and permanent—are a popular form of body adornment,
perhaps because a tattoo is a risk-free way to express an adventurous side of the self.
5. Body piercing (decorating the body with various kinds of metallic inserts) has
evolved from a practice associated with some fringe groups to become a popular
fashion statement.
Discussion Opportunity—Discuss tattooing and body piercing with the class. How many have
done it? Why? What type of statement was being made? How might marketers and advertisers
use these trends in their promotions? What do you think the long-term trend will be?
H. Body Image Distortions
1. Researchers link distorted body image to eating disorders.
2. Consumers may sacrifice their health to gain a desirable body image.
3. Psychiatrists report increasing cases of body dysmorphic disorder (an obsession
with perceived flaws in appearance) among young females and males.
End-of-Chapter Support Material
SUMMARY OF SPECIAL FEATURE BOXES
1. Net Profit
Technology has allowed users to post video, created microfame or nanofame – a few
seconds of attention from fans.
2. Marketing Pitfall
Corporate recruiters are less likely to consider a candidate that is dressed inappropriately
or who does not protect his/her image on social media sites.
3. Marketing Pitfall
A judge allowed Renault to go forward with its plan to name its new electric car the Zoe
Renault in spite of the complaints from consumers who have the name Zoe who fear
sexualized ridicule.
4. The Tangled Web
Cell phones with cameras make the new phenomenon known as sexting possible. Users
take and send nude or semi-nude pictures of themselves. Employers use services such as
Reputation.com to scour the internet for inappropriate pictures.
5. Marketing Opportunity
Identity marketing uses consumers who alter some aspect of their selves to advertise for
a brand.
6. CB as I See It: Derek Rucker, Northwestern University
Products can signal identity. A psychological threat shapes the type of products one
desire, a process called compensatory consumption.
7. Net Profit
Technology can be used to increase consumer’s self-esteem through rewards such as
badges, and allow the display of physical locations using geospatial platforms.
8. The Tangled Web
Users have developed strong emotional ties to Facebook, making it very difficult to quit
using the site.
9. Marketing Pitfall
Restaurant chains have successfully attracted diners with busty servers in short shorts,
leading to the industry phenomenon called breastaurants.
10. Marketing Opportunity
Same-sex marriages have created a new, lucrative market in the wedding industry.
11. The Tangled Web
Group dieting is a growing problem as consumers visit blogs devoted to excessive weight
loss.
12. Marketing Pitfall
The ideals of beauty, including to tan or not to tan, changes based on culture. In the U.S.,
tanning is equated with health and leisure, even though instances of cancer attributed to
tanning has increased.
