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 |  Consumers Eric Arnould,
University of Nebraska
George Zinkhan,
University of Georgia
Linda Price,
University of Nebraska
The Self and Selves
Internet Exercises- The idea of extended self has numerous implications for consumer
behavior. For example, people may live vicariously through things incorporated
into the extended self. Pets are a good example. North Americans spend $ 23
billion a year on pet food and supplies and over $ 2 billion on pet goodies.
Cars are another good example. An advertisement for the Jaguar XK-8 invites
consumers to live vicariously through this automobile. Make a list of the
products that would project your extended self. Now find three site that incorporate
and encourage your extended self by the act of consumption. How have marketers
use these sites to encourage you to live vicariously through their product
offerings?
- Locate a web site for a cruise ship company and one for a cosmetic company.
How have marketers used the concept of desired selves to develop an
effective marketing strategy for their respective site? Which one has done
a better job of incorporating the concept and why?
- Give two examples of recent purchases on the Internet where the specific
purchase situation influenced your purchase decision. Briefly explain the
transaction to illustrate the relationship between self-concept and the act
of consumption.
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2002 McGraw-Hill Higher Education