My team needed to identify 2 individuals who would be the focus of our study. The sample included one male and one female of different ages. For the project, each of our subjects were asked to create a Pinterest board and then share that board with us. The board was titled “Meet (their name). We asked them to create a board that is a visual representation of who they are. They were asked to search the web and pin at least 15 images to the board that they felt explained who they are. Apart from the initial instruction, we did not provide any guidance with the board creation. Upon completion, we interviewed the subject. We asked each subject to walk us through the board explaining what images they selected, why they selected them, how important they are and why they are important. Next, our team reviewed and analyzed the collages and interviews and related our findings to the concepts covered in the relevant chapter of Consumer Behavior: Buying, Having, Being by Michael R. Solomon. Finally, we compared and contrasted findings between the subjects.

1. TheSelf@me.com

The Collaborative Efforts of:
ANDREA ADAMS ALY HOMAN CARA RUBIN KATE McMENAMIN

2. Defining “The Self”
• Self Concept
• Summarizes the beliefs a person holds about his own attributes and how he evaluates
the self on these qualities
• Ideal Self
• A person’s conception of how he would like to be
• Actual Self
• Refers to our more realistic appraisal of the qualities we do and don’t have
• Impression Management
• Our efforts to “manage” what others think of us; choosing products that show us off in a
good light

3. The Process
• 3 participants of different gender and age
• Goal: Show us who you are!
• Follow up interview with each participant
• Compare & Contrast findings
• Conclusion & Implications
A virtual vision board
“a place to discover ideas for all your
projects and interests, handpicked by
you” – Pinterest
Users pin “pins” to “boards”

4. Meet the Pinners
Chloe Ramsay:
Female, Age 21
Tina Reger:
Female, Age 39
Francesco Folino:
Male, Age 20

6. Chloe & Fantasy
• Tropics
• Sun and Sand
• Weeks before Spring Break
• State of Mind

7. Chloe & The Extended Self
• Sister’s Jewelry Line
• Essential piece of her
everyday outfit

8. Chloe & Personality
• Quirky
• Confident
• Western Society
P e r s o n a l i t y [pur-suh-nal-i-tee]
Noun
1. A person’s unique psychological makeup which
consistently influences the way the person
responds to his or her environment

10. • Victorian Style Homes
• Bucket List
• Where Tina desires to vacation
Tina & Fantasy

11. • Individual
• Pearls & lace
• Summer fashions
• Family
• Husband & children
• Family values
• Group
• Charity
• Spartan Group
Tina & The Extended Self

12. • Dramaturgical perspective
• Wife
• Mother
• Career Woman
Tina & Multiple Selves

14. • Focus on Professional Growth
• A “real-world” desire
Francesco & Fantasy

15. • Individual
• Family
• Group
Francesco & The Extended Self

16. • Michael Kors, Versace, & Nike
Francesco & Brand Personality

17. Compare & Contrast
Similarities Differences
• Extended Self
• Family Level
• Group Level
• Body Image
• Western Ideal of Beauty
• Fantasy
• Social Footprints
• Larger impact from younger
demographic
• Ideal Self
• Brand Personality
• Nike, Michael Kors, Versace
• Self-Image Congruence Model
• Pearls & Lace

18. Conclusion: Marketing
Implications
• Customer Relationship Management Systems
• Behavioral Tracking Software
• Mass Customization
• Bridges Gap Between Ideal & Real
“ 4 7 % o f U . S . o n l i n e s h o p p e r s b o u g h t s o m e t h i n g a s a r e s u l t o f a
P i n t e r e s t r e c o m m e n d a t i o n . ” ( P l a t y p u s L o c a l )

19. Conclusion: Perfume vs. Toast
VS
“ I t i s o n e t h i n g t o c o n s i d e r a b r a n d p e r s o n a l i t y f o r a n e x p r e s s i v e ,
i m a g e - o r i e n t e d p r o d u c t , s u c h a s p e r f u m e , a n d q u i t e a n o t h e r t o
i m p u t e h u m a n c h a r a c t e r i s t i c s t o a t o a s t e r. ” – S o l o m o n , 2 7 6