Chapter 12. “Because I’m worth it”
When Sara Lee developed a new line of snack cakes, the company discovered that consumers with low self-esteem preferred portion-controlled snack items because they felt they lacked self-control. Self-esteem refers to the positivity of a person’s self-concept. People with low self-esteem expect that they will not perform very well, and they will try to avoid embarrassment, failure, or rejection. Most of us don’t seem to have that problem. We believe we deserve good things, and we want them now.
Alberto-Culver uses a self-esteem appeal to promote a new product that reflects our changing society: Soft & Beautiful Just for Me Texture Softener, an alternative to hair pressing or relaxing. It’s targeted to white mothers ...
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