Who Determines the Ideal Self?: a Comparative Analysis of Non-Verbal Communication

Junko Kimura, Hosei University, Japan
Mototaka Sakashita, Keio University, Japan
Consumers usually determine the favorable images of their own ideal selves; however, in some unique contexts like mother-daughter relationships, daughters’ ideal self images are determined not by the daughters themselves, but by their own mothers. In this exploratory study, six female university students were recruited to discuss about their ideal self images in catalogue shopping activities twice, one with their close female friends and one with their mothers. Analysis of non-verbal communication revealed the different nature of the ideal self determination processes. The process was characterized as “coercive” in mother-daughter relationships; in contrast, it was “collaborative” in friend-daughter relationships.
[ to cite ]:
Junko Kimura and Mototaka Sakashita (2011) ,"Who Determines the Ideal Self?: a Comparative Analysis of Non-Verbal Communication", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.