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Extra resources for Advertising Age - 11 April 2011
Stage: Maturity; Crisis: Ego integrity vs. despair (from 65 years) During the first stage, infancy, the child has not yet developed a sense of self and cannot differentiate. Therefore, the first stage can only impact the selfesteem by building trust or mistrust (Erikson, 1979; Marsh, Craven, & Debus, 1998). In the second stage, early childhood, the child starts to distinguish the self from others and has a certain self-concept. The child expresses this by claiming certain toys and wanting to possess certain things.
This form of life matches the norms of Western society and therefore results in acceptance. In addition, the social and economic position influence self-esteem, since a high appreciation from others goes along with it. Also, sports and achievements in sport as well as the consequence of a slim and athletic body can affect self-esteem (Schmalz, Deane, Birch, & Davison, 2007; Slutzky & Simpkins, 2009). Again, this yields appreciation and acceptance from others. Fourth, culture plays an important role for self-esteem.
G. show skepticism towards advertising or the advertisement (Moscardelli & Liston-Heyes, 2005; Phillips & Stanton, 2004; Robertson & Rossiter, 1974; Roedder, 1981; Roedder John, 1999). Furthermore, gender has an impact on the level of skepticism towards advertising. A study (Buss & Schaninger, 1987) has shown differences in the intergenerational transfer of skepticism towards advertising by gender. The authors define “gender defined behaviors”, which are not sex-related, but part of a socialization experience.