THE SELF
ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.
Consumer Behavior based on Self- Concepts
Generally,
■ Daily use items - actual self concept.
■ Socially conspicuous products or status products - social self image.
■ Fantasy products - ideal self image or ideal social self image.
Self-Concept
■ Beliefs a person holds about his own attributes and how he evaluates the self on these qualities.
Dimensions of self concept
Actual Self Ideal Self
Private Self
Social Self
Actual Self How I actually see myself
Ideal self How I would like to see myself
Social Self How others
actually see me
Ideal Social Self How I would like others to see me.
Actual Self & Role Identities
■ Consumers have various role identities – mother, wife, professor, church members, etc.
■ The mixture of individuals roles —> the individual self.
■ In specific situations, one of these roles is dominant, and affects the behavior (dressing style, way they conduct, etc)
Product & Social Self, Impression Management
Products & ideal self
Bright, Shiny Skin,
It’s YOURS now.
Self-Esteem
■ Positivity of a person’s self-concept.
■ Positivity of a person’s self-concept.
■ Self-esteem —> consumption
■ Marketers —> self-esteem
Identity Change:
Diligent Mother ->
“smart, savvy homemaker”
