Topic 4 - The Self

7/23/2019 Topic 4 - The Self

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7The Self

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CONSUMER BEHAVIOR

Buying, Having, and

Being

ELEVENTH EDITION

Michael R.

Solomon



Self-Concep

• The self-concept strongly influencesconsumer behavior.

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"ha i# Self-Concep$

• Self-concep summarizes the beliefs aperson holds about his own attributes and

how he evaluates the self on these

qualities.

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"ha i# Self-E#eem$

• Self-e#eem refers to the positivity of aperson’s self-concept. People with low

self-esteem expect that they will not

perform very well, and they will try to avoidembarrassment, failure, and reection.

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Va'ia(le# Infl)encin* Ima*e

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Real an, I,eal Sele#

• !deal self" our conception of how wewould li#e to be

• $ctual self" our more realistic appraisal of

the qualities we have• Products can"• %elp us reach ideal self •

&e consistent with actual self • !mpression management means that we

wor# to 'manage( what others thin# of us

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M)liple Sele#

• )ar#eters pitch products needed tofacilitate active role identities.

• *ymbolic interactionism

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Loo/in*-0la## Self

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Self-Con#cio)#ne##

• +hat image you communicate to others

• %ow you present yourself in your social

environment

• %ow others will perceive your product

choices

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3o) A'e "ha 3o) Con#)me

• *ocial identity as individual consumptionbehaviors• uestion" +ho am ! now• $nswer" To some extent, your

possessions• !nference of personality based on

consumption patterns•

People who have an incomplete self-definition complete the identity byacquisition

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Self6'o,)c Con*')ence 8 The E9en,e,

Self

• /onsumers demonstrate their valuesthrough their purchase behavior

• *elf-image congruence models" we

choose products when attributes matchesthe self

'o,)c U#a*e Self-Ima*e0

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The Leel# of he E9en,e, Self

• !ndividual" personalpossessions 1cars,

clothing2•

3amily" residence andfurnishings

• /ommunity" neighborhood

or town where you live• 4roup" social or other

groups

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The Di*ial Self

• 5nline identities

*ocial 3ootprints

6ifestreams

Profiles

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e'#onali:

• $ consumer’s personality influences theway he responds to mar#eting stimuli, but

efforts to use this information in mar#eting

contexts meet with mixed results.

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;'e),ian Theo':


!d

7go

*uperego

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Neo-;'e),ian Theo'ie#

3ocused more holistically on how the socialenvironment and culture influence personality

development.

*ource" &oundless. '8eo-3reudian Psychoanalytic Theory of Personality.( Boundless Psychology .&oundless, 9: $ug. 9;<=. >etrieved 9? 5ct. 9;<=

from https"@@www.boundless.com@psychology@textboo#s@boundless-psychology-textboo#@personality-

<A@psychodynamic-perspectives-on-personality-::@neo-freudian-psychoanalytic-theory-of-personality-

B;=-<9?C;@

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T'ai Theo':

• Personality traits" identifiable characteristics thatdefine a person

• Traits relevant to consumer behavior"

•!nnovativeness

• )aterialism

• *elf-consciousness

• 8eed for cognition

• 3rugality

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Ta(le 7.& 8 De#c'ipion of Bi* ;ie

e'#onali: Dimen#ion#




MBTI

• 3ocus of attention

• !nformation processing

• Decision ma#ing

• Dealing with outer world





B'an, e'#onali:

• &rand personality" set of traits people attribute toa product as if it were a person

• &rand equity" extent to which a consumer holds

strong, favorable, and unique associations witha brand in memoryEand the extent to which

s@he is willing to pay more for the branded

version of a product than for a nonbranded

1generic2 version

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B'an, Behaio'# an, o##i(le

e'#onali: T'ai Infe'ence#

B'an, Acion T'ai Infe'ence

B'an, )#e# conin)in* cha'ace' in a,e'i#in* ;amilia'< comfo'a(le

B'an, cha'*e# hi*h p'ice# an, )#e# e9cl)#ie,i#'i()ion

Sno((i#h< #ophi#icae,

B'an, f'e=)enl: aaila(le on ,eal Cheap< )nc)l)'e,

B'an, offe'# man: line e9en#ion# Ve'#aile< a,apa(le

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Bo,: Ima*e

• The way we thin# about our bodies 1andthe way our culture tells us we should

thin#2 is a #ey component of self-esteem.

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I,eal# of Bea):

• 7xemplar of appearance

• '+hat is beautiful is good( stereotype

• 3avorable physical features"

• $ttractive faces

• 4ood health and youth

•&alance@symmetry• 3eminine curves@hourglass body shape

• '*trong( male features

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"o'/in* on he Bo,:

• 3attism

• /osmetic surgery

• Tattoos

• &ody piercing

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Topic 4 - The Self