The study of consumer behaviour makes us aware of the subtle influences that persuade us to use the product or services of our choices we do. She is a key member of a team exploring how technology can be. Finally, it examines potential weaknesses and limitations of the research. Another important element in tse is the concept that selfesteem acts as a. According to the article, this connection between self concept and consumer behavior can especially be viewed in terms of body self concept and purchases related to body such as tattoo.
The term self concept is defined as the totality of thoughts and feelings that an individual has about him or herself. The synthesis of these approaches, it is argued, could lead to an increase in fashion branding, based on a greater segmentation of fashion markets. Self concept in consumer behaviour human sexual activity. The predictive effects of selfconcept on this interaction were also explored. Munich personal repec archive concepts and theories regarding the behavior of the consumer of products. Even two decades later since self concept clarity scc first emerged in the psychology literature, this important concept has escaped the attention of consumer psychologists. Previous studies which have examined the applicability of the image congruence hypothesis to consumer behavior have scarcely examined its effect in the services industry.
Selfconcept is the image that we have of ourselves. The definitions provided above should provide sufficient clarity on the concept of consumer behaviour. This study tests a model that includes selfimage congruence. Selfconcept is distinguishable from selfawareness, which refers to the extent to which selfknowledge is defined, consistent, and currently applicable to ones attitudes and dispositions.
An exploratory research to provide an overview on consumerism, consumer society, psychoanalytic theories and their relevance to consumers selfconcept and their unconscious narcissistic identification with fashionluxury brands. The self in consumer behaviour the self, attitudes and values. Consumer behaviour deals with various stages that a consumer goes through before purchasing any product or service. Concepts of consumer behavior free download as powerpoint presentation. Lifestyle and selfconcept consumer behaviour notes. Further reproduction prohibited without permission. She is a key member of a team exploring how technology can be used to enhance the student learning experience.
As stated in chapter one, the selfconcept is how an individual thinks about or perceives. Selfconcept clarity scc was proposed as a new dimension of selfconcept in psychology more than two decades ago campbell 1990, with limited utilization, however, in consumer research so far. This study examined the role of selfconcept in consumer behavior, specifically product evaluation. Department of marketing, university of otago, po box 56, dunedin, new zealand.
Chapter one provided a general overview of selfconcept, consumer behavior, and how the two interact. The selfconcept the selfconcept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities. This image develops in a number of ways but is particularly influenced by our interactions with important people in our lives. Consumer behavior i about the tutorial consumer behavior is about the approach of how people buy and the use merchandise and services. The self concept is not very realistic because an unconscious component is always present. Pdf the role of consumer selfconcept in marketing festivals. Who i am now actual selfconcept, who i would like to be ideal selfconcept, how i would like to be to myself private selfconcept, and how i would like to be seen by others social selfconcept. Joseph sirgy the selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. The selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse.
A consumer behavior perspective the purpose of this research was to test the theory of selfesteem from a consumer behavior perspective. The purpose of this paper is to examine the extent to which consumer selfconcept selfesteem and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. Selfconcept, needs, and values are the three personal factors that. For understanding consumer behaviour, implementation of consumer. Pdf understanding the influence of brand personality on. The self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. May 22, 2017 consumer behaviour 8 self concept theories self concept is of value to the individual, and behaviour will be directed towards the protection and enhancement of selfconcept. Actual selfimage, ideal selfimage and the relation between. Selfconcept and selfimageproductimage congruity previous studies have emphasized the significance of selfconcept and consumer preference, as. Consumer selfconcept, symbolism and market behavior. Lets understand the concept in detail with the help of few examples.
Understanding consumer behavior will assist business entities to be more practical at selling, designing, development of products or services, and every other different initiative that impacts their customers. The role of selfcongruity and other associative variables on. Selfconcept worksheets pdf although activities and exercises can be extremely effective in helping young people develop and understand their selfconcept, worksheets can also lend a hand in this endeavor. Marketing in the context of consumer behavior and brand. The purchase, display, and use of goods communicates symbolic meaning to the individual and to others. What is the relationship between the psychological characteristics of a consumer and his purchase behavior. Selfconcept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. Self concept in consumer behaviour free download as powerpoint presentation. This model states that, like individuals, products have personalities and. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Self concept in consumer behaviour selfconcept can be described simply as how one perceives himself and his behavior in the market place. Self concept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. As stated in chapter one, the self concept is how an individual thinks about or perceives.
Distinguished in the psychology literature from the concept of self esteem, our study examines the role of scc in selected consumer behaviors. Consumer behaviour 8 self concept theories self concept is of value to the individual, and behaviour will be directed towards the protection and enhancement of selfconcept. Landon 1974 highlighted the role of selfconcept in consumer behaviour. Self concept clarity scc was proposed as a new dimension of self concept in psychology more than two decades ago campbell 1990, with limited utilization, however, in consumer research so far. The theory provides a potentially important conceptualization to help explain a broad number of consumer behaviors. Self concept in consumer behaviour tutorial 14 april 2020. Self concept is distinguishable from self awareness, which refers to the extent to which self knowledge is defined, consistent, and currently applicable to ones attitudes and dispositions. Understanding the influences underlying consumption has become an increasingly important goal for marketers. The self concept the self concept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Selfconcept differentiation scd refers to how an individuals selfrepresentation may vary across contexts or social roles e.
Self concept is explored via onsite focus groups at the woodford folk festival in. The role of selfconcept in consumer behavior digital. Following these findings by levy 1959, a series of selfconcept theories were created to predict the role of consumer selfconcept in purchasing behaviors, such as sirgys selfimage congruity theory. Understanding the influence of brand personality on consumer behavior article pdf available january 2015 with 2,009 reads how we measure reads. Fashion promotion, in turn, could be more targeted and use concepts from both innovation and self. Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas. A psychoanalytic investigation working paper series nicola caramia 25 june 2018 page 0 contents introduction.
It also introduced the selfimage congruency hypothesis. Pdf the connection between self concept actual self. Consumer behaviour is comparatively a new field of study which evolved just after the second world war. Consumer behaviour is the study of individuals or groups and organizations on how they select, purchase, use or dispose of products services, ideas or experiences to satisfy needs and desires. The influences of various dimensions of the selfconcept are examined in regard to four product dimensions.
The self in consumer behaviour the self, attitudes and. The first section is the one we show almost to no one, family members. The term selfconcept is defined as the totality of thoughts and feelings that an individual has about him or herself. Consumer behaviour towards fashion emerald insight. Our primary goal in the present research was to hypothesize and verify selected consumer behavior correlates of scc. The research is exploratory in nature and will apply sit to consumer behaviour by examining how. It was hypothesized that congruitybetween product image and a consumers selfperspectives. Selfconcept is explored via onsite focus groups at the woodford folk festival in. Apr 26, 2016 according to the article, this connection between self concept and consumer behavior can especially be viewed in terms of body self concept and purchases related to body such as tattoo. Presents observations on self concept in consumer behavior research. Nov 21, 2012 the selfconcept the selfconcept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities.
Many selfconcept theories attempting to explain consumer behavior have been generated incorporating these dimensions. Joseph sirgy m journal of consumer research pre1986. One of the most commonly studied theoretical approaches integrating selfconcept and consumer behavior is the selfimage congruence hypothesis. Concepts of consumer behavior marketing consumer behaviour. Self concept can be described simply as how one perceives himself and his behaviour in the market place. Scribd is the worlds largest social reading and publishing site. How exactly does this selfimage form and change over time. It is not a realistic concept as an unconscious component is always present.
The self also referred to as the selfconcept can be conceptualised as an organisation structure of various identities and attributes, and their evaluations, developed out of an individuals re. Selfconcept can be described simply as how one perceives himself and his behavior in the market place. Consumers identity the role of the self concept in the consumer behavior, constanta maritime university annals, constanta maritime university, vol. Her specific research interests include tourist behaviour, self. Even two decades later since selfconcept clarity scc first emerged in the psychology literature, this important concept has escaped the attention of consumer psychologists.
Pdf selfconcept is an important yet underresearched aspect of the consumer behavior of the. It examines the role selfconcept plays in consumer behavior, as well as other influences that have been found to affect product evaluations. Consumer research has paid scant attention to the full spectrum of a consumers selfconcept life cycle and its subsequent impact on brand. Joseph sirgy the self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This research draws from the selfconcept literature in consumer behavior to help explain. It examines the role self concept plays in consumer behavior, as well as other influences that have been found to affect product evaluations. The theory provides a potentially important conceptualization to help explain a broad. Current research projects also include a study of children as consumers. Pdf selfimage congruence in consumer behavior sameer. Research has also shown that selfimage congruence affects customers brand preferences and their. Distinguished in the psychology literature from the concept of selfesteem, our study examines the role of. To date, application of selfcongruence theories to tourist posttravel evaluations is limited. Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
The role of selfconcept in consumer behavior by marisa toth. Selfconcept in consumer behavior oxford academic journals. Consumers identity the role of the self concept in the. Selfconcept in marketing and how it influences consumer behavior. The purpose of this research is to investigate the extent to which actual and ideal self. This slides explains the concepts of consumer behavior and relations. The study of consumer behaviour deals with basic questions related to buying such as. Three of the most useful worksheets on selfconcept are described. Self concept can be described simply as how one perceives himself and his behavior in the market place. In other words, its what happens before a purchase, during a purchase and after the purchase. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Self concept is a very crucial concept in the subject of. It has divided into two different sections that are the inner self and the outer self. Selfimage congruence helps explain and predict different facets of consumer behavior.
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