What is consumer self-concept?

Self-concept is how a consumer sees and feels about him / herself, both the actual self and the ideal self he or she would like to become. Self-concept also relates to how consumers want others to see them.

What is self-concept attachment?

Self-concept attachment refers to the attachment we form to a product as it influences identity. For example, someone who loves their Patagonia jacket may also consider it as a status symbol that also represents their “outdoorsy” side.

How does self-concept influence consumer Behaviour?

Self-concept also relates to how consumers want others to see them. Products and brands are an important way consumers reflect and shape their identities. When prospects perceive that a product reflects an aspect of their self-concept, they form an emotional, personal connection with that product.

What are the three types of self-image?

Self-image

• Self-image resulting from how an individual sees oneself.
• Self-image resulting from how others see the individual.
• Self-image resulting from how the individual perceives others see them.
• Self-image resulting from how the individual perceives the individual sees oneself.

What is the difference between self-concept and self identity?

It is important to distinguish between identity and self-concept; identity consists of representations and feelings and cannot be reduced to a purely cognitive system. “Self-concept” focuses on the cognitive dimension of the Self (Tap & Sordes-Ader, 2012).

What is self-identity examples?

Self-identity is the awareness of one’s unique identity. An example of self-identity is the feeling of a teenager that she can be who she is instead of falling into the pressures of drugs and alcohol. Awareness of and identification with oneself as a separate individual.

How is self concept related to consumer behaviour?

Self-concept is a social phenomenon. It is an attitude to the self. Consequently, the way we dress, the products we use, the services we require, depend on how we want to perceive ourselves. There is a relationship between the self-image of a person and the product one wants to buy. Products act as symbols for consumers.

How long does it take to develop a self concept?

Development of Self-Concept • Self-concept evolves throughout life and depends to an extent on an individual’s developmental level. 8. Stages in Development of Self • Self-awareness (infancy) • Self-recognition (18 months) • Self-definition (3 years) • Self-concept (6 to 7 years) 9. Formation of Self- Concept 1.

How does a product reinforce the self concept?

If he is satisfied, his self-concept gets reinforced as shown in the figure. The interaction between the product and self-concept can be situation specific. In some situations, the self-concept can be enhanced or reinforced to a lesser or higher degree. Marketers use these tools as a guide to product and brand choices.

What are the components of the self concept?

13. Components of Self-Concept • A sense of personal identity is what sets one person apart as a unique individual. • Identity includes a person’s name, gender, ethnic identity, family status, occupation, and roles. • One’s personal identity begins to develop during childhood and is constantly reinforced and modified throughout life.