A psychoanalytic investigation working paper series nicola caramia 25 june 2018 page 0 contents introduction. This study tests a model that includes selfimage congruence. Joseph sirgy the self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. 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. Consumers identity the role of the self concept in the consumer behavior, constanta maritime university annals, constanta maritime university, vol. The selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. 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. Selfconcept can be described simply as how one perceives himself and his behavior in the market place. It was hypothesized that congruitybetween product image and a consumers selfperspectives. 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. As stated in chapter one, the self concept is how an individual thinks about or perceives.
Self concept can be described simply as how one perceives himself and his behaviour in the market place. Finally, it examines potential weaknesses and limitations of the research. Scribd is the worlds largest social reading and publishing site. Distinguished in the psychology literature from the concept of self esteem, our study examines the role of scc in selected consumer behaviors. Understanding the influences underlying consumption has become an increasingly important goal for marketers. Consumers identity the role of the self concept in the. Self concept in consumer behaviour selfconcept can be described simply as how one perceives himself and his behavior in the market place. The first section is the one we show almost to no one, family members. To date, application of selfcongruence theories to tourist posttravel evaluations is limited. 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. Consumer selfconcept, symbolism and market behavior. The role of selfconcept in consumer behavior by marisa toth. 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.
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. Self concept in consumer behaviour human sexual activity. Her specific research interests include tourist behaviour, self. A consumer behavior perspective the purpose of this research was to test the theory of selfesteem from a consumer behavior perspective. Pdf understanding the influence of brand personality on. 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. Previous studies which have examined the applicability of the image congruence hypothesis to consumer behavior have scarcely examined its effect in the services industry. The role of selfconcept in consumer behavior digital. Even two decades later since selfconcept clarity scc first emerged in the psychology literature, this important concept has escaped the attention of consumer psychologists.
Our primary goal in the present research was to hypothesize and verify selected consumer behavior correlates of scc. 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. The research is exploratory in nature and will apply sit to consumer behaviour by examining how. Self concept is explored via onsite focus groups at the woodford folk festival in. Consumer behavior i about the tutorial consumer behavior is about the approach of how people buy and the use merchandise and services.
Three of the most useful worksheets on selfconcept are described. Consumer behaviour deals with various stages that a consumer goes through before purchasing any product or service. Self concept in consumer behaviour tutorial 14 april 2020. Many selfconcept theories attempting to explain consumer behavior have been generated incorporating these dimensions. Department of marketing, university of otago, po box 56, dunedin, new zealand. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. 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 role of selfcongruity and other associative variables on. This research draws from the selfconcept literature in consumer behavior to help explain. Distinguished in the psychology literature from the concept of selfesteem, our study examines the role of.
Selfconcept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. This study examined the role of selfconcept in consumer behavior, specifically product evaluation. 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. Pdf selfconcept is an important yet underresearched aspect of the consumer behavior of the. Selfconcept is distinguishable from selfawareness, which refers to the extent to which selfknowledge is defined, consistent, and currently applicable to ones attitudes and dispositions. The theory provides a potentially important conceptualization to help explain a broad. Selfconcept differentiation scd refers to how an individuals selfrepresentation may vary across contexts or social roles e. 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.
It is not a realistic concept as an unconscious component is always present. This image develops in a number of ways but is particularly influenced by our interactions with important people in our lives. The self concept is not very realistic because an unconscious component is always present. Joseph sirgy the selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Concepts of consumer behavior free download as powerpoint presentation. The term self concept is defined as the totality of thoughts and feelings that an individual has about him or herself. Consumer behaviour towards fashion emerald insight. Joseph sirgy m journal of consumer research pre1986. How exactly does this selfimage form and change over time. Actual selfimage, ideal selfimage and the relation between. Presents observations on self concept in consumer behavior research. It examines the role selfconcept plays in consumer behavior, as well as other influences that have been found to affect product evaluations.
The influences of various dimensions of the selfconcept are examined in regard to four product dimensions. Pdf selfimage congruence in consumer behavior sameer. Lifestyle and selfconcept consumer behaviour notes. It has divided into two different sections that are the inner self and the outer self. The purchase, display, and use of goods communicates symbolic meaning to the individual and to others.
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. 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. The self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. In other words, its what happens before a purchase, during a purchase and after the purchase. The predictive effects of selfconcept on this interaction were also explored. The purpose of this research is to investigate the extent to which actual and ideal self. 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.
Fashion promotion, in turn, could be more targeted and use concepts from both innovation and self. 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. For understanding consumer behaviour, implementation of consumer. 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 term selfconcept is defined as the totality of thoughts and feelings that an individual has about him or herself. The study of consumer behaviour deals with basic questions related to buying such as. Pdf the role of consumer selfconcept in marketing festivals.
Consumer research has paid scant attention to the full spectrum of a consumers selfconcept life cycle and its subsequent impact on brand. Selfconcept and selfimageproductimage congruity previous studies have emphasized the significance of selfconcept and consumer preference, as. What is the relationship between the psychological characteristics of a consumer and his purchase behavior. 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. Consumer behaviour is comparatively a new field of study which evolved just after the second world war. 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. 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. 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. Chapter one provided a general overview of selfconcept, consumer behavior, and how the two interact. Self concept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. This slides explains the concepts of consumer behavior and relations. Research has also shown that selfimage congruence affects customers brand preferences and their. The definitions provided above should provide sufficient clarity on the concept of consumer behaviour. She is a key member of a team exploring how technology can be used to enhance the student learning experience.
Current research projects also include a study of children as consumers. Self concept can be described simply as how one perceives himself and his behavior in the market place. Marketing in the context of consumer behavior and brand. Pdf the connection between self concept actual self. One of the most commonly studied theoretical approaches integrating selfconcept and consumer behavior is the selfimage congruence hypothesis. Self concept is a very crucial concept in the subject of. Landon 1974 highlighted the role of selfconcept in consumer behaviour. Selfimage congruence helps explain and predict different facets of consumer behavior. Selfconcept is explored via onsite focus groups at the woodford folk festival in. The selfconcept the selfconcept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities. Understanding the influence of brand personality on consumer behavior article pdf available january 2015 with 2,009 reads how we measure reads. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. The synthesis of these approaches, it is argued, could lead to an increase in fashion branding, based on a greater segmentation of fashion markets. Selfconcept, needs, and values are the three personal factors that.
As stated in chapter one, the selfconcept is how an individual thinks about or perceives. This model states that, like individuals, products have personalities and. 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. It also introduced the selfimage congruency hypothesis. She is a key member of a team exploring how technology can be. Reasons for the failure of self concept to become a major consumer behavior construct. Concepts of consumer behavior marketing consumer behaviour.
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