Chapter 5

The Self
By Michael R. Solomon

Consumer Behavior
Buying, Having, and Being
Sixth Edition
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Self Concept
Self Concept:
The beliefs a person holds about his or her own attributes and how he or she evaluates these qualities

Dimensions of the Attributes of Self Concept:

Content Positivity Intensity Accuracy

Consumer perceptions of self can be quite distorted, particularly with regard to their physical appearance.
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Self-Esteem
Self-esteem:
Refers to the positivity of a persons self-concept.

Social Comparison:
A process by which consumers evaluate themselves by comparing themselves with others (particularly comparisons with idealized images of people in advertising)

Self-esteem Advertising:
Attempts to change product attitudes by stimulating positive feelings about the self.

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Real and Idealized Selves

Ideal Self:
A persons conception of how he or she would like to be Partially molded by elements of a consumers culture

Actual Self:
A persons realistic appraisal of the qualities he or she does and does not possess

Fantasy: Bridging the Gap between the Selves:

Fantasy: A self-induced shift in consciousness Fantasy appeals: Marketing communications aimed at individuals with a large discrepancy between their real and ideal selves
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Fantasy Appeals

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Consumption and Self-Concept

Products that Shape the Self: You are What you Consume:
People use an individuals consumption behaviors to help them make judgments about that persons social identity. Symbolic self-completion theory: People who have an incomplete self-definition tend to complete this identity by acquiring and displaying symbols associated with it.

Self/Product Congruence:
Consumers demonstrate consistency between their values and the things they buy. Self-image congruence models: Products will be chosen when their attributes match some aspect of the self.
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