CONSUMER BEHAVIOUR

A STUDY ON CONSUMERS Realization and Reaction of ones SELF IMMAGE. (SELF CONCEPT)
Introduction Self-concept(or self-image) has become a popular approach in recent years to investigating possible relationships between how individuals perceive themselves and what behaviour they exhibit as consumers. An advantage of studying consumer behaviour using the theory of self-concept is that consumers provide descriptions of themselves, as opposed to having descriptions made by outside observers. That is, each consumer describes his or her own view of himself or herself, which is in contrast to personality tests that fit consumer responses into predetermined categories or traits. This distinction is important, because the way in which a consumer perceiveshimself or herself might differ substantially from the way in which the researcher sees or categorizes that same consumer. William james has been credited with laying the foundations for Self-concept theory in 1890. He described it as the sum total of what a man call his: not only his body and his psychic power, but his clothes and his house, his wife and children, his ancestors and friends, his reputation and works, his lands and bank-accounts. More recently Newcombe defined self-concept as The individual as perceived by that individual ina socially determined frame of reference. Therefore, we can view self-concept as a persons perception of him which includes his physical being, other characteristics such as strength, honesty, and good humour in relation to others and even extending to include certain possessions and his creations. Although self-concept is highly complex, it is well organized and works in a consistent way. To the outside observer, a person may appear irrational and inconsistent in his or her behaviour, but the individual taking such action is behaving in the only way she knows, giver her frame of reference. When the individuals point of view is known, it usually becomes clear that he or she is not acting in an inconsistent way. Self-concept theory is related to psychoanalytic theory since the actual selfis similar to the ego and the ideal self is similar to the superego. Self-concept theoryis governed by the desire to attain self-consistency and the desire to enhance one's self esteem. Generally, consumers buy products that confirm to their actual self-image. But if they are low in selfesteem they are more likely to buy based on what they would like to be rather than what they are. Buying to achieve an unrealizable self-image can lead to compulsive purchasing behaviour. Frequent purchasing is a means to overcome the discrepancy between the real

and ideal selves and to relieve a sense of low self-esteem. Another dimension of selfconcept theory is the extended self. Certain products have symbolic value and are considered an extension of our personality (eg, a car). This extension of self-concept theory in fact has been called symbolic interactionism because it emphasizes the interaction between individuals and the symbols in their environment. Advertisers have understood the symbolic role of products in influencing self-image. Advertising for jewellery, cosmetics, automobiles and clothing frequentlycommunicates an image of the user. Compared to other attitudes, the self-concept is a very complex structure. It is composed of many attributes, some of which are given greater emphasis in determining overall self-attitude. Attributes of self-concept can be described along such dimensions as their content (e.g., facial attractiveness versus mental aptitude), positivity or negativity (i.e., self-esteem), intensity, stability over time, and accuracy(i.e., the degree to which one's self-assessment corresponds to reality). As will be seen later in the unit, consumers' self-assessments can be quite distorted, especiallywith regard to their physical appearance. Though personality and self concept are now the essential terms in the marketing lexicon of today, they are not the only words that marketers use and manage in the process of relating their products to the image of the consumers and the products. The two words especially mentioned in the context are the self-consciousness and the self esteem. Self-Consciousness Unlike the feeling in self concept, self consciousness is more deliberate and easily felt or told. Thus, there are times when people seem to be painfully aware of them. If you have ever walked into a class in the middle of lecture and noticed that all eyes were on you, you can understand this feeling of self consciousness. In contrast, consumers sometimes behave with little self-consciousness. For example, people may do things in a stadium, a riot, or a fraternity party that they would never do if they were highly conscious of their behaviour. In the marketing consumption context, some products do bring out self consciousness in the customers while they are buying or considering them. Thus, `esteem' products or the `unmentionable products' make the customers very self-conscious of them. The rule of the thumb in this regard is that if a person is doing what he or she is not supposed to do in the normal course, it makes them conscious of themselves: It is both a marketing opportunity and a challenge. Self Esteem Self-esteem refers to the `positivity of one's attitude toward oneself'. People with low selfesteem do not expect that they will perform very well. They thus, constantlyendeavour to avoid embarrassment, failure, or rejection. In developing a new line of snack cakes, for example, a manufacturer found that consumers low in self-esteem, preferred portion

controlled snack items because they felt they lacked self-control. In contrast, people with high self-esteem expect to be successful, will take more risks, and are more willing to be the centre of attention. Self-esteem often is related to acceptance by others. For example, young persons who move in high-status "crowds in the disco bars" have higher self-esteem than their counterparts. Like the situation in the self-consciousness, the self-esteem too poses an opportunity to the marketers. Some products could be employing the self-esteem angle to project their products Citicards have used this approach for making their cards more acceptable. Similarly, the new campaign of the new Lifebouy personal soap has used how the brand gives a lift to self-esteem of those who are not confident of themselves or have a lower self-esteem. Multiple Selves In a way, each consumer is really a number of different people. We have as manyselves as we do different social roles. Depending upon the situation, we act differently, use different products and services, and even vary in terms of how much we like ourselves. A person may require a different set of products to play a desired role. She may choose a sedate, understated perfume when she is being her professional self, but splash on something more provocative on Saturday night as she becomes her `femme fatale' self. Similarly, all Indians, howsoever stem and proper they are in dressing themselves, have known to let their hair down on festival occasions. The dramaturgical perspective' on consumer behaviour views people much like actors who play different roles. We each play many roles, and each has its own script, props, and costumes. The Fifty biscuits ad campaigns reflect this perspective. Depending on the characteristics of a situation and the other people with whom one is interacting, different role are played. The self can be thought of as having different components or role identities, and only some of these are active at any given time. Some identities (e.g., husband, boss, student are more central to the self than others, but other identities (e.g., stamp collector, dancer, or advocate for the homeless) maybe dominant in specific situations. For example, executives in a survey done in the United States, the United Kingdom, and some Pacific Rim countries said that different aspects of their personalities come into play depending on whether they are making purchase decisions at home or at work. Not surprisingly, they report being less time-conscious, more emotional, and less disciplined in their home roles. CONSUMPTION AND SELF-CONCEPT By extending the perspective a bit further, it is easy to see how the consumption of products and services contributes to the definition of the self. For an actor to play a role convincingly, he or she needs the correct props, stage setting, and so on. Consumers learn that different roles are accompanied by constellations of products and activities that help to define these roles. Some "props" are so important to the roles we play that they can be viewed as a part of the extended self, a concept to be discussed shortly.The use of consumption information

to define the self is especially important when an identity is yet to be adequately formed, as occurs when a consumer plays a new or unfamiliar role. Symbolic self-completion theory predicts that people who have an incomplete self-definition tend to complete this identity by displaying symbols associated with it. The yes clothing ad relies on this perspective byemphasizing the confidence one gains by wearing the right fashions. Adolescent boysmay use "macho" products like cars and cigarettes to bolster their developing masculinity; here, products are a sort of "social crutch" to be leaned upon during a period of uncertainty. Self-Image -Product Image Congruence Because many consumption activities are related self-definition, it is not surprising to learn that consumers demonstrate consistency between their values and attitudes and the things they buy. Self-image congruence models predict that products will be chosen when their attributes match some aspect of the self. These models assume a process of cognitive matching between these attributes and the consumer's self-image. While results are somewhat mixed, the ideal self appears to be more relevant as a comparison standard for highly expressive social products such as perfume. In contrast, actual self is more relevant for every day, functional product. These standards are also likely to vary by usage situation. For example, a consumer might want a functional, reliable car to commute to work everyday, but a flashier model with more "zing" when going out on a social date in the evening.

(1) Self Concept: Realization of the EXTENEDED SELF

This ad shows that our favourite products are part of our extended self.
As noted earlier, many of the props and settings consumers use to define their social roles u sense become a part, of their selves. Those external objects that we consider a part of us comprise the extended self. In some cultures, people literally incorporate objects into the s( - they lick new possessions, take the names of conquered enemies (or in some cases eat them), or bury the dead with their possessions. Four levels of the extended self are used by consumers to define themselves. These range from very personal objects to places and thin, that allow people to feel like they are rooted in their environments.

a) Individual level: Consumers include many of their personal possessions in self-definition. These products can include jewellery, cars, clothing, and so on. The saying "You are what you wear" reflects the belief that one's things are a part of what one is. b) Family level: This part of the extended self includes a consumers residence and the furnishings in it. The house can be thought of as a symbolic body of the family and is often a central aspect of identity. c) Community level: It is common for consumers to describe themselves in terms of the neighbourhood or town from which they come. For farm families or residents with close ties to a community, this sense of belonging is particularlyimportant. d) Group level: Our attachments to certain social groups also can be considered a part of self. A consumer may feel that landmarks, monuments, or sports teams are a part of the extended self.

Gender: Males(age group >22-60) most of them have this self-concept that being aware of current affairs and politics will make them look knowledgeable and responsible part of society while talking amongst fellow individuals in a social gathering. To them, this newspaper is providing exactly what they need and not the entertainment news which according to their self-concept would not suit their social, intellectual image; be it real or pseudo.

(2) Self Concept: Possession of Humor Appeals

This ad relies upon humor to communicate the message that drivers should wear helmets.
The above depicted advertisement created by a Helmet Company emphasizes on those individuals who depict a possession of a Humor Appeal within the aplomb of their Self Concept. It is also worth mentioning that the Humors effects on the cognitive process have usually been measured in terms of memory and comprehension. In advertising research, the emphasis has been on memory rather than on comprehension. As indicators of advertising effectiveness, Attitude towards the ad, Attitude towards the brand and Purchase Intention are considered to effect in a positive manner in the above mentioned case. Also it has been concluded that the degree of perceived humor in an advertisement will be Associated positively with the attitude towards the ad This study examined the relationship between a humorous advertisement and memory and attitude, and the role of product involvement in this relationship. Overall, strong positive relationships were found between a humorous advertisement and memory of advertised brand and attitude towards the advertisement. Further, it was found that those positive

relationships were much stronger within low involvement products than within highinvolvement products. Humor works best when:

Consumers already have an indifferent attitude toward the brand. (With initially negative consumer attitudes, humor might work only if it is self-deprecating.) The product is not upscale, and gravitas is not the brands aspired positioning. The product pokes fun at itself (rather than at other brands or other people); The joke and brand message are integrated.

Humor works by:

Aiding exposure: Blocking zapping and zipping. Preventing consumers from avoiding the commercial by switching (zapping) or avoiding the commercial by fastforwarding while watching a pre-recorded program (zipping). Holding attention: Getting people to watch the ad (rather than shift their attention to something else); Helping memory: Making people remember the ad by the joke. Gratification: Adds to the enjoyment people derive from the use of media. It leaves a pleasant feeling by having amused the consumer, and this pleasant feeling rubs off on the brand. Multiplier effect: Repeated self-rehearsal. People like to tell jokes and talk about funny commercials; doing so further helps memorizing.

Distraction or Attraction: Humorous ads inhibit the consumer from counter arguing (thinking of reasons not to agree with the message), thereby increasing the likelihood of message acceptance

(3) Self Concept: Possession of Fear Appeals

Life insurance companies often use a fear appeal to motivate consumers to buy policies.
The above depicted advertisements have been specifically designed for individuals who have a deep seated Fear Psychosis of uncertainties in life. Such an advertisement effects consumer behavior by linking the BRAND to their Self Concept of possessing a deep seated FEAR APPEAL. In the above advertisement and its lateral relatives, it has been found that, low or high level fear appeal has been proven to positively influence consumers behavior or persuasion.

Insurance advertising informs individuals of the result after using their services or risk without using their services. Thus, such kind advertising messages will allow individual to make decisions, and influence their attitude toward insurance advertising and intention to use Insurances. By measurement on attitude toward the advertising, individual affection and evaluation toward insurance advertising can be known. This advertisement depicted above delivers fear appeal messages to individuals to enhance their affection. When fear appeal messages in advertising results in threat or anxiety, individuals will change their attitude or have preventive behavior. That is, fear appeal messages in insurance advertising have significant effects on individual attitude toward advertising. It has been found that the higher the degree of factual information, the greater the likelihood of individual attitude towards the insurance advertising. Thereby it has been concluded that moderate the degree of fear appeal messages, the greater the likelihood of individual attitude towards the insurance advertising. Fear Appeals: Emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude Used mostly in social marketing contexts Effective only when the threat is moderate and a solution is presented Threat: The literal content of the message Fear: An emotional response to the message

(4) Self Concept: Possession/Realization of Internal Appeal for Sex (Sex Appeal)

An ad employing a sexual appeal, Sex draws attention to the ad but may be counterproductive unless the product itself is related to sex
In the above depicted advertisement, CANDIES Company a manufacture of fragrances uses generation-Y sex appeal in order to lure the generation. Such an advertisement orients the consumer towards the brand such that their product is associated with attraction of

opposite sex in all senses. Our Analysis on Use of Sex Appeal advertisement on individuals, who poses a self concept of Sexual activity within their personality domain, goes as follows: There is one element that arouses the immediate interest of both men and women. Sex, perhaps not surprisingly, has the greatest universal acceptance of all stratagems ever used in advertising. Probably even more important are the hidden, unconscious feelings that sex arouses in people. Sex can make the beholder feel young again. Sex may also reassure men of their masculinity and women of their femininity. This reassurance may be an important consideration in todays confused relationship between men and women. Additionally, sex is one of the most basic of all human emotions. Lastly, sex is a status symbol. One of the simplest ways for an advertiser to give his models an air of importance is to bestow then with sex appeal. Change in Consumer Behavior on encountering Sexual Appeal advertisement: Marketing professional use sex as a strategy to break through the clutter of advertising messages bombarding consumers on a daily basis. Sexually based advertising appeals are thought to easily grab the attention of those viewing the ad. However, just because such ads are effective at getting attention does not mean that they are effective at generating sales. In fact, there is a variety of contradictory research on the impact of sexual advertising on consumer behavior. Our analysis shows that sexual appeals serve a number of important roles in advertising, including attracting initial attention, augmenting recognition, bolstering brand image, increasing receivers interest in processing the ad, enhancing persuasion and evoking emotional responses. On the other hand, there is an alternative dimension that contends that sex appeal might increase attention to the ad, but not necessarily enhance recall or positive attitudes toward a brand. Such a dimension claims that overly blatant applications of sex as an attention grabber can be counterproductive even.

(5) Self concept- Possession/Realization of Self attractiveness/fitness

To stimulate demand for milk, an industry trade group tapped a huge range of celebrities to show off their milk moustaches.
The objective of this ad is to show that how celebrities through their attractiveness play a vital role in affecting the perception of people and making them buy that product .There are various things that these celebrities symbolizes-

They symbolize important categories such as status, social class, gender, age, and personality type. Match up hypothesis: The celebritys image and that of the product are similar Quality considers two factors: Consumers level of familiarity with a name The number of respondents who indicate that a person, program, or character is a favorite.

Omega uses tennis star Anna Kournikova as a celebrity endorser. This particular company has used a tennis star to attract females who are either fan of Anna Kournikova or they find themselves attractive like this tennis star. So, in that case these females will get attracted by that advertisement and ultimately will buy that product.

(6) Self Concept: Possession/Realization of Ones Own Sex Roles

This ad for Alize, a cognac drink, is geared toward GLBT Costumers.

Tattooing is becoming mainstream. This ad for Nike tennis products says, Rest in heaven, not on the court.

Sex Identity: An important component of a consumers self concept Gender Differences in Socialization: Agentic goals (Males): Stress self assertion and mastery Communal goals (Females): Stress affiliation and fostering of harmonious relations Gender versus Sexual Identity: Sex-Typed Traits: Characteristics stereotypically associated with gender Sex-Typed Products: Many products are sex-typed (i.e., they take on masculine or feminine attributes and are associated with gender) Androgyny: Refers to the possession of both masculine and feminine traits Sex-typed people: Stereotypically masculine or feminine Androgynous people: Mixed gender characteristics Female Sex Roles: Female sex roles are still evolving Male Sex Roles: Masculines: The study of the male image and the cultural meanings of masculinity Gay, Lesbian, Bisexual, and Transgender (GLBT) Consumers: GLBT population is an attractive segment to marketers In the 1990s saw big corporations actively court this market segment
Sex roles have been a focus of attention in Consumer Behavior because they are believed to have an impact on individual and ultimately the purchase of consumer goods and services. Of special interest to marketers is their effect on perceptions of promotions and products. This Advertisement examines the influence of culturally prescribed sex roles on individuals' reactions to sex role characterizations in promotions, the gendering of products, and one's self-concept (which purportedly underlies sex role stereotypic perceptions).

(7) Self Concept: Possession/Realization Cultural Boundaries

This ad for Bijan illustrates how sex-role identities are culturally bound by contrasting the expectations of how women should appear in two different countries.
Sex roles have been a focus of attention in Consumer Behavior because they are believed to have an impact on individual and family decision-making and ultimately the purchase of consumer goods and services. Of special interest to marketers is their effect on perceptions of promotions and products. The Above advertisement examines the influence of culturally prescribed sex roles on individuals' reactions to sex role characterizations in promotions, the gendering of products, and one's self-concept (which purportedly underlies sex role stereotypic perceptions)

(8) Self concept- Social Linkages

1) Branding strategies: Strategies that recognize that even unattractive products are more attractive when evaluated with other, liked products Porsche Fairmont Hotel Unilever Dove Nike Polaroid Roxy Toyota 2) Product complementarily:-Occurs when symbolic meanings of products are related to each other 3) Consumption constellations: Sets of complementary products used to define, communicate and perform social roles

The Sims is one of the most popular games played by people. The reason for the game to be so popular is the way it connects itself with the lifestyle of other people. The game creates a social linkage with the people who play it as it includes everything that one does in the real life.

(9) Self concept- Conflict Between the Id and Superego

This ad focuses on the conflict between the desire for hedonic gratification (represented by the id) versus the need to engage in rational, task-oriented activities (represented by the superego).

(10) Self concept- Personification of ones Life instances

Charmin a Baby Product Personifies the expertise of the company by using MAKE-BELIEVE Characteristics of an individual.

This Delhi made local detergent ad uses a handcuff metaphor in sync with costumers anti-attitude personification with hardship related to dirt removal and urges the viewer, Free yourself from the burden of hand wash.

The Message as Art Form: Metaphors Be with You: Metaphor: Involves placing two dissimilar objects in a close relationship such that A is B Simile: Compares two objects A is like B Resonance: A form of presentation that combines a play on words with a relevant picture The Message as Art Form: Forms of Life Story (incident) Personification: Drama: Attempt to be experiential, involving the audience emotionally Lecture: A speech where the source speaks directly to the audience to inform and persuade them Transformational Advertising: Consumer associates the experience of product usage with some subjective sensation

The major aim of advertising is to impact on buying behavior; however, this impact about brand is changed or strengthened frequently in peoples memories. Memories about the brand consist of those associations that are related to brand name in consumer mind. These brand cognition influence consideration, evaluation, and finally purchases. The principal aim of consumer behavior analysis is to explain why consumers act in particular ways under certain circumstances. It tries to determine the factors that influence consumer behavior, especially the economic, social and psychological aspects. When young people choose advertising information and characters as their role models, they may not only identify with them but also intend to copy them in terms of how they dress and what they are going to buy