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The Impact Of Identity On Consumer Behavior

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Consumer behaviour as a concept, involves much more than ‘buying things’. It focuses on the study of ‘how having (or not having) things affect our lives, how possessions influence the way we feel about ourselves and about each other – our state of being’ (Soloman, 2006). This includes identity, which can have a significant impact on consumer behaviour. This essay will consider the impact of identity on consumer behaviour, applying the understanding to products and different contexts. It will also explore the different types of identity and the effects on consumer behaviour. There are two main types of identity, brand and individual (Sullivan, 2013). Brand enforces what the brand name means to a consumer, the connection it holds. The identification …show more content…

As the appendix shows, there are many aspects of self-concept. Real self-focused on how others see us, is the one marketers find the most important to influence. Self-image, as we see ourselves, those consumer’s self image is ‘cool’ will purchase appropriate products to reinforce that image. Examples are products such as sports cars and fashionable clothing to maintain image. Ideal self is who consumers want to become, which will see them purchase relevant products such as cosmetics, musical instruments etc. Looking glass self, way we think others see us, influences the consumer to make changes to those perception with their purchases. Possible selves, the selves we may become or wish to become. The marketers can present material to help customers avoid what they fear they are to be perceived in the future (Blythe, 2013). Such examples include fitness courses, stop smoking programmes, education classes, these contribute to consumers positive future thinking. This supported with research ‘consumers are naturally attracted to brands that reflect identities that they possess or want to achieve (Belk …show more content…

Belk (2003) found that trainers can represent a ‘rite of passage’ and people define themselves by the brands/appearance of footwear they choose. An example of this would be Converse advert (fig 5) with the slogan ‘shoes are boring, Wear Sneakers’ which elicits the change of lifestyle, from boring to cool. Further research found African Americans might wear African clothing as a way of identifying the individuals with their roots (DeBerry-Spence and Izberg-Bilgin, 2006). This proves that identity can have vastly different effects with different identities, however identity plays a key role in consumer

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