Self Concept Of Consumer Behaviour
INTRODUCTION:
With the developments in the world of ever-changing technology, the environment of business has become highly dynamic and so is the consumer behaviour and buying patterns. Understanding Consumer behaviours and decision making and the impact of promotional activities on them is an important area of research. Kotler explains consumer behaviour as, a process involves all aspects that are related to the selection of a product or service, buying and then consumption of the goods or services (Kotler, 2003).1 Consumer Behaviour is influenced by advertising and is believed to be impacted by Self-concept. Kotler and Armstrong (2007) defines advertising as any paid form of non-personal presentation and promotion of ideas, goods and services
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3 It is also explained in reference to individuals subjective thoughts about themselves (Zinkhan and Hong (1): 248–354). 4 In concise terms, self-concept is a mental picture of who you are as a person.
According to social identity theory, self-concept has 2 parts, personal identity and social identity. Personal identity comprises of personality traits and other characteristics that make each person unique while social identity includes the groups we belong in our society such as the communities and other groups we are a part of. 5
Psychologist, Carl Rogers, explains that there are three different parts of self-concept:
1. Self-image: How you see yourself. Self-image does not necessarily coincide with reality.
2. Self-Esteem: How much you value yourself. When people respond positively to your behaviour, we develop positive self-esteem. When we find ourselves lacking, it impacts negatively on our self-esteem.
3. Ideal self: How you wish you could be. Most of the times, the way we see ourselves and how we would like to see ourselves do not quite match up.
Self-Image also consists a variety of
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For example, copy writing considered as one of the most important and difficult aspects of the advertising creative process, exploring the relationship between consumers’ selves and message types can provide a new easy go guide for advertisers to create more messages for the target audience.
REFERENCES:
1. Kotler, Philip. Marketing management: analysis, planning, implementation and control. Prentice-Hall, 2003.
2. Kotler, Philip, and Gary Armstrong. Marketing: versión para Latinoamérica. No. 658.8. Pearson Educación,, 2007.
3. Rosenberg, Morris. "Conceiving the self. 1979." Basic, New York (1979).
4. Zinkhan, George M., and Jae W. Hong. "Self concept and advertising effectiveness: A conceptual model of congruency conspicuousness, and response mode." ACR North American Advances (1991).
5. Rogers, T.B., N. A. Kuiper, and W. S. Kirker (1977), "Self-Reference and the Encoding of Personal Information," Journal of Personality and Social Psychology, 35 (9), 677-688.
6. Levy, S. J. (1959), "Symbols for Sale," Harvard Business Review, 37, 117-24.
7. Sirgy, M. Joseph. "Self-concept in consumer behavior: A critical review." Journal of consumer research 9.3 (1982): 287-300.
8. Sirgy,
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