self concept - consumer behavior
TRANSCRIPT
Consumer BehaviourUnderstanding Self Concept
Rohan S Telang
Navneet Ballal
Consumer Behaviour2
Self
Image
Ideal
Self
Image
Consumer Behaviour3
Social Self Image
Consumer Behaviour4
Ideal Social Self Image
How everyone Should see me
Consumer Behaviour5
Product Symbolism
Products are assumed to have an image or personality determined by
physical appearance, packaging, advertising, price and users.
• Visibility or Conspicuousness
• Variability: Varied usability
• Personalizability: Symbolic
Association
Consumer Behaviour6
4 Approaches dealing with product image:
• Product image defined as a stereotypic image of its user
• Product image defined as a direct association with self-concept
• Sex-typed product image: Masculine, Feminine
• Differentiated product image: Self and others perception of us
Consumer Behaviour7
Self Concept: Terminologies
• Extended Self
• Self-Image Value: How important is a self image attribute
• Self-Image Belief: Degree of belief in a self image attribute
• Situational Self-Image: Consumption of a brand/product ideal in
one situation and not in another
Consumer Behaviour8
Self Concept Theories
• Self concept is of value to the individual, and behaviour will be
directed towards the protection and enhancement of self-concept.
• The purchase, display, and use of goods communicates symbolic
meaning to the individual and to others.
• The consuming behaviour of an individual will be directed to
enhancing self-concept through consumption of goods as
symbols.
• Publicly consumed goods : influenced more by ideal self-image
• Privately consumed goods: influenced more by actual self-image
Consumer Behaviour9
Self Concept/ Product Image Congruity
• Positive Self Congruity: Hair product
• Positive Self Incongruity: Gym ads
• Negative Self Congruity: Cigarettes
• Negative Self Incongruity: Medicines
Consumer Behaviour10
Self Concept Research Findings
• There exists a relationship between self-image, ideal self-image/product-image
congruity and consumer choice.
• The existence of a relationship between social self-image/product-image
congruity and consumer choice is not strongly supported.
• The existence of a relationship between ideal social self-image/product-image
congruity and consumer choice is a debate.
• The existence of a relationship between sex-role self-image/sex-typed
product-image congruity and consumer choice is a debate.
• The role of product conspicuousness, between self-concept/product-image
congruity and consumer choice has been largely unsupported, however
the role of product conspicuousness and social class does effect consumer
choice.
Consumer Behaviour11
Self Concept Research Findings
• The role of product personalisation(symbolic image), between self-concept
/product-image congruity and consumer choice has been suggested. Purchase
preference and intention is stronger for high personalising products.
• The role of personality, between self-concept/product-image congruity and
consumer choice has been suggested. Purchase intention are more closely
related to ideal self-concept than to actual self-concept.
• The ideal-self and ideal-social-self image concepts were more closely related
to product preference whereas,
The actual-self and social-self image concepts were more closely related to
purchase intention.
Consumer Behaviour12
Self Concept Research Findings
Product image as a function of consumer behaviour:
• It was found that product image is derived out of a strive to bridge gap between
self and ideal self.
• It was found that consumers rated products that they tend to use or places they
frequent to have a positive product image as compared to non-patronized ones.
Self-Image as a function of consumer behaviour:
• This may happen in situations where a product image is very strongly established
and consumers self-image are not strongly established.
Eg: Pre-owned products, someone gifts you a FastTrack and your self-image is
now “cool”
Consumer Behaviour13
Thank You…