Consumers as Individuals – the Self Essay
The self-concept refers to the beliefs a person holds about their attributes, and how they evaluate these qualities.
Components of the self-concept
It is composed of many attributes, some of which are given greater emphasis when the overall self is being evaluated. Attributes of self-concept can be described along such dimensions as their content (for example, facial attractiveness vs. mental aptitude), positivity or negativity (i.e. self-esteem), intensity, stability over time and accuracy (that is, the degree to which one’s self-assessment corresponds to reality).
Self-esteem refers to the positivity of a person’s self-concept. People with low …show more content…
CONSUMPTION AND SELF-CONCEPT
Products that shape the self: you are what you consume
Recall that the reflected self helps to shape self-concept, which implies that people see themselves as they imagine others see them. People use an individual’s consumption behaviours to help them make judgements about that person’s social identity. A consumer exhibits attachment to an object to the extent that it is used by that person to maintain their self-concept. Objects can act as a sort of security blanket by reinforcing our identities, especially in unfamiliar situations.
Symbolic self-completion theory predicts that people who have an