Consumers as Individuals – the Self Essay

1494 Words Apr 21st, 2012 6 Pages
LECTURE 5: CONSUMERS AS INDIVIDUALS – THE SELF

Self-concept

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

Self-esteem refers to the positivity of a person’s self-concept. People with low
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A heightened concern about he nature of one’s public ‘image’ also results in more concern about the social appropriateness of products and consumption activities. Several measures have been devised to measure this tendency. Consumers who score high on a scale of public self-conciousness, for example, are also more interested in clothing and are heavier users of cosmetic. A similar measure is self-monitoring. High self-monitors are more attuned to how they present themselves in their social environments, and their product choices are influenced by their estimates of how these items will be perceived by others. High self-monitors are more likely than low self-monitors to evaluate products consumed in public in terms of the impressions they make on others.

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

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