Self Concept - Consumer Behavior

A presentation on the concept of self image and how it impacts consumer behavior.

1. Consumer Behaviour Understanding Self Concept Rohan S Telang Navneet Ballal

2. Consumer Behaviour 2 Self Image Ideal Self Image

3. Consumer Behaviour 3 Social Self Image

4. Consumer Behaviour 4 Ideal Social Self Image How everyone Should see me

5. Consumer Behaviour 5 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

6. Consumer Behaviour 6 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

7. Consumer Behaviour 7 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

8. Consumer Behaviour 8 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

9. Consumer Behaviour 9 Self Concept/ Product Image Congruity Positive Self Congruity: Hair product Positive Self Incongruity: Gym ads Negative Self Congruity: Cigarettes Negative Self Incongruity: Medicines

10. Consumer Behaviour 10 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.

11. Consumer Behaviour 11 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.

12. Consumer Behaviour 12 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”

13. Consumer Behaviour 13 Thank You…