Self and Self Images

Presented By: Pushpinder Singh Puri Ritesh Kumar Shashank Gupta

Self and Self-Image

Self-image: A persons perceptions of his/her self People have multiple selves Different selves in different situations Consumers is likely to act quite differently with different people and in a different situations. Example- for instance a person is likely to behave in different ways with parents, at school, at work, at museum opening, or with friends in parties.

CONSUMER SELF- IMAGE

Refers to how a consumer perceives him/ herself. Patronize retailers who image or personality relate in some meaningful way to their own self-images.

In essence, consumers seek to depict themselves in their brand choices, they tend to approach products with images that would enhance their self concept.

Self and Consumer Behaviour

Since an individual embodies a number of different selves marketers should target their product and services to consumers within the context of a particular self.

Self Image Construction

Individuals develop their self-images through interactions with other people. Initially parents and then other individuals and groups.

Self-Image and Brand Connections

Using brands to communicate self concept. First developed between middle childhood and early adolescence (buying /owning branded items). During adolescence brands are viewed as connected to persons self concept (same personality or reference group affiliation) Consumers use brands to help them in the task of defining themselves. Consumers have strong links to particular brands. Positive selfbrand connection see such brands as representing an aspect of themselves. Builds consumer loyalty and positive relationships.

Different Self-Images
Actual SelfImage Ideal Self-Image

Ideal Social Self-Image

Social Self-Image

Expected Self-Image

Different Self-Images Actual Self-Image

This how the consumer sees themselves. An example of behaviour exhibited here is:

The purchasing of everyday household products. (basic necessities)

Ideal Self-Image

This is how consumers would like to see themselves. An example of behaviour exhibited here is:
A strong personal goal or wish like feeling better about oneself and ones appearances.

Social Self-Image

How consumers feel others see them. An example of behaviour exhibited here is: Purchasing socially enhancing or socially conspicuous products.

Ideal-Social Image

This is how consumers would like others to see them.

Expected Self-Image

This how consumers expect to see themselves at some specified future time. It is a future-orientated combination of what is and what the consumer would like to be.

Issues Related to Self and Self Images

1- One or multiple selves

A single consumer will act differently in different situations or with different people We have a variety of social roles Marketers can target products to a particular self

2- Makeup of the self -image

Contains traits, skills, habits, possessions, relationships and way of behavior Developed through background, experience, and interaction with others Consumers select products congruent with this image

3-Extended self

Possessions can extend self in a number of ways: Actually motivate somebody to do things which would have been otherwise difficult to perform. Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers

4- Altering the self -image

Consumers use self-altering products to express individualism by Creating new self Maintaining the existing self Extending the self Conforming Eg Raymond's

Gender Roles and Self-Image Mens vs. womens products Gender typed products may be matched with consumers gender-role orientation: Masculinity- independence, toughness, aggressiveness, competitiveness, achievement, rebelliousness Femininity - tenderness, sensitivity, dependence, compliance, cooperation

Internet Insight: Virtual Self

Online individuals have an opportunity to try on different personalities Virtual personalities may result in different purchase behavior

An ad of L'Oreal suggests to alter the self- image which says why do most beautiful women around the world chose loreal

Because L'Oreal is synonymous with beauty

Thank you