Week 7: Self-Concept in Consumer Behavior: A Critical Review

Product Symbolism and Self-Concept in Consumer Research

• Self-concept refers to an individual's thoughts and feelings about themselves as an object, and it has been viewed from various perspectives including psychoanalytic, behavioral, organismic, phenomenological, cognitive, and symbolic interactionism.
• Self-concept is multidimensional, including actual self, ideal self, and social self, and is related to global self-attitude such as self-esteem or self-satisfaction.
• Self-concept is influenced by at least two motives: the self-esteem motive, which seeks experiences that enhance self-concept, and the self-consistency motive, which leads individuals to behave consistently with their view of themselves.
• Products, suppliers, and services have an image determined by factors such as packaging, advertising, and price, as well as associations with stereotypes of the generalized or typical user.
• Products can be communication vehicles that convey personality associations through visibility in use, variability in use, and personalizability.
• Personalizability is the extent to which the use of a product can be attributed to a stereotypic image of the generalized user.
• Self-concept studies have identified four approaches to product image: (1) product image as it relates to the stereotypic image of the generalized product user, (2) product image in direct association with the self-concept, (3) sex-typed product image, and (4) differentiated product images.
• Product image is often measured on semantic differential scales or product-anchored Q-methodology, where respondents indicate the extent to which a specific product is associated with their actual or ideal self-concept.
• Sex-typed product image is measured using bipolar masculinity-femininity rating or ranking scales.
• Masculinity and femininity in product perceptions can be measured as two separate constructs.
• Product images can be activated in various forms, including self-perception given a product preference and others' perception of self given a product preference.
• Consumers may not be able to distinguish between their own feelings about a product and their beliefs about how they are viewed by others.

Conceptualizing Self-Concept in Consumer Behavior

• Self-concept in consumer behavior literature has been conceptualized in various ways, including as a single variable or having multiple components.
• The actual self-concept, ideal self-concept, social self-concept, and ideal social self-concept are some of the components of self-concept.
• Self-concept theories argue that consumers' behavior is significantly affected by the symbols encountered in the identification of goods in the marketplace.
• Grubb and Grathwohl's self-concept theory posits that self-concept is of value to the individual, and behavior will be directed toward the protection and enhancement of self-concept.
• Schenk and Holman's situational self-image theory defines situational self-image as the meaning of self the individual wishes others to have.
• Sirgy's self-image/product-image congruity theory posits that product cues involving images usually activate a self-schema involving the same images.
• Sirgy's self-image/product-image congruity theory argues that the value or "meaning" of a product image is not independently derived but is inferred from evoked self-image dimensions.
• Positive self-congruity will determine the strongest level of purchase motivation, followed by positive self-incongruity, negative self-congruity, and negative self-incongruity, respectively.
• Positive self-congruity will maintain a positive self-image, while positive self-incongruity enhances the self by approaching an ideal image.
• Negative self-congruity will avoid self-abasement, while negative self-incongruity will avoid dissonance generated from behavior/self-image belief discrepancies.
• The resultant motivational state toward a given product is thus the net effect of the motivational state arising from self-esteem and self-consistency needs.
• Self-concept plays a crucial role in consumer behavior, and understanding its various conceptualizations can aid marketers in developing effective marketing strategies.

Self-Concept Measurement and Research in Consumer Behavior

• Self-concept measurement in consumer behavior has included Q-sort methodology, rating scales, and semantic differentials.

• Self-concept research in consumer behavior has identified at least five research tracks, including self-concept and socio-psychological factors, consumer behavior as a function of self-concept/product-image congruity, consumer behavior as a function of direct self-concept influences, and product image as a function of consumer behavior.

• Studies have shown that consumers prefer products with images that are congruent with their self-concepts, and the relationship between actual self-image/product-image congruity and consumer choice has been supported by numerous studies.

• The relationship between ideal self-image/product-image congruity and consumer choice has also been generally supported.

• The relationship between social self-image/product-image congruity and consumer choice has not been strongly supported.

• The moderating role of product conspicuousness on the relationship between self-concept/product-image congruity and consumer choice has been largely unsupported.

• The moderating role of product personalization on the relationship between self-concept/product-image congruity and consumer choice has been suggested.

• The moderating role of personality on the relationship between self-concept/product-image congruity and consumer choice has also been suggested.

• Studies have also explored the effects of self-concept per se on consumer behavior, including the effects of sex-role self-concepts and anxiety on product preference.

• Studies have addressed the relationship between congruity effects and product-image perceptions, with some suggestive evidence concerning the effects of congruence between sex-role self-concept and sex-typed product image on sex-typed product perceptions.

• Attributing a specific image to a product can be affected by the person's egocentricity, according to social psychology literature.

• While some studies argued for a causal type of relationship between self-concept and consumer behavior, they provided correlational data from which causal inferences could not easily be made.The Relationship Between Consumer Behavior and Self-Concept

• Consumer behavior can affect self-perceptions.

• A product image can influence a consumer's self-concept.

• Bem's self-perception theory explains this phenomenon.

• Birdwell's study showed that product ownership influenced self-concept and product image congruity.

• Grubb and Hupp, Grubb and Stern, and Schewe and Dillon's studies support this argument.

• Product ownership may influence self-concept measurement.

• Self-concept/product-image congruity increases with the passage of time.

• The influence of consumer behavior on self-concept changes is possible.

• Consumers may attribute their behavior to their self-image.

• A strongly established product image can affect consumers' self-concepts.

• Consumers may see themselves as similar to the product image.

• Self-concept can be formed within a specific frame of reference.

Issues in Self-Concept Research in Consumer Behavior

• Researchers have created numerous constructs to explain consumer self-concept effects on consumer choice, leading to theoretical difficulties in describing and explaining the interrelationship between these constructs.

• The situational self-image and self-image/product-image congruity models have been proposed as parsimonious approaches to address these difficulties.

• Most self-concept studies are based on the congruence notion that consumers are motivated to approach products that match their self-perceptions, but the theory behind this notion is not always clear.

• Consumer researchers should generate their own self-concept theories in consumption-related settings and use theories from social psychology to guide methodology.

• Models of self-image/product-image congruity in relation to product preference and purchase intention have been examined, but these models must be guided by theory and positioned within the context of decision-making literature.

• Moderator variables, such as personality differences and situational factors, can be used to predict consumer choice and should be hypothesized within a theoretical framework.

• The semantic differential methodology used in self-concept research has been criticized for issues such as the selection of image adjectives, assumption of equal weighting, and lack of reliability and validity testing.

• Importance ratings for each attribute should be obtained, and factor analytic procedures should be used to reduce the full attribute set to ensure attribute independence.

• Only those images highly related to the product being tested should be included in the semantic differential methodology to ensure high image saliency.

• Social desirability bias and self-disclosure problems can be addressed by selecting neutral self-image attributes, using both positive and negative self-image dimensions, and providing anonymity to respondents.

• Self-image bipolar adjectives used in the semantic differential methodology are very abstract, and situation-specific self-image characterizations or public self-information on behaviors can be used to alleviate this problem.

• Researchers should aim to generate testable hypotheses and explain research findings using theory, and self-concept theories can guide methodology in self-concept research.Solutions for the Self-Disclosure Problem in Surveys

• Self-disclosure is a problem in surveys where respondents may not reveal their true thoughts and feelings.

• Anonymity is one solution to the self-disclosure problem, where respondents can remain anonymous when answering questions.

• Another solution is to manipulate the environment to make it more conducive to self-disclosure.

• A cozy room with pictures, cushioned furniture, a rug, and soft lighting can make respondents feel more comfortable and willing to disclose.

• Using an interviewer who is similar to the respondents in many respects can also increase self-disclosure.

• Physically attractive interviewers can also help increase self-disclosure.

• The self-disclosure problem can be particularly challenging in sensitive topics such as sex, drug use, and mental health.

• One study found that anonymity increased self-disclosure in sensitive topics for both high and low self-monitors.

• Self-monitors are individuals who are more aware of their behavior in social situations and adjust their behavior accordingly.

• Another study found that anonymity increased self-disclosure in sensitive topics for low self-esteem individuals, but not for high self-esteem individuals.

• Overall, anonymity and environmental manipulation are two potential solutions to the self-disclosure problem in surveys.

• Researchers should consider the topic of the survey and the characteristics of the respondents when deciding on the best approach to increase self-disclosure.

Critique of Self-Concept Research Methods in Consumer Behavior

• The product-anchored Q-method has several shortcomings, including difficulty for respondents to describe themselves in terms of products and the lack of strong personality stereotypic associations.
• The product-anchored Q-method fails to differentiate between product images and self-images, preventing modeling of the self-concept/product-image congruity process.
• Standardized personality measures, such as the femininity scales of CPI and MMPI personality inventories, may not tap self-perceptions, which are necessary for self-concept research in consumer behavior.
• Wicklund and Frey's self-awareness theory posits that self-focused attention can be aversive, and measuring consumer product preference or purchase intention in an environment that does not elicit the self-concept can hinder the study of self-concept influences on these behaviors.
• To study self-concept influences, a product/situation that elicits the self-concept must be used, and Pryor (1980) outlines three methods for creating self-awareness in social psychology studies: retrospective self-awareness, self-awareness during behavior, and self-awareness during self-report.
• Consumer self-concept research is in its infancy stage compared to consumer attitude research, and much work is needed in theoretical generation, model construction, and method development.
• Interest in consumer self-concept research will increase when consumer researchers realize the value of knowledge extracted from this type of research for applied social science research.
• Self-concept research can contribute to consumer attitude modeling and consumer decision-making research by integrating the social cognitive dynamics involved with both functional and symbolic attributes in explaining, describing, and predicting social behavior.
• Self-concept research should not be treated as an offshoot topic but rather an integral part of attitude research.
• Attitude theoreticians and researchers are challenged to develop attitude theories that integrate the social cognitive dynamics involved with both functional and symbolic attributes in explaining, describing, and predicting social behavior.
• Self-concept research faces theoretical and methodological challenges, including defining self-concept, measuring self-perceptions, and eliciting self-awareness, which require further study.
• Self-concept research is valuable for applied social science research and can enhance our understanding of consumer behavior.