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

What is self-concept?

  • An individual's thoughts and feelings about the world as an object
  • An individual's thoughts and feelings about their possessions as an object
  • An individual's thoughts and feelings about others as an object
  • An individual's thoughts and feelings about themselves as an object (correct)

    • What are the three dimensions of self-concept?

  • Actual self, ideal self, and social self (correct)
  • Actual self, ideal self, and mental self
  • Actual self, ideal self, and emotional self
  • Actual self, ideal self, and physical self

    • What are the two motives that influence self-concept?

  • Self-esteem motive and self-actualization motive
  • Self-esteem motive and self-consistency motive (correct)
  • Self-esteem motive and self-fulfillment motive
  • Self-esteem motive and self-awareness motive

    • What are the factors that determine a product's image?

    <p>Packaging, advertising, price, and associations with stereotypes of the generalized or typical user</p> Signup and view all the answers

    What are the three ways in which products can convey personality associations?

    <p>Visibility in use, variability in use, and personalizability</p> Signup and view all the answers

    What is personalizability?

    <p>The extent to which the use of a product can be attributed to a stereotypic image of the generalized user</p> Signup and view all the answers

    What are the four approaches to product image identified in self-concept studies?

    <p>Product image as it relates to the stereotypic image of the generalized product user, product image in direct association with the self-concept, sex-typed product image, and differentiated product images</p> Signup and view all the answers

    How is sex-typed product image measured?

    <p>Bipolar masculinity-femininity rating or ranking scales</p> Signup and view all the answers

    What is self-concept?

    <p>An individual's thoughts and feelings about themselves as an object</p> Signup and view all the answers

    What are the three dimensions of self-concept?

    <p>Actual self, ideal self, and social self</p> Signup and view all the answers

    What are the two motives that influence self-concept?

    <p>Self-esteem motive and self-consistency motive</p> Signup and view all the answers

    What are the factors that determine a product's image?

    <p>Packaging, advertising, price, and associations with stereotypes of the generalized or typical user</p> Signup and view all the answers

    What are the three ways in which products can convey personality associations?

    <p>Visibility in use, variability in use, and personalizability</p> Signup and view all the answers

    What is personalizability?

    <p>The extent to which the use of a product can be attributed to a stereotypic image of the generalized user</p> Signup and view all the answers

    What are the four approaches to product image identified in self-concept studies?

    <p>Product image as it relates to the stereotypic image of the generalized product user, product image in direct association with the self-concept, sex-typed product image, and differentiated product images</p> Signup and view all the answers

    How is sex-typed product image measured?

    <p>Bipolar masculinity-femininity rating or ranking scales</p> Signup and view all the answers

    What are some of the components of self-concept in consumer behavior?

    <p>Actual self-concept, ideal self-concept, social self-concept, and ideal social self-concept</p> Signup and view all the answers

    What is Grubb and Grathwohl's self-concept theory?

    <p>Self-concept is of value to the individual, and behavior will be directed toward the protection and enhancement of self-concept.</p> Signup and view all the answers

    What is Schenk and Holman's situational self-image theory?

    <p>Situational self-image is the meaning of self the individual wishes others to have.</p> Signup and view all the answers

    What is Sirgy's self-image/product-image congruity theory?

    <p>Product cues involving images usually activate a self-schema involving the same images.</p> Signup and view all the answers

    What is the order of purchase motivation from strongest to weakest according to Sirgy's self-image/product-image congruity theory?

    <p>Positive self-congruity, positive self-incongruity, negative self-congruity, negative self-incongruity</p> Signup and view all the answers

    What does positive self-incongruity do according to Sirgy's self-image/product-image congruity theory?

    <p>Enhances the self by approaching an ideal image.</p> Signup and view all the answers

    What does negative self-congruity do according to Sirgy's self-image/product-image congruity theory?

    <p>Avoids self-abasement.</p> Signup and view all the answers

    What is the role of self-concept in consumer behavior?

    <p>Self-concept plays a crucial role in consumer behavior, and understanding its various conceptualizations can aid marketers in developing effective marketing strategies.</p> Signup and view all the answers

    What are some of the components of self-concept in consumer behavior?

    <p>Actual self-concept, ideal self-concept, social self-concept, and ideal social self-concept</p> Signup and view all the answers

    Which theory argues that self-concept is of value to the individual, and behavior will be directed toward the protection and enhancement of self-concept?

    <p>Grubb and Grathwohl's self-concept theory</p> Signup and view all the answers

    What is situational self-image according to Schenk and Holman's situational self-image theory?

    <p>The meaning of self the individual wishes others to have</p> Signup and view all the answers

    According to Sirgy's self-image/product-image congruity theory, what activates a self-schema involving the same images?

    <p>Product cues involving images</p> Signup and view all the answers

    What determines the strongest level of purchase motivation according to Sirgy's self-image/product-image congruity theory?

    <p>Positive self-congruity</p> Signup and view all the answers

    What does positive self-incongruity do according to Sirgy's self-image/product-image congruity theory?

    <p>Enhances the self by approaching an ideal image</p> Signup and view all the answers

    What does negative self-congruity avoid according to Sirgy's self-image/product-image congruity theory?

    <p>Self-abasement</p> Signup and view all the answers

    What is the role of self-concept in consumer behavior according to the text?

    <p>It plays a crucial role</p> Signup and view all the answers

    What are the three methods used for self-concept measurement in consumer behavior?

    <p>Q-sort methodology, rating scales, and semantic differentials</p> Signup and view all the answers

    Which of the following is NOT one of the identified research tracks in self-concept research in consumer behavior?

    <p>Self-concept and technological factors</p> Signup and view all the answers

    Which of the following has been supported by numerous studies in regards to the relationship between self-image/product-image congruity and consumer choice?

    <p>Actual self-image</p> Signup and view all the answers

    Which of the following has NOT been strongly supported in regards to the relationship between self-image/product-image congruity and consumer choice?

    <p>Social self-image</p> Signup and view all the answers

    What has been suggested as a moderating role on the relationship between self-concept/product-image congruity and consumer choice?

    <p>Product conspicuousness</p> Signup and view all the answers

    What is Bem's self-perception theory?

    <p>A theory that explains how consumer behavior can affect self-perceptions</p> Signup and view all the answers

    Which study showed that product ownership influenced self-concept and product image congruity?

    <p>Birdwell's study</p> Signup and view all the answers

    What can affect the attribution of a specific image to a product according to social psychology literature?

    <p>The person's egocentricity</p> Signup and view all the answers

    What are the three methods used for measuring self-concept in consumer behavior?

    <p>Q-sort methodology, rating scales, and semantic differentials</p> Signup and view all the answers

    Which of the following research tracks is NOT identified as related to self-concept in consumer behavior?

    <p>Consumer behavior as a function of product quality</p> Signup and view all the answers

    What is the relationship between actual self-image/product-image congruity and consumer choice?

    <p>Supported by numerous studies</p> Signup and view all the answers

    Which of the following moderating roles on the relationship between self-concept/product-image congruity and consumer choice has been largely unsupported?

    <p>Product conspicuousness</p> Signup and view all the answers

    What is the effect of attributing a specific image to a product according to social psychology literature?

    <p>Affected by the person's egocentricity</p> Signup and view all the answers

    Which theory explains the phenomenon of product image influencing a consumer's self-concept?

    <p>Bem's self-perception theory</p> Signup and view all the answers

    What did Birdwell's study show regarding product ownership and self-concept?

    <p>Product ownership influenced self-concept and product image congruity</p> Signup and view all the answers

    What is the possible influence of consumer behavior on self-concept changes?

    <p>Consumer behavior may influence self-concept changes</p> Signup and view all the answers

    Which model has been proposed as a parsimonious approach to address theoretical difficulties in describing and explaining the interrelationship between constructs in consumer self-concept research?

    <p>The self-image/product-image congruity model</p> Signup and view all the answers

    What is the basis for most self-concept studies in consumer behavior?

    <p>The congruence notion</p> Signup and view all the answers

    What should consumer researchers do when generating their own self-concept theories in consumption-related settings?

    <p>Use theories from social psychology to guide methodology</p> Signup and view all the answers

    What methodology has been criticized in self-concept research for issues such as the selection of image adjectives, assumption of equal weighting, and lack of reliability and validity testing?

    <p>The semantic differential methodology</p> Signup and view all the answers

    What should be done to ensure attribute independence in the semantic differential methodology in self-concept research?

    <p>Obtain importance ratings for each attribute and use factor analytic procedures to reduce the full attribute set</p> Signup and view all the answers

    What is a potential solution to the self-disclosure problem in surveys where respondents may not reveal their true thoughts and feelings?

    <p>Anonymity</p> Signup and view all the answers

    What is a potential challenge for the self-disclosure problem in surveys?

    <p>The topic of the survey</p> Signup and view all the answers

    What did one study find about the effect of anonymity on self-disclosure in sensitive topics for both high and low self-monitors?

    <p>Anonymity increased self-disclosure for both high and low self-monitors</p> Signup and view all the answers

    What is the situational self-image and self-image/product-image congruity model?

    <p>A model proposed to address theoretical difficulties in describing and explaining the interrelationship between constructs in self-concept research</p> Signup and view all the answers

    What is the congruence notion in self-concept studies?

    <p>The idea that consumers are motivated to approach products that match their self-perceptions</p> Signup and view all the answers

    What is the semantic differential methodology used in self-concept research?

    <p>A methodology used to select image adjectives and assume equal weighting in self-concept research</p> Signup and view all the answers

    What is a potential solution to the self-disclosure problem in surveys?

    <p>Increasing anonymity for respondents</p> Signup and view all the answers

    What is a moderator variable in self-concept research?

    <p>A variable used to predict consumer choice and should be hypothesized within a theoretical framework</p> Signup and view all the answers

    What is a criticism of the semantic differential methodology used in self-concept research?

    <p>It assumes equal weighting of image adjectives</p> Signup and view all the answers

    What is a characteristic of self-monitors?

    <p>Individuals who are more aware of their behavior in social situations and adjust their behavior accordingly</p> Signup and view all the answers

    What is a potential solution to the self-disclosure problem in surveys for sensitive topics?

    <p>Increasing anonymity for respondents</p> Signup and view all the answers

    What is one of the shortcomings of the product-anchored Q-method?

    <p>It is difficult for respondents to describe themselves in terms of products</p> Signup and view all the answers

    Which theory posits that self-focused attention can be aversive?

    <p>Self-awareness theory</p> Signup and view all the answers

    What are the three methods for creating self-awareness in social psychology studies, according to Pryor (1980)?

    <p>Self-awareness during behavior, self-awareness during self-report, and retrospective self-awareness</p> Signup and view all the answers

    What is the main challenge facing self-concept research?

    <p>Defining self-concept</p> Signup and view all the answers

    What is the value of self-concept research for applied social science research?

    <p>It can enhance our understanding of consumer behavior</p> Signup and view all the answers

    What is the relationship between self-concept research and attitude research?

    <p>Self-concept research should not be treated as an offshoot topic but rather an integral part of attitude research</p> Signup and view all the answers

    What is one of the challenges of using standardized personality measures in self-concept research?

    <p>They may not tap self-perceptions</p> Signup and view all the answers

    What is needed for self-concept research to gain more interest from consumer researchers?

    <p>Realizing the value of knowledge extracted from this type of research for applied social science research</p> Signup and view all the answers

    What is the main criticism of the product-anchored Q-method in self-concept research?

    <p>It fails to differentiate between product images and self-images</p> Signup and view all the answers

    What is the challenge faced by self-concept research in terms of eliciting self-awareness?

    <p>All of the above</p> Signup and view all the answers

    What is the main difference between self-perceptions and standardized personality measures in self-concept research?

    <p>Self-perceptions are not measured in standardized personality measures</p> Signup and view all the answers

    What is the main challenge faced by self-concept research in terms of theoretical development?

    <p>Defining self-concept</p> Signup and view all the answers

    What is the value of self-concept research in consumer behavior?

    <p>It can enhance our understanding of consumer behavior</p> Signup and view all the answers

    What is the main challenge faced by attitude theoreticians and researchers in integrating social cognitive dynamics in explaining, describing, and predicting social behavior?

    <p>Integrating functional and symbolic attributes</p> Signup and view all the answers

    What is the main difference between consumer self-concept research and consumer attitude research?

    <p>Consumer self-concept research is more developed</p> Signup and view all the answers

    What is the main criticism of measuring consumer product preference or purchase intention in an environment that does not elicit the self-concept?

    <p>It is too aversive</p> Signup and view all the answers

    Study Notes

    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.

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    Description

    How do products influence our self-concept? Take this quiz to test your knowledge on the relationship between product symbolism and self-concept in consumer research. Explore the different dimensions of self-concept and how it is influenced by motives such as self-esteem and self-consistency. Discover the various approaches to product image and how it can be measured using different scales. Test your understanding of the impact of product symbolism on our perception of ourselves and others.

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