Self-Concept and Consumer Behavior

**[Self-Concept:]** **Def:** Beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities. **\* [Self-Esteem:]** **Self-Esteem:** Positivity of a person's self-concept. **Low Self-Esteem:** People who think they will not perform well. **High Self-Esteem:** Peopl...

**[Self-Concept:]** **Def:** Beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities. **\* [Self-Esteem:]** **Self-Esteem:** Positivity of a person's self-concept. **Low Self-Esteem:** People who think they will not perform well. **High Self-Esteem:** People who think they will be successful and will take risks. **\* [Real and Ideal Selves:]** **Ideal Self:** Conception of how we would like to be. **Actual Self:** More realistic appraisal of the qualities we possess. **\* [Products Can:]** - Help us reach our ideal self. - Be Consistent with our actual self. **[Multiple Selves:]** **[Role Theory:]** - The sociological perspective of role theory takes the view that **much of consumer behavior resembles actions in a play.** - People act out **many different roles**, they sometimes alter their consumption decisions depending on the particular "play" they are in at the time. - Each of us have many selves and roles. - Marketers pitch products to facilitate active role identity. How do we decide which self to **"activate"** at any point in time." **\*Is beauty universal or culturally constructed.\*** **\*There is a presence of Universal beauty standards across all countries and cultures.\*(I.E. Waist-to-hip ratio of 0.70).**