The goal for the companies is to make an individual feel like there is room for improvement for oneself. The term selfconcept is defined as the totality of thoughts and feelings that an individual has about him or herself. Self concept in consumer behaviour free download as powerpoint presentation. Consumer perceptions of self can be quite distorted, particularly with regard to their physical appearance. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. Understanding the influences underlying consumption has become an increasingly important goal for marketers. An exploratory research to provide an overview on consumerism, consumer society, psychoanalytic theories and their relevance to consumers self concept and their unconscious narcissistic identification with fashionluxury brands. It is not a realistic concept as an unconscious component is always present. Companies use self concept to motivate and get consumers to spend money. Sexrole identity is different from gender, and societys expectations of masculinity and femininity help to determine the products we buy to be consistent with these expectations. Prior to joining auburn in 1995, he was chairman of the department of marketing in the school of business at rutgers university, new brunswick, nj.
Consumer behavior buying, having, and being eleventh edition global edition michael r. Theory consumer behavior is defined as the study of individuals or organization and the processes consumers use to search, select, use and dispose of product or services, experiences, or ideas. The relationship between selfconcept and consumer behavior is not a simple one. Im thinking of actual people, and the person i know with a bmw happens to be a guy. Many self concept theories attempting to explain consumer behavior have been generated incorporating these dimensions. Selfconcept is the ability to reflect on ones own traits, skills and behavior. Nancy j rabolt an exploration of the social psychology of consumer behaviour in relation to clothing, this title is based on uptodate literature and research in the field, using everyday examples to illustrate. One of the most commonly studied theoretical approaches integrating selfconcept and consumer behavior is the selfimage congruence hypothesis.
Selfconcept can be described simply as how one perceives himself and his behavior in the market place. Any individual who purchases goods and services from the market for hisher enduse is called a consumer. Joseph sirgy the selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Absolute threshold another example, using the bmw, a high performance car. This study examined the role of selfconcept in consumer behavior, specifically product evaluation. The analyses are based on combination and comparison of conventional consumer behavior. Where to download consumer behavior solomon 10th edition consumer behavior solomon 10th edition michael r. Scribd is the worlds largest social reading and publishing site. Selftheory and consumer behavior a more specific means of developing a theoretical approach to consumer behavior is to link the psychological construct of an individuals selfconcept with the symbolic value of the goods purchased in the marketplace. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning.
The self concept is not very realistic because an unconscious component is always present. Solomon saint josephs university pearson boston columbus indianapolis new york san francisco upper saddle river. Further reproduction prohibited without permission. Bring to class two or more brands within the same product category that project different images to the consumer. Self concept in consumer behaviour human sexual activity. Learn consumer behavior buying solomon with free interactive flashcards.
Winner of the standing ovation award for best powerpoint templates from presentations magazine. Consumer behavior buying, having, and being eleventh. Consumer behavior buying, having, and being twelfth edition. Consumer behavior buying solomon flashcards and study sets. Future research should be directed at more precise measurement of the selfconcept construct and its relationship to the various dimensions of consumer behavior. It has divided into two different sections that are the inner self and the outer self. Products often play a pivotal role in defining the selfconcept. Traits, competencies and values are the three factors that are part of the selfconcept theory. The concept of the self is more restricted than personality, which facilitates measure. Buyer perception and buyer selfconcepts are two closely allied marketing ideas. Theyll give your presentations a professional, memorable appearance the kind of sophisticated look that.
Your self concept is your perception of your own self and of your own abilities. Analysis of women consumer behavior for purchasing. She is a key member of a team exploring how technology can be used to enhance the student learning experience. This study sought only to explore the content of that relationship. Before understanding consumer behaviour let us first go through few more terminologies. Buying, having, and being deepens the study of consumer behavior into an investigation of how having or not having certain products affects our lives. One of the most commonly studied theoretical approaches integrating self concept and consumer behavior is the self image congruence hypothesis. This chapter will focus on the area of consumer behaviour by first considering a. The selfconcept the selfconcept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities. Learn vocabulary, terms, and more with flashcards, games, and other study tools. This paper explores the role of consumer behavior in present marketing management scenario. Presentation to a small audience expert on consumer behavior with over 500000 books sold have michael speak at. Chapter 6 solomon consumer behaviour global ed 4 4 self. The psychodynamic approach to the study of consumer behaviour is largely based around the ideas and theories of sigmund freud backhaus et al.
Worlds best powerpoint templates crystalgraphics offers more powerpoint templates than anyone else in the world, with over 4 million to choose from. The actual selfconcept in this vein has been labeled as actual self, real self, basic self, extant self or simply self. The purpose of the present study is to investigate this conceptselfconcept clarityand to understand some of its effects on consumer behavior. This model states that, like individuals, products have personalities and.
Ppt consumer behavior powerpoint presentation free to. The influences of various dimensions of the selfconcept are examined in regard to four product dimensions. The self in consumer behaviour the self, attitudes and. Roundtable on consumer self concept and attitudes the self concept is strongly related to consumer behavior and products often play a pivotal role in defining the self concept. According to the article, this connection between self concept and consumer behavior can especially be viewed in terms of body self concept and purchases related to body such as tattoo.
Consumer behavior, 11e solomon chapter 2 decisionmaking and consumer behavior 1 tomorrow, janice will be attending a party with a buffet. The summary is written with care and comes with highquality images, tables and figures. The behaviour that the consumers display in searching for. Bring to class two or more brands within the same product.
The selfconcept literature in consumer behavior is muddled with ambiguity and confusion in regards to the precise conceptualization of selfconcept. Chapter objectives when you finish this chapter you should understand why the selfconcept strongly influences consumer behavior. Consumer behavior buying, having, and being twelfth edition global edition michael r. Solomon model of comparison process model of consumer. The exchange, in which two or more organizations or people give and receive something of value, is an integral part of marketing. Lets consider a guy who buys a bmw, a guy who really loves his car for the sheer feel of power as it moves out onto the highway these arent necessarily sexist stereotypes by the way. Consumer behavior characteristics in fast fashiontina. Many selfconcept theories attempting to explain consumer behavior have been generated incorporating these dimensions.
People buy products and brands because it allows them to say something positive about themselves because they use that product or brand. Self concept and body presentation self concept is a way we see ourselves. Concept of consumer behaviour today, business around the world recognizes that the consumer is supreme and his sovereignty prevails. In anticipation of splurging on delicious food, she is eating very little today. Solomon model of comparison process explains some of the issues that are addressed during each stage of the consumption process prepurchase issues, purchase issues, postpurchase issues. The beliefs a person holds about his or her own attributes and how he or she evaluates these qualities. Self concept in consumer behaviour tutorial 05 may 2020. Sherlekar and krishnamoorthy treat the consumer to be a riddle. How products often play a pivotal role in defining the selfconcept. In psychology selfconcept has many definitions but they all have the same meaning. Self concept can be described simply as how one perceives himself and his behavior in the market place. Chapter summary selfconcept as an influence on behavior the role of products in defining selfconcept the influence of sexrole identity on purchases selfesteem and our body image cultural expectations of appearance weve covered several key concepts in this chapter. When i ask you to describe yourself in one page you are going to write down all the beliefs you hold about yourself as a person.
This research addresses the fast fashion consumer behavior characteristics, and analyzes the how general consumer behavior theories apply to fast fashion consumer behavior, and what the underlying causes that form the behaviors. Consumer selfconcept symbolism and market behavior. The first section is the one we show almost to no one, family members. Choose from 409 different sets of consumer behavior buying solomon flashcards on quizlet. The summary will be updated constantly, so please feel free to give feedback. Self concept can be described simply as how one perceives himself and his behaviour in the market place.