Once the human behavioural models have been addressed, the chapter will focus on models of consumer behaviour. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Self concept is further broken down into three defining factors. Understanding consumer behavior will assist business entities to be more practical at selling, designing, development of products or services, and every other different initiative that impacts their. How exactly does this self image form and change over time. The selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Marketing people in the market place, academician and business student. Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self levy 1959. Other studies mea sure product image directly using the semantic differential type of methodology e. Joseph sirgy the self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand. Self concept in consumer behaviour free download as powerpoint presentation.
The self concept is not very realistic because an unconscious component is always present. Selfconcept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas. A model is an attempt to diagram the elements and relationship among the. The term selfconcept is defined as the totality of thoughts and feelings that an individual has about him or herself. The term selfconcept is a general term used to refer to how someone thinks about, evaluates or perceives themselves. As stated in chapter one, the self concept is how an individual thinks about or perceives. Pdf selfconcept is an important yet underresearched aspect of the consumer behavior of. Consumer behavior concepts and their application 1. Selfconcept is distinguishable from selfawareness, which refers to the extent to which selfknowledge is defined, consistent, and currently applicable to ones attitudes and dispositions.
Understanding the types of consumer buying behavior. Our primary goal in the present research was to hypothesize and verify selected consumer behavior correlates of scc. Reasons for the failure of selfconcept to become a major consumer behavior construct. For understanding consumer behaviour, implementation of consumer. Finally, it examines potential weaknesses and limitations of the research. Firms marketing effort sociocultural environment need recognition prepurchase search evaluation of alternatives experience purchase post purchase evaluation input process output external influences consumer decision making post decision behaviour psychological factors consumer. The selfconcept the selfconcept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities. The first section is the one we show almost to no one, family members. Self concept in consumer behaviour tutorial 29 february 2020. Selfconcept in marketing and how it influences consumer behavior. Consumer decisionmaking varies with the type of buying decision.
Self concept in consumer behaviour self concept in consumer behaviour courses with reference manuals and examples pdf. It examines the role selfconcept plays in consumer behavior, as well as other influences that have been found to affect product evaluations. Selfconcept may be defined as the totality of a complex, organized, and dynamic system of learned beliefs, attitudes and opinions that each person holds to be true about his or her personal. Apr 21, 2010 whether self concept or perception is dominant is up to the individual. It examines the role self concept plays in consumer behavior, as well as other influences that have been found to affect product evaluations. This research focused on two types of selfimage ideal and actual. Return to contents list types of consumer buying behavior types of consumer buying behavior are determined by. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer s emotional, mental and behavioural responses that precede or follow these activities. Joseph sirgy the selfconcept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Actual selfimage, ideal selfimage and the relation between.
Selfconcept, needs, and values are the three personal factors that. Further reproduction prohibited without permission. Consumer behavior is about the approach of how people buy and the use merchandise and services. The self in consumer behaviour the self, attitudes and. How exactly does this selfimage form and change over time. Concepts of consumer behavior free download as powerpoint presentation. Lifestyle and selfconcept consumer behaviour notes. Selfidentity and consumer behavior winter 2012 curator. Self concept is the image that we have of ourselves. The purchase, display, and use of goods communicates symbolic meaning to the individual and to others. The growth of consumerism and consumer legislation emphasizes the importance that is given to the consumer. 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.
The self in consumer behaviour the self, attitudes and values. Self concept can be described simply as how one perceives himself and his behaviour in the market place. 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. Many selfconcept theories attempting to explain consumer behavior have been generated incorporating these dimensions.
Three of the most useful worksheets on selfconcept are described. Firms marketing effort sociocultural environment need recognition prepurchase search evaluation of alternatives experience purchase post purchase evaluation input process output external influences consumer decision making post decision behaviour psychological factors consumer decision. Agentic participants likelihood of buying a nostalgic product and recommending it to others increased through enhanced self. She is a key member of a team exploring how technology can be. Apr 26, 2016 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.
They identified three types of reference group influence on consumer behavior. The role of selfconcept in consumer behavior digital. 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. Consumer behaviour 8 self concept theories self concept is of value to the individual, and behaviour will be directed towards the protection and enhancement of selfconcept. The selfconcept literature in consumer behavior is muddled with. Pdf the role of consumer selfconcept in marketing festivals. Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area.
The term self concept is defined as the totality of thoughts and feelings that an individual has about him or herself. Self concept refers to the totality of a complex, organized, and dynamic system of learned beliefs, attitudes and opinions that each person holds to be true about his or her personal existence. This image develops in a number of ways but is particularly influenced by our interactions with important people in our lives. 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. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities. Start studying the role of selfconcept in consumer behavior. Consumer selfconcept symbolism and market behavior. There are great differences between buying toothpaste, a tennis racket, a personal computer, and a new car. In india, due to increase in population, increase in diversity of population and the everexpanding choices and freedom make the study of consumer behaviour a must for the marketing function. Sep 15, 2008 self concept may be defined as the totality of a complex, organized, and dynamic system of learned beliefs, attitudes and opinions that each person holds to be true about his or her personal. Self concept clarity scc was proposed as a new dimension of self concept in psychology more than two decades ago campbell 1990, with limited utilization, however, in consumer research so far.
Pondicherry university a central university directorate of distance education. Baumeister 1999 provides the following selfconcept definition. Self concept in consumer behaviour human sexual activity. Nov 21, 2012 the selfconcept the selfconcept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities. Lets understand the concept in detail with the help of few examples. Understanding consumer behavior will assist business entities to be more practical at selling, designing, development of products or services, and every other different initiative that impacts their customers. The self concept literature in consumer behavior is muddled with. Nostalgias fulfillment of agentic and communal needs. Selfconcept is the image that we have of ourselves. Unit v the global consumer behaviour and online buying behaviour consumer buying habits and perceptions of emerging nonstore choices research and applications of consumer responses to direct. Consumer behaviour is a central topic in marketing and consumer behaviour is totally depends on consumers personality and life style. Self concept can be described simply as how one perceives himself and his behavior in the market place. Consumer behaviour is comparatively a new field of study which evolved just after the second world war. We can understand it better by understanding the whole concept of personality and life style.
Person always try to blame on any of two traits for his behaviour. Selfconcept clarity scc was proposed as a new dimension of selfconcept in psychology more than two decades ago campbell 1990, with limited utilization, however, in consumer research so far. It has divided into two different sections that are the inner self and the outer self. To be aware of oneself is to have a concept of oneself. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer. Consumer buying behavior is the mix of a consumers attitudes, preferences, and decisionmaking process when the consumer is acting in the marketplace to buy a good or service. Selfconcept worksheets pdf although activities and exercises can be extremely effective in helping young people develop and understand their selfconcept, worksheets can also lend a hand in this endeavor. It is not a realistic concept as an unconscious component is always present. The ideal selfconcept has been referred to as the ideal self, idealized image, and desired self.
I am a fast runner, while selfesteem is evaluative and opinionated e. She is a key member of a team exploring how technology can be used to enhance the student learning experience. This slides explains the concepts of consumer behavior and relations. Some are related to social and psychological factors. Whether self concept or perception is dominant is up to the individual. Consumer behaviour and marketing action an overview consumer involvement decisionmaking processes purchase behaviour. The study of consumer behaviour makes us aware of the subtle influences that persuade us to use the product or services of our choices we do. Aug 27, 2014 consumer behavior concepts and their application 1.
Self concept is distinguishable from self awareness, which refers to the extent to which self knowledge is defined, consistent, and currently applicable to ones attitudes and dispositions. The self concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. Presents observations on selfconcept in consumer behavior research. Self image is how an individual sees there self in society and who they think they are. The evaluation of marketing concept from mere selling concept to consumeroriented marketing has resulted in buyer behaviour becoming an independent discipline. Consumer behaviour deals with various stages that a consumer goes through before purchasing any product or service. Models of consumer behavior as the buying process is very important in marketing, it would be ideal to have a complete idea on buyer behavior model. Selfconcept is explored via onsite focus groups at the woodford folk festival in.
Pdf the connection between self concept actual self. Balaure marketing marketer publishing house, bucharest, 1992. The study of consumer behaviour deals with basic questions related to buying such as. Self concept is an important yet underresearched aspect of the consumer behavior of the touristfestivalgoer. The study of consumer behaviour certainly is an offshoot of marketing. Consumer behaviour is a study of how individuals make decision to spend their available resources time, money and. Concepts of consumer behavior marketing consumer behaviour. In experiment 2, these results were replicated in the context of a public education campaign, and participants chronic self. Self concept is explored via onsite focus groups at the woodford folk festival in. The role of selfconcept in consumer behavior flashcards. Selfconcept differentiation scd refers to how an individuals selfrepresentation may vary across contexts or social roles e. This model states that, like individuals, products have personalities and. Selfconcept refers to the totality of a complex, organized, and dynamic system of learned beliefs, attitudes and opinions that each person holds to be true about his or her personal existence.