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Transcript of CONSUMER BEHAVIOUR
Consumption and Self-Concept
Real and Ideal Selves
CHAPTER 5 - THE SELF
Degree of positivity of your attitude towards yourself
Marketing communications influence a consumer's self-esteem
Ads trigger process of social comparison
Real & Ideal Selves
When consumer compares some aspect of themselves to an ideal, this judgement influences self-esteem
Ideal self is one's conception of how he/she would like to be
Actual self is more realistic evaluation of qualities we do and don't have
When we look around it we can see how the consumption of products and services contributes how people see themselves.
Products that shape an individual are ones that they consume.
these products also play a role in how people perceive themselves.
People see themselves as they think others see them.
for example when one person looks at another they see the person's clothing, jewellery, furniture, car, and so on.
people look at these things and make judgements about a person is.
these products place individuals into social roles which they use to try and determine who they are.
Consumption and Self Concept