BUA 396 Lecture Notes - Lecture 2: Trait Theory, Zip Code, Consumer Spending
20 Jan 2016
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Document Summary
Self-concept: summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities traits. Actual our more realistic appraisal of the qualities we have and don"t have. Ideal person"s conception of how he would like to be. Marketers benefit from this create ideals to sell products (marketing based on gap between actual and ideal) Each of us really is a number of different people; depending on the situation we act differently, use different products and services, and vary in terms of how much we like the aspect of ourselves we put on display. Social self (the looking-glass self), process of imagining others" reactions taking the role of the other . Self-monitoring more attuned to how they present themselves in their social environment, and their estimates of how others will perceive their product choices influence what they choose to buy. Self/product congruence choose products when their attributes match some aspect of the self.
