We buy products to highlight/hide aspects of the self. Eastern and western cultures see the self as an inner private self and the outer public self. In the era of facebook and twitter everyone is able to share their thoughts with millions of friends and strangers. Real and ideal selves evaluates these qualities. Ideal self: conception of how we would like to be. Each of us is a separate, unique individual. Self-concept: beliefs a person holds about his/her own attributes, and how he/she. Attribute dimensions: content, positivity, intensity, stability over time, and accuracy. Low self-esteem: think they will not perform well. High self-esteem: think they will be successful and will take risks. Actual self: more realistic appraisal of the qualities we have. We are constantly faced with images of the ideal person in media. Each of us has more than one self-concept - one for attractiveness, work ethic, friend etc.