A STUDY ON CONSUMERS’ Realization and Reaction of one’s SELF IMAGE. (SELF CONCEPT)

7/30/2019 A STUDY ON CONSUMERS Realization and Reaction of ones SELF IMAGE. (SELF CONCEPT)

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CONSUMER BEHAVIOUR

A STUDY ON CONSUMERS Realization and Reaction of ones SELF

IMMAGE. (SELF CONCEPT)

Introduction

Self-concept(or self-image) has become a popular approach in recent years to investigating

possible relationships between how individuals perceive themselves and what behaviour

they exhibit as consumers. An advantage of studying consumer behaviour using the theory

of self-concept is that consumers provide descriptions of themselves, as opposed to having

descriptions made by outside observers. That is, each consumer describes his or her ownview of himself or herself, which is in contrast to personality tests that fit consumer

responses into predetermined categories or traits. This distinction is important, because the

way in which a consumer perceiveshimself or herself might differ substantially from the way

in which the researcher sees or categorizes that same consumer.

William james has been credited with laying the foundations for Self-concept theory in

1890. He described it as the sum total of what a man call his : not only his body and his

psychic power, but his clothes and his house, his wife and children, his ancestors and friends,

his reputation and works, his lands and bank-accounts. More recently Newcombe definedself-concept as The individual as perceived by that individual ina socially determined frame

of reference. Therefore, we can view self-concept as a persons perception of him which

includes his physical being, other characteristics such as strength, honesty, and good

humour in relation to others and even extending to include certain possessions and his

creations.

Although self-concept is highly complex, it is well organized and works in a consistent way.

To the outside observer, a person may appear irrational and inconsistent in his or her

behaviour, but the individual taking such action is behaving in the only way she knows, giver

her frame of reference. When the individuals point of view is known, it usually becomes

clear that he or she is not acting in an inconsistent way.

Self-concept theory is related to psychoanalytic theory since the actual selfis similar to the

ego and the ideal self is similar to the superego. Self-concept theoryis governed by the

desire to attain self-consistency and the desire to enhance one's self esteem. Generally,

consumers buy products that confirm to their actual self-image. But if they are low in self-

esteem they are more likely to buy based on what they would like to be rather than what

they are. Buying to achieve an unrealizable self-image can lead to compulsive purchasing

behaviour. Frequent purchasing is a means to overcome the discrepancy between the real


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and ideal selves and to relieve a sense of low self-esteem. Another dimension of self-

concept theory is the extended self. Certain products have symbolic value and are

considered an extension of our personality (eg, a car). This extension of self-concept theory

in fact has been called symbolic interactionism because it emphasizes the interaction

between individuals and the symbols in their environment.

Advertisers have understood the symbolic role of products in influencing self-image.

Advertising for jewellery, cosmetics, automobiles and clothing frequentlycommunicates an

image of the user. Compared to other attitudes, the self-concept is a very complex

structure. It is composed of many attributes, some of which are given greater emphasis in

determining overall self-attitude. Attributes of self-concept can be described along such

dimensions as their content (e.g., facial attractiveness versus mental aptitude), positivity or

negativity (i.e., self-esteem), intensity, stability over time, and accuracy(i.e., the degree to

which one's self-assessment corresponds to reality). As will be seen later in the unit,consumers' self-assessments can be quite distorted, especiallywith regard to their physical

appearance.

Though personality and self concept are now the essential terms in the marketing lexicon of

today, they are not the only words that marketers use and manage in the process of relating

their products to the image of the consumers and the products. The two words especially

mentioned in the context are the self-consciousness and the self esteem.

Self-Consciousness

Unlike the feeling in self concept, self consciousness is more deliberate and easily felt or

told. Thus, there are times when people seem to be painfully aware of them. If you have

ever walked into a class in the middle of lecture and noticed that all eyes were on you, you

can understand this feeling of self consciousness. In contrast, consumers sometimes behave

with little self-consciousness. For example, people may do things in a stadium, a riot, or a

fraternity party that they would never do if they were highly conscious of their behaviour.

In the marketing consumption context, some products do bring out self consciousness in the

customers while they are buying or considering them. Thus, `esteem' products or the

`unmentionable products' make the customers very self-conscious of them. The rule of the

thumb in this regard is that if a person is doing what he or she is not supposed to do in the

normal course, it makes them conscious of themselves: It is both a marketing opportunity

and a challenge.

Self Esteem

Self-esteem refers to the `positivity of one's attitude toward oneself'. People with low self-

esteem do not expect that they will perform very well. They thus, constantlyendeavour to

avoid embarrassment, failure, or rejection. In developing a new line of snack cakes, forexample, a manufacturer found that consumers low in self-esteem, preferred portion


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controlled snack items because they felt they lacked self-control. In contrast, people with

high self-esteem expect to be successful, will take more risks, and are more willing to be the

centre of attention. Self-esteem often is related to acceptance by others. For example,

young persons who move in high-status "crowds in the disco bars" have higher self-esteem

than their counterparts. Like the situation in the self-consciousness, the self-esteem tooposes an opportunity to the marketers. Some products could be employing the self-esteem

angle to project their products Citicards have used this approach for making their cards

more acceptable. Similarly, the new campaign of the new Lifebouy personal soap has used

how the brand gives a lift to self-esteem of those who are not confident of themselves or

have a lower self-esteem.

Multiple Selves

In a way, each consumer is really a number of different people. We have as manyselves as

we do different social roles. Depending upon the situation, we act differently, use different

products and services, and even vary in terms of how much we like ourselves. A person may

require a different set of products to play a desired role. She may choose a sedate,

understated perfume when she is being her professional self, but splash on something more

provocative on Saturday night as she becomes her `femme fatale' self. Similarly, all Indians,

howsoever stem and proper they are in dressing themselves, have known to let their hair

down on festival occasions.

The dramaturgical perspective' on consumer behaviour views people much like actors who

play different roles. We each play many roles, and each has its own script, props, andcostumes. The Fifty biscuits ad campaigns reflect this perspective. Depending on the

characteristics of a situation and the other people with whom one is interacting, different

role are played. The self can be thought of as having different components or role identities,

and only some of these are active at any given time. Some identities (e.g., husband, boss,

student are more central to the self than others, but other identities (e.g., stamp collector,

dancer, or advocate for the homeless) maybe dominant in specific situations. For example,

executives in a survey done in the United States, the United Kingdom, and some Pacific Rim

countries said that different aspects of their personalities come into play depending on

whether they are making purchase decisions at home or at work. Not surprisingly, they

report being less time-conscious, more emotional, and less disciplined in their home roles.

CONSUMPTION AND SELF-CONCEPT

By extending the perspective a bit further, it is easy to see how the consumption of products

and services contributes to the definition of the self. For an actor to play a role convincingly,

he or she needs the correct props, stage setting, and so on. Consumers learn that different

roles are accompanied by constellations of products and activities that help to define these

roles. Some "props" are so important to the roles we play that they can be viewed as a part

of the extended self, a concept to be discussed shortly.The use of consumption information


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to define the self is especially important when an identity is yet to be adequately formed, as

occurs when a consumer plays a new or unfamiliar role. Symbolic self-completion theory

predicts that people who have an incomplete self-definition tend to complete this identity

by displaying symbols associated with it. The yes clothing ad relies on this perspective

byemphasizing the confidence one gains by wearing the right fashions. Adolescent boysmayuse "macho" products like cars and cigarettes to bolster their developing masculinity; here,

products are a sort of "social crutch" to be leaned upon during a period of uncertainty.

Self-Image -Product Image Congruence

Because many consumption activities are related self-definition, it is not surprising to learn

that consumers demonstrate consistency between their values and attitudes and the things

they buy. Self-image congruence models predict that products will be chosen when their

attributes match some aspect of the self. These models assume a process of cognitive

matching between these attributes and the consumer's self-image. While results are

somewhat mixed, the ideal self appears to be more relevant as a comparison standard for

highly expressive social products such as perfume. In contrast, actual self is more relevant

for every day, functional product. These standards are also likely to vary by usage situation.

For example, a consumer might want a functional, reliable car to commute to work

everyday, but a flashier model with more "zing" when going out on a social date in the

evening.


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(1) Self Concept: Realization of the EXTENEDED SELF

This ad shows that our favourite products are part of ourextended self.

As noted earlier, many of the props and settings consumers use to define their social roles u

sense become a part, of their selves. Those external objects that we consider a part of us

comprise the extended self. In some cultures, people literally incorporate objects into the s(

- they lick new possessions, take the names of conquered enemies (or in some cases eat

them), or bury the dead with their possessions. Four levels of the extended self are used by

consumers to define themselves. These range from very personal objects to places and thin,

that allow people to feel like they are rooted in their environments.


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a) Individual level: Consumers include many of their personal possessions in self-definition.

These products can include jewellery, cars, clothing, and so on. The saying "You are what

you wear" reflects the belief that one's things are a part of what one is.

b) Family level: This part of the extended self includes a consumers residence and the

furnishings in it. The house can be thought of as a symbolic body of the family and is often a

central aspect of identity.

c) Community level: It is common for consumers to describe themselves in terms of the

neighbourhood or town from which they come. For farm families or residents with close ties

to a community, this sense of belonging is particularlyimportant.

d) Group level: Our attachments to certain social groups also can be considered a part of

self. A consumer may feel that landmarks, monuments, or sports teams are a part of the

extended self.

Gender: Males(age group >22-60) most of them have this self-concept that being aware

of current affairs and politics will make them look knowledgeable and responsible part of

society while talking amongst fellow individuals in a social gathering. To them, this

newspaper is providing exactly what they need and not the entertainment news which

according to their self-concept would not suit their social, intellectual image; be it real or

pseudo.


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(2) Self Concept: Possession of Humor Appeals

This ad relies upon humor to communicate the message thatdrivers should wear helmets.

The above depicted advertisement created by a Helmet Company emphasizes on those

individuals who depict a possession of a Humor Appeal within the aplomb of their Self

Concept. It is also worth mentioning that the Humors effects on the cognitive process have

usually been measured in terms of memory and comprehension. In advertising research, the

emphasis has been on memory rather than on comprehension.

As indicators of advertising effectiveness, Attitude towards the ad, Attitude towards thebrand and Purchase Intention are considered to effect in a positive manner in the above

mentioned case.

Also it has been concluded that the degree of perceived humor in an advertisement will be

Associated positively with the attitude towards the ad

This study examined the relationship between a humorous advertisement and memory and

attitude, and the role of product involvement in this relationship. Overall, strong positive

relationships were found between a humorous advertisement and memory of advertised

brand and attitude towards the advertisement. Further, it was found that those positive


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relationships were much stronger within low involvement products than within high-

involvement products.

Humor works best when:

Consumers already have an indifferent attitude toward the brand. (With initiallynegative consumer attitudes, humor might work only if it is self-deprecating.)

The product is not upscale, and gravitasis not the brands aspired positioning. The product pokes fun at itself (rather than at other brands or other people); The joke and brand message are integrated.

Humor works by:

Aiding exposure: Blocking zapping and zipping. Preventing consumers from avoidingthe commercial by switching (zapping) or avoiding the commercial by fast-

forwarding while watching a pre-recorded program (zipping).

Holding attention: Getting people to watch the ad (rather than shift their attentionto something else);

Helping memory: Making people remember the ad by the joke. Gratification: Adds to the enjoyment people derive from the use of media. It leaves a

pleasant feeling by having amused the consumer, and this pleasant feeling rubs off

on the brand.

Multiplier effect: Repeated self-rehearsal. People like to tell jokes and talk aboutfunny commercials; doing so further helps memorizing.

Distraction or Attraction: Humorous ads inhibit the

consumer from counter arguing (thinking of reasons not to

agree with the message), thereby increasing the likelihood

of message acceptance


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(3) Self Concept: Possession of Fear Appeals

Life insurance companies often use a fear appeal to motivate

consumers to buy policies.

The above depicted advertisements have been specifically designed for individuals who

have a deep seated Fear Psychosis of uncertainties in life. Such an advertisement effects

consumer behavior by linking the BRAND to their Self Concept of possessing a deep seated

FEAR APPEAL.

In the above advertisement and its lateral relatives, it has been found that, low or high level

fear appeal has been proven to positively influence consumers behavior or persuasion.


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Insurance advertising informs individuals of the result after using their services or risk

without using their services. Thus, such kind advertising messages will allow individual to

make decisions, and influence their attitude toward insurance advertising and intention to

use Insurances. By measurement on attitude toward the advertising, individual affection

and evaluation toward insurance advertising can be known. This advertisement depictedabove delivers fear appeal messages to individuals to enhance their affection.

When fear appeal messages in advertising results in threat or anxiety, individuals will

change their attitude or have preventive behavior. That is, fear appeal messages in

insurance advertising have significant effects on individual attitude toward advertising.

It has been found that the higher the degree of factual information, the greater the

likelihood of individual attitude towards the insurance advertising.

Thereby it has been concluded that moderate the degree of fear appeal messages, thegreaterthe likelihood of individual attitude towards the insurance advertising.

Fear Appeals:

Emphasize the negative consequences that can occur unless the consumer changes abehavior or an attitude

Used mostly in social marketing contexts Effective only when the threat is moderate and a solution is presented Threat: The literal content of the message Fear: An emotional response to the message


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(4) Self Concept: Possession/Realization of InternalAppeal for Sex (Sex Appeal)

An ad employing a sexual appeal, Sex draws attention to the

ad but may be counterproductive unless the product itself is

related to sex

In the above depicted advertisement, CANDIES Company a manufacture of fragrances uses

generation-Y sex appeal in order to lure the generation. Such an advertisement orients the

consumer towards the brand such that their product is associated with attraction of


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opposite sex in all senses. Our Analysis on Use of Sex Appeal advertisement on individuals,

who poses a self concept of Sexual activity within their personality domain, goes as follows:

There is one element that arouses the immediate interest of both men and women. Sex,

perhaps not surprisingly, has the greatest universal acceptance of all stratagems ever used

in advertising. Probably even more important are the hidden, unconscious feelings that sex

arouses in people. Sex can make the beholder feel young again. Sex may also reassure men

of their masculinity and women of their femininity. This reassurance may be an important

consideration in todays confused relationship between men and women. Additionally, sex

is one of the most basic of all human emotions. Lastly, sex is a status symbol. One of the

simplest ways for an advertiser to give his models an air of importance is to bestow then

with sex appeal.

Change in Consumer Behavior on encountering Sexual Appeal advertisement: Marketing

professional use sex as a strategy to break through the clutter of advertising messages

bombarding consumers on a daily basis. Sexually based advertising appeals are thought to

easily grab the attention of those viewing the ad. However, just because such ads are

effective at getting attention does not mean that they are effective at generating sales. In

fact, there is a variety of contradictory research on the impact of sexual advertising on

consumer behavior.

Our analysis shows that sexual appeals serve a number of important roles in advertising,

including attracting initial attention, augmenting recognition, bolstering brand image,

increasing receivers interest in processing the ad, enhancing persuasion and evoking

emotional responses.

On the other hand, there is an alternative dimension that contends that sex appeal might

increase attention to the ad, but not necessarily enhance recall or positive attitudes toward

a brand. Such a dimension claims that overly blatant applications of sex as an attention

grabber can be counterproductive even.


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(5) Self concept- Possession/Realization of Selfattractiveness/fitness

To stimulate demand for milk, an industry trade group

tapped a huge range of celebrities to show off their milk

moustaches.

The objective of this ad is to show that how celebrities through their attractiveness play a

vital role in affecting the perception of people and making them buy that product .There are

various things that these celebrities symbolizes-


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They symbolize important categories such as status, social class, gender, age, and

personality type.

Match up hypothesis: The celebritys image and that of the product are similar

Quality considers two factors:

Consumers level of familiarity with a name

The number of respondents who indicate that a person, program, or character is a

favorite.

Omega uses tennis star Anna Kournikova as a celebrity endorser. This particular company

has used a tennis star to attract females who are either fan of Anna Kournikova or they find

themselves attractive like this tennis star. So, in that case these females will get attracted by

that advertisement and ultimately will buy that product.


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(6) Self Concept: Possession/Realization of Ones OwnSex Roles

This ad for Alize, a cognac drink, is geared toward GLBT

Costumers.

Tattooing is becoming mainstream. This ad for Nike tennis

products says, Rest in heaven, not on the court.


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Sex Identity:

An important component of a consumers self concept

Gender Differences in Socialization:

Agentic goals (Males): Stress self assertion and mastery

Communal goals (Females): Stress affiliation and fostering of harmonious relations

Gender versus Sexual Identity:

Sex-Typed Traits: Characteristics stereotypically associated with gender

Sex-Typed Products:

Many products are sex-typed(i.e., they take on masculine or feminine attributesand are associated with gender)

Androgyny:

Refers to the possession of both masculine and feminine traits

Sex-typed people: Stereotypically masculine or feminine

Androgynous people: Mixed gender characteristics

Female Sex Roles:

Female sex roles are still evolving

Male Sex Roles:

Masculines: The study of the male image and the cultural meanings of masculinity

Gay, Lesbian, Bisexual, and Transgender (GLBT) Consumers:

GLBT population is an attractive segment to marketers In the 1990s saw big

corporations actively court this market segment

Sex roles have been a focus of attention in Consumer Behavior because they are believed to have an

impact on individual and ultimately the purchase of consumer goods and services. Of special interest

to marketers is their effect on perceptions of promotions and products. This Advertisement

examines the influence of culturally prescribed sex roles on individuals' reactions to sex role

characterizations in promotions, the gendering of products, and one's self-concept (which

purportedly underlies sex role stereotypic perceptions).


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(7) Self Concept: Possession/Realization CulturalBoundaries

This ad for Bijan illustrates how sex-role identities are

culturally bound by contrasting the expectations of how

women should appear in two different countries.

Sex roles have been a focus of attention in Consumer Behavior because they are believed to

have an impact on individual and family decision-making and ultimately the purchase of

consumer goods and services. Of special interest to marketers is their effect on perceptions

of promotions and products. The Above advertisement examines the influence of culturally

prescribed sex roles on individuals' reactions to sex role characterizations in promotions, the

gendering of products, and one's self-concept (which purportedly underlies sex role

stereotypic perceptions)


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(8) Self concept- Social Linkages1) Branding strategies:Strategies that recognize that even unattractive products are

more attractive when evaluated with other, liked products

Porsche Fairmont Hotel

Unilever Dove

Nike Polaroid

Roxy Toyota

2) Product complementarily:-Occurs when symbolic meanings of products are relatedto each other

3) Consumption constellations:Sets of complementary products used to define,communicate and perform social roles

The Sims is one of the most popular games played by people. The reason for the game to be

so popular is the way it connects itself with the lifestyle of other people. The game creates a

social linkage with the people who play it as it includes everything that one does in the reallife.


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(9) Self concept- Conflict Between the Id and Superego

This ad focuses on the conflict between the desire for

hedonic gratification (represented by the id) versus the need

to engage in rational, task-oriented activities (represented by

the superego).


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(10)Self concept- Personification ofones Life instances

Charmin a Baby Product Personifies the expertise of the

company by using MAKE-BELIEVE Characteristics of an

individual.

This Delhi made local detergent ad uses a handcuff metaphor

in sync with costumers anti-attitude personification with

hardship related to dirt removal and urges the viewer, Free

yourself from the burden of hand wash.


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The Message as Art Form: Metaphors Be with You:

Metaphor: Involves placing two dissimilar objects in a close relationship such that

A is B

Simile: Compares two objects A is like B

Resonance: A form of presentation that combines a play on words with a relevant

picture

The Message as Art Form: Forms of Life Story (incident) Personification:

Drama: Attempt to be experiential, involving the audience emotionally

Lecture: A speech where the source speaks directly to the audience to inform and

persuade them

Transformational Advertising: Consumer associates the experience of product

usage with some subjective sensation

The major aim of advertising is to impact on buying behavior; however, this impact about

brand is changed or strengthened frequently in peoples memories. Memories about the

brand consist of those associations that are related to brand name in consumer mind. These

brand cognition influence consideration, evaluation, and finally purchases. The principal aim

of consumer behavior analysis is to explain why consumers act in particular ways under

certain circumstances. It tries to determine the factors that influence consumer behavior,

especially the economic, social and psychological aspects. When young people choose

advertising information and characters as their role models, they may not only identify with

them but also intend to copy them in terms of how they dress and what they are going to

buy

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A STUDY ON CONSUMERS’ Realization and Reaction of one’s SELF IMAGE. (SELF CONCEPT)